Episode Summary: How to Get 5x More Referrals From Your Lender

Podcast: Massive Agent Podcast
Host: Dustin Brohm
Date: October 16, 2025
Episode: 408

Main Theme & Purpose

In this episode, Dustin Brohm tackles the prevalent challenge in real estate of lopsided agent-lender relationships, where agents often refer business to lenders, but rarely receive any in return. He breaks down strategic, actionable steps to foster mutually profitable, two-way partnerships, ultimately showing agents how they can start getting more referrals (potentially 5x more) from their lender partners. The episode is inspired by discussions from his recent Real Producers mastermind and real-world team experiences.

Key Discussion Points and Insights

1. The One-Way Street Problem

• Agents are often the ones sending business to lenders and not seeing much reciprocation.
• This can build resentment and leave agents feeling undervalued.
• Common scenario: “I just sent them like 15 deals and they're not sending me anything in return.” —Dustin Brohm [07:45]

2. Why the Dynamic Exists

• Lenders are trained to see agents as their lead source, not the other way around.
• “Whenever I talk to groups of lenders… absolutely, build your network of agents, but you've got to get your ass prospecting and lead generating yourself so that you're not reliant on agents.” —Dustin Brohm [11:15]
• Both agents and lenders need to proactively generate their own business for self-sufficiency.

3. Redefining the Relationship: From Vendor to Partner

• Stop treating lenders as vendors; see them as business partners.
• Speak the same business language: discuss ROI, conversions, client experience, lead generating, and marketing together.
• “If you truly see them as a business partner, you're going to treat them like a valuable member of your team. Because they are.” —Dustin Brohm [15:30]

4. Setting Clear Expectations and Agreements

• Clearly communicate that you expect a two-way relationship.
• Example: The "2-for-1" approach—set up a “for every two I send you, you send me one” arrangement (not rigid, but a shared understanding).
• Story: Randy Mendez’s upfront expectation setting with her lender partners [24:15].
• Important: Set expectations from the beginning to avoid future misunderstandings or resentment.

5. Making Yourself Worth Referring

• Be a referable agent:
  • Have solid systems, ensure consistent communication, use transaction coordinators and assistants for a smooth client experience.
  • “You have to give your lender a reason to send you business.” —Dustin Brohm [26:00]
• Demonstrate how your process will protect the lender’s reputation with their clients.

6. Proving You’re the Best Choice

• Show your systems and client experience to your lenders.
• Collaborate and co-market:
  • Create co-branded content, local guides, lead magnets, webinars, open houses.
  • “Make it look like a no brainer to your lender… because you make them look good.” —Dustin Brohm [27:45]

7. Practical Collaborative Strategies

• Host events, webinars, and workshops together; double the exposure and boost both databases.
• Examples:
  • First-time homebuyer webinars (which convert better with a lender present)
  • Homebuyer happy hour, credit-to-keys events, client appreciation events [35:15]
• Leverage shared content from events for additional social exposure.

8. Asking Better Questions and Helping Your Lender

• Ask lenders:
  • What kind of clients do you want more of?
  • What’s your biggest challenge in converting leads or pre-approvals?
  • What would it take for me to be your go-to agent?
• “Questions like these show your lender partner that you're serious about helping them to grow too.” —Dustin Brohm [39:20]

9. Communication and Follow-Up

• Always update lenders on the progress of their referrals.
• “If you want to keep getting referrals from them, give them updates, show that you… actually give a shit and that you didn't just take the referral.” —Dustin Brohm [42:30]

10. Knowing When to Walk Away

• Some lenders simply aren’t in a position to send referrals—find out early and be honest about your needs.
• Example: Dustin’s story of parting ways with a lender who only sourced business from agent referrals and couldn’t reciprocate [45:05].
• “Isn't it great that we found that out now instead of me sending them a bunch of business and then resenting them later?” —Dustin Brohm [45:30]

11. The Broader Lesson: Over-Communicate and Set Expectations in Every Relationship

• Setting clear expectations and over-communicating applies not just in business—but with clients, colleagues, and even in your personal life.
• “You set expectations, you overcommunicate. You let them know what you expect of them, you ask them what they expect of you. It's amazing how great life can be…” —Dustin Brohm [48:00]

Notable Quotes & Memorable Moments

• “Stop treating your lenders like vendors. Start treating your lender partners as business partners because they literally are.” —Dustin Brohm [14:20]
• “If you have all this together, they see you as a business partner. And it's so much more natural to give referrals to you than to some other agent that they went golfing with once.” —Dustin Brohm [28:40]
• “Just because you gave a lender a client, what if that lender doesn't think that you're going to do a very good job as an agent?” —Dustin Brohm [25:35]
• “Ask what clients, what kind of clients do you want more of? …What would it take for me to be your go-to agent?” —Dustin Brohm [39:00]
• “Host client events together, share the costs, share the exposure, double the database reach.” —Dustin Brohm [35:20]
• “This is what you do with your buyers. This is what you need to do with your sellers. This is what you do with your spouse. This is what you do with your kids. You set expectations. You over communicate.” —Dustin Brohm [48:15]

Timestamps for Key Segments

• 07:45 — Recognizing the one-sidedness of most agent-lender relationships
• 11:15 — Lenders trained to seek agents as their lead source
• 14:20 — Reframing lenders as business partners, not vendors
• 24:15 — Example: Setting clear expectations (Randy Mendez’s 2-for-1 approach)
• 27:45 — Making oneself a ‘no-brainer’ for lender referrals
• 35:15 — Collaborative events and co-marketing strategies
• 39:00 — Asking better questions to build true partnership
• 42:30 — Following up with lenders who send referrals
• 45:05 — Knowing when to walk away: Dustin’s honest lender experience
• 48:00 — The universal importance of setting expectations

Takeaways

• Mutually profitable partnerships with lender partners don’t happen by default—they’re forged through proactive communication and expectation setting.
• Agents must become "referable" by building robust systems, creating collaborative marketing opportunities, and genuinely taking interest in their lenders’ business goals.
• If there’s no possibility for reciprocation, don’t be afraid to move on and find a partnership that fits your needs.
• “Set expectations and overcommunicate”—the ultimate strategy for healthier, more rewarding business (and personal) relationships.

Recommended Actions:

• Audit your current lender relationships and schedule expectation-setting conversations.
• Build collaborative opportunities (webinars/events/content) and make these a cornerstone of your partnerships.
• Always communicate referral progress and feedback to maintain your lender’s trust and confidence.

Host’s Closing Thought:
“Overcommunicate and set expectations… it's amazing how great life can be when you have great, solid relationships with proper expectations, with great communication.” —Dustin Brohm [48:15]