STRATMOR: What Loan Officers and Lenders Should Know Before Entering Wholesale Channel
May Insights Report analyzes wholesale lending for originators and lenders considering channel opportunities
May 25, 2023 – DENVER, Colo. – Loan officers and retail and consumer direct lenders thinking about moving to the growing wholesale side of the business have many factors to consider, according to STRATMOR Group’s May Insights Report.
In his article, “Thinking About Wholesale? Considerations for Mortgage Originators and Lenders” STRATMOR Partner Jim Cameron examines these factors and then provides the research, data and analysis both originators and lenders need to make a decision.
Cameron provides insight into why the wholesale market share of the total origination market peaked at 56% in 2006 and then has normalized into the 16% to 21% range since 2018. But the real trend to watch has been the consolidation of market share among the top three players, which comprise over 50% of total wholesale volume. “The combined market share of the top three wholesale lenders has generally trended upward since 2000, except for 2015,” he says. “As banks exited the channel in the 2010-to-2015 timeframe, the wholesale channel’s top three lenders’ share dropped. In 2015, the top three concentration increased from 2015 to 2020, led by UWM, Rocket and Home Point. Today the top three wholesale lenders’ market share concentration is still well above 50%.”
Lenders looking for additional revenue may find the idea of increasing variable costs and reducing fixed costs appealing, Cameron says. Lenders that choose to compete in the wholesale channel will typically do so using one of three strategies: scale, niche or relationship.
Scale wholesale lenders, like UWM and Rocket, control the largest share of the market and offer their broker counterparties better pricing and technology, primarily on plain agency loans, according to Cameron.
Niche lenders in the wholesale space offer products that require specialized expertise, which makes it more difficult to scale. For example, non-QM lenders like Angel Oak or Deephaven offer non-agency products that have unique underwriting and investor requirements.
“The wholesale channel is ideal for niche lenders because they can cast a wide net over thousands of brokers who can originate the product as the need arises, and work with a lender who has the expertise to efficiently underwrite and close the loan,” Cameron says.
Relationship wholesale lenders have long-term relationships with counterparties that broker loans to them, such as smaller community banks and credit unions that need high-touch service and value one-on-one relationships with only one wholesale partner. While not offering the volume of scale wholesale lenders, this strategy “could be a nice supplemental channel for an existing retail lender,” Cameron says.
“Lenders considering the wholesale channel should consider whether they can build a sustainable competitive advantage in their chosen segment: scale, niche or relationship,” Cameron says.
In his article, Cameron also addresses what drives loan originators to move to the broker wholesale model. He writes that of the three models of lenders — consumer direct (CD), distributed retail and mortgage broker — originators working in consumer direct call centers who do not build their own book of business are unlikely to move, but other originators might.
“It is much more plausible for a retail originator to pivot to become a mortgage broker or vice versa,” he says. “After all, they are doing much the same thing — beating the bushes to generate business, whether they are employed by a retail lender or a mortgage broker.”
Cameron poses the key questions originators should ask themselves when making a decision to switch channels. For example, what is the earnings potential? Can an originator make more money working with a retail lender or as a broker? He then lays out a proforma summary reflecting the economics of each originator category.
A second Insights Report article from Customer Experience Director Mike Seminari outlines the importance of creating strong relationships with brokers.
In “Drive More Revenue by Rethinking Your Mortgage Broker Relationships,” Seminari tells lenders interested in the wholesale space that while their rate sheet may be feeding short-term sales, it is their relationships with mortgage broker partners that will ultimately determine long-term success.
Seminari offers strategies that can be implemented now to strengthen the lender-broker relationship and create stronger, synergistic partnerships that drive more revenue. Find the entire article in this month’s Insights Report.
About STRATMOR Group
STRATMOR Group is a leading mortgage industry advisory firm that provides a range of programs and services designed to counsel lender CEOs and senior executives. STRATMOR serves more than 250 companies annually, providing strategies that increase growth and improve profitability in sales, marketing, technology, operations and mergers and acquisitions. The company leverages comprehensive, propriety data and key insights gained through extensive experience in the mortgage industry. STRATMOR is well known for its financial models and its collaboration with the Mortgage Bankers Association in the PGR: MBA and STRATMOR Peer Group Roundtables Program. Find out more about STRATMOR on its website at www.stratmorgroup.com.