01/27/2026
๐๐ผ๐ฟ๐ฟ๐ผ๐๐ฒ๐ฟ ๐ฟ๐ฒ๐๐ฒ๐ป๐๐ถ๐ผ๐ป ๐ถ๐๐ปโ๐ ๐ฎ ๐บ๐ฎ๐ฟ๐ธ๐ฒ๐ ๐ฝ๐ฟ๐ผ๐ฏ๐น๐ฒ๐บ.
๐๐โ๐ ๐ฎ๐ป ๐ฒ๐
๐ฒ๐ฐ๐๐๐ถ๐ผ๐ป ๐ฝ๐ฟ๐ผ๐ฏ๐น๐ฒ๐บ.
We analyzed 2024 borrower retention performance across the mortgage industry, focusing on lenders with $100M+ in annual loan volume and 10+ loan officers.
What stood out wasnโt the average - it was the spread.
Retention rates range from ๐๐ป๐ฑ๐ฒ๐ฟ ๐ญ๐ฌ% ๐๐ผ ๐บ๐ผ๐ฟ๐ฒ ๐๐ต๐ฎ๐ป ๐ณ๐ฌ%. Same market. Same rates. Very different outcomes.
When broken down by business model, the gap becomes clear.
๐๐ฎ๐ป๐ธ๐ ๐ฎ๐ป๐ฑ ๐ฐ๐ฟ๐ฒ๐ฑ๐ถ๐ ๐๐ป๐ถ๐ผ๐ป๐ ๐ฎ๐ฟ๐ฒ ๐ฝ๐๐น๐น๐ถ๐ป๐ด ๐ฎ๐๐ฎ๐, with retention consistently concentrated in the ๐ฐ๐ฌโ๐ฒ๐ฌ%+ ๐ฟ๐ฎ๐ป๐ด๐ฒ and a meaningful group performing even higher. Theyโre not just winning at the top - theyโre winning consistently.
๐๐ ๐๐ ๐๐ฒ๐น๐น ๐ฎ ๐ฑ๐ถ๐ณ๐ณ๐ฒ๐ฟ๐ฒ๐ป๐ ๐๐๐ผ๐ฟ๐. Many are excellent at originating loans, but far fewer are structured to recapture borrowers once the transaction ends. Most IMBs cluster in the ๐ฎ๐ฌโ๐ฐ๐ฌ% ๐ฟ๐ฒ๐๐ฒ๐ป๐๐ถ๐ผ๐ป ๐ฟ๐ฎ๐ป๐ด๐ฒ, suggesting borrower loss is systemic rather than isolated.
One IMB that breaks that pattern is ๐ฆ๐๐ฎ๐๐ป๐๐ผ๐ป ๐๐ถ๐ป๐ฎ๐ป๐ฐ๐ถ๐ฎ๐น, ๐๐ป๐ฐ. (๐ฑ๐ฏ๐ฎ John Adams Mortgage ๐ฎ๐ป๐ฑ Total Home Lending). As Larry Bsharah, President, shared:
โ๐๐ถ๐ณ ๐ณ๐ฆ๐ต๐ฆ๐ฏ๐ต๐ช๐ฐ๐ฏ ๐ด๐ถ๐ค๐ค๐ฆ๐ด๐ด ๐ณ๐ฆ๐ง๐ญ๐ฆ๐ค๐ต๐ด ๐ฉ๐ฐ๐ธ ๐ฐ๐ถ๐ณ ๐ด๐ข๐ญ๐ฆ๐ด ๐ข๐ฏ๐ฅ ๐ฐ๐ฑ๐ด ๐ต๐ฆ๐ข๐ฎ๐ด ๐ง๐ฐ๐ค๐ถ๐ด ๐ฐ๐ฏ ๐ต๐ฉ๐ฆ ๐ฃ๐ฐ๐ณ๐ณ๐ฐ๐ธ๐ฆ๐ณ ๐ฆ๐น๐ฑ๐ฆ๐ณ๐ช๐ฆ๐ฏ๐ค๐ฆ, ๐ค๐ฐ๐ฎ๐ฎ๐ถ๐ฏ๐ช๐ค๐ข๐ต๐ช๐ฐ๐ฏ ๐ฅ๐ถ๐ณ๐ช๐ฏ๐จ ๐ข๐ฏ๐ฅ ๐ข๐ง๐ต๐ฆ๐ณ ๐ค๐ญ๐ฐ๐ด๐ช๐ฏ๐จ, ๐ข๐ฏ๐ฅ ๐ฑ๐ณ๐ฐ๐ต๐ฆ๐ค๐ต๐ช๐ฏ๐จ ๐ฐ๐ถ๐ณ ๐ณ๐ฆ๐ง๐ฆ๐ณ๐ณ๐ข๐ญ ๐ฑ๐ข๐ณ๐ต๐ฏ๐ฆ๐ณ๐ด.โ
๐๐ฟ๐ผ๐ธ๐ฒ๐ฟ๐ ๐ณ๐ฎ๐ฐ๐ฒ ๐๐ต๐ฒ ๐๐๐ฒ๐ฒ๐ฝ๐ฒ๐๐ ๐ฐ๐ต๐ฎ๐น๐น๐ฒ๐ป๐ด๐ฒ ๐ผ๐๐ฒ๐ฟ๐ฎ๐น๐น, but standout performers exist. Barrett Financial Group LLC is one of them. According to Trevor Barrett, President & CEO:
โ๐๐ถ๐ณ ๐ฃ๐ฐ๐ณ๐ณ๐ฐ๐ธ๐ฆ๐ณ ๐ณ๐ฆ๐ต๐ฆ๐ฏ๐ต๐ช๐ฐ๐ฏ ๐ด๐ถ๐ค๐ค๐ฆ๐ด๐ด ๐ค๐ฐ๐ฎ๐ฆ๐ด ๐ง๐ณ๐ฐ๐ฎ ๐ข ๐ค๐ฐ๐ฏ๐ด๐ช๐ด๐ต๐ฆ๐ฏ๐ต ๐ง๐ฐ๐ค๐ถ๐ด ๐ฐ๐ฏ ๐ฅ๐ฆ๐ญ๐ช๐ท๐ฆ๐ณ๐ช๐ฏ๐จ ๐ต๐ฉ๐ฆ โ๐ธ๐ฐ๐ธโ ๐ง๐ฐ๐ณ ๐ฐ๐ถ๐ณ ๐ค๐ญ๐ช๐ฆ๐ฏ๐ต๐ด ๐ต๐ฉ๐ณ๐ฐ๐ถ๐จ๐ฉ ๐ฑ๐ณ๐ฐ๐ข๐ค๐ต๐ช๐ท๐ฆ ๐ค๐ฐ๐ฎ๐ฎ๐ถ๐ฏ๐ช๐ค๐ข๐ต๐ช๐ฐ๐ฏ ๐ข๐ฏ๐ฅ ๐ช๐ฏ๐ต๐ฆ๐จ๐ณ๐ช๐ต๐บ.โ
๐ง๐ต๐ฒ ๐๐ฎ๐ธ๐ฒ๐ฎ๐๐ฎ๐: borrower retention isnโt about volume, brand, or rate cycles. Itโs about building systems that keep lenders relevant after the loan closes.
Some lenders will keep reacquiring the same borrower.
Others will own the relationship - and win it back.
Full data and cohort breakdowns are available at LoanLossReport.com.
