MIDWEST REGION
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LOAN OFFICER TRAINING GUIDE
Open House Prospecting Playbook How Loan Officers Can Meet Real Estate Agents, Build Relationships, and Grow Their Business
A Message to Our Loan Officers Midwest Region — Open House Prospecting Initiative The real estate market rewards those who show-up — literally. While many Loan Officers wait for referrals to come to them, the most successful mortgage professionals in the country have discovered a simple, repeatable strategy for growing their business: visiting open houses. Open houses are one of the best-kept secrets in mortgage prospecting. Every weekend, Real Estate Agents across the Midwest are standing in homes, meeting buyers, and looking for reliable lending partners they can trust. Your job is to walk through that door first. This playbook gives you a clear, step-by-step system for identifying open houses, researching agents before you visit, showing up with the right materials, having confident conversations, and following up in a way that builds real, lasting relationships. This is not about collecting business cards or delivering a sales pitch at someone's listing. It is about becoming a visible, trustworthy, and valuable resource that Real Estate Agents want to have in their corner. The Loan Officers who commit to this process — consistently, intentionally, and professionally — are the ones who build the referral networks that carry their businesses for years to come. You have everything you need. Now use it.
New American Funding — Midwest Region Loan Officer Development & Business Growth
INSIDE THIS PLAYBOOK
Table of Contents
1
STEP ONE
2
STEP TWO
3
STEP THREE
4
STEP FOUR
5
STEP FIVE
Find Open Houses Research the Real Estate Agent in MMI
5–6
7–10
11
Prepare Marketing Materials Visit the Open House Follow Up After the Visit SUMMARY
Final Coaching Tips & Quick Reference
12–13
14–17
18–19
How to Use This Playbook Read through each step before your first open house visit. Bring this guide as a reference during your weekly prospecting plan. Commit to visiting 3–5 open houses every weekend and follow up within 48 hours. Consistency separates top producers from everyone else.
3
The Goal
"Show up prepared, professional, helpful, and not overly “salesy.” Open houses are one of the easiest ways to meet active Real Estate Agents face-to-face. Your goal is not to walk in and immediately ask for business. Your goal is to start a conversation, provide value, and create a reason to follow up. The most successful Loan Officers understand the open house visit is only the first step in a longer relationship-building process. One conversation does not close deals — consistent value does.
3–5
48
1
Open houses to target per weekend
Hours to complete your follow-up plan
New REALTOR® relationship built at a time
Your Mindset Going In Do not approach open houses thinking about getting a deal today. Approach each visit with the mindset of building one new REALTOR® relationship at a time. Every conversation is an investment. Every follow-up compounds that investment. Agents work with lenders they know, like, and trust. Your job at the open house is to start earning all three — and keep earning them long after you leave.
★ REMEMBER THIS Your first goal is not necessarily to earn the next loan. Your first goal is to earn the next conversation.
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STEP ONE
Find Open Houses Start by identifying open houses in the areas where you want to build REALTOR® relationships. Finding the right open houses to target is the foundation of an effective prospecting strategy.
Where to Look • Zillow
• Facebook real estate groups
• Realtor.com
• Agent social media pages
• Homes.com
• MLS open house search (if available)
• Local brokerage websites
What to Look For Focus on open houses that match your ideal agent relationship. Not all open houses are equal — the right ones give you the highest opportunity for meaningful conversations. • Agents with multiple active listings • Agents hosting higher-traffic weekend open houses • Listings in your target market or neighborhood • Price points that match your loan production goals • Open houses near your office or existing referral network
★ PRO TIP — THE WEEKLY HIT LIST Create a weekly "Open House Hit List" every Friday. Pick 3–5 open houses to visit over the weekend. Treat it like a production activity — schedule it, track it, and measure it just as you would any other business development task.
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STEP ONE — CONTINUED
Targeting the Right Agents Not every open house visit will lead to a referral relationship — and that is perfectly normal. The goal is to identify agents who are active, productive, and potentially open to a new lending par tnership.
Signs of a High-Value Prospect Agent • Multiple listings per year — Active agents close more transactions and need reliable lending partners more often. • Weekend open house hosts — Agents who host frequently are serious about buyer acquisition and marketing. • Active social media presence — These agents value marketing and co-branded content opportunities. • Works in your target zip codes — Geographic alignment means shared clients and a stronger referral network. • Mix of buy-side and list-side transactions — These agents have buyers who need financing guidance regularly.
