Strategies and Tactics to Prepare Now for a Successful 2026

 

5 Smart Moves Loan Officers Should Make Now to Win in 2026
Katie Shive, Owner, KS Marketing

6-Week Referral Partner Growth Plan
Diana Mulhall, Head of Marketing, FinLocker

 

 

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5 Smart Moves Loan Officers Should Make Now to Win in 2026

Katie Shive, Owner, KS Marketing

The most successful loan officers in 2026 are already putting in the work. Use the last 60 days of the year to define your audience, tighten your tech stack, create consistent content, and embrace AI. The market rewards momentum—and you build that now.

What Is “The Great Lock-In” and Why Should Loan Officers Pay Attention?

The Great Lock-In is a Gen Z trend gaining traction on TikTok, where goal-setters are committing to their routines and ambitions before January 1st. The idea is simple: start now, not later.

While it’s trending among a younger crowd, there’s something mortgage pros can take from it. Rates are softening, buyer interest is returning, and refi conversations are re-emerging. This is the perfect time to lock in your own systems, strategy, and momentum so you’re not playing catch-up when the new year kicks off.

Here are five moves you can make right now to set yourself up for a strong start to 2026.

1. Know Who You Serve (Because “Everyone” Isn’t a Strategy)

Question: Who’s your Ideal Client Persona (ICP) and Ideal Referral Persona (IRP)? If you can’t answer in one sentence, start here.

Generic marketing is dead. Your messaging won’t hit if you don’t know who it’s for. Now’s the time to get uncomfortably specific.

  • Are you the go-to for first-time VA buyers?
  • Do you specialize in self-employed jumbo clients?
  • Are your top partners listing agents in mid-tier suburbs?

Drill down. Document it. Share it with your team. Your 2026 business depends on how well you define and serve these groups.

2. Build a Repeatable, No-Excuses Content System

Your audience can’t work with you if they don’t remember you exist.

Set a content cadence now that keeps you visible without burning you out. Think frequency over flash:

  • Referral partners: weekly insights or quick-win email blasts
  • Clients: monthly newsletters with relevant, readable updates
  • Social: 2–3 authentic posts a week – think stories over stats

Repurpose everything. One great story can be a LinkedIn post, an Instagram Reel, a partner email, and a video script.

The goal isn’t to “go viral.” It’s about staying top of mind consistently, intentionally, relentlessly.

3. Audit Your Tech Stack: Cut Dead Weight, Go All-In on What Works

Subscription bloat is real. If your card’s getting hit for tools you forgot about, it’s time for a tech reckoning.

Run this quick test:

  • List every platform, tool, and subscription you’re paying for
  • Mark what you actually use
  • Cut what you don’t
  • Double down on what moves the needle

Pro picks worth exploring:

  • Mortgage Coach for delivering high-trust presentations that convert
  • KeySteps nurtures your homebuyers toward mortgage readiness
  • Housing Link for building sleek, shareable property insights in one link
  • Canva for fast, on-brand graphics and social visuals

The fewer tools you rely on, the more focused and effective your systems become.

4. Don’t Bring Hype. Bring Help.

The noise is deafening right now. Every scroll, inbox, and webinar promises “the next big thing.” People are tired of it.

So before you post, email, or pitch, ask:

  • Does this actually help solve a real problem?
  • Is this rooted in something I’ve done, not just heard?
  • Would I forward this to a colleague and say, “You need to read this”?

Share stories. Show receipts. Be the one who helps, not hypes.

Example: Instead of saying “Refi opportunities are coming back,” try:

“Closed a refi last week where we shaved $412 off the monthly. If you’re a homeowner who bought since late 2022, let me run the numbers for your scenario.

Real talk. Real results.

5. Get Serious About AI Or Get Left Behind

AI isn’t a phase. It’s the most disruptive force in our industry since the GSE overhaul, and it’s already changing how referrals happen.

Want to be referrable in 2026? Start training AI to know who you are.

  • Create a public-facing profile, such as a Google Business Profile, or blog that speaks your niche clearly
  • Feed ChatGPT your ICP/IRP and have it help generate posts, ideas, and outreach plans
  • Watch how others are using tools like ChatGPT, Perplexity, and Gemini to scale their marketing

Real talk: I’ve had two clients this year who were referred by ChatGPT. That’s not a theory, it’s already happening.

And the people who invest the time to show up in those spaces are going to win more deals in 2026.

Final Word: This Season Determines Your Next One

The last few years have taken a toll. Many LOs are burned out, uncertain, or just trying to get through the quarter.

The question is: Are you coasting into 2026, or compounding into it?

Systems win. Consistency compounds. The next eight weeks are your runway.

So, lock in. Get focused. And remember: the ones who move first, win loudest.

 

Katie Shive is a Montana-based brand and AI strategist who helps mortgage professionals turn expertise into content that earns trust. To learn more about her work, visit katieshive.com or connect on LinkedIn.

