Building a Scalable Recruitment System for Loan Officers

From automation to awareness, I helped Arbor build a fully integrated recruitment engine that attracts, educates, and converts top-producing loan officers.

Arbor Financial Group wanted to scale its loan officer recruitment, but the traditional model of cold outreach and event-based hiring wasn’t sustainable. I was brought in to design a scalable recruitment system focused on brand positioning, lead automation, and multi-channel visibility.

About Arbor FG

We focused on two key content pillars:

• Cultural – to showcase Arbor’s standout work culture and team support structure
• Educational – to address industry-wide pain points like rate opacity and limited control, especially within retail mortgage setups

Scope included:

• Recruitment Funnel Strategy & Automation
  Designed multi-step lead flows, integrating ad campaigns, email sequences, CRM lead scoring, and follow-up automation. This gave Arbor visibility into lead quality and movement from click to call.
• Ad Campaign Development
  Built Facebook, Instagram, and LinkedIn ads targeting segmented audiences—Retail LOs, Top Producers, Branch Managers—with messaging tied to Arbor’s value props (comp transparency, control, support, DBA model).
• Email Marketing & Lead Nurture
  Wrote lead-nurturing sequences based on role-specific objections, including rate advantages, independence, and onboarding ease. Set up journey-specific unsubscribe logic and hygiene systems.
• Organic Content Strategy
  Created weekly educational and cultural content for LinkedIn and Instagram. We leaned into pain-point-led videos, carousel posts, and memes that highlighted Arbor’s difference—especially around rate transparency.
• System Coordination
  Worked cross-functionally with Arbor’s internal team to align CRM, ad platforms, video production, email systems, and organic outreach.

This system didn’t just help Arbor recruit more loan officers—it turned recruitment into a predictable, data-backed growth channel.