Lending Leadership

Welcome back to Lending Leadership: The Creative Brief, your go-to space for authentic conversations about creativity, career, and the beautifully chaotic world of mortgage and real estate professionals.

In today’s episode, we’re pulling from real-life chaos—think Alexa reminders gone wrong and the hurried juggling of family calendars—to talk all things organization, boundaries, and keeping our creative spark alive amidst busy professional and personal lives. This week, we're getting real about what it means to be creative women in the mortgage industry trying to thrive at work and at home.

We dig in on everything from morning routines that set the right mental tone to the struggle of wrangling multiple calendars, and how tech tools like the Skylight Calendar are changing the game for busy families. We open up about parenting fails, why discipline beats motivation, and how critical it is to give ourselves grace both professionally and personally. Plus, we share strategies for keeping creative energy flowing instead of burning out, and why being present—in meetings, with clients, with our families—is so essential to success and satisfaction.

Whether you’re a parent, a busy entrepreneur, or a mortgage rockstar, there’s something here for anyone trying to keep all the spinning plates in the air.

Key takeaways:

1. Communication and Organization Go Hand-in-Hand: Our hilarious “check the mole” Alexa story was a reminder that even the best systems fall flat without good communication. Whether coordinating with smart devices or your family, clearly articulating—and following up on—reminders is vital to staying on track.
2. Technology Can Be a Lifesaver for Busy Professionals: In our ongoing quest for household harmony, we discussed the Skylight Calendar—a centralized digital hub that syncs all family schedules, color-codes events, and integrates with multiple apps. It’s a potential game-changer for busy mortgage and real estate professionals managing both work and family demands.
3. Morning Routines and Time Blocking Are Foundational: We both rely on solid morning routines to set the right tone mentally and emotionally for the day. Blocking time in advance, looking ahead at the week, and “preparing lightly” ensures you’re not just productive, but present both in professional settings and with your family.
4. Discipline Versus Motivation—and the Importance of Grace: Discipline—the practice of sticking to non-negotiable habits regardless of mood or motivation—is key. But we also stressed the importance of self-compassion. When the routine falls apart, have the grace to adjust, reset, and not beat yourself up.
5. Protecting Your Creative Energy and Being Present: The ability to shift from technical to creative work (or from business to family time) requires intentional breaks—those “palate-cleansing” moments that allow your brain to switch gears. We talked strategies for preventing burnout, from listening to music to journaling, and how presence (really being in the moment with clients or family) is vital for relationship-building and personal wellbeing.

As always, we invite you to share your own tips and tricks—especially if you’re using tools like the Skylight Calendar or have strategies for balancing those “bewitching hours” with kids, clients, and chaos. We’re here to learn from each other!

Thanks for tuning in to Lending Leadership: The Creative Brief. Don’t forget to comment, like, subscribe, and share. We can’t wait to see you for the next episode!

Rach & Rinn

Welcome back to Lending Leadership: The Mortgage Pros—your go-to resource for guidance and inspiration in the ever-evolving world of mortgage lending.

After a whirlwind of traveling for work conferences, we’re excited to bring you a fresh perspective on marketing for mortgage professionals. In this episode, we’re joined by industry coach and marketing expert Ralph Watkins, who shares his expansive experience and keen insights on how loan officers can keep up in the changing landscape of mortgage marketing. Ralph has witnessed—and shaped—marketing strategies from cold calls and donuts to social media reels and the rise of AI.

We dive deep with Ralph into his career evolution, discussing the transition from brute force, interruption marketing to a modern, attraction-based approach. Along the way, we share personal stories about how meeting Ralph and his coaching changed the trajectory of our careers, underscoring the transformative power of mentorship and authentic relationships.

Together, we unpack the daily success plan, the shift from chasing to attracting business, and actionable ways for loan officers to connect with realtors in genuine, non-awkward ways. Whether you’re new to the industry or a seasoned pro, Ralph’s insights will help you stay ahead without losing sight of what works.

