It’s July. The temps are rising, but for many loan officers, the pipeline’s cooling down.
Rates aren’t dropping fast enough to spark a refi boom, and homebuyers? Many are sidelined by affordability or fatigue from bidding wars.
So, what now?
After more than 35 years in mortgage banking, I’ve seen this cycle repeat. Loan officers who sit back and wait for business to pick up often find themselves scrambling in the fall. But the ones who treat summer as a setup period? They come out swinging when the busy season returns.
If you’re not deep in apps right now, it’s time to double down on action.
Here’s where top-performing loan officers are focusing:
1. Build Your Fall Pipeline Today
Think about those prospects who said, “We’re a year out.”
They’ll either buy with someone else or with you. It all depends on who stays in touch.
Start building value:
- Educate with content tailored to early-stage buyers
- Engage regularly with helpful updates, not rate sheets
- Leverage FinLocker or KeySteps to start relationships by offering education, tools and resources
FinLocker makes it easy to support long-term leads with budgeting, credit, and readiness tools that keep you top of mind.
2. Strengthen Referral Partnerships Beyond the Ask
Realtors are slammed in the summer. Instead of asking for business, offer to be a resource.
Try this:
- Host a quick virtual session on credit readiness for their clients
- Share co-branded content they can use in their marketing
- Be the one loan officer in their inbox adding value, not just looking for leads
FinLocker can be co-branded with your agent partners to nurture their “not-yet-ready” homebuyers. It’s a win-win: agents build trust with future clients, and you stay front and center as the lending resource.
Great referral partners aren’t found — they’re earned.
3. Elevate Your Brand While the Noise Is Low
Social media slows down in summer. Use that to your advantage. Less content = more visibility for you.
Be consistent:
- Post 2-3 times per week with helpful tips
- Share advice on credit, saving, and prep steps for future buyers
- Position yourself as an educator and trusted guide
Offer your audience access to your free, personalized FinLocker or KeySteps app so they can begin improving credit, saving for a down payment, and preparing for homeownership. When they’re ready to buy, you’ll already be their go-to expert.
4. Automate for Q4 Success
Use downtime to build systems that will save you time later.
Take 20 minutes to:
- Refresh your email campaigns for different buyer journeys
- Record short, evergreen videos for credit improvement or budgeting
- Create scripts for lead follow-up and nurture sequences
You’ll thank yourself when things pick up.
The “dog days” don’t have to mean downtime. They can be your runway to fall success.
- Build trust before the transaction
- Create content that compounds
- Earn attention before your clients are ready to act
While others coast, this is your chance to rise.
