For Loan Officers ·
What you'll accomplish
By the end of this guide, you'll have a complete, repeatable system for marketing to your Realtor referral partners — including a 12-month touchpoint calendar, template emails, co-marketing content ideas, and a weekly LinkedIn strategy. All written by AI, personalized by you, and designed to keep you top-of-mind with agents who can send you business every month.
What you'll need
Before marketing, organize who you're marketing to. Open a Google Sheet with these columns:
| Name | Brokerage | # Deals/Year | Specialty | Last Contact | Notes |
|---|---|---|---|---|---|
| [Agent Name] | [Company] | [estimated] | First-time buyers | [date] | [anything personal] |
Rank your partners by tier:
Your AI system will be calibrated differently for each tier.
Open ChatGPT or Claude and use this prompt:
Create a 12-month touchpoint calendar for a mortgage loan officer maintaining relationships with real estate agent referral partners. Include: 2 email touchpoints per month, 1 phone/coffee check-in per quarter, monthly market update email, co-marketing opportunity each quarter, and major holiday notes. Output as a table I can put in Google Sheets.
You'll get a complete calendar. Copy it into your Google Sheet.
This is different from your borrower newsletter — Realtors want data and positioning help, not basic education.
Write a monthly mortgage market update email for Realtor referral partners. Audience: experienced agents who work with buyers. Current 30-year rate: [X]%. Include: 1) Quick rate overview, 2) One specific market insight (e.g., inventory trend), 3) One loan program tip they can share with buyers (e.g., FHA loans up to $[amount] in [area], 3.5% down), 4) Soft ask for introductions. Professional and brief — under 250 words.
Do this once a month. Takes 5 minutes.
Co-marketing means creating content that promotes both you and your Realtor partner — it's a powerful retention tool because it helps them market themselves.
Prompt for co-marketing social post:
Write a social media post for a Realtor to share that highlights their service AND includes a mortgage tip from their preferred lender (me). The post should work for Instagram or Facebook. Realtor specialty: [e.g., first-time buyers in suburban neighborhoods]. Mortgage tip: [e.g., buyers can qualify with as little as 3% down on conventional loans]. Include a call to action for buyers to contact the Realtor. Keep it under 200 words.
What to do with it: Send this to your Tier 1 agents with a note: "Here's a post you could share — feel free to customize it. Happy to co-brand it with both of our contact info."
Most agents will love this. Few of their other lenders do it.
For agents you haven't talked to in 90+ days:
Write a short email to a Realtor I haven't connected with in 3 months. Purpose: re-engage, offer value, suggest coffee or a quick call. Tone: casual and personal, not salesy. Include: one specific market update relevant to buyers (mention rates are around [X]%), and one offer of value (e.g., "happy to do a buyer's workshop for your team" or "I can send you a co-branded pre-approval guide").
Monthly Realtor market update email — current rates [X]%, loan tip: [program]Co-marketing social post for [agent specialty] + mortgage tipRe-engagement email for agent I haven't talked to in [X] monthsThank-you email to agent after a referral closes"Why work with me as your preferred lender" pitch email for cold agent outreach