L
ower, an Ohio‑based mortgage lender currently ranked in the top 50 nationwide, has just sealed a strategic national marketing agreement with HomeSmart, the country’s largest 100‑percent commission real‑estate brokerage. The deal follows Lower’s recent acquisition of Movoto, a U.S. real‑estate portal that, while smaller than Zillow, ranks fifth in traffic with 150 million visits in 2024. By joining forces with HomeSmart, Lower will tap into the brokerage’s network of roughly 25,000 agents spread across 250 offices in 48 states, giving the lender a direct pipeline to a vast pool of prospective home buyers.

    The partnership is not a merger; it is a marketing alliance that will provide HomeSmart agents with exclusive access to Lower’s mortgage products, co‑branded advertising materials, and specialized training tools designed to accelerate loan closings. Lower’s goal is to create a seamless experience for agents, buyers, and homeowners, positioning the lender to climb into the national top‑25. The move mirrors the strategy employed by Rocket Mortgage, which acquired Redfin and later Mr. Cooper to build a “flywheel” that keeps customers from origination through servicing.

    Since mortgage rates spiked in 2022, refinancing activity has waned, prompting lenders to strengthen ties with real‑estate agents. Most buyers rely on the lender recommended by their agent, so being first to secure a partnership can be decisive. Lower’s new alliance with HomeSmart is a calculated step to capture more market share before competitors do.

    For home‑buyer prospects, it’s wise to scrutinize any lender affiliation disclosed by an agent. A quick search can reveal whether the agent’s preferred lender is tied to the brokerage. Comparing multiple mortgage quotes can uncover savings, as studies show that buyers who obtain more than one rate often pay less. If you’re in the market, check the agent’s recommended lender, then seek independent quotes to ensure you’re getting the best deal.