Build Your Weekly Friday Routine Friday Planning Checklist • Search open house listings for the upcoming weekend • Pick 3–5 open houses spread across your target areas • Research each agent in MMI before visiting (Step 2) • Prepare your materials (Step 3) • Block time on Saturday and Sunday on your calendar
★ PRO TIP Track your visits on a spreadsheet or in your CRM. Over time, patterns emerge — certain neighborhoods, price points, and agent types will yield better conversations and follow-up outcomes.
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STEP TWO
Research the Agent in MMI Before you visit, do your homework. Walking in with knowledge gives you confidence and helps you ask better, more relevant questions. Agents immediately recognize when a Loan Officer has prepared — and they respect it.
MMI is your secret weapon. Use it before every open house visit to understand exactly who you are walking in to meet.
What to Look Up in MMI Transaction History
Lending Patterns
• Number of deals in the last 12 months
• Loan types used on their transactions
• List-side vs. buy-side split
• Lenders appearing on their deals
• Sales price and loan amount data
• LO relationships already in place
• Geographic areas where active
• Volume and frequency of production
What This Tells You Mostly list-side business? Focus on open house marketing tools, buyer follow-up strategies, and co-branded content that helps them capture buyers at their listings. Mostly buy-side business? Emphasize speed to close, pre-approval strength, loan programs, and helping their buyers compete in a tight market.
★ PRO TIP Do not walk in and say "I looked you up." Use the research to guide the conversation naturally — not to make the agent feel researched.
New American Funding | NMLS #6606
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MMI Real Estate Agent Statistics Dashboard Use the Snapshot, Quick Analytics, and Ranking Stats to build your pre-visit intelligence on every agent.
MMI Agent Snapshot — Price point distribution, volume trends, buy-side vs. list-side breakdown, and national/state/regional rankings at a glance.
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MMI — LO Relationships, Lender Partnerships & Transaction History Understand who the agent currently works with and identify your best positioning before you walk through the door.
LO Relationships, Lender Relationships, Transaction History, and Loan Details — your complete intelligence briefing before every visit.
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STEP TWO — CONTINUED
Using Research to Start Conversations Interpreting What You Find Agent works with one consistent lender? Do not assume they are off-limits. Position yourself as an additional resource, not a replacement. Many agents welcome a reliable second lender for overflow, unique scenarios, or when their primary lender is unavailable. "I know most successful agents have a go-to lender they trust. I am not looking to replace your number one lender. My goal is simply to be another reliable resource when you need a second option, have a unique scenario, or need additional support." Agent works with multiple lenders? This often indicates they are open to lending relationships and evaluate lenders on service, communication, products, and marketing support. These agents can be excellent prospects.
Conversation Starters from Your MMI Research "I noticed you do a lot of business in this area. Are most of your buyers local, or are you seeing more relocation activity?" "Do you typically get a lot of unrepresented buyers through your open houses?" "What type of financing are you seeing most often with your buyers right now?"
The Co-Branded Marketing Differentiator: Sharing examples of your co-branded marketing, open house materials, and social media content can create opportunities for future conversations — even if the agent already works with another lender. Your first goal is to earn the next conversation, not the next loan.
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STEP THREE
Prepare Marketing Materials Show up like a professional, not like someone who just wandered in with a business card. The materials you bring signal your level of preparation and the kind of partner you will be.
Suggested Materials • NAF Marketing Booklet • NAF Loan Program Guide • Luxury Business Card • NAF Bag with promotional items • QR code to calendar or application
What Your Materials Should Communicate • Who you are — Name, company, direct contact information • How you help agents — Communication, reliability, speed, and tools • What loan options you offer — Programs relevant to their buyers • What marketing support is available — Co-branding, open house flyers, social content • How easy you are to reach — Direct line, text, calendar link, or digital card
NAF Co-Branded Marketing Tools: Ask your marketing team for access to NAF's co-branded flyer templates, open house sign-in sheets, and digital content packages you can customize with the agent's branding.
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STEP FOUR
Visit the Open House This is where preparation turns into opportunity. Everything you have done — researching the agent, preparing your materials, planning your route — is designed to make this moment count.
