A Newrez lender’s practical playbook for brokers in a slower mortga…

Useful takeaways from this story.

Broaden referral sources beyond realtors: target financial planners and attorneys to capture second-mortgage and purchase opportunities.

Treat seconds as retention tools: keep second-mortgage business in-house to preserve the relationship and position for future refinances.

Use CRM and consistent outreach: staying front-of-mind reduces borrower churn when shoppers hunt rates online.

# Why this matters now The refinance wave that powered originators in 2020–2021 is gone. With mortgage rates higher and many low-rate loans still on borrowers' books, refi volume has diminished. Purchase business is the priority, but it's competitive and inconsistent. Tony Kottenbrock, SVP and head of wholesale at Newrez, lays out a concrete approach for brokers who want a stronger year despite slower market conditions.

# Expand who you call "referral partner" Realtors remain important, but Kottenbrock says lenders who rely only on real estate agents are leaving opportunities on the table. He recommends systematically adding financial planners and attorneys—especially tax and divorce attorneys—to your referral network. Those professionals see clients who need second mortgages for debt consolidation or other needs, and building relationships with them creates steady, non-repurchase pipelines.

# Reconsider second mortgages as strategic business, not throwaway deals Many originators avoid seconds because they see smaller average loan sizes and worry about margins. Kottenbrock argues that approach is backwards in today's market. If brokers send seconds to banks or credit unions, they risk losing the borrower for the first mortgage. Keeping seconds in-house retains the customer and creates the chance to consolidate or refinance both loans later. The long-term value can be multiple loans instead of one.

# Stay in front of clients with disciplined CRM use Borrowers frequently shop online for the best rate, and the best rate isn't necessarily the best product for a particular borrower. Kottenbrock points out that many loan officers either don't use a CRM or don't use it fully. Regular, simple outreach—birthday messages, periodic check-ins—reduces the chance a borrower drifts away. Consistent contact preserves relationships so you can capture future purchase, second, or refinance opportunities.

# Make vendor and process choices that speed loan flow Newrez is selective about vendor partners, treating those choices as competitive decisions rather than checkboxes. The goal is infrastructure that helps LOs get loans into underwriting quickly. If submitting a loan is hard or slow, that friction can cost the deal. Kottenbrock describes testing automation and platform options to reach a competitive operational position by year-end.

# The underlying business logic All of these moves point to the same strategic idea: maintain and deepen relationships now so you can retain volume when market conditions improve. Doing seconds, broadening referrals, disciplined CRM outreach, and removing operational friction increase the chances a borrower stays with you through purchase and later refinances. That approach aims to turn one transactional relationship into repeat business over time.

# Practical next steps for brokers

Map current referral sources and add at least two non-realtor professional categories (financial planners, tax/divorce attorneys).
Audit CRM use: set a minimum cadence of outreach and automate basic touches.
Reprice or reassess seconds so you're willing to originate them rather than refer them out.
Review vendor stack with an eye toward faster submission-to-underwriting timelines.

# Bottom line