How Early Engagement Boosts Loyalty: J.D. Power’s Game-Changing Mortgage Insights - Loan Officer Life: Hustle, Heart & Homeownership

Why Engaging Borrowers at the "Point of Thought" Changes Everything | Loan Officer Life ft. Bruce Gehrke, J.D. PowerIn this powerful episode of Loan Officer Life: Hustle, Heart & Homeownership, host Brian Vieaux sits down with Bruce Gehrke, Senior Director of Financial Services Intelligence at J.D. Power, to unpack groundbreaking insights from the 2024 Mortgage Origination Satisfaction Study—insights that every loan officer, branch manager, and mortgage executive must hear.Key Data Point: Borrowers who connected with a lender at the point of thought—before they were actively home shopping—had a 107-point higher satisfaction score, were 54% less likely to shop around, and 20% less likely to contact another lender.This isn’t just data—it’s a strategic playbook for mortgage professionals ready to compete and win in today’s market.What You’ll Learn in This Episode:✔ What is the “Point of Thought”?Understand why early engagement—not the point of sale—is where trust, loyalty, and advocacy are truly built.✔ Gen Z Wants Face-to-FaceContrary to popular belief, Gen Z homebuyers prefer in-person interactions—but only when digital experiences fall short. Learn why this generation wants high-tech AND high-touch.✔ Why Local Still WinsBruce reveals how local loan officers can compete with large-scale players like Rocket Mortgage and Veterans United by owning their ZIP code and mastering hyper-local trust.✔ Process vs. PeopleDiscover how leading lenders like Veterans United and Rocket succeed by prioritizing process optimization—and how smaller originators can apply this at the grassroots level.✔ Social Media, Trust & Financial EducationGet Bruce’s insights on how platforms like YouTube, TikTok, and Instagram are shaping borrower behavior and why local loan officers must build visibility and credibility long before a loan is needed.✔ The Rising Age of the First-Time HomebuyerWith the average first-time buyer now nearing 40, discover how LOs can engage during the decades-long runway of financial readiness—and why education-based engagement is the key to long-term loyalty.Top Takeaways:Mortgage success today is about being an advisor, not just a loan originator.Gen Z and Millennial borrowers now make up two-thirds of the purchase market—and they expect digital + personal.Early educational interactions help shift you from a commodity provider to a trusted local expert.If you're relying solely on realtor referrals, you're arriving too late in the homeownership journey.Platforms like FinLocker and FirstHome IQ are enabling loan officers to become true financial educators.Who Should Watch This:Mortgage Loan Officers looking to build long-term relationships and increase borrower satisfactionBranch Managers and Sales Leaders seeking ways to coach their teams to win more purchase businessMortgage Executives and Lender CMOs exploring strategies to differentiate in a crowded digital landscapeRealtors and Financial Advisors who want to partner more effectively with lendersAnyone who wants to understand the future of home lending in a rising-rate, tech-enabled worldQuotes to Remember:“If you’re meeting the borrower for the first time at the point of sale, you’re already behind.” — Brian Vieaux“Gen Z wants more face-to-face interaction—not less. Because today’s digital experiences aren’t meeting their expectations.” — Bruce Gehrke“It’s not about presenting an offer—it’s about earning the right to present an offer.” — Bruce GehrkeResources Mentioned:J.D. Power 2024 Mortgage Origination Satisfaction StudyFirstHome IQ | Homebuyer financial education platformHousingWire’s The Gathering | Colorado Springs eventNational Association of Realtors Data | Average age of first-time homebuyer

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