 

6-Week Referral Partner Growth Plan 

Diana Mulhall, FinLocker Marketing

Goal: Identify, connect with, and engage at least 15–25 new referral partners before January 1st, 2026.
Focus: Position yourself as a trusted mortgage advisor who helps referral partners grow their business.

WEEK 1 — Build Your Ideal Partner List & Messaging Framework

Theme: Foundation & Preparation

Objectives:

  • Identify your top 3 partner categories to focus on (e.g., Realtors, CPAs, Divorce Attorneys).
  • Clarify your “Partner Value Proposition” — how you help referral partners grow their business.
  • Build your initial list of 50 potential partners efficiently using AI tools.

Action Steps

1️⃣ Define your ideal partner profile:
Think about which professionals already serve your ideal borrowers.

  • Realtors who specialize in your core buyer segment (first-time, move-up, luxury, etc.)
  • CPAs and financial advisors working with clients preparing to buy or invest
  • Builders, estate lawyers, and divorce attorneys involved in major life or financial transitions

2️⃣ Use ChatGPT as your AI Research Assistant:
While you can manually search LinkedIn, Zillow, or market intelligence platforms, loan officers can use ChatGPT to quickly generate a targeted list of referral partners.

Prompt Example:

“I’m a loan officer in [city/state] focused on [first-time buyers / veterans / move-up buyers]. Create a list of 50 potential referral partners — Realtors, financial advisors, CPAs, builders, estate lawyers, and divorce attorneys — who serve similar clients in my area. Include brief notes on the type of value or message that would resonate most with each group.”

Pro Tip: Once ChatGPT provides your list, ask follow-up questions like:

“Narrow this list to top-producing Realtors in [zip codes].”
“Add 10 financial advisors who focus on clients under 40.”

This helps you refine and personalize your list for more effective outreach.

When the list is finalized, ask it to include email or contact strategies to reach out effectively.

3️⃣ Organize your list in a CRM

  • Name & business type
  • Contact info / website
  • Notes on client focus
  • Date contacted / follow-up date

4️⃣ Create your partner-focused message:
Craft a short introduction or “value statement” that tells potential partners why working with you benefits them and their clients.
Example: “I help real estate and financial professionals grow their business by providing homeownership tools and resources that keep their clients mortgage-ready — so you stay top of mind.”

Update your LinkedIn profile & email signature with a short partner-friendly message. e.g., “Helping Real Estate Agents & Builders connect with first-time homebuyers.”)

5️⃣ Prepare 3 Outreach Templates:

  1. Email Introduction

Subject line options:

  • “Helping [partner type] close faster in [city]”
  • “Idea for growing your 2026 business together”
  • “3 ways I could help your homebuyers close faster before year-end”
  • “5-minute idea to grow your 2026 referral business”
  • “Local lenders helping [partner type] boost closings in Q4” great for Agents and Builders
  • “2 homebuyer tools that could set you apart in 2026”
  • “Quick win for [City] homebuyers before the new year”
  • “Want 2026 to be your strongest referral year yet?”
  • “New co-branding ideas for [City] [partner type] this month”

Body:
Hi [First Name],

I’m [Your Name], a local loan officer with [Company Name] here in [City]. I specialize in helping [client type — e.g., first-time buyers, self-employed borrowers, move-up families] become mortgage-ready faster — which often helps my referral partners close more deals and retain more clients.

I came across your name while researching top [Realtors/CPAs/Advisors/etc.] who serve a similar client base, and I’d love to connect. I have a few tools and co-branding ideas that could support your business growth as we head into 2026.

Would you be open to a short 15-minute chat or coffee sometime next week?

Warm regards,
[Your Name & contact info]
[Phone | Email | Website | LinkedIn]

(Optional P.S. line)

P.S. I also share a monthly “Partner Insights” email with short market tips and co-marketing opportunities — happy to add you if you’d find that useful.

  1. LinkedIn Connection Request (Short + Friendly)

Hi [First Name] — I work with [partner type, e.g., Realtors and CPAs] in [City] to help their clients prepare for homeownership more efficiently. I came across your profile and thought it’d be great to connect — I’m always looking to collaborate with professionals who value client education and long-term relationships.

Looking forward to connecting,
[Your First Name]

Optional follow-up message (once they accept):
Thanks for connecting, [Name]! I’d love to learn more about your business and share a couple of ways I’ve been helping other [Realtors/Advisors/etc.] stand out with homebuyer tools that strengthen client loyalty. Would you be open to a short chat next week?

  1. Follow-Up Text or Voicemail Script

Text Example:
Hi [First Name], this is [Your Name] with [Company]. I sent a quick email earlier this week — I’ve been connecting with a few top [Realtors/CPAs/etc.] in [City] to share some new client tools for 2026 planning. Thought of you because your clients seem like a great fit.

Would you have 10–15 minutes next week to chat or grab coffee?