Key takeaways:

1. The Power of Relationship-Driven Marketing: Ralph explains how the biggest evolution in mortgage marketing is shifting from interruption-based tactics—like cold calling and door-to-door selling—to attraction marketing. Building real relationships through valuable content fosters trust and loyalty, proving far more effective than generic outreach.
2. Leveraging Content and Social Media for Scale: We discuss how social media and video channels like YouTube allow mortgage professionals to reach thousands of potential clients cost-effectively. Ralph highlights that cumulative, valuable content not only markets for you around the clock but also creates meaningful engagement with your audience.
3. The Role of AI in Modern Mortgage Marketing: Ralph brings practical advice on harnessing AI—tools like ChatGPT and Grok—to create balanced, targeted content. By letting AI draft prompts and build out content calendars, loan officers can automate much of their outreach while fine-tuning messaging through data-driven analytics. He likens AI to “a librarian who knows every book ever written,” offering answers at your fingertips.
4. Consistency and Authenticity Matter Most: No technology or flashy technique replaces genuine relationships. We reinforce that people still do business with people they know, like, and trust. Ralph urges listeners not to worry about perfection—anything worth doing is worth doing badly at first. Consistent action beats hesitation.
5. Actionable Blueprint for Social Media Success: Ralph shares a practical content mix: 50% value-driven content (educational, insightful tips), 30% personal stories and authentic glimpses, and only 20% direct calls to action. He even provides an AI prompt that lets loan officers create a month’s worth of content in minutes, making it simpler than ever to start—just ask!

This episode is a reminder that while tools and methods change, the heart of success in lending remains authentic relationships, adaptability, and a willingness to embrace new technology. Whether you're overwhelmed by marketing choices or ready for the next step, Ralph’s wisdom offers tangible strategies to help you grow without losing sight of your purpose.

Thanks for tuning in to Lending Leadership: The Mortgage Pros. Smash that like button, leave us a review, and we’ll see you next time with more actionable ideas to elevate your lending career!

Robert, Tom, & Dave

Welcome back to Lending Leadership: The Creative Brief, your go-to podcast for staying ahead in the dynamic world of lending, real estate, and business development.

In this episode, Rachael Tresch welcomes Brian McGroarty—a self-described “Renaissance guy” who’s as comfortable talking title insurance as he is discussing AI, business growth, and modern marketing strategy. If you’ve ever wondered how to truly stand out in this industry, you're in for a treat: Brian is someone people want to work with, not just for his expertise in title, but because he brings fresh perspectives from multiple fields and is genuinely passionate about helping others grow.

Today, we dive into what it takes to be a thought leader across multiple industries, and how wearing “many hats” isn’t just a buzz phrase—it’s essential for creating value and forging meaningful partnerships. Brian opens up about his career journey, from a psychology degree and family PR firm to sales, payroll, merchant services, and eventually, title insurance. Along the way, he shares invaluable lessons on business ownership, building agile teams, and how technology (especially AI) is transforming everything we do.

We explore topics like leveraging the “7921 Rule” for marketing (a Gary Vaynerchuk favorite), discovering your personal superpowers, building authentic relationships, and leadership when no one is watching. Whether you're in lending, real estate, title, or sales—this episode packs a punch of actionable advice for growing your reach without losing your authenticity.

Key takeaways:

1. Find and Own Your Superpower: Brian challenges us to clearly articulate and believe in the unique value we bring. It’s not enough to say you “bring value”—you need to know exactly what makes you special, and be confident in sharing that with others.
2. Stay Curious and Adapt to Change (Especially AI): We discuss how AI isn’t just some distant future—it’s transforming sales, marketing, and business strategy right now. Dipping your toes into these tech waters isn’t optional; it’s the only way to avoid falling behind in a rapidly evolving industry.
3. Diversify Your Efforts (The 7921 Rule): Inspired by Gary Vaynerchuk, Brian breaks down how to allocate your energy and resources: spend most of your time on what works best, but always experiment with smaller, alternative channels so you’re ready when something new takes off.
4. Build Strong Teams by Playing to Strengths: Drawing from his background in psychology and PR, Brian explains how recognizing and harnessing the individual superpowers of your team members creates a more cohesive, resilient organization. It’s about listening, adapting, and helping everyone find their best-fit role.
5. Authenticity Wins—Be Seen, Be Impactful, and Follow Up: In a world overloaded by digital communication, showing up in-person, building real relationships, and having a purposeful reason for every interaction sets you apart. Success isn’t about being everywhere online—it’s about making meaningful connections and always following up (including Brian’s pro-tip: the “double dial” to actually get someone on the phone).

