In this episode of Lykken on Lending, we’re joined by industry veteran and straight-shooting consultant Brian Hale for a deep-dive conversation on how mortgage professionals can win in today's volatile market. With over four decades of experience, Brian breaks down the five key focus areas for 2025, from targeting the right referral partners and converting more leads, to mastering margin management and embracing granular data analysis. David and Brian also tackle hot topics like the Rocket-Redfin deal, changing commission models, and what it really takes to thrive when the market gets tough. If you're ready for some tough love, practical wisdom, and a few laughs along the way—this episode delivers.