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What Are First-Time Borrowers Looking for in a Loan Officer?

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We know first-time borrowers are a valuable demographic, but how can we set ourselves up as the go-to loan officer for them? The real key is understanding what they want. This doesn’t mean changing our approach or rebranding just to appeal to one demographic, though. Instead, it’s about understanding these needs so we can better highlight them. Luckily, you probably already have all the things a first-time buyer wants. It’s just a matter of being able to communicate that to them. So, what exactly is it that they’re looking for? Here are a few of their top must-haves in a loan officer:


When looking through their options online, first-time borrowers tend to gravitate to the online presences that feel most authentic. For many of these borrowers, this is their first major financial decision in their adult life, and they want to work with someone they can trust. This means working with a real human who can understand their needs. Having an online presence with plenty of information about who you are and what you have to offer is key. When first-time borrowers can get a sense of who you are, they’re more likely to get in touch.


Another thing these borrowers are looking for is expertise. Most are new to the mortgage industry and still have some things to learn. This means they want to work with someone they can trust to navigate them through the process. It’s especially valuable if you can demonstrate your expertise working with first-time borrowers specifically. Something as simple as sharing some blog posts specifically geared towards this audience, for example, can signal to them that you’ll know what they need.


First-time borrowers aren’t just looking for someone who can lead them through the process, they’re looking for someone who can help them learn and feel more informed along the way. These buyers need someone with the patience to break things down and answer questions. Loan officers who are committed to making their clients feel well informed tend to excel with first-time buyers. It might require a bit more patience, but it’s so important to move at the right pace for each client.


First-time borrowers need to feel confident that they’re working with someone who they can trust to be honest with them. They need to know that you’re not just focused on the transaction but on them as an individual. Keeping lines of communication open with these clients and letting them know of any potential issues as soon as possible is important. Even calling to check in to let them know things are going fine and giving them an update on the time frame can reassure them that you’re in their court.

Are you a go-to loan officer for first-time borrowers? Would you like to attract more clients from this demographic? If this is something you’re interested in learning more about, don’t hesitate to reach out and we can set up a time to talk.

Don Riggs

VP – Retail Market Leader

NMLS 132702