The Post-COVID Shift: How We Lost the Personal Touch in Mortgage Lending

Before COVID, Loan Officers Were More Than a Name on a Screen

There was a time when getting a mortgage felt personal. Loan officers met borrowers face-to-face, shook hands at closings, and built relationships that extended beyond a single transaction. Homebuyers knew their lender by name, not just by an email signature.

Then COVID happened.

The industry shifted—fast. E-signing became the norm, applications moved online, and remote processing replaced in-person meetings. Technology helped keep business moving, but something critical was lost: the human connection.

What Happened to the Personal Touch?

Most loan officers stopped attending closings during COVID—and never went back.

What was once the final, celebratory touchpoint—the moment to congratulate a borrower, hand them the keys (figuratively), and leave a lasting impression—vanished. Now, many borrowers close on their mortgage without ever meeting their loan officer in person.

It’s no surprise that customer retention rates in the mortgage industry have plummeted. According to recent studies:

• Only 18% of borrowers return to the same lender for their next mortgage. (Certified Credit)

• More than 80% of customers go with a different originator when they refinance or buy again. (CoreLogic)

• Retention rates drop from 24% in the first two years to just 15% by year five. (Stratmor Group)

Borrowers don’t remember their loan officer because, frankly, they never really got to know them in the first place.

Bringing Back the Personal Touch in a Digital World

The mortgage business isn’t just about loans—it’s about people. If loan officers want to improve retention, they need to become more than a name on a screen.

Here’s how:

1. Start Attending Closings Again

This is the biggest game-changer.

For many borrowers, the closing table is the most important moment in their home-buying journey. It’s when they officially become homeowners—when years of saving, planning, and searching all come together. And yet, in today’s mortgage world, most loan officers aren’t there.

By showing up to closings, loan officers can:

• Reinforce trust and credibility

• Make the experience personal and memorable

• Ensure any last-minute questions are handled smoothly

• Leave a lasting impression that increases the chance of repeat business and referrals

Even if you can’t be there in person, a simple video call or recorded message for the borrower can go a long way.

The closing table used to be where relationships were solidified—it’s time to bring that back.

2. Prioritize Real Conversations Over Automation

Automation is great for efficiency, but no one feels connected to an automated email sequence. Borrowers want to hear from their loan officer in real conversations, not just templated follow-ups.

Make it a habit to:

• Pick up the phone and call borrowers at key milestones

• Send personalized messages instead of generic email blasts

• Follow up post-closing with a check-in call

People remember who was there for them, not who sent the most emails.

3. Stay in Touch After the Loan Closes

Most loan officers disappear once the deal is done. That’s a huge mistake.

If you want borrowers to come back for their next loan, you have to stay top-of-mind. That doesn’t mean spamming them with sales pitches—it means providing ongoing value long after they’ve closed.

Ways to stay connected:

• Send homeownership anniversary messages

• Provide market updates and refinancing tips

• Offer personalized mortgage check-ins every year

The loan process may be over, but your relationship with the borrower shouldn’t be.

The Bottom Line

The mortgage industry has changed, but human connection is still the foundation of great lending. If you want to keep clients for life, you need to be more than a digital transaction. You need to be the person they trust—long after closing day.

And it all starts by showing up when it matters most.