I’ve spent years asking top mortgage lending execs this question: who’s your primary customer, loan officers or consumers? Most answer LOs because most industry market share is still LO-driven. But let’s go deeper to see if this answer holds up for execs and LOs over full market cycles. And let’s frame it in the context of today’s top wholesaler asking LOs to limit the options they have for consumer clients.

Note: other than the headline, I’m writing this without company names so we can see how these mortgage channel themes hold up years from now. As the details ⇒