How should loan officers stay in touch with CPAs and financial planners?

Real estate agents get most of the attention, but CPAs and financial planners often see a client's mortgage question first. They hear about the raise, the inheritance, the second home, and the plan to pay down debt months before anyone calls a lender. Staying in touch with them is less about pitching and more about being the loan officer they trust to give their clients a straight answer.

Why CPAs and planners are worth the effort

These partners have long relationships, meet clients on a schedule, and are careful about who they recommend. One CPA who trusts you can send steady referrals every tax season, and a planner can bring you clients who are buying, refinancing, or restructuring debt as part of a bigger plan.

What they actually want from you

• Fast, plain-English answers when a client asks a mortgage question
• Respect for their role: you handle the loan, they handle the tax or financial plan
• Updates on referred clients without oversharing private details
• Occasional market context they can pass along in their own meetings

How to stay in touch without being pushy

1. Send a short monthly rate update. Keep it branded, brief, and useful enough to forward.
2. Time a check-in around their calendar. Reach out before tax season and before year-end planning, not in the middle of their busiest weeks.
3. Offer a quick reference sheet. One page on loan options, typical timelines, and documents clients should gather.
4. Close the loop on every referral. A brief note when the client is pre-approved and again when the loan closes builds trust quickly.
5. Track the relationship. Log referrals and touchpoints in your CRM so no partner goes quiet for six months.

What to avoid

Do not give tax advice or second-guess their plan in front of a shared client. Do not flood them with the same promotional emails you send consumers. And do not only reach out when you need business; partners notice who shows up consistently.

Bottom line

Loan officers should stay in touch with CPAs and financial planners the same way they work with real estate agents after closing: consistent, helpful, and respectful of the partner's role. A steady monthly update does most of the work between conversations.

RateUpdate sends that branded rate update to your referral partners on your schedule, so you stay visible without writing it from scratch.