Let’s be real—building strong relationships with real estate agents isn’t as easy as it used to be. Agents are bombarded with up to 35 loan officer referrals a day, and most of them already have their go-to lender they trust. In fact, 77% of agents have one lender partner they refer clients to, which means breaking in and earning their trust takes more than just showing up with a business card or offering great rates.

Good lender partners know it’s all about the value you bring to your relationships– the challenge is building mutually beneficial relationships at scale. It all comes down to bringing value first, building genuine relationships, and using smart mortgage tools to stay top-of-mind—without coming off as pushy or salesy.

This blog is your playbook. We’ll walk you through how to find the right agents to work with, how to start meaningful conversations, and—most importantly—how to nurture those relationships for long-term success. Whether you’re just starting out or looking to level up your partnerships, these tips will help you cut through the noise and build lasting, profitable connections.

Why Strong Loan Officer & Real Estate Agent Partnerships Matter More Than Ever

If you're in the mortgage business, you already know—real estate agents are one of the best sources of referrals. In fact, 96% of top loan officers say their strongest referral source comes from their agent partners. And it makes sense—agents are often the first point of contact for homebuyers, which means partnering with the right ones can give you direct access to a steady stream of qualified clients.

But beyond just getting more leads, having strong partnerships with real estate agents can seriously impact your bottom line. Here’s why:

1. More Deals, Less Effort

Real estate agents who trust you will send clients your way—clients who are ready to move forward. And when you’re their go-to lender, you’re no longer spending hours chasing cold leads. Instead, you’re focusing on warm, qualified buyers who have already been vetted by someone they trust.

On average, loan officers who co-sponsor agents on platforms like Homebot get their name in front of 330 additional clients, leading to an 86% increase in monthly reach and 50% more client conversations.

2. Improved Client Experience = More Referrals

A solid agent-lender partnership creates a seamless experience for clients. When the process feels smooth and stress-free, it increases the chances of repeat business and referrals down the line. Plus, working closely with an agent allows you to tackle common buyer misconceptions—like the 50% of buyers who still think they need a 20% down payment to buy a home.

3. Competitive Edge in a Crowded Market

With the majority of agents working with a small group of lenders, standing out means offering more than just loans. Agents want partners who help them grow their business, provide valuable insights, and make their job easier. The right partnership can help you stay top-of-mind and become an essential part of their team.

Pro tip: Speed matters. 59% of agents say that responsiveness is the #1 factor in choosing a lending partner. If you're not delivering fast, valuable responses, they’ll find someone who will.

4. A Reliable Source of Business Growth

Agent relationships aren’t just a short-term win—they’re a long-term growth strategy. When you invest in the right partnerships, you're creating a reliable pipeline of referrals that can fuel your business for years to come.

The bottom line? Real estate agents are a game-changer for loan officers looking to grow their business. The question is—how do you find the right partners and build relationships that last? That’s exactly what we’ll cover in the next section.

The Loan Officer’s Playbook for Building Strong Real Estate Agent Partnerships

Building a successful partnership with a real estate agent isn’t about luck—it’s about strategy. The right partnerships can fuel your pipeline with qualified clients, but not all agents are the right fit for your business. To truly maximize your efforts, you need a game plan that helps you find, connect with, and nurture relationships with agents who align with your goals.

Let’s break it down step by step.

Step 1: Finding the Right Real Estate Agents to Partner With

Not every agent is the right fit for your business, and that’s okay. The key is to focus on agents who serve the types of clients you work with best—whether that’s first-time homebuyers, move-up buyers, or investors. Instead of taking a scattershot approach, be strategic and evaluate potential partners based on key performance indicators like transaction volume, listing data, client demographics, and how actively they engage with their client base.

And while it’s tempting to focus all your efforts on top producers, remember—everyone wants to work with them. These agents are often inundated with lender outreach and already have trusted partnerships in place. That’s why it’s smart to get creative and look for overlooked agents who are actively seeking lender partnerships. Many of these agents are up-and-coming, highly motivated, and eager to build strong relationships with lenders who offer real value. 