Additional Highlights:

• Brian's career evolution—and why no kid grows up saying they’ll work in title insurance, but how the path matters.
• The importance of leadership and integrity when no one is watching.
• Lessons on transitioning from behind-the-scenes roles to client-facing positions, and knowing when to delegate or seek outside expertise.
• Why curiosity and questioning everything (à la Socratic method and Ted Lasso) is crucial for growth.
• How returning team members and open communication create a stronger business culture.

We wrap up with a reminder: try something new, be authentic, and never underestimate the power of a well-timed follow-up.

Want to connect with Brian? Find his LinkedIn and website below. As always, please like and subscribe to Lending Leadership—your resource for creative growth and genuine leadership in lending and beyond.

Have a great rest of your day, and thanks for listening!

Rach & Rinn

Welcome back to Lending Leadership: The Mortgage Pros—your go-to resource for honest conversations and actionable insights on what’s driving the mortgage industry today.

In this episode, we welcomed Rich Swerbinsky, a true industry leader, master connector, and thought leader with over 30,000 LinkedIn followers. Rich is known for his dynamic approach to networking, branding, and digital presence in the mortgage space, and he's currently serving as Executive Director of the Ohio Mortgage Bankers Association. Rich is also the co-host of the Big Picture Podcast with Rob Chrisman and brings decades of experience to our discussion.

Together, we dove into the importance of in-person networking in a post-pandemic world, the rising tide of digital branding for mortgage pros, and the seismic changes AI is bringing to mortgage operations. We got personal about the evolution of the industry, the need for adaptability among small- and medium-sized lenders, and the hidden potential of content-driven leadership. Whether you’re leading a team, running your own shop, or building your professional network, this episode is packed with hands-on tips and big-picture thinking.

Key takeaways:

1. The Power of Intentional Networking—Especially In Person: We dug into how there’s no real substitute for live, in-person connection when it comes to building lasting professional relationships. Rich illustrated how strategic, purposeful networking goes far beyond cocktail hours—it’s about showing up, sharing best practices, and intentionally connecting with peers and partners. While virtual meetings provide efficiency, nothing can fully replace the engagement and learning that happens during face-to-face events.
2. Why Branding and Content Are Mortgage Must-Haves: Rich drove home that if he were starting a mortgage company today, content creation and branding would be his top focus. Personal and organizational brand-building, especially on social platforms like LinkedIn, gives lenders a competitive edge. Founder-led and employee-led content can elevate both personal and company reputations—plus, it’s a superpower in attracting clients and partners.
3. Leveraging LinkedIn and Social Media—The Practical Way:
4. We shared actionable tactics (like using the LinkedIn “bell” to follow key thought leaders and referral partners). Rich also emphasized that all loan originators should consistently engage on LinkedIn, Facebook, and Instagram—regardless of audience misconceptions. AI tools like ChatGPT can make content creation accessible, helping users ideate valuable posts efficiently and consistently.
5. AI Is No Longer Optional—It’s Transformational:
6. We explored how artificial intelligence is beginning to deliver on its promise in the mortgage landscape. AI-powered underwriting and workflow tools are driving real cost reductions and operational gains. While implementation still takes strategy and change management, lenders who embrace these tools early will outpace competitors in efficiency and adaptability.
7. Small, Nimble Lenders Can Still Win—With Smart Strategy:
8. Despite rapid consolidation and industry shake-ups, there’s huge opportunity for small and mid-sized lenders that leverage digital branding, invest in leadership, and remain agile. Rich underscored that the era of “donuts and bagels in realtor offices” is waning—forward-thinking companies that show up online and in person, embrace modern tech, and prioritize culture and learning will thrive.

This episode is a toolkit for any mortgage leader or professional looking for both inspiration and practical, proven methods to level up—whether that means growing your business, building your personal brand, or just staying ahead of the next industry curve. We’re grateful to Rich for sharing his journey, and as always, hope these insights spark fresh ideas for you and your team.

Don’t forget to like, subscribe, and connect with us on your favorite platform—let’s keep building the future of mortgage leadership, together!

Welcome back to Lending Leadership: The Creative Brief—your go-to podcast for sparking new ideas, driving community engagement, and leveling up your leadership in the lending industry.

