Building a referral-based mortgage business is not as intuitive as one might believe. The owner of Home Town Mortgage in Alpharetta, Ga., Steve Beecham, discovered this after showing some well-experienced colleagues a draft of a paper he wrote on the topic and seeing their reactions.

Referral marketing is taking on new importance for originators as the market shifts from a refinance environment to a purchase one.

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Authoritative analysis and perspective for every segment of the mortgage industry