Here’s the hard truth. If these buyers are looking online for lenders and land at your “front door,” your purchase application, and it looks like every other cookie-cutter purchase application, they won’t be impressed. They will likely abandon your application and look elsewhere.
It doesn’t have to end that way. Why not turn this first impression of you (and your business) into an opportunity? Too often, loan officers treat automation like a necessary evil — a cold, robotic system that strips out the human touch. That’s nonsense.
Automation done right is actually how you scale personalization. Your point of sale (POS) platform should let you automate milestone updates, reminders and requests using your voice, your tone and your vibe. “Hey Maria, just got your W2s. Everything looks great so far. You’re killing it. I’ll be in touch if anything’s missing!”
That email took zero effort to send, but it sounds like it came directly from you. That’s how you build connections. That’s how you build a brand. Suppose you take the time to make this digital front door warm and welcoming. In that case, your POS platform goes from being a document collection system to being your first impression, and a very positive one, delivering value to visitors. When you configure your POS correctly and own the experience, it becomes your most powerful branding weapon, steering clients directly into your queue.
Going for gold
There’s a clear, measurable difference between those who take the time to configure their POS and those who don’t. This isn’t theory — we see it in the numbers.
Case in point: The Mortgage Nerd Group at Benchmark Mortgage.
Denise Donoghue and her team have configured every corner of their POS to reflect their brand, their voice and their process. And guess what? They lead Benchmark in critical performance metrics like prospect volume and document uploads.
Meanwhile, another team at the same company — using the same platform but without configuration — is scraping the bottom of the leaderboard. Same tech, different approach. It’s not the tool; it’s the operator. (Did anyone else just hear Vin Diesel’s voice?)
Denise’s team even rewrote the 1003 — that notoriously robotic and interrogative government form — into something more human in its approach: friendly, conversational. Borrowers don’t feel like they’re being interrogated by a robot; they feel like they’re being guided by a knowledgeable friend.
Even better, Denise uses custom logic rules in her POS to route borrowers based on their needs. If someone isn’t credit-ready, no problem. The system serves up a link to a HUD-approved credit counseling agency. That’s not just automation — that’s brand-building on steroids.
And then Denise lands the knockout punch with this question at the end of the application:
“Are you looking for the lowest rate, lowest monthly payment, or the loan strategy that yields the most savings overall?”
Translation? “I’m not just pushing paper. I’m your financial strategist.”
That’s how you use your POS to create a brand experience borrowers will remember and tell their friends about.
Customize or die
If your application process still looks the same whether someone is applying for a HELOC, a refinance or a $1.2M jumbo purchase, you’re doing it wrong. Borrowers expect personalization. They expect relevance. They expect you to understand what they need.
Your POS should allow borrowers to select their loan type up front, and the rest of the application should adjust accordingly — no irrelevant questions, confusion or drop-off.
Plus, if you specialize in first-time buyers, real estate investors or VA loans, you should build tailored paths showcasing your expertise. Add custom questions. Insert relevant resources. Use logic-based workflows. Show borrowers you own this niche.
Make content your ally
Millennials, especially, are highly visual learners and digital natives. They frequently turn to platforms like YouTube and TikTok for educational content, including homebuying advice, mortgage tips and walkthroughs of the buying process.
Producing clear, engaging, and informative videos is key to connecting with this tech-savvy generation. You’ll become invisible to these buyers if you’re not creating this and related content like blogs, quizzes and checklists. End of story.
But here’s the thing: Instead of just being an application, your POS system should be delivering content and “selling” you with embedded videos, FAQs, links to your recent blog posts and more. We’ve seen loan officers increase their lead-to-loan conversion by simply embedding a 90-second welcome video at the top of their application page. It sets the tone. It builds trust. It screams: I’m here and want to help you.
Millennials value speed, transparency, and convenience, so a POS with features like digital loan applications and document upload via smartphone meets their expectations. Integrating educational content, such as video explainers, directly into the POS can further engage this video-loving audience.
Control your narrative
Let’s not sugarcoat this: AI is coming. Fintech is exploding. If you’re not building a brand — a voice, a presence, a why, a lender will replace you with a content-packed website and faster automation. If you do take the time to build a brand and provide real value, especially through educational content for first-time buyers, you become memorable in the minds of those sought-after Millennial homebuyers.
Your POS is the canvas, your welcome mat, your concierge. The question now is whether you’ll put your name on it and call it a day or whether you’ll start treating your POS like your storefront and using its configurability to build an exceptional client experience for your borrowers.
Because here’s what we know: when loan officers take control of the borrower journey, when they make it personal, when they make it theirs, they don’t just close more loans. They build empires. Just ask Denise.
Sydney Barber is the Head of Product at Floify.
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].
