As we start the new year, oftentimes we think about the larger goals in our lives, personal or professional. It is another chance to start on a new path and to be intentional about implementing changes that bring hope and the potential to move us in a new direction.
One of the first things I learned in my 38 years in the mortgage business is that the more things change, the better and more efficient we become, the more things stay the same. Our ability to drive change is directly tied to our ability to build, develop, and maintain strong relationships. I hear stories every day from people about how they got into the mortgage business. Often, these stories begin with knowing a friend who was already in the industry, doing well, and wanting in. The barrier to entry is low. The barrier to staying is only a wall of effort that must be climbed every day. The barrier to succeeding at a high level lies squarely in our ability to maintain good relationships.
In a time marked by individualism, technological evolution with AI, and remote work, it can seem like the only way to grow and succeed is to rely on luck or a rate environment you don’t have control over.
I believe that, as a loan officer in 2026, it will only become more challenging to keep your customers away from banks, servicers, and other loan officers pursuing the same customers. But I also believe you have an advantage that you must lean into, which is the key to your success in any market, against any competitor, and against any technology. Just take a deep breath, look at the big picture, set goals, and act on the small things every day that will grow your business.
If you’re looking for a place to start, check out Newfi Wholesale’s 2026 Loan Officer Planning Guide.
Think Big: Your Goals And The Market
Let’s zoom out and look at the market over the next year. MBA’s latest forecast projects 7.2% growth from $2.0 trillion to almost $2.2 trillion. Purchases are projected to grow by 7.7%. With rates now projected to be higher for longer, refinance transactions are only expected to grow by 6.2%. Is that acceptable to you? Is 7% growth acceptable for your business and your family? If so, ride that wave. If not, you need to explore other strategies to create more opportunities to exceed the averages.
The two areas expected to grow faster than the average are Home Equity (HELOC and CES) and Non-QM. These should be part of your 2026 plan. While I’m not here to convert you, I can tell you that there is a growing number of real estate investors, self-employed workers, contractors, and small business owners in the United States who have needs in this market. This population, a steadily growing base of Non-QM borrowers, continues to rise. Non-QM loans made up 16.8% of the total market volume in 2025, rising nearly 56% from the previous year, and it’s not slowing down anytime soon.
Second lien production has grown similarly from 2024 to 2025. While production is expected to stabilize this year, it presents a new opportunity for loan officers nationwide to expand access for past clients locked into their existing mortgages.
Act Small: How You Show Up Every Day
Loan officers focused on growing their Non-QM production, retaining customers, and building meaningful relationships will win in 2026. The way you compete for every borrower is in the small actions you take every day to leverage your local relationships. And when I say, “local”, that doesn’t always mean geographic. The word “local,” at its core, means something that belongs to a particular place rather than something global. Local is about understanding your borrower’s wants and needs, it’s about understanding the community in which they live and serve, and it’s about putting their priorities over your own. I have two suggestions to help you do this as we move into 2026 together.
1. Instead of chasing transactions, chase new referral partners
Your ability to help your customers with any of their needs rests solely on your ability to create relationships outside the mortgage industry and within the communities you serve. This will enable you to solve your customers' problems and build lasting referral relationships throughout your career.
2. Try A New Marketing Tactic
There are so many ways to get your name out there, so try something new. Venture into video marketing, join an online community local to your area and start posting, build out a new email campaign on a program you’re excited about like DSCR, table at local events, or explore ways to improve the Search Engine Optimization on your website.
Need help getting started? Newfi has developed free customizable mortgage social media posts, flyers, and video scripts available here.
Relationships Matter
Every loan you close, or potential borrower you talk to, is more than just another transaction; it’s a relationship. My team at Newfi Wholesale carries the weight of that relationship when we’re allowed to work with loan officers across the country. Our priorities are transparency and care for all our loan officers, from providing a quick answer to a scenario to going the extra mile to ensure you close on time.
We love helping loan officers close more loans by offering common-sense solutions! Each additional loan closed through a non-agency program is another family that benefits from the American Dream of homeownership. Let’s grow together in 2026 by thinking BIG and acting SMALL.
