Realtors don't refer borrowers to lenders as much now as they did a few years ago.

That, my friends, is a fact.

How many times have you heard this one from a Realtor lately? "I have these new buyers I would love to send your way, but they have already been pre-approved by their own lender." Probably more times than you care to recollect.

Our reality in 2006 is that almost every borrower out there knows a lender or has a referral to one from a trusted family member or friend.

It has been reported here before, but it is worth another look. in 2004 NAR (National Association of Realtors) did a survey showing that borrowers are three times more likely to trust the lender referral of a friend or family member than their Realtor.

This may be hard to believe (and imagine how hard it was for NAR to admit), but it is true. We all know that Realtors have much more experience in dealing with lenders than someone's best friend does, but the trust factor of a friend versus a Realtor can not be underestimated.

Our business is increasingly based on getting to the customer before the Realtor does and this trend will continue to grow. next week, we will look at how to change your approach and use this trend to your advantage in 2006!