The Point of Thought Advantage: Early Engagement Insights with J.D. Power’s Bruce Gehrke

Episode Summary:

In his third visit to the podcast, Bruce Gehrke, senior leader on the J.D. Power Mortgage team, joins Brian Vieaux to unpack fresh data from the in-progress 2025 Mortgage Origination Satisfaction Study.

With three out of four survey waves completed, Bruce shares real-time insights into how borrower behavior is continuing to shift, and what that means for loan officers trying to build sustainable, referral-worthy businesses.

Brian and Bruce dive into the growing importance of early consumer engagement, what Brian calls the “Point of Thought”, and how banks are currently winning that moment.

But this episode isn’t about giving up. It’s about taking the right steps now to earn attention, build trust, and become the borrower’s advisor long before the application.

If you're a mortgage professional trying to future-proof your career in the face of big-bank ecosystems and AI-powered consumers, this episode delivers the playbook you've been waiting for.

• What J.D. Power does in mortgage, and why their data matters

• Key consumer behavior shifts in 2025 vs. 2024

• The rise of "point of thought" engagement before home search begins

• Why banks are currently winning this early moment, and what loan officers can do about it

• How early engagement reduces rate-shopping and builds borrower loyalty

• The risk of over-automating your client touchpoints

• How to show up in a world dominated by digital tools and CRMs

• What the best loan officers are doing differently today

• What Bruce wants to learn from LOs for future studies

→ Borrowers who engage early (before home shopping) report significantly higher satisfaction, loyalty, and advocacy.
→ Banks dominate early engagement due to existing relationships, but IMBs and brokers can compete, if they show up intentionally.
→ The most effective originators combine human connection with tech-powered coaching tools to stay relevant for months or even years.
→ The long game is real: consumers who connect at the point of thought are 133% more likely to return to that lender, even after detours.
→ CRMs and apps are great—but they don’t replace personal touch. Use them to scale, not to replace yourself.

“The long game wins, if you’re willing to play it. Three months, three years…doesn’t matter. Early engagement sets the table for lifetime value, not just one deal.”

💬 What do YOU want to see in the J.D. Power data next year?
This is your chance to influence future studies.
Send your ideas and questions to Brian and he’ll make sure Bruce gets them.

📥 Reach Brian on LinkedIn or at brian.vieaux@finlocker.com

• J.D. Power Mortgage Origination Satisfaction Study

• Connect with Bruce Gehrke on LinkedIn: Bruce’s Profile

• Past episode with Bruce (2024 Study Recap)

• Brian’s breakdown of “Point of Thought vs. Point of Sale” strategies

• Learn more about FinLocker and the KeySteps App

Mortgage Trends, J.D. Power, Loan Officer Strategy, Consumer Behavior, Mortgage Satisfaction, Early Engagement, Broker Tips, FinLocker, Buyer Readiness, Technology and Trust