Part I

As of early 2025, the number of producing mortgage loan officers has dropped by more than 20,000 compared to the year before — a 10% year-over-year decline. While headlines often exaggerate industry shrinkage, Wynands emphasizes the importance of measuring productive professionals — those who actually closed loans.

“Not as bad as we thought, but still bad,” he said. “But if you're one of the ones still here, there's so much opportunity.”

According to NAR projections, existing home sales are expected to rise 9% this year and another 13% in 2026. Fewer loan officers and increasing demand equals a chance for the professionals who remain to gain market share — especially if they act strategically.

In 2023 and 2024, many loan officers chased high refi volume or rode out the storm waiting for rates to drop. Now that “higher for longer” appears to be the reality, consumers are adjusting their expectations — and so should loan originators.

“This is the perfect time to form new relationships,” said Wynands. “Preferred LOs have left. If you can step into those roles and deliver value, you could be working with that agent for the next seven years.”

That seven-year number isn’t arbitrary. It reflects both the average time homeowners stay put and the career span of many real estate agents who survive beyond the first two or three years. Building trust now means reaping the benefits for years to come.

While the market may feel unpredictable, the formula for success isn’t. “The most simple thing that still sets people apart: answer your phone. Return a call. Return a text,” said Wynands.

It sounds basic — and it is. But too often, professionals overcomplicate their outreach or focus too much on tech without nailing the fundamentals. In a service business, consistency and responsiveness are still key differentiators.
LaDonna agreed: “When I was in real estate, I can’t tell you how many agents thanked me just for answering the phone. That shouldn’t be impressive — but it is.”

Beyond that, loan officers should approach every interaction by asking, “What’s in it for them?” Leading with value, rather than chasing business, is more likely to result in long-term partnerships.

While the heart of mortgage success lies in people and relationships, today’s tools can help identify opportunities faster and connect more effectively.

For example, using licensing and production data, LOs can identify real estate agents whose go-to loan officers have left the business. That’s thousands of potential relationships waiting to be nurtured. Tools that pair production stats with social media profiles can help LOs go deeper — matching with agents whose style and values align.

“It’s about more than just leads,” Wynands explained. “You want to work with people you actually enjoy talking to, people who communicate the way you do. That’s how you stay in the business longer — and stay sane.”

As automation continues to shape the industry, both hosts stressed the importance of maintaining a personal, human connection.

“You can’t automate trust,” said LaDonna. “Even in a refinance, borrowers need to feel informed and supported. If they don’t, they’ll go elsewhere — or worse, they’ll leave frustrated and never come back.”

Wynands echoed that sentiment: “Real estate and mortgage are team games. LOs and realtors have to stay aligned, communicate, and share information — or the borrower suffers. The key is treating every relationship like a long-term partnership.”

If there’s a unifying message from these conversations, it’s this: success in 2025 won’t come from fancy gimmicks, but from doing the basics exceptionally well — and using technology to scale what works.

• 10% of producing LOs are gone—creating immediate opportunities with orphaned agents
• Seven years of opportunity can come from building the right relationship today
• Stand out by doing the basics well: return calls, lead with value, and be consistent
• Use tech to deepen—not replace—relationships with referral partners.

As LaDonna put it, “Take it seriously. Get passionate again. Because if not, good luck with existing ‘til 26.”

Part II

Like many in the mortgage and real estate industry, Wynands didn't set out to be here. “I had everything all planned out. I was never supposed to be in mortgage or real estate,” he admitted. After a frustrating home-buying experience, he and a friend set out to build a better way to connect sellers and buyers. That venture led him into real estate, which eventually exposed him to the industry's biggest inefficiencies — many of which could be solved with better data.

His latest venture, RETR, pulls real estate, mortgage, and licensing data from multiple sources, using AI-driven algorithms to provide actionable insights. One of his most widely shared reports in early 2024 was a deep dive into the actual number of active loan officers in the industry.

"People kept asking, ‘How many LOs have left?’ so I ran the data," he explained. Instead of sensational headlines about a 50% drop, he found the actual decline from 2023 to 2024 was closer to 10%. “If you qualify the numbers correctly, it's not as scary as some make it seem.”

While the industry has faced uncertainty with rates remaining higher for longer, Wynands is bullish on the opportunities ahead. “People are impatient. Now that they know rates aren’t dropping overnight, they’re moving forward with their plans.”

With more LOs leaving the industry, those who remain have a chance to build stronger referral networks. He sees the key advantage in diversification. “You can’t just rely on your realtor network. LOs need to expand their knowledge of different loan products, work with new borrower demographics, and use data to target the right opportunities.”

One surprising insight? "We track orphaned agents — realtors whose primary LOs have left the industry. That’s an untapped goldmine of opportunity.”

One challenge LOs face is how to market themselves in a way that resonates. “Everyone wants a home, but no one wants a loan,” Wynands joked. “But what if we make mortgage sexy?” He points out that LOs have access to powerful financing options that consumers (and even some realtors) don’t fully understand.

“Some programs allow buyers to qualify using rental income or offer special rates for specific census tracts. But no one’s talking about it! Imagine if LOs showcased this on social media like realtors do with home tours.”

Lockard agreed, adding that mortgage pros need to step up their online presence. “It’s free marketing! And if you don’t solidify your borrower relationships now, servicers will be targeting them when rates drop.”

As a tech entrepreneur, Wynands is excited about AI's role in the industry. “It won’t replace LOs because home buying is an emotional process. People need human guidance. But it will make things way more efficient.” RETR is already working on AI-driven tools to help LOs connect with high-performing agents and improve their outreach.

Lockard summed it up best: “If you’re not using data to work smarter, you’re working harder. And in 2025, that’s not going to cut it.”

✅ LOs who remain in the industry have more opportunities than ever — especially as others exit.

✅ Diversification is key: Realtors alone aren’t enough; LOs should explore new borrower demographics and loan products.

✅ Marketing matters: More LOs need to build an online presence to educate and connect with borrowers.

✅ AI won’t replace LOs — but those who don’t use it to streamline their work will fall behind.

Listen to Take It To The Max! with LaDonna Lockard, exclusively for National Mortgage Professional. Listen to the full episodes below for even more of Steven's insight.