Loan Officer Recruiting Case Study

Campaign Snapshot

Company: Custom Home Mortgage
Headquarters: Bingham Farms, Michigan
Industry: Mortgage Lending
Target Location: Michigan, United States
Target Prospects: Experienced and producing loan officers
Service Provided: Mortgage Loan Officer Recruiting Services
Campaign Goal: Book qualified interviews with Michigan loan officers to build the origination team
Campaign Duration: 2 months
Channels Used: Cold Calling, Email Marketing
Total Interviews: 23 qualified interviews

Channel Activity Metrics

Calls started direct conversations with Michigan loan officers. Email helped us follow up with potential candidates and arrange confidential interviews.

• Cold Calls Placed: 5,800+
• Emails Sent: 3,400+
• Total Conversations: 610+
• Average Monthly Calls: 2,900+

Company Overview

Custom Home Mortgage serves homebuyers and homeowners from Bingham Farms, Michigan. Operating as Custom Home Loans LLC, the company offers purchase, refinance and home equity lending. Its loan programs include conventional, FHA, VA and jumbo loans with fixed and adjustable rate options. Borrowers can apply online and use a mobile app to connect with their loan officer and real estate agent. The company focused on building a loan origination team to support growth in Michigan.

The Challenge

Custom Home Mortgage needed a direct way to reach producing loan officers in Michigan and bring qualified candidates into interviews quickly.

The campaign faced five challenges:

• Rocket Mortgage and United Wholesale Mortgage both operate from headquarters in metro Detroit, adding competition for local talent
• Producing Michigan loan officers receive frequent recruiting calls and may overlook generic messages
• The company had no careers page or dedicated recruiter
• Hiring depended on referrals and the leadership team’s network
• The team needed qualified interviews within a short campaign window

The company needed a structured way to reach Michigan loan officers.

Before vs After: The Shift in Custom Home Mortgage’s Recruiting Pipeline

The campaign gave Custom Home Mortgage a direct source of qualified interviews, starting in its first week.

Campaign Objectives

The primary goals of the campaign were:

• Build a verified list of producing Michigan loan officers
• Reach candidates directly by phone and email
• Book the first qualified interview within one week
• Maintain a steady weekly interview flow for the hiring team

Outbound Outreach Strategy

We used a Michigan-focused outbound loan officer recruiting campaign to identify experienced originators, start direct conversations and book interviews with qualified candidates.

Targeted Michigan Loan Officer Lists

We built a verified Michigan loan officer list focused on licensed originators in the target market.

The list included:

• Retail loan officers at banks, credit unions and mortgage companies in Oakland, Wayne and Macomb counties
• Producers in Grand Rapids, Ann Arbor and Lansing
• Originators at large retail and call-center lenders who might consider a smaller company
• Loan officers with FHA, VA and first-time homebuyer experience

We checked active Michigan licenses through NMLS Consumer Access, verified emails and confirmed current roles. These checks helped us focus outreach on relevant candidates.

Multichannel Outreach Strategy

Calls opened conversations with potential candidates. Email helped continue those conversations and arrange confidential interviews with the hiring team.

Cold Calling

Our outbound call center team used calls to:

• Speak directly with licensed Michigan loan officers
• Introduce the company’s local team and growth plans
• Highlight direct access to leadership and the borrower app
• Discuss candidate interest and experience
• Book qualified interviews during the call

Email Follow-Up

Email outreach supported the calling campaign by:

• Following up after call attempts
• Sending short messages about the local team and growth plans
• Providing a link to book a confidential interview

Compliance-Aware Messaging

Detailed compensation discussions remained with Custom Home Mortgage’s hiring team. Outreach focused on the company’s products, support and growth plans without tying pay details to loan terms.

Qualification Criteria

Every candidate was screened before an interview was booked.

• Active Michigan mortgage loan originator license in NMLS
• Consistent closed-loan production over the past 12 months
• Experience with conventional, FHA or VA loans
• Interest in a confidential conversation about a move
• Clear timing for transferring license sponsorship
• Availability for an interview within the booking window

Only candidates who met the campaign criteria were scheduled with the hiring team.

Booking Method

We booked qualified loan officer candidates directly on the hiring team’s calendar.

• Direct interview booking
• Candidate notes covering NMLS ID, current lender, production and move timing
• Phone and email confirmation
• Interview reminders

Campaign Results

The two-month campaign produced 23 qualified interviews and booked the first interview within the first week.

Interview Outcomes

• Total Interviews Booked: 23
• Average Monthly Interviews: 11 to 12
• First Interview Booked: Within the first week
• Market Covered: Michigan, with most candidates in metro Detroit

For a longer campaign using the same recruiting approach, see how we booked 130 loan officer interviews for a Scottsdale mortgage company.

Campaign Timeline: How the Recruiting Pipeline Built Over 8 Weeks

We moved candidates from verified lists through outreach, screening and interview booking.

• Weeks 1 to 2, List Build and Launch: We built and verified the Michigan loan officer list, launched calling and email outreach and booked 3 interviews.
• Weeks 3 to 5, Messaging Refinement: We refined our calling message for loan officers at large lenders, added sponsorship timing to screening and booked 8 interviews.
• Weeks 6 to 8, Full Outreach Cadence: Consistent daily calls and same-week email follow-up helped us book another 12 interviews.

The campaign booked 23 qualified interviews over eight weeks, averaging 11 to 12 per month.

Pipeline Impact

The campaign gave Custom Home Mortgage a direct recruiting pipeline and a verified candidate list for continued outreach.

• Qualified Interviews Booked: 23
• Weekly Interview Volume: Increased from 1.5 in the first phase to 4 in the final phase
• Verified List: A Michigan loan officer list for continued prospecting
• Recruiting Process: Structured outbound outreach added a direct source of candidates

Why the Campaign Worked

Four choices supported the recruiting results.

• Single-State Focus: A Michigan-only list kept outreach focused on candidates licensed in the target market.
• Local-Lender Messaging: Calls highlighted direct access to leadership and the company’s smaller team.
• Screening Before Booking: We checked license, production, interest and sponsorship timing before scheduling interviews.
• Fast Start: List building and calling ran in parallel, helping us book the first interview within week 1.

Sample Outreach Workflow

Each candidate followed a clear path from list research to a booked interview.

• Identify Michigan loan officers and verify their records
• Start a direct conversation using loan officer recruiting scripts
• Introduce Custom Home Mortgage’s local team and growth plans
• Check license, production, interest and sponsorship timing
• Send a follow-up using loan officer recruiting email templates with the booking link
• Book a confidential interview with the hiring team
• Custom Home Mortgage conducts interviews and makes hiring decisions

Key Performance Summary

The two-month campaign created a direct source of qualified interviews for Custom Home Mortgage’s hiring team.

• Campaign Duration: 2 months
• Total Interviews: 23
• Monthly Average: 11 to 12
• Cold Calls Placed: 5,800+
• Emails Sent: 3,400+
• Total Conversations: 610+
• First Interview Booked: Within the first week