Key Takeaways
- Genuine relationships beat cold calls every time. Cultivating authentic connections keeps the loan lead pipeline moving.
- Stay ahead of your clients’ needs with consistent communication. High-frequency follow-ups and anticipating needs means clients will come to you when it’s time to move forward.
- Leveraging unique spaces can set you up for referral opportunities.
The first female-founded bank opened in 1901, and women’s involvement in banking has continued to grow ever since. Now, as more and more women enter the industry, they’re refining their strategies and carving out their own place. In fact, at RBAC, 75% of our lending team members are women!
What does it take to build a thriving loan lead pipeline? We spoke with six female small business lenders to find out. When it comes to pipeline strategies, their approaches don't differ much from their male counterparts—but their insights on turning connections into opportunities might just transform how you show up and get the job done.
Meet the women behind these strategies:
- Jillian Caiola, Senior Vice President, RBAC
- Shannon Lazare, Executive Vice President, NJ Regional President, M&T Bank
- Babette Gallagher, SVP, RBAC
- Daniela Van Coolwijk, Vice President Senior - SBA Solutions, JPMorgan Chase
- Lilibeth Herrera, Director of Community Lending, RBAC
- Lisa Murgatroyd, Sr. VP, BDO, RBAC
From Jillian's high-frequency follow-up strategy to Shannon’s community-first approach, these industry leaders show that leaning into authentic relationships, actively engaging in their communities, and cultivating trust nurtures leads, ultimately turning them into successful deals.
Ready to learn their secrets?
Nurture relationships through responsiveness
Staying responsive to clients throughout the process is key to success in the industry. Jillian makes sure to “nurture loan leads and move them through the pipeline with consistent, high-frequency follow-ups by email and phone.” Babette works to anticipate needs, and she “always tries to stay ahead of files and anticipate what we will need upfront to make the process as easy as possible for the client.”
It’s this attention to detail and dedication to connections that builds relationships. When potential clients feel like they’re important and that they’re being cared for, they can move through the process with confidence that their voice will be heard.
“Communication is key to nurturing leads,” according to Lisa. “Reaching out and checking on the progress of a project and showing you care about it is important.” She aims to keep herself present in the mind of the potential client or referral partner through this communication.
Listen and learn to build trust and connection
Building relationships is at the forefront of pipeline building strategies. Daniela noted, “As a woman in the banking industry, I bring a balance of empathy and deep industry knowledge, which helps clients feel both understood and confidently guided.” This sentiment was echoed through each of the ways these banking professionals saw their advantage in the industry.
“Listening to clients is crucial, and I always take the time to ask questions to truly understand where they are and where they are looking to go,” says Shannon. Babette finds that taking referral partners out to lunch or dinner “strengthens the relationships and allows me to get to know them on a personal level.”
Get involved in the community
Shannon’s operating model at M&T Bank ensures that she’s out in the field with her clients. She finds networking opportunities with banks, business associations and chambers as well as partnership opportunities with local community organizations. In fact, “some of my best referral sources,” she says, “are other banks.”
Jillian says that though it may not be unique to their male counterparts, “women are very tied into our communities and have many collaborative relationships that generate loan leads for us.” She sits on several boards and spends time in her community to learn about local businesses and share information about options for capital.
For Lilibeth, it’s less about making cold calls and more about forging genuine connections that lead to lending opportunities. She finds that many of her referral opportunities “come from simply building relationships in community driven spaces where people feel comfortable sharing their business goals and challenges.”
Leverage unique spaces and opportunities
Women in banking can find leads in places designed specifically for them and through shared experiences that create instant connection. Jillian, for instance, receives some loan leads through fellow moms in the industry. “We share a unique connection,” she points out, “in balancing the demands of motherhood with professional responsibilities, which creates a strong foundation of trust and understanding.”
Babette leverages her participation in events that are focused on women in business as a place where she can meet potential clients or referral partners. At the end of the day, however, Lisa says that getting leads isn’t different for anyone—it comes down to building relationships with lenders and brokers. Lisa emphasizes, “If you do a great job for them and you set the right expectations, you will continue to get referrals from that source.”
Use your natural strengths for a competitive edge
These women are using their natural talents and skills to deepen community relationships and engage with business owners to support them through the lending process. Whether you’re sitting on boards, attending chamber events, or visiting a local business, you’re building your reputation as someone who genuinely cares about helping businesses not just grow, but thrive.
Ready to put these strategies to use? You can fill your loan lead pipeline by leaning into authentic interactions and listening to people as they share their goals and struggles. At the end of the day, business owners don’t just want a lender—they want a partner who’s as excited about their success as they are.
