IMB™ Gains Momentum as Loan Officers Seek Better Pricing, Support, and Growth

With retail challenges mounting, loan officers are seeking platforms that offer stronger execution, greater flexibility, and clearer paths to growth.

In 2025, IMB™ funded 1,074 loans totaling $493M, welcomed 45 loan officers, and saw a 41% increase in loan volume. That momentum reflects a broader industry shift, as more loan officers seek better pricing, stronger support, and clearer paths to growth. We sat down with IMB™ leaders Ryan Davis and Kari Buffington to talk about what’s driving that shift, where loan officers feel stuck, and what’s changing in today’s market.

Key Takeaways

• Why loan officers are rethinking retail
• What “lack of support” really means
• Common myths about the broker model
• How IMB™ approaches onboarding and growth
• Why more competitive pricing changes everything

What’s Driving Loan Officers to Reconsider Retail?

One of the biggest factors is pricing—and the ripple effects it creates.

Loan officers in retail environments are often working with higher rates, which doesn’t just make deals harder to win—it changes the type of business they attract. Instead of strong, clean files, they’re often left working through more difficult scenarios with lower margins.

At the same time, today’s borrowers are more informed than ever. With access to AI tools, online rate comparisons, and instant information, clients are actively evaluating their options.

As Ryan Davis puts it:

“The borrower [is] savvier than ever, and the market’s more competitive than ever.” — Ryan Davis

That combination—higher pricing and more informed borrowers—is making it increasingly difficult for retail loan officers to stay competitive.

The “Breaking Point” Moment

Most loan officers don’t make a move because of one bad deal—it’s usually a pattern.

Repeated deal losses, declining confidence, and feedback from referral partners all start to add up. Over time, what once felt manageable becomes discouraging.

Ryan describes that turning point clearly:

“When you lose two or three deals month after month, it’s just super discouraging… it takes the wind out of their sales.” — Ryan Davis

In some cases, it’s not even internal—it’s external validation. When trusted referral partners begin pointing out pricing issues, it becomes harder to ignore.

And for some, culture plays a role too. Leadership, communication, and feeling valued can all factor into the decision to move.

Misconceptions About the Broker Model

Even with growing interest in brokering, many loan officers still hesitate because of outdated perceptions.

There’s a lingering belief that brokers lack support, speed, or access to underwriting—but much of that thinking is rooted in how the industry operated years ago.

Today, technology and lender competition have significantly improved the broker experience—making processes faster, more efficient, and more accessible than before.

Ryan notes that many of these concerns are simply outdated:

“These, we used to say, are the myths of the broker world.” — Ryan Davis

What Loan Officers Really Mean by “Lack of Support”

When loan officers say they feel unsupported, they’re rarely talking about tools—they’re talking about access.

What they want is simple: fast, reliable answers from experienced people when it matters most.

Kari Buffington explains it this way:

“What they want is to be able to talk to a person… if you need to talk to someone… you’re going to get a hold of someone in leadership.” — Kari Buffington

In a business where deals move quickly and relationships matter, timing is everything. Loan officers don’t just want support—they want the right support, right when they need it.

Where Loan Officers Feel Stuck

While every situation is unique, a few consistent themes show up.

Many loan officers feel like their growth is being limited—not just by compensation, but by their ability to compete. Higher rates impact conversion, referral relationships, and ultimately income.

Ryan summarizes it well:

“It’s primarily… their rates are too high and it’s hurting their lead conversion… their credibility… their growth.” — Ryan Davis

For others, it’s a mix of factors—compensation, autonomy, and long-term opportunity all play a role.

What IMB™ Delivers Differently

A common frustration among loan officers exploring new platforms is the gap between what’s promised and what’s actually delivered.

IMB™ focuses heavily on execution—especially during onboarding. Instead of handing new loan officers a set of tools and expecting them to figure it out, the process is guided and hands-on.

That support continues beyond onboarding, combining real-time access to experienced leaders with systems that allow loan officers to find answers quickly on their own.

The goal is simple: give loan officers both independence and backup.

A Culture of Collaboration (Not Competition)

One of the most distinctive aspects of IMB™ is its culture.

Rather than competing internally, loan officers actively share what’s working—whether that’s prospecting strategies, systems, or marketing ideas.

Kari highlights this difference:

“Our loan officers really are happy to support one another… they don’t gatekeep what is working for them.” — Kari Buffington

This creates an environment where loan officers can learn from each other and grow in ways that align with their own strengths and personalities.

“Will I Actually Make More?”

This is one of the most important questions loan officers ask—and IMB™ approaches it with clarity.

Instead of vague projections, they walk through real numbers—comparing past production, deal volume, and compensation structures to show exactly what a move could look like.

Ryan emphasizes that transparency:

“We look at their average loan amount… number of deals… and figure out what the difference is on a monthly and annual basis.” — Ryan Davis

Beyond compensation, many loan officers also see meaningful growth in their business once they become more competitive on pricing.

Making the Transition Smooth

One of the biggest concerns loan officers have is the transition itself—especially moving from retail into the broker world.

To address that, IMB™ provides structured onboarding, simplified systems, and a clear starting point so new loan officers aren’t overwhelmed.

Kari describes the approach as a guided bridge from onboarding to closing that first deal—ensuring loan officers feel supported during the most critical early stages.

Real Results: Renewed Energy and Growth

For many loan officers, the most noticeable change isn’t just financial—it’s emotional.

After making the transition, many report feeling re-energized and more confident in their ability to compete and win business.

That renewed confidence comes from a combination of better pricing, stronger support, and a system that allows them to succeed consistently.

What IMB™’s Growth Says About the Industry

IMB™’s growth reflects both internal momentum and broader industry trends.

As more borrowers become informed and more loan officers experience the limitations of retail, the shift toward brokering continues to gain traction.

Ryan points to both trends working together—smarter consumers and more competitive options—as key drivers of what’s ahead.

Final Thoughts

For loan officers evaluating their next move, the decision often comes down to one question:
Do I have what I need to compete and grow?

That includes:

• Competitive pricing
• Strong, accessible support
• Flexibility to run their business
• A culture that encourages growth

IMB™’s approach is to combine the best of both worlds—structure and support from retail, with the flexibility and pricing advantages of the broker model.