HomeSmart and loanDepot sign co-marketing agreement to connect 25,000 agents with lender’s loan officers and products

HomeSmart announced a marketing services agreement with loanDepot that links the brokerage's network of more than 25,000 agents and its franchise footprint to loanDepot's loan officers and mortgage product suite. The aim is to create a more integrated home search and financing experience by giving agents a direct channel to lender resources. Financial terms were not disclosed.

• Scope: The agreement covers HomeSmart's agent network across about 48 states and co-marketing activities to connect borrowers to loanDepot LOs and products. HomeSmart describes itself as a 100% commission, full-service brokerage operating across 250-plus offices.
• Exclusivity: The partnership is not exclusive. HomeSmart continues a separate national agreement with Guild Mortgage announced in May. A prior marketing services agreement with Ohio-based Lower expired in October 2025.

HomeSmart's chief business development officer, Carol Perry, said the brokerage sought a lender with scale and broad product coverage. The public statement cites loanDepot's reach, product mix, and service capabilities as factors in the decision. Tom Fiddler, loanDepot's president of retail lending, framed the arrangement as combining lending expertise with HomeSmart's agent network to deliver more financing options and a smoother experience for buyers.

• loanDepot: Launched in 2010, licensed in all 50 states, and reported $592 billion in loans funded directly to consumers. In the second quarter referenced in the announcement, loanDepot's origination volume rose 4% to nearly $8 billion.
• HomeSmart: Founded in 2000 and operating a 100% commission brokerage model supported by proprietary technology. The network includes more than 25,000 agents and over 250 offices, giving lenders access to a purchase-focused agent base.

What agents and consumers can expect Agents will have a formalized pathway to refer borrowers to loanDepot loan officers and to highlight loanDepot's mortgage product suite in their marketing. The stated goal is a more integrated customer experience during home searches and financing. The announcement frames the relationship as a co-marketing effort rather than an exclusive origination channel.

Look for operational details on how co-marketing will work at the agent level: lead flows, disclosure practices, compensation or marketing fee arrangements, and whether the partnership will include training, co-branded materials, or integrated technology. Also watch whether this deal drives measurable origination volume through HomeSmart's agent network and whether additional lender partnerships follow as brokerages refine their mortgage strategies.

HomeSmart's new marketing agreement with loanDepot expands agent access to a large retail lender's loan officers and products without limiting HomeSmart's ability to work with other lenders. The arrangement reflects ongoing industry activity as brokerages and lenders seek repeatable channels to purchase-focused borrowers.