Before You Walk In • Dress professionally
• Smile and be confident
• Bring your materials
• Respect the agent's time and guests
• Silence your phone
Your Arrival Introduction "Hi, I'm [Name] with New American Funding. I like to stop by local open houses to meet active agents in the area. I brought you a quick resource packet with some loan and marketing information that may be helpful."
Good Conversation Questions • "How has traffic been today?" • "Are you seeing more serious buyers or casual lookers?" • "Are most visitors already pre-approved?" • "Do you have a lender you like to use for open house follow-up?" • "Would buyer financing options be helpful for this listing?"
★ PRO TIP Do not overstay your welcome. If buyers come in, step aside or wrap up gracefully. Respecting the agent's open house makes you look professional and considerate.
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STEP FOUR — CONTINUED
Sharing Your Value at the Open House "Quickly share your value — keep it short, focused, and relevant to the agent standing in front of you." "I help agents with strong pre-approvals, creative loan options, quick communication, and co-branded marketing tools they can use to stay in front of buyers and sellers."
The Four Value Pillars Speed
Programs
Marketing
Communication
Fast pre-approvals and quick closings agents can rely on
Creative loan options for a wide range of buyers
Co-branded tools that help agents win more listings
Responsive, proactive updates that keep agents confident and informed
Leaving the Right Impression Before you leave, make sure the agent has your contact information, a piece of branded material to keep, and a clear reason to expect your follow-up. "I'll send you a quick follow-up text later today. If you ever need a second option on financing or want to co-brand something for a listing, I would love to help."
What Not to Do • Do not monopolize the agent's time during a busy showing • Do not immediately ask for referrals or their book of business • Do not speak negatively about any other lender • Do not leave without getting their contact information
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STEP FIVE
Follow Up After the Visit The follow-up is where most Loan Officers drop the ball — and where the best ones build their business. Do not let the open house visit be a one-time introduction. The visit opens the door; the follow-up builds the relationship.
Same-Day Follow-Up Text or Email "Hi [Agent Name], it was great meeting you today at your open house on [Street/Area]. I enjoyed learning about the listing. I would love to stay connected and be a resource for financing options, buyer follow-up, and co-branded marketing support."
Text Your Digital Business Card While the conversation is still fresh, send a quick text with your digital business card or calendar link. Most paper cards end up in a drawer — a digital card stays accessible on their phone. "Hi Sarah, this is John with New American Funding. It was great meeting you today. Here is my digital business card so you have my contact information handy. Looking forward to staying connected."
Connect on Social Media Within 24 Hours • Send a Facebook Friend Request
• Like or comment on a recent post
• Follow on Instagram
• Congratulate a recent sale
• Connect on LinkedIn
• Add to your social media prospect list
★ WHY THIS MATTERS People do business with people they know, like, and trust. Social media allows you to continue building that relationship long after the open house is over — without requiring a phone call or appointment.
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STEP FIVE — CONTINUED
The 48-Hour Follow-Up Checklist Within 48 hours of every open house visit, complete each of the following steps. This is your minimum standard for every agent you meet. ☐ Send Thank-You Text or Email ☐ Send Digital Business Card ☐ Send Friend Request on Facebook ☐ Follow on Instagram ☐ Connect on LinkedIn ☐ Add to CRM / Bonzo ☐ Schedule Next Follow-Up Activity ☐ Send a Value-Add Marketing Example
Next Week Follow-Up Ideas: A sample co-branded flyer • Open house follow-up script • Loan program highlight • Buyer financing checklist • Link to schedule a coffee or call • Market update or rate summary "I put together a few ideas that may help you follow up with open house visitors — especially those who may not be pre-approved yet. I would be happy to co-brand something with you for your next listing."
★ PRO TIP Your fortune is in the follow-up. One visit may open the door, but consistent value builds the relationship. Most Loan Officers stop after one or two follow-ups — the ones who succeed keep going.
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STEP FIVE — LONG-TERM STRATEGY
Building a Lasting Relationship The open house visit and 48-hour follow-up are the beginning — not the end. The agents who refer business consistently do so because a Loan Officer has shown up for them, reliably and repeatedly, over months and years.
