Your Complete System to Attract, Engage, and Retain Top Agent Partners
🎯 Why This Playbook Matters
Build a high-quality agent network
Develop strategic partnerships with productive agents who can provide consistent referrals
Offer tools that drive real value
Provide resources that help agents succeed and differentiate themselves in the market
Create consistent conversations and referrals
Establish regular touchpoints that lead to ongoing business opportunities
Win loyalty by making agents look like heroes
Support agents in ways that enhance their reputation with clients
Realtors remain the #1 source of purchase leads for most loan officers—but real partnerships require more than a business card and a rate sheet. The CityOS Realtor Playbook gives you a step-by-step system to achieve these goals.
🔍 WHO: Identify & Segment Realtor Targets
Start with a strategic list of active, productive agents. Use the tools that give you an edge.
List-Building Tools
- MMI (Included for Branch Managers and LOs $99/mo add-on): Pull buy/sell volume, transaction counts, and lender associations
- Big Purple Dot (Included for Branch Managers and LOs $79/mo add-on): Filter by zip code, office, production, and status
- Zillow Agent Finder (Free): View agent activity, public reviews, and preferred lender tags
- Total Expert / nCino / Encompass: Source agents from past deals
- MLS or Broker Sites: Identify top producers and new listings
- Ask Your Title Rep: Your local Title Rep would love to be your go to refi partner and they can help identify good partners for you.
- Radiant Chat: Tag by relationship (past partner, listing agent, prospect, etc.)
** Don't buy agent lists with the intent to blast or mass market.
💡 WHAT: Create a Powerful Value Proposition
Core Message
"I help Realtors win more listings, close faster, and create lifelong clients while making you look like a hero every step of the way."
Pre-Approvals & Tuesday status updates
Co-branded listing marketing tools
Buyer lead support (from Direct-to-Consumer campaigns)
Automated open house follow-up tech
Additional Key Offers include monthly training & agent coaching events, and unique loan programs: Bridge, DPA, Reverse, Construction.
📦 Tools & Assets You Can Offer
Real Edge Pitch Deck
Professional presentation materials to showcase your value proposition
Open House Kit
Mobile sign-in, flyers, lead nurture tools
Buy Before You Sell Explainer
Educational materials on bridge loan options
Down Payment Assistance Flyers
Information on available DPA programs
Construction Lending 101 Deck
Comprehensive guide to construction financing options
HomeIQ Equity Reports
Value-add for listing presentations
⚙️ HOW: Execute Consistently with a Weekly Cadence
🏗️ nCino: Enhancing Operational Efficiency
Mobile Pre-Approval Letters
Realtors can generate pre-approval letters directly from their office or mobile devices, ensuring clients have timely documentation.
Streamlined Loan Origination
The platform automates the loan process from application to funding, reducing errors and speeding up approvals.
Integrated to Radiant Chat & Total Expert
nCino's tools allow for better tracking of client interactions and preferences, leading to more personalized service.
Real-Time Updates
Realtors receive instant notifications on loan statuses, keeping them informed throughout the transaction.
📣 Total Expert: Amplifying Marketing and Engagement
Realtor Journeys
Automated campaigns that keep Realtors engaged with personalized content, promoting loan programs and market updates.
Co-Marketing Portal
A shared space where LOs and Realtors can collaborate on marketing materials, ensuring brand consistency and compliance.
Lead Capture Apps
Tools like open house sign-in apps help Realtors gather and manage leads efficiently.
Single Property Websites
Easily create dedicated websites for listings, enhancing online visibility and providing clients with detailed property information.
Home Valuation Landing Pages
Offer clients instant property valuations, positioning Realtors as knowledgeable market experts.
📞 Scripts That Work
"Hey [Name], I'm the lender on [Address]. Just wanted to introduce myself and say thank you. I always make sure agents are looped in—if you ever need a backup lender, I'd love to connect."
"Hi [Name], it's been a bit. I've got some updated tools that might help you win more listings or revive older leads—want to connect this week?"
"I've got a buyer pre-approved but not working with an agent—would love to send them your way if you're open to it."
"Hi [Agent Name], this is [Name] with [Company]. I help a small group of Realtors grow their business with a program we call the Realtor Edge, it's designed to help you win more listings, attract more buyers, and automate follow-up with zero extra time. We've put together a short 20-minute Zoom presentation where I walk through exactly how it works and show you the co-branded tools that other agents are loving right now. Would you be open to a quick intro session next week? I have Tuesday or Thursday morning open would either of those work for you?
✅ Action Steps Post-Presentation
Add Realtors to nCino
Ensure they have access to real-time loan updates and CRM tools to manage client interactions effectively.
Enroll Realtors in Total Expert Journeys
Set up automated marketing campaigns to keep them informed and engaged.
Utilize Co-Marketing Tools
Collaborate on creating branded marketing materials, leveraging the co-marketing portal for consistency.
Implement Lead Capture Solutions
Equip Realtors with tools like open house apps to streamline lead management.
Monitor and Adjust
Regularly review the effectiveness of these tools and make necessary adjustments to optimize performance.
🔁 Referral Flywheel Strategy
Unrepresented Buyer Leads
Feed buyer leads from Direct-to-Consumer efforts to new agent partners
Co-Marketing Help
Offer co-marketing help to agents with active listings
HomeIQ Equity Alerts
Help agents get ahead of seller conversations
Radiant Chat Campaigns
Promote agents in your campaigns and tag for feedback loops
🗂️ Assets Available in CityOS
Access these valuable resources in CityOS:
Realtor Outreach Tracker
Cold & Warm Call Scripts
Email Follow-Up Templates Series
Co-Branded Flyer Templates
Tag & Tier Tracker (A/B/C)
"Real Edge" and other pitch decks
✅ Next Steps
Identify your top 20 agent prospects this week
Create a strategic list of potential partners
Create personalized touchpoints using Total Expert & Radiant Chat
Develop targeted communication strategies
Set 1 in-person or Zoom meeting every week
Establish regular face-to-face connections
Track all activity and conversions inside CityOS
Monitor your progress and results
Ready to Become Your Market's Most Trusted Lender
Agent Partnerships
Potential relationships to build
Weekly Touchpoints
Consistent communication cadence
Commitment
Dedication to agent success
CityOS Realtor Playbook