As we community bankers across the country ring in the New Year, we ring in with it our enthusiasm for this great industry, our dedication to the communities and customers we serve, and, I'm sure, plenty of New Year's resolutions.

While most folks have personal resolutions that they hope to focus on for 2015, I want to encourage you as a community banker to add a professional resolution to the mix. And this one doesn't require a diet or joining the gym-I promise-it simply requires that you get involved, one step further than you already are with our industry.

For example, resolve to write three more letters to your member of Congress this year advocating on community bank issues, to attend the ICBA Washington Policy Summit in April and lobby your members of Congress, to get involved with your state association, to take an education course, or even to focus on mentoring and bringing up a future leader in the community banking industry. The point is that the possibilities are endless-there is no shortage of ways to get involved and make a real difference.

So as you think of bettering yourself over the upcoming year, think about what you can also do to better the industry. I know it will go a long way toward our future as an industry.

After all, the future is bright for community banks. Our reputation couldn't be better, and that's because of decades of hard work, experience and making sure we're doing our jobs right-always acting in the best interest of our customers and communities. We take what we do seriously and it shows. Continue reading... 

Sometimes, I think we take the wrong approach to loan origination. We pursue buyers in the same way that our most challenging buyers pursue us-we look for the quick fix. Just like buyers sometimes seek out low rates exclusively, sometimes that's what we focus our advertising and messaging on. We market to the least profitable and most short-term deals we can find.

There is another way. We can focus on building relationships. That's the key to attracting loyal clients, building referrals, and developing a long-term successful business. It's just like getting married. Sure, you can put an ad in the paper stating all of the housework you're willing to do, that you'll agree completely to how your partner wants to raise the kids, and so on and so forth. Eventually, you might attract a spouse that takes you up on the offer.

Or, you could just go about and meet people. Once you date for a while, you get to know each other. And, when the timing is right, you tie the knot. Sure, it's a lot more work. But, once the relationship is built, that person will be a lot less likely to leave you when something else comes along.

That's the way it is in the mortgage business. Relationships always win in the long-run. If you want to attract clients that will stay with you no matter what, nurture the relationships. Loyalty is everything. That's where the profit is, that's where the best work its, and that's work the future of your business is. Build loyalty.

David Lykken is 40-year mortgage industry veteran who has been an owner operator in three mortgage banking companies and a software company.