Monthly Follow-Up Ideas Market & Business Content
Relationship Building
• Local market update
• Event invitations
• Rate environment summary
• Listing support offers
• Buyer financing tips
• Social media content ideas
• Open house marketing ideas
• Co-branded material previews
Long-Term Follow-Up Calendar Same Day
Thank-you text + digital business card
24–48 Hours Social connections + CRM entry + schedule next step Week 2
Value-add content: co-branded flyer, buyer checklist, or program highlight
Month 1
Market update or coffee/call invite
Ongoing
Monthly touchpoint: text, email, social, or in-person
★ THE GOLDEN RULE OF FOLLOW-UP Always bring value. Never just "check in." Every follow-up should give the agent something useful — an idea, a tool, a resource, or an invitation. Value-based follow-up is what separates top producers from the rest.
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STEP FIVE — NAVIGATING SITUATIONS
Handling Every Type of Agent Not every agent you meet will be an easy win. Understanding how to navigate different situations is what separates prepared Loan Officers from those who give up after one visit.
Approach every visit knowing that your job is not to win every agent — it is to plant a seed with every agent.
Common Situations and How to Handle Them The Agent Who Says "I Already Have a Lender" Acknowledge their relationship and position yourself as an additional resource. Ask what they value most in a lender and demonstrate how you serve as a reliable backup option for overflow scenarios. The Agent Who Seems Too Busy Be brief. Leave your materials, hand over your card, and say you will follow up. A short, professional impression is always better than a forced long conversation during a busy open house. The Agent Who Is Genuinely Curious This is your best opportunity. Listen carefully, ask thoughtful questions based on your MMI research, and focus on how you specifically solve the problems they mention. Share a co-branded marketing example if you have one ready. The Agent Who Wants to Talk Products Be ready with your top 3–5 loan programs relevant to their buyer profile. Reference your MMI research on loan types they have used previously and connect your programs to their real transaction history.
Add every agent you meet — regardless of how the visit goes — to your CRM and follow-up plan. Situations change. The agent who says "no" today may be looking for a new lending partner in 90 days.
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Final Coaching Tips Do not approach open houses with the mindset of "getting a deal today." Approach them with the mindset of building one new REALTOR® relationship at a time. Be prepared. Be professional. Be useful. Be memorable. The best Loan Officers do not just show up — they show up with purpose.
Your Four-Word Mantra Be Prepared
Be Professional
Be Useful
Be Memorable
The 5-Step System at a Glance
1 Find Open Houses — Build your weekly hit list every Friday. Target 3–5 per weekend. 2 Research the Agent in MMI — Understand transactions, lender relationships, and business style before you visit.
3 Prepare Materials — NAF marketing booklet, loan program guide, luxury card, and QR code.
4 Visit the Open House — Introduce yourself, ask great questions, share your value briefly, leave a professional impression.
Follow Up — Same-day text, 48-hour social connections, weekly value-adds, and long-
5 term CRM nurturing.
"One visit may open the door, but consistent value builds the relationship."
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QUICK REFERENCE
Your Open House Prospecting Summary 3–5
48h
30d
Open houses per weekend
Follow-up window after every visit
Long-term nurture cadence
Friday Hit List • Search Zillow, Realtor.com, Homes.com
• Prepare materials and leave-behinds
• Select 3–5 target open houses
• Block Saturday & Sunday time
• Look up each agent in MMI
• Review your conversation starters
At the Open House • Dress professionally
• Share your value in 60 seconds
• Introduce yourself briefly
• Leave materials and get their info
• Ask great questions first
• Do not overstay your welcome
48-Hour Post-Visit Actions • Send thank-you text and digital card
• Schedule next follow-up activity
• Connect on Facebook, Instagram, LinkedIn
• Send a value-add example
• Add to CRM / Bonzo
• Engage with their social media
"Be Prepared. Be Professional. Be Useful. Be Memorable."
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The secret of getting ahead is getting started. Hard work, consistency, and the willingness to show up every day are the foundations of every great business ever built. — A PRINCIPLE FOR EVERY TOP PRODUCER
NEW AMERICAN FUNDING — MIDWEST REGION Equal Housing Opportunity. © 2026 New American Funding, LLC. NMLS #6606. nmlsconsumeraccess.org. Corporate office 1 MacArthur Place, Suite 800, Santa Ana, CA 92707 www.newamericanfunding.com. Phone: (800) 450-2010. 07/2026