This week marks a special occasion at HMA Mortgage: it’s HMA Gives Back Week! In this episode, Rachael and Corrine dive deep into the world of charitable giving, event planning for impact, and connecting meaningfully with your community—whether you’re operating as a solo loan officer or as part of a nationwide team. We know many of you have favorite causes, but sometimes you need a little inspiration or a practical tip to take your outreach up a notch.

We discuss how HMA Mortgage transformed its initial vision of a company-wide single event into a collection of unique, impactful, and locally focused initiatives across the country. We share stories and actionable strategies—from organizing a simple backpack drive to preparing meals at the Ronald McDonald House, pitching in with Habitat for Humanity, and more. Additionally, we highlight some incredible partner organizations and break down not only the planning process but also the importance of careful charity selection, creative communication, and why everyone should remember the humble yet mighty event T-shirt.

Key takeaways:

Local Impact, National Cohesion: Even if your company or team is geographically dispersed, you can create a sense of unity and shared purpose by coordinating simultaneous local charitable events. Cohesiveness can come from small touches—like matching T-shirts, shared hashtags, or collecting and sharing photos and videos across the whole organization.

Vet Your Charities Carefully: When you operate as a business or public-facing branch, it’s extra important to research your chosen charities. Not every nonprofit is the right fit for your brand, and some may come with costs or barriers to entry you didn’t expect. Take time to select organizations that align with your values and mission.

Keep It Simple and Relevant: Sometimes the most straightforward ideas are the most impactful—a backpack drive, a meal service, or supplying school essentials. These initiatives are always needed, easy to pull off, and can make a meaningful difference—so don’t shy away from a “repeat” event if your community needs it.

Visuals Matter—Don’t Forget the Photos: Documenting your event isn’t just for social media “bragging”; it’s a way to spotlight your chosen organizations and amplify their reach for more donations. Delegating someone to capture photos and videos ensures you don’t miss the moment, and helps you connect with your clients and partners on a deeper level.

Plan, Delegate, and Follow Up: Advance planning is crucial for successful impact events. Delegate roles like photo-taking, supplies gathering, or communication. After the event, follow up with your network—share what you accomplished, thank your team and partners, and encourage further support for your charity.

As we roll up our sleeves this week to serve our communities, we hope you’ll find inspiration—whether you’re launching a solo effort or organizing your branch. Remember, real leadership means giving back and supporting those in need… one creative event at a time!

Let us know how this episode motivated you, and don’t forget to tag us with your own “give back” stories. Until next time, we’ve all got some work to do—let’s get to it!

Welcome back to Lending Leadership: The Mortgage Pros!

In this episode, we dove deep into a topic that every loan officer and mortgage professional faces—the art of “Attract First, Chase Later” when building powerful and enduring Realtor relationships. Robert Fillyaw and Dave Holland are hosting and bringing you real talk, honest stories, and practical strategies from our combined decades in the mortgage business.

We kicked things off by sharing candid, behind-the-scenes moments (yes, technical difficulties included!) and set the stage for what makes our agent partnerships so solid—sometimes to the point that agents insist their buyers work with us or else. But we also acknowledged that this level of loyalty is becoming more rare as the industry gets increasingly transactional and lead-centric.

Throughout the conversation, we offered a “free playbook” packed with stories of both triumphs and setbacks, practical advice for becoming a true mortgage advisor, and candid takes on navigating everything from difficult conversations to strategic lead spends. We tackled the challenging shift from relationship-based to transaction-based business and challenged the notion that writing checks or buying leads should ever be your opening move.

We also spent time unpacking exactly what value looks like—from mastering your craft and proactive communication to providing unique, real-world support for your agents. Whether you’re a new loan officer or a seasoned vet, this episode delivers actionable steps for attracting, not chasing, top agent relationships—while staying true to yourself and your profession.