• Transaction Volume: Are they consistently closing deals? Look for agents with a steady flow of transactions, as they’re more likely to need reliable lending partners.
  
• Listing Data: Do they specialize in the types of properties that match your ideal client base? If you work primarily with first-time buyers, an agent who focuses on luxury properties may not be the best fit.
  
• Client Demographics: Ensure their target audience aligns with your lending products and expertise. For example, if you specialize in FHA loans, partnering with agents who serve first-time buyers is a smart move.
  
• Engagement and Responsiveness: Do they actively engage with their clients and network? An agent who leverages digital tools and maintains strong communication can make collaboration easier.
  
• Referral Habits: Some agents are more loyal to their existing lender relationships than others. Look for those who are open to new partnerships and value added support.

You don’t have to manually track down this information—there are tools that can help.

Homebot’s Partner Intel leverages AI to give you visibility into an agent’s engagement levels, client activity, and overall performance. It helps you identify high-performing agents who are actively working with clients and might be open to a new lending partnership. Partner Intel offers insights like:

• Agent activity levels and responsiveness
• Client engagement data
• Opportunities to collaborate based on mutual clients

Instead of cold calling dozens of agents, use data-driven AI tools like Partner Intel to focus your outreach on those most likely to need your services.

Step 2: How to Build Genuine Relationships with Agents 

Once you’ve identified the right agents, the next step is reaching out—but here's the challenge: real estate agents are approached by lenders all the time. If your first message is all about asking for referrals, you’re likely to get ignored.

So how do you break the ice and start a genuine conversation?

1. Lead with Value, Not Requests

Want to get ignored by an agent? Ask for referrals right off the bat. Want to stand out? Lead with value. Real estate agents are constantly looking for ways to better serve their clients and grow their business, and if you can help them do that, you’ll naturally become their go-to lender.

Use data to provide meaningful insights: Agents thrive on market knowledge, and Partner Intel can help you bring them valuable insights they can’t get anywhere else. With Partner Intel, you can identify an agent’s past transaction history, their buy-side vs. sell-side ratios, and even which lenders they’ve worked with in the past. By presenting these insights, you can position yourself as an expert who understands their business and can help them succeed. Try saying something like, “I noticed you've closed [X] buy-side transactions in the past 6 months. I’d love to discuss ways we can collaborate to help you close even more.”

• Provide educational resources for their clients:  Agents are always looking for ways to educate their buyers. Offering materials like first-time homebuyer guides, down payment assistance program breakdowns, or loan program comparisons makes their job easier. Co-branding these resources with their information and yours helps strengthen their reputation while reinforcing your partnership.
  
  
• Introduce tech tools that make their job easier: Platforms like Homebot provide agents with an easy way to stay connected with their clients through personalized home value insights and financing opportunities. Homebot also allows agents to stay informed about their past clients' potential to buy or sell again, helping them act at the right time. Offering Homebot as a solution can differentiate you from other lenders by helping agents generate repeat business and referrals. Try opening the conversation with, “Have you seen how Homebot can keep your past clients engaged and thinking about their next move? I’d love to show you how it works.”

Pro Tip: Always ask yourself, “How can I make this agent’s job easier?” If you can answer that, you’re already adding value. 

2. Personalize Your Outreach

Agents receive countless messages from lenders every week. If you want to stand out, your outreach needs to feel personal and relevant to them. Taking a little extra time to customize your approach can make all the difference.

• Tailor your outreach based on their transaction history: Leverage tools like Partner Intel to see the number of transactions an agent has closed, their preferred loan officers, and their average listing price. This allows you to craft outreach messages that speak directly to their experience and business goals. A message like, “I noticed you’re consistently closing deals in the $400K range—let’s chat about how I can help streamline financing for your buyers in that price range,” shows you’ve done your research.
  
  
• Acknowledge their niche: Every agent has a specialty, whether it’s first-time buyers, luxury properties, or relocation clients. Showing that you understand their market helps build credibility. For example, “I know you work with a lot of first-time buyers. I’d love to share some creative financing options that could help them get into a home sooner.”
  

