HousingWire Daily Shant Banosian on the tactics that keep him a top originator
Apr 1, 2026
Shant Banosian, president of Rate and repeat billion-dollar originator, explains the tactics behind high-retention mortgage success. He talks service-first differentiation, lead nurturing with calls and timely outreach, and tracking lifetime client value. He also discusses balancing automation with personal touch and finding opportunity across purchase, refinance and niche product verticals.
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Prioritize Service Over Rate Chasing
- Do prioritize service level over competing on rates to stand out in a crowded originator market.
- Shant Banosian focuses on speed, accessibility, market information, and product knowledge to be the trusted solution for clients and agents.
Keep Human Touch In Client Nurture
- Do maintain personal touch: call, text, and email with time-relevant, non-boring content rather than fully automating relationships.
- Shant still picks up the phone and uses social and life-event tracking to tailor outreach and stay relevant.
Track Channels And Mine Your Database
- Track referral sources and database engagement and set measurable goals for each channel.
- Shant's team measures business from referrals, social, and database and prioritizes mining existing clients as a "lifetime asset."