For Loan Officers ·
What you'll accomplish
A 12-month Realtor touchpoint calendar, template emails, co-marketing content ideas, and a weekly LinkedIn strategy, all built in one session and ready to run. This guide walks you through building the complete referral partner marketing system, written by AI and personalized by you.
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