How Loan Officers Can Close More Deals in 2025 with Tony Umholtz
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Are you a loan officer trying to grow your pipeline, build a referral-based business, or hit 9-figure volume? In this exclusive interview, Lauren Maxwell, one of America’s top mortgage professionals, shares her journey from a rookie with zero experience to a $200M+ per year producer.
This article is based on the Loan Officer Marketing Podcast, hosted by Chris Johnstone, where Lauren (Ranked #54 on the Scotsman Guide) reveals how she built her business from the ground up—without a degree, without leads handed to her, and without shortcuts.
Why Refinance Opportunities Are Back on the Table
Tony shares that lower interest rates are sparking renewed demand for refinances. After a slow period, many pipelines are beginning to fill up again. His advice for loan officers is simple:
Don’t wait for “perfect” rates. When clients are “in the money,” encourage them to refinance now rather than gamble on lower rates later.
Scrub your database. Identify past clients with rates above 7% from 2023 and 2024 and reach out with a personalized message.
Educate clients. Many homeowners don’t realize the long-term savings available, so guiding them through the numbers builds trust and urgency.
Database Management That Gets Results
Instead of relying on automated tools, Tony personally reached out to over 4,000 past clients with a handwritten-style letter. The results? Immediate conversations, new opportunities, and stronger relationships.
For loan officers, the lesson is clear:
Personal beats generic. Clients respond better when you take the time to write a real message instead of blasting an AI-generated script.
Segment your list. Identify clients by rate, loan type, or purchase year so your outreach is relevant.
Be a steward of their finances. Putting client interests first generates lifetime relationships and consistent referrals.
Building Strong Realtor Partnerships
Realtor referrals are still a cornerstone of success for loan officers. Tony emphasizes professionalism and authenticity over flashy marketing. His approach includes:
Follow-up and gratitude. A simple phone call before closing and a heartfelt thank-you can turn a one-time deal into an ongoing relationship.
Target the right partners. Focus on agents whose values align with your client-first philosophy.
Offer solutions, not just loans. Helping agents strategize with their database or close more deals makes you an indispensable partner.
Success Habits Loan Officers Can Model
Beyond strategies, Tony highlights the personal routines that have shaped his career:
Balance work and family. The mortgage business offers flexibility if you build the right team.
Stay consistent. Success comes from doing the right activities daily, even when it feels repetitive.
Pay it forward. Share your knowledge freely, whether with clients, partners, or the next generation of professionals.
Why 2025 Is Full of Opportunity for Loan Officers
Tony believes now is one of the best times for new and experienced loan officers alike. With refi opportunities opening up and realtor partnerships waiting to be built, the next 12 months could be game-changing for those willing to put in the work.
As he says: “Get yourself 10 to 20 consistent realtors to partner with and you’ll have a lot of fun and be busy. You’ll do really well.”
Listen to the Full Podcast Episode
This blog only scratches the surface of what Tony shares. From stories of pivoting his business to building a career that outperformed his NFL contract in just three years, this episode is full of lessons you can apply today.
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