You just got licensed. You have zero clients, zero referral partners, and zero pipeline. Your manager told you to "get out there and network." Helpful. Now what?
The first 90 days of a loan officer's career are the most critical — and the most wasted. Most new LOs spend them doing random activities with no strategy. Here's a structured plan that actually builds a foundation.
Days 1-30: Build Your Foundation
Before you chase a single lead, set up the infrastructure that will make every future marketing effort more effective.
Week 1: Set Up Your Tools
- Get a CRM — not a spreadsheet, not your phone's notes app. A real CRM that tracks contacts, automates follow-up, and manages your pipeline. This is your single most important investment.
- Set up your Google Business Profile — this is free and shows up in local searches immediately
- Create professional social profiles — LinkedIn, Facebook business page, Instagram (pick two to start)
- Get a professional headshot — not optional. First impressions matter.
Week 2: Build Your Sphere List
You think you don't have a database, but you do. You know people. Start building your list:
- Friends and family (yes, all of them)
- Former coworkers and classmates
- Your dentist, barber, mechanic, gym friends
- Everyone in your phone contacts
- Social media connections
Load every one of them into your CRM. Tag them appropriately. This is your starting database. Even 100 contacts is a foundation.
The Announcement Campaign
Send a personal message (not a mass blast) to everyone in your sphere: "Hey [Name], I wanted to let you know I just started as a loan officer at [Company]. If you or anyone you know is thinking about buying, refinancing, or has mortgage questions, I'd love to help." Simple, direct, and it works.
Weeks 3-4: Start Your Content Engine
You don't need to become a content creator. You need a rhythm. Start with:
- 2 social media posts per week — one educational, one personal/behind-the-scenes
- 1 email per month to your database — market update, helpful tip, or personal note
- Comment on 5 local/industry posts per day — engagement beats content creation early on
Don't overthink content quality. Consistency beats perfection. A mediocre post every week beats a brilliant post once a quarter.
Days 31-60: Build Referral Relationships
In mortgage, relationships drive volume. Period. Your second month should be focused on building the partnerships that will feed your pipeline for years.
Target 10 Realtors
Not 50. Not "every agent in town." Ten. Research them — look for agents doing 6-12 transactions a year who aren't locked into a lender relationship. These are your sweet spot. Top producers already have their LOs. Brand-new agents don't have deal flow yet.
- Offer value first — a co-marketing campaign, a market analysis, a buyer seminar they can invite clients to
- Be responsive — when a realtor calls, answer. When they email, reply in minutes. Reliability is your competitive advantage as a new LO.
- Follow up consistently — set up an automated realtor nurture sequence in your CRM
Build a Referral Network Beyond Realtors
Financial planners, CPAs, divorce attorneys, insurance agents, home inspectors — all of these professionals interact with people who need mortgages. Reach out, offer to be a resource, and build genuine relationships.
Days 61-90: Generate Your First Leads
By now you have your systems set up, a growing database, and some referral relationships forming. Time to add fuel.
Launch a Simple Ad Campaign
Even $5-$10/day on Facebook ads can generate leads if you target correctly. Start with:
- A first-time buyer guide or checklist as a lead magnet
- A simple landing page to capture contact information
- A speed-to-lead workflow to respond instantly when someone fills out the form
Ask for Reviews
If you've closed even one deal — or helped someone get pre-approved — ask for a Google review. Reviews compound, and starting early means you'll have 20+ reviews by your first anniversary when most LOs still have zero.
Set Up Your Automation
By day 90, you should have basic marketing automation running:
- New lead nurture — automated follow-up sequence for every new contact
- Database drip — monthly touchpoint to your sphere
- Birthday/anniversary campaigns — they'll start firing as you build your closed client database
The 90-Day Scoreboard
By day 90, here's what success looks like:
- 200+ contacts in your CRM (sphere + new connections)
- 3-5 active realtor relationships (meetings happening regularly)
- Consistent social media presence (posting 2x/week minimum)
- Basic automation running (leads don't sit untouched)
- 5+ Google reviews
- At least 1-2 deals in pipeline (pre-approvals count)
Will you be a top producer at day 90? No. But you'll have a machine that compounds. By month 6, the system you built in these 90 days will be generating business on its own. By year one, you'll be ahead of 80% of LOs who started at the same time.
The Biggest Mistake New LOs Make
Waiting. Waiting to feel ready. Waiting until they understand every loan product. Waiting until they can afford the "right" tools. Every day you wait is a day your future database doesn't have a touchpoint, your future realtor partner doesn't know your name, and your future client doesn't see your content.
Start now. Start messy. Start building.
Empower LO gives new loan officers everything they need — CRM, automation, marketing tools, and lead generation — in one platform, at a price that doesn't require an established book of business to justify.