What does it take to thrive in today’s mortgage market?
Not survive—thrive.
After two and a half years of massive change, many originators are still struggling to regain momentum. But a few are growing, adapting, and even having the best years of their careers. Why?
That’s what we set out to unpack in this powerful conversation with Ryan Grant—President of NEO Home Loans, long-time originator, and one of the sharpest minds in the mortgage space.
The Real Crisis in the Mortgage Industry: Lack of Leadership
Ryan didn’t hold back. Despite thousands of “managers” across the lending space, there’s a massive shortage of true leaders.
“A leader helps people manage their emotions, cast a vision, and hold up a mirror to their potential. That’s not something most high-producing originators were ever trained to do.”
In this industry, leadership roles often get handed to great salespeople. But leadership isn’t just a new title. It requires new skills:
Essential Skills of Great Mortgage Leaders:
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- Active listening: Truly hearing your team’s concerns and perspectives.
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- Empathy: Understanding what’s beneath the surface of performance issues.
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- Emotional coaching: Helping others manage fear, frustration, and self-doubt.
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- Vision casting: Seeing potential in others and helping them believe in it.
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- Putting others first: Letting go of ego and focusing on team success.
💡 Want to lead a team or scale a branch? Don’t assume you’ll “figure it out.” Get trained. Get coached. Learn what leadership really requires.
The Identity Crisis Hitting Originators Right Now
Let’s be honest. From 2011 to 2022, this industry was riding high. Rates were low, demand was strong, and confidence came easy.
But when the market shifted, many LOs lost more than just volume. They lost their identity.
“They used to say, ‘I’m good at what I do because I close $100 million.’ But now they’re doing $40 million and feel like they’re failing—even though $40M is still a strong number in this market.”
Success used to create momentum. Now, with uncertainty in the air, originators need to create their own.
What’s Holding Most LOs Back:
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- Attaching identity to volume
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- Avoiding change and clinging to old strategies
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- Lack of clarity around their new value in a high-rate market
To thrive, we need a beginner’s mindset. We have to be willing to reinvent ourselves—and our entire business model.
The New Role of the Mortgage Advisor
Today’s buyers are confused, skeptical, and scared. They’ve read headlines. They’ve heard bad advice. They’re stuck.
That’s where we come in.
“Our job isn’t just to get someone a competitive rate and close on time. It’s to remove fear and replace it with education, excitement, and a clear plan.”
Most LOs think their job is to quote rates. But that’s not enough anymore. We need to become true advisors.
How to Stand Out in Today’s Market:
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- Be the educator: Teach clients what others won’t.
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- Be the visionary: Help them see why now might be the right time.
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- Be the planner: Show them a strategy, not just a mortgage.
If we can do that, we’ll convert more leads—and close more transactions—than LOs still operating in 2021 mode.
Redefining Realtor Partnerships: Value First, Relationship Second
Yes, relationships matter. But relationship alone isn’t enough.
“You have to deliver so much value that it disrupts their existing relationship. Only then will they even consider switching lenders.”
Stop asking Realtors to lunch. Start teaching them how to grow.
Ryan and his team train agents to think like advisors, too. They give them scripts, strategies, and systems to help clients build generational wealth.
The Realtor Presentation That Changes Everything:
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- Shift from “selling homes” to “building financial legacies.”
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- Position the Realtor as a long-term advisor, not a transaction coordinator.
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- Offer a co-branded, pre-purchase consultation that sets clients up for success.
💡 Want a Realtor’s attention? Show them you can double their conversion rate—not just give good updates.
What to Say When a Buyer Isn’t Ready
Most agents don’t refer hesitant clients to their lender. They assume the lead is dead. That’s our opportunity.
Here’s a script Ryan teaches Realtors to use when a buyer seems unsure:
“My job isn’t to sell you a home. It’s to make sure you have all the information and confidence to make the right decision. That starts with a free consultation with my lending team. They won’t pull credit or pressure you—they’ll just help you build a plan. Whether you buy now or later, at least you’ll know.”
This script works. Why? Because it turns curiosity into clarity—and confusion into conversion.
The Tech Shift No One Can Afford to Ignore
Here’s where things get exciting—and maybe a little uncomfortable.
Ryan revealed how NEO’s partnership with Better Mortgage is transforming their backend through a proprietary tech platform called Tinman:
What Tinman Can Do:
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- Underwrite loans in 38 seconds—no human needed.
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- AI bots follow up with leads instantly and sound completely human.
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- Cost of fulfillment is 35% lower than industry average.
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- Processors can handle up to 100 loans/month—without burning out.
“This isn’t about replacing people. It’s about freeing them to do what matters most: build relationships, ask for referrals, and create unforgettable client experiences.”
This is the mortgage originator of the future. And it’s not five years away—it’s happening now.
So… What’s Next for You?
Take some time to reflect on where you’re at in your business:
👉 What are you doing to adapt?
👉 What systems are you building to support Realtor partnerships?
👉 Are you using technology to scale—or are you still stuck in busywork?
👉 Have you shifted your identity from loan officer to mortgage advisor?
The truth is, you don’t need to change companies or rebuild your career from scratch. But you do need to get curious.
“When we cease to be curious, we become stagnant.”
– Ryan Grant
If this episode lit a fire in you, don’t let it go out! Inside The Loan Atlas, you’ll find everything Ryan and Tim talked about:
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- Realtor scripts and value-based presentations
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- Client consultation training
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- Systems for referrals, reviews, and retention
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- Live coaching and a community of top producers willing to share
Whether you’re doing $5M or $150M, you don’t have to figure it out alone.