Account executives are in a unique position in the mortgage industry. On any given day, they’re helping originators navigate complex borrower scenarios, troubleshoot loan challenges, identify new opportunities and stay informed about product trends. Because they work with dozens of loan officers across different markets, they have a front-row seat to the strategies that are helping originators succeed.
Today’s market continues to present challenges, but conversations between account executives and originators are increasingly centered on opportunities rather than obstacles. Borrowers are adjusting to a higher-rate environment, homeowners are sitting on historic amounts of equity and non-QM lending continues to play a growing role in helping originators serve borrowers who fall outside traditional agency guidelines.
To learn more, I sat down with Eric Olson and Stacy Flanigan, two experienced senior account executives at Angel Oak Mortgage Solutions. Based on what they’re hearing from originators every day, they shared four strategies to adapt their approach and continue growing their business.
1. Shift the conversation from rates to success in the current market
A takeaway that stood out was that conversations have shifted away from waiting for rates to fall and toward finding success in the current market. Olson noted that many originators still feel the pressure of a difficult lending environment, but the nature of those discussions has changed significantly:
“A lot of what I’ve done is become the account executive counselor, either calming them down or creating a narrative around what’s working for others. It’s become much more educational,” he said.
Much of Olson’s role today involves helping brokers stay focused on the activities they can control, whether that’s refining marketing strategies, rethinking borrower outreach or exploring new product opportunities. In any case, he said, the emphasis is increasingly on generating business rather than waiting for market conditions to improve.
Flanigan shared a similar observation: “You need to build relationships. You need to educate your borrowers,” she said.
The most successful loan officers right now focus on borrower education, relationship-building and expanding their product expertise, Flanigan said. Rather than leading conversations with frustration, they’re helping borrowers understand long-term financial goals and the value of homeownership.
2. Expand beyond traditional lending opportunities
When discussing opportunity, both account executives pointed to non-QM lending and home equity products as areas of significant growth. “The HELOC would be my very first number one answer,” Flanigan said.
Flanigan shared that many homeowners who secured low mortgage rates during the COVID-era have little interest in refinancing their first lien but still want access to the equity they’ve built over the past several years. Home equity products can help borrowers consolidate debt, fund home improvements, invest in additional properties or pursue other financial goals without replacing their existing mortgage.
Flanigan also highlighted self-employed borrowers as a significant growth opportunity. “The self-employed borrowers are everywhere,” she said. As entrepreneurship and small-business formation continue to grow, originators who understand bank statement lending and other alternative financing solutions are often better positioned to serve borrowers who may not fit traditional agency guidelines.
That growing demand has helped fuel broader adoption of non-QM lending across the industry.
“It’s almost non-QM or bust,” Olson said. He noted that conversations around non-QM have evolved considerably over the past several years. “A couple of years ago, it was teaching originators what non-QM is. Now they’ve had to learn it and study it.”
What was once viewed as a niche product category has become an important part of many originators’ businesses. As borrowers’ financial situations become more diverse, loan officers are increasingly looking beyond traditional financing options to help clients achieve their goals.
3. Treat your account executive as a strategic partner
In a market where every loan counts, both Olson and Flanigan emphasized that lender relationships have become increasingly important. Account executives have always played a role in helping originators work through loan scenarios and product guidelines, but today’s environment requires deeper collaboration.
“A quick no is the best yes,” Olson said. For Olson, transparency and responsiveness are more valuable than ever. Originators can’t afford to spend time pursuing deals that ultimately have no path to closing. Honest feedback and clear communication allow loan officers to spend more time focused on viable opportunities and less time chasing dead ends.
Flanigan echoed that sentiment, noting that the strongest lender-originator partnerships extend far beyond individual transactions. “It’s no longer a transactional environment,” she said. “You’ve got to cultivate that relationship. You’ve got to build that trust.”
That trust is particularly important as originators work to expand into products and borrower segments that may be less familiar. Whether it’s helping structure a bank statement loan, evaluating a second lien opportunity or educating referral partners on non-QM solutions, account executives can serve as an extension of the originator’s team.
“Lean on your AEs. That’s what we’re here for,” Flanigan said.
The best lender relationships are built on ongoing communication, education and a shared commitment to solving problems. In many cases, account executives are well-positioned to identify opportunities, share best practices from across the industry and help originators uncover solutions they may not have considered on their own.
4. Focus on what you can control
Despite ongoing market challenges, both account executives expressed optimism about originators who continue to grow their businesses.
“Focus on what you can control,” Flanigan said. She believes successful originators are investing in the areas that drive long-term growth, including referral relationships, borrower education, and specialized product expertise. “Target your niche borrower,” Flanigan said.
Whether it’s self-employed borrowers, real estate investors or homeowners looking to leverage their equity, originators who develop expertise within a specific segment are often better positioned to stand out in a competitive market.
Relationship-building remains equally important. “Don’t treat it like a transactional deal. Treat it like you’re doing a loan for your family member,” Flanigan said.
Olson echoed that sentiment, noting that top producers are focused on meeting borrowers where they are and expanding their knowledge across a wider range of loan products. He also sees a new generation of originators entering the business with a fresh perspective, focused less on comparing today’s market to previous cycles and more on identifying opportunities within the current environment.
Commitment to education, adaptability and relationship-building are the qualities helping originators generate business today while positioning themselves for long-term success.
Looking ahead
One theme that consistently surfaced throughout these conversations was that the most successful originators are not trying to do it alone.
Whether they’re expanding into non-QM lending, helping borrowers tap into home equity or developing expertise within a specific niche, top producers are leveraging the resources around them to uncover new opportunities and better serve their clients.
That includes their account executives.
Too often, the AE relationship is viewed primarily through the lens of products and pricing. In reality, the best account executives can serve as strategic partners, offering market insight and real-world perspective drawn from conversations with originators across the country.
Tom Hutchens, President of Angel Oak Mortgage Solutions
This column does not necessarily reflect the opinion of HousingWire’s editorial department and its owners. To contact the editor responsible for this piece: zeb@hwmedia.com.
