HomeServices of America adds mortgage servicing to bolster lead generation

According to CEO Chris Kelly, the decision to venture into mortgage servicing stems from observing industry trends where servicers are increasingly becoming central to acquiring clients. Kelly explained that the goal is not merely to add another business line but to leverage servicing to capture and retain homebuyers and sellers before they even begin their search on online portals.

This strategic move aligns with a broader industry trend of consolidation and a focus on strengthening lead generation operations. Experts like Craig McClelland and Amit Kulkarni view mortgage servicing as a critical component of a modern brokerage's ecosystem, enabling continuous engagement with consumers over the life of their mortgage. Kulkarni highlighted models like Rocket Companies, which use ongoing communication with borrowers to gather intent signals for future real estate transactions.

Kelly emphasized that the new mortgage servicing operation will allow HomeServices of America to preserve the relationship between agents and consumers even after a sale closes. This continuous engagement aims to facilitate future business, such as refinances or subsequent home purchases, by building a lasting relationship throughout the homeowner's lifecycle. The company now positions itself as a comprehensive real estate brokerage capable of managing search, brokerage, mortgage, title, insurance, and servicing.