Key takeaways:

1. Consistency and Professionalism Are Baseline Requirements: Being a top-producing loan officer isn’t about “phoning it in.” You need to be reliable, present, and fully invested in your business every day—and your agents need to know they can count on you seven days a week. That professionalism lays the foundation for long-term partnerships.
2. Honest, Proactive Communication Sets You Apart: When things go sideways (and they will), don’t shrink away. Overcommunicate, lead with transparency, and always bring solutions. Remember our “Murphy’s Law of Lending”—problems unaddressed will always become bigger, and agents want you to run toward the storm, not away from it.
3. Bring Value Beyond the Transaction: Closing on time is table stakes, but true value comes from knowing your guidelines inside out, saving deals others can’t, removing pain points from your agents’ process, and being a business partner who helps them close more transactions. Find ways to take meaningful tasks off their plate or offer educational support like business planning classes.
4. Resist the Temptation to Lead With Money: Jumping into costly lead spends or joint ventures at the outset commoditizes your service and weakens your position. Instead, use those financial arrangements to enhance established, strong relationships with trusted partners—never as your first pitch.
5. Relationship Building Means Asking for the Business and Staying Top of Mind—Without Being Annoying: Don’t assume agents know you want their business—state it clearly and directly. Cultivate genuine, friendship-level relationships so your outreach is welcome, not a nuisance. Use social media, thoughtful newsletters, and personalized outreach (even about life outside work) to stay connected in authentic ways.

As a parting challenge: Make a list of five agents you admire and brainstorm how you can add value to them this week. Audit your social media presence for authenticity and visibility, and ask yourself—would you want to work with you if you were an agent?

Thanks for joining us on Lending Leadership with the Mortgage Pros. We’ll see you on the next episode, and don’t forget to subscribe and smash that like button!

Robert, Tom, & Dave

Welcome back to Lending Leadership: The Creative Brief, your go-to resource for the latest in mortgage leadership, team-building, and creative strategy.

In this episode, we sit down with one of the mortgage industry’s most dynamic family duos: Deanne “the Mortgage Mom” Katsaros and her son, Tom Katsaros of GreenTree Mortgage, a partner of HMA Mortgage. From catering weddings to closing loans, we explore how this mother-son team has built a legacy business rooted in family values, creativity, and connection. Not only have they mastered the client experience, but they’re also leaning into the future by embracing the power of AI in their business.

We also dive into what it’s like to work with family, how “Team Mortgage Mom” is carving out a unique brand, and how their commitment to treating clients like family has led to real results, like helping a couple reach their dream of getting married in their backyard. Plus, we touch on unforgettable events (including a wild golf course marketing tale), lessons learned from the catering world, and the upcoming AI-themed event that’s setting a new bar for what’s possible in mortgage marketing.

Whether you’re thinking about partnering with a family member, want to infuse more creativity into your mortgage business, or are curious about practical, real-world applications of AI in lending, this episode is packed with insight, fun, and a dose of infectious “Mortgage Mom” energy.

Key takeaways:

1. Family Dynamics Fuel Great Client Experiences: Working as a mother-son team brings both challenges and unique advantages. Deanne and Tom attribute their success to shared values, constant communication, and treating clients as part of the family—an approach that helps clients feel at ease and creates lasting relationships.
2. Leaning Into Your Strengths Builds a Strong Team: Deanne and Tom have naturally fallen into roles that leverage their unique skills—Deanne as the networker and face of the brand, Tom as the operational expert and problem solver. This allows them to efficiently serve clients while growing their business and looking for new opportunities to evolve.
3. Event Creativity Sets You Apart: Drawing on her catering background, Deanne has turned mortgage events into memorable, value-packed experiences that people actually want to attend. Whether it was the infamous “take a shot, make a shot, give us a shot” golf event or high-energy workshops, creativity breaks the mold and strengthens referral relationships.
4. AI is Key to Efficiency and Modern Marketing: Deanne and Tom are excited about embracing AI to streamline their processes, from crafting emails to building event campaigns and handling follow-ups. They see AI not as a replacement for the personal touch, but as a tool to eliminate busywork and focus on what matters: client care and business growth.
5. Balance is Essential, Especially in Family Business: While passion for the business runs deep, both Deanne and Tom emphasize the importance of setting boundaries so that work doesn't overwhelm their family life. They share openly about the need to “turn off” the mortgage talk and make space for personal connection, even while acknowledging how hard that can be when you truly love what you do.

We’re so grateful to Deanne and Tom for sharing their story, strategies, and a few laughs with us.

Thanks for listening, and as always, don’t forget to like, subscribe, and follow for more insights from Lending Leadership: The Creative Brief!

