While most of the originators responding to this year's Top Producers survey are looking to the tried and true method of mining the existing client database in order to drive customer retention, some are planning to take their game up to the next level.
Customer retention was one of the open ended questions on this year's survey.
Some originators use
Aaron Kiffe of Guild Mortgage, the No. 171-ranked originator plans "More face-to-face, Nice-to-Meet-You meeting and post-closing consultations providing long term relationship," as his retention campaign.
At the other end of the scale is his colleague Dan L'Atrella, ranked at No. 145, who said "use more [artificial intelligence] and CRMs to stay in front of them."
Others are planning on bringing aboard new customer relationship management systems.
The Top Producers Survey is open to individual loan officers who work at depository, nonbank (including third party originators) and mortgage brokerage firms in the United States.
The survey covers mortgage loans originated during 2025, plus the submitters' views on issues affecting the industry at large as well as their business. These included open ended questions on customer retention as well as the expected shift in 2026 to a purchase market.
The Top Producers survey
Submissions were made by the participants or their representatives. The information was verified to the best of our ability but National Mortgage News cannot claim the absolute veracity of the data. Some entries might have been removed due to submission errors or following the check on the data.
Today we reveal the loan originators ranked between 101 and 175. On Monday we published the names of those
Check back on the National Mortgage News website in the coming days for more of the data to be revealed, including the loan officers ranked 100-51 and then the top 50. Additional cuts of data, including top women and by number of units produced, will be published shortly thereafter.