Voicemail Example:

“Hi [First Name], this is [Your Name] with [Company]. I just sent you a quick email — I’ve been connecting with a few local [Realtors/Advisors/etc.] about some ways we can help clients become mortgage-ready faster and strengthen repeat business for 2026.

I’d love to share a couple of quick ideas and learn more about your business. My number is [Phone]. Again, it’s [Your Name] with [Company]. Talk soon!”

Pro Tips

  • Keep outreach personal — mention something specific about the partner’s niche or market if possible.
  • Follow up 48–72 hours after the initial email/LinkedIn message if there’s no response.
  • Use ChatGPT to personalize each message further — for example:

“Rewrite this email for a financial advisor who focuses on small business owners.”
“Make this LinkedIn message more conversational for a real estate agent.”

WEEK 2 — Personalized Outreach: Connect & Engage

Theme: Start Conversations

Objectives:

  • Reach out to at least 20 new partners.
  • Get 5–7 virtual or coffee meetings scheduled.

Action Steps:

  1. Send personalized LinkedIn connection requests (5–10/day).
    • Example: “Hi [Name], I work with professionals like you to help clients navigate home financing with less stress. Would love to connect and learn more about your business.”
  2. Email outreach to 10–15 partners with a short message offering value — e.g., a free co-branded homebuyer resource or market insights PDF.
  3. Follow up with phone calls or texts 48 hours later.
  4. Begin posting weekly on LinkedIn (short insights for your target partners, like “3 ways loan officers can help realtors close more deals”).

WEEK 3 — Meet & Add Value

Theme: Relationships Over Transactions

Objectives:

  • Have 5+ partner meetings (virtual or in-person).
  • Share 2–3 co-marketing ideas with partners.

Action Steps:

  1. Use a simple meeting framework:
    • Learn about their business goals.
    • Identify how you can help them to overcome their challenges.
    • Share one idea that could help (e.g., offer agents the opportunity to co-brand your FinLocker-powered app to give to their not-yet-ready and homeowner clients, and generate more leads by co-presenting a first-time homebuyer workshop or webinar, share their social media to your social channels to increase impressions).
  2. Follow up after each meeting with a thank-you email and value add (e.g., “Here’s a PDF you can share with clients: ‘5 Credit Myths for Homebuyers.’”)
  3. Invite best fits to join your Partner Network (e.g., a monthly email or private group).

WEEK 4 — Deepen Engagement & Co-Brand

Theme: Collaborate to Build Trust

Objectives:

  • Create 2–3 co-branded or collaborative assets.
  • Strengthen 5 key relationships.

Action Steps:

  1. Offer to co-host a December “2026 Homebuyer Market Outlook” webinar or holiday-themed open house with decorated cookies and milk for the kids and mimosas and charcuterie spread for the adults.
  2. Create a simple co-branded flyer or video using Canva or FinLocker resources.
  3. Spotlight a partner on LinkedIn (“Agent of the Week”) and tag them — builds reciprocity.
  4. Continue short, personal follow-ups: “Saw this article about [topic] — thought of your clients.”

WEEK 5 — Systemize & Automate

Theme: Build Repeatability

Objectives:

  • Organize outreach process into repeatable workflows for 2026.
  • Automate touchpoints for ongoing engagement.

Action Steps:

  1. Set up CRM workflows or email sequences for new partners (e.g., 90-day nurture with monthly insights).
  2. Schedule weekly or monthly partner check-ins for 2026 – send a reoccurring Zoom/Teams/Google Meet meeting so it’s on their calendar.
  3. Build a “Partner Welcome Kit” — includes:
    • Your bio + services summary
    • Co-marketing opportunities
    • Tools like FinLocker demo or lead-sharing ideas
  4. Start a referral tracking sheet for accountability. Your FinLocker admin dashboard will show you their clients using your app.

WEEK 6 — Celebrate, Recap & Set 2026 Plan

Theme: Momentum into the New Year

Objectives:

  • Thank all new connections.
  • Book first 2026 partner event or webinar.

Action Steps:

  1. Send a “Gratitude Message” before Thanksgiving/December holidays — genuine appreciation, no pitch.
  2. Recap your November wins: # of new connections, meetings, co-marketing ideas.
  3. Plan January activities:
    • Host a “2026 Market Outlook” coffee & conversation event.
    • Launch your “Partner of the Month” spotlight series.
  4. Update CRM with next follow-up dates.

Success Metrics

By December 23rd, you should have:

  • ✅ 40–50 new qualified connections
  • ✅ 10+ one-on-one meetings
  • ✅ 3–5 new active referral relationships
  • ✅ Co-marketing systems ready for 2026

Bonus Tips

  • Use FinLocker/KeySteps as a differentiator: show how it helps referral partners’ clients become “mortgage-ready.”
  • Share weekly micro-content (short posts or videos) showing you’re proactive, not pushy.
  • Always end outreach with a next step — e.g., “Would you be open to a 15-minute call next week to explore how we can collaborate?”