Make it about them: Instead of immediately pitching your services, ask questions that show genuine interest in their business. Something as simple as, “What’s been the biggest financing challenge your clients are facing right now? I’d love to share some solutions that might help,” can open the door to meaningful conversations.

• Engage with their recent activity: Reference their latest listings, social media updates, or professional milestones to make your outreach feel genuine and thoughtful. Something as simple as, “I saw your recent listing in [Neighborhood]—beautiful home! I work with buyers looking in that area and would love to connect,” can open doors to conversation.

Pro tip: In addition to Partner Intel, use tools like LinkedIn, Zillow, or even their Instagram page to gather insights and craft messages that feel thoughtful and tailored. 

3. Offer a Low-Pressure Collaboration

Instead of diving straight into asking for referrals, look for small, low-commitment ways to work together. When agents see the value you bring, they’ll naturally start referring clients your way.

• Co-host an educational event: Offer to partner with them on a first-time homebuyer webinar, a market update session, or even an in-person Q&A. Hosting an event together positions you as a team and provides valuable information to potential clients. A simple invite like, “Would you be interested in co-hosting a homebuyer workshop? I can cover financing while you walk buyers through the process,” can be an easy way to start collaborating.
  
  
• Create co-branded content: Providing agents with co-branded marketing materials—such as affordability reports, market updates, or social media content—helps them educate their clients while keeping your name front and center. Offering to create content like, “I can put together a personalized affordability guide with your branding—something you can share with potential buyers,” makes their job easier and adds value.
  
  
• Help with pre-qualifications: Many agents waste time showing homes to clients who aren’t financially ready. Offering to pre-screen their leads helps them focus on serious buyers and demonstrates your commitment to their success. A simple offer such as, “If you have any clients on the fence, I’d be happy to run a quick pre-qualification to see where they stand,” can be a great way to start working together.

Pro Tip: Think of yourself as a team player, not just a vendor. Small wins lead to long-term partnerships.

4. Be Their Go-To Resource, Not Just a Loan Officer

Agents don’t just want a lender who processes loans—they want a partner who helps them succeed. The more you position yourself as a valuable resource, the stronger your relationship will become.

• Provide ongoing financial insights: Keep agents informed about mortgage rate trends, market conditions, and financing options they can share with their clients. Position yourself as their go-to source for up-to-date financial information that helps them close more deals with confidence.
  
  
• Use Homebot to stay top-of-mind: Homebot’s automated home value reports keep agents connected to their past clients, ensuring they remain the first call when it’s time to buy or sell again. Offering Homebot as a solution helps both you and the agent stay engaged with clients long after the initial transaction.
• Offer creative financing solutions: Agents often encounter buyers who face affordability challenges. Be ready with loan options that fit different buyer profiles, whether it’s low down payment options, jumbo loans, or creative financing strategies. Reaching out with ideas like, “If your buyers are struggling with affordability, I have a few financing options that might help. Let’s chat!” shows you’re thinking ahead.
  
  
• Celebrate their wins: A simple “Congrats” on a closing or a small token of appreciation can go a long way in showing you value the relationship. Recognizing their efforts fosters goodwill and strengthens your partnership over time.

Pro Tip: Set a reminder in your CRM to check in with your agent partners regularly and offer new value-driven insights to keep the relationship strong.

Conclusion: Build Stronger Agent Partnerships with the Right Tools

Building successful partnerships with real estate agents requires more than just asking for referrals—it’s about providing consistent value, fostering trust, and creating opportunities for collaboration. By focusing on strategies like leading with value, personalizing your outreach, and offering low-pressure ways to work together, you can position yourself as a true partner in their success. 

The best part? You don’t have to do it all manually. Homebot helps you automate and optimize your agent engagement strategy, from tracking performance and outreach opportunities to delivering ongoing value that strengthens relationships and drives more business. Ready to build stronger, more profitable partnerships? Book a demo today to see how Homebot and the Partner Intel feature can help you scale your success.