Let me be blunt: if you're still dumping money into digital lead generation and wondering why your conversion rates are dismal, you're fighting the wrong battle. I've grown the number of closed loans by 35% over four years not through fancy CRM systems, not through paid advertising, not through some revolutionary fintech solution. Through relationships; old-fashioned, face-to-face, coffee-meeting, show-up-consistently relationships.
"Definitely within the last year, we've all from a marketing perspective have had to look at things a little bit differently and focus on being the best answer and not just the loudest bidder," said Sarah DeCiantis, chief marketing officer at United Wholesale Mortgage. "It's challenging all of us to think about things a little bit differently and from more of a consumer-first, consumer-why or consumer-intent perspective, than just focusing on the paid side of things."
Five years later, that decline has reached a clear low point. Only 20 percent of Millennials and Gen Z say they trust mortgage professionals to help them make informed decisions. The knowledge gap remains significant, but in an age when information is everywhere, knowledge is no longer the only barrier. The deeper challenge is a lack of trust, and trust cannot be automated or outsourced. It has to be built in community.
Most respondents expect business to grow next year, with 84.5% forecasting increased activity. Brokers cited stronger referral networks (38.5%), expanded non-QM offerings (30.4%) and improvements in the borrower experience (11.7%) as the primary drivers of growth. Brokers said the biggest challenges in 2025 were external. About 67.8% pointed to broader economic and market conditions, while 43.5% cited rate volatility. Client acquisition challenges were noted by 31.4% of respondents. Internal or operational issues, such as tools or regulatory changes, were cited far less frequently.
Mortgage industry trade groups lauded the order. CHLA commends the Trump Administration for yesterday's Executive Order that will help maximize the full capabilities of Artificial Intelligence (AI), said Scott Olson, executive director for the Community Home Lenders of America (CHLA). Individual Mortgage Banks are already gaining efficiencies through the use of AI and avoiding a patchwork of 50 different state laws is crucial to those efforts.
The 2026 housing market will be defined by interest rate scenarios and AI advancements according to Joseph Panebianco. AI Summary One key theme among top mortgage players is how they use data to drive their success and guide their decisions. AnnieMac Home Mortgage CEO Joseph Panebianco will pull back the curtain and discuss his approach during his session at the Housing Economic Summit in Dallas on Feb. 10. In this Q&A, Panebianco shares his take on leveraging data, the 2026 housing market and more.
Nathan Ballentine Nathan brings a wealth of experience and a passion for excellence that will undoubtedly drive our regional growth and success, said Andy Pettola, an executive vice president and East retail sales leader. His leadership skills, combined with his deep understanding of the mortgage industry, make him the perfect fit to lead our team to new heights. Ballentine began his career as a loan originator before moving into leadership roles at Wachovia/Wells Fargo and Movement Mortgage.
I've always had an analytical streak, some might call it a blessing, others a curse that constantly scans for opportunities to improve how we work. Whether it's a project, product, or process, I'm wired to evaluate the good, the bad, and the ugly in search of ways to make things better. We all have blind spots, and my goal is to minimize them through continuous reflection, open dialogue, and a willingness to challenge the status quo.
Numan said he's pleased with the decision, noting that the noncompete provisions in this case are not fair to the loan officers, because at the end of the day, they're just trying to make a living for themselves and their families. They should be allowed to make a living and not be handcuffed just because Rocket doesn't want someone to be a broker, Numan said in an interview. There's no confidential information being used or taken, nor any past client information, in this case.
Sources indicate that an executive search firm is currently undertaking the process of finding a permanent CEO to replace Isaacs. The Go spokesperson stated they don't comment on personnel matters but reaffirmed commitment to borrower service and strategic goals.
The series, which expands upon Logan's preexisting non-QM offerings, involves seven specialized Non-QM mortgage solutions designed to help brokers and correspondents serve borrowers who fall outside conventional lending guidelines.
Hutchinson expressed the motivation behind his shift: "For me, this move is about growth both personally and professionally. AnnieMac offers the scale, agility, and culture that align with where I believe the industry is headed."
Legal/Regulatory/Compliance defects surged to become the leading defect category in the fourth quarter. This increase is particularly concerning given the category's history of volatility.
