Kristin Messerli

Cash-strapped lenders need to find a way to consistently fund marketing that resonates with more cultures if they really want to be able to replace lost volume by reaching underserved borrowers.

Investing in community partnerships can feel counterintuitive at a time when most mortgage lenders are cutting costs, but it can pay off by attracting a key homebuyer demographic.

Lenders ready to court millennials as potential clients, and employees, can find common ground more easily than they might assume.

To better serve millennial mortgage customers, lenders would be helped by understanding how the "fear of missing out" mentality drives this generation's consumer culture.

Mortgage companies must rethink their recruitment strategies and emphasize company culture to attract millennials, or they will become the banks they once worked to replace.