The
average

30-year
fixed
mortgage
rate
sits
around
6.8%
after
climbing
above
7%
earlier
this
year.
While
rates
have
come
down
slightly,
they
remain
well
above
the
historic
lows
that
fueled
the
last
refinance
boom.
As
such,
this
is
a
critical
time
for
lenders
to
meet
the
moment
by
making
homeownership
attainable
for
borrowers.

Here
are
three
strategic
areas
that
deserve
renewed
focus:

1. 
   Refocus
   on
   purchase
   lending

With
refinance
volume
shrinking,
lenders
must
realign
operations
around
purchase
demand.
This
means
empowering

loan
officers
with
the
tools
and
training
they
need
to
serve
today’s
buyers—fast
preapprovals,
clear
communication
and
seamless
closings.
It
also
means
deepening
relationships
with
real
estate
agents,
builders
and
referral
partners
who
are
closest
to
the
transaction.

The
lenders
best
positioned
for
this
year’s
busy
spring
season
are
those
investing
heavily
in
their
purchase
infrastructure.

2. 
   Educate
   borrowers
   on
   the
   rate
   environment

Today’s
buyers
are
navigating
rates
that
are
higher
than
they’ve
seen
in
recent
years,
but
not
historically
high.
A
6.8%
mortgage
rate
may
feel
steep
to
someone
who
recently
watched
rates
fall
to
3
percent,
but
it’s
still
well
below
long-term
averages.

It’s
our
responsibility
to
provide
clarity,
context,
guidance,
and
meet
borrowers
where
they
are.
Educating
borrowers
on
how
rates
affect
affordability,
how
pricing
and
inventory
are
shifting
and
how
they
can
plan
for
future
refinancing
is
a
sure
way
to
build
trust
and
reduce
hesitation
in
today’s
uncertain
market.

Lenders
can
do
this
by:

• Leveraging
  social
  media
  channels
  to
  share
  short,
  digestible
  content
  that
  breaks
  down
  rate
  trends
  and
  affordability.
• Using
  a
  CRM
  to
  deliver
  educational
  email
  campaigns
  with
  real-time
  rate
  updates
  and
  affordability
  tips.
• Offering
  one-on-one
  consultations
  to
  walk
  buyers
  through
  
  mortgage
  scenarios.
• Hosting
  community
  roundtables
  or
  first-time
  homebuyer
  workshops
  with
  local
  partners.
• Embedding
  affordability
  or
  refi
  savings
  calculators
  directly
  into
  your
  borrower
  portal
  or
  website.

By
meeting
buyers
where
they
are,
lenders
can
simplify
the
process
and
help
borrowers
move
forward
with
confidence.

3.
Offer
creative
financing
solutions

Buyers
need
flexibility.
In
this
market,
a
one-size-fits-all
loan
product
certainly
won’t
cut
it.
Consider
options
like
non-qualified
mortgage
(non-QM)
mortgage
loans,
temporary
buydowns,
adjustable-rate
mortgages,
expanded
credit
programs
and
local
down
payment
assistance.
These
tools
can
make

homeownership
possible
for
borrowers
who
may
not
qualify
under
more
traditional
terms.

Lenders
who
bring
a
consultative,
solution-oriented
approach
to
financing
will
be
the
ones
who
thrive
as
the
market
continues
to
evolve.
Competition
is
fierce
in
today’s
market,
but
programs
like
AnnieMac’s

Cash2Keys,
present
buyers’
bids
as
cash
offers,
giving
them
a
step
a
up
in
a
tight
market.
It
is
these
creative
solutions
that
set
lenders
apart
and
attract
buyers.

Looking
ahead

The
Federal
Reserve
has
held
rates
steady
at
recent
meetings
and
is
signaling
two
possible
cuts
in
2025.
But
inflationary
pressure,
tariff
concerns
and
the
potential
for
a
recession—currently
estimated
at
a

36%
probability—are
keeping
financial
markets
on
edge.
Even
with
modest
rate
relief,
the
road
ahead
remains
uncertain.

Still,
the
usual
surge
in

homebuyer
demand
during
spring
isn’t
disappearing.
It
is
simply
becoming
more
selective,
cautious
and
dependent
on
strong
guidance.
For
lenders,
that
means
the
opportunity
is
still
here,
but
success
will
depend
on
our
willingness
to
adapt
and
remain
agile.

Gabe
Gillen
is
the
executive
Vice
President
of
Divisional
Sales
at
AnnieMac
Home
Mortgage.

This
column
does
not
necessarily
reflect
the
opinion
of
HousingWire’s
editorial
department
and
its
owners.

To
contact
the
editor
responsible
for
this
piece:



[email protected].