Welcome back to Lending Leadership: The Mortgage Pros.

With back-to-school season in full swing and college football kicking off, we started to reflect on one of the quirks of our profession: almost no one grows up aspiring to be a mortgage loan officer. The vast majority of us, ourselves included, stumbled into this industry rather than charting a deliberate course here. So, Tom and Dave got together (minus Robert this week—safe travels, Robert!) to have a candid conversation: What if there was an actual college program for aspiring loan officers? What would that look like, and how could it transform our industry?

Nobody announced on elementary school career day that it was their ambition to become a loan officer. Maybe that's why traditional education doesn't do a great job of actually preparing you for this field.

In this episode, we're asking a question: If you were to design a true college curriculum for mortgage originating, what would you teach? We brainstorm everything from technical skills (income calculation, economics, macro finance, variable income) to the soft skills that really make a great loan officer (sales, marketing, communications, modern technology like AI, and most importantly—psychology and understanding people). We also highlight the unique rewards of the career—autonomy, limiless income potential, the relationships you form—and asked why, given its benefits, being a loan officer remains such an under-the-radar choice for young adults.

Key takeaways:

1. No Standard Path to Becoming a Loan Officer: Almost nobody sets out to enter the mortgage business, but it’s a hidden gem with tremendous potential for those who find their way here—even if their degree is totally unrelated.
2. The Skills That Matter Most: While technical know-how (like income calculation and understanding macroeconomics) is important, some of the most vital skills are in psychology, communication, and sales. The best loan officers are those who can understand and effectively work with people.
3. Self-Education is Essential: Since traditional college doesn’t prepare you for this role, your willingness to seek out education—through books, online courses, industry coaching, and by modeling top performers—is critical to standing out and thriving.
4. The Value of Lifelong Learning: The landscape of mortgage lending is always evolving, with new technologies (like AI) and developing best practices. Those who continually hone their craft fare best, regardless of market cycles.
5. The Mortgage Career is a Hidden Opportunity: Despite its challenges and a lack of early-career visibility, being a loan officer offers flexibility, income potential, and job satisfaction that rivals or surpasses many more “traditional” professions—without the lengthy (or costly) advanced degrees.

If you’re a new loan officer, a student figuring out your future, or a seasoned pro looking to level up, we encourage you—put yourself “back to school.” The resources are all out there, and the commitment to learning never ends. If you’d like to connect or have questions about jumping into this rewarding field, reach out to us—we’re always here to help.

From Tom Mills and Dave Holland at Lending Leadership: The Mortgage Pros, don’t forget to like, subscribe, and join us next time for more industry insights!

Take care, everyone!

Robert, Tom, and Dave

Welcome back to Lending Leadership: The Creative Brief—your resource for real talk about the mortgage industry’s behind-the-scenes realities.

Today, we’re jumping into a topic that’s critically important for every loan officer: What should your marketing department actually be doing for you? Whether you’re an industry veteran or building your book, this episode is all about evaluating marketing support and how it impacts your business decisions and day-to-day success.

After hearing countless frustrations from loan officers about the gaps and surprises in their marketing support, we’re breaking down what you should be able to expect—from communication, to customization, to accountability (and everything in between). We get granular about the importance of knowing what’s being sent from your CRM, how internal marketing teams should balance corporate initiatives with individualized support, and what excellent service truly looks like in this context.

We also touch on what happens when you don’t get the support you need: the costs (literal and otherwise) of turning to external marketing resources, and how to know if your marketing department treats you as a real client and partner.

5 Key Takeaways:

1. Transparency in CRM Communications: Your marketing department should never send out communications to your database—past clients, realtor partners, or business contacts—without your approval and full awareness. It’s essential that you’re notified and understand what’s being sent so you never feel caught off guard by questions or follow-up calls.
2. Personalized Consultative Support: True support isn’t just about blasting out generic content from corporate. Your marketing team should proactively meet with you, consult on your specific goals and challenges, and help you build custom strategies and campaigns that fit your brand, market, and clientele.
3. Brand and Campaign Ownership: Ask yourself: is your marketing department corporately driven, or are they focused on supporting you, the loan officer, as a brand within the company? You should have the opportunity to create your own branding, run your individual campaigns, and seek marketing guidance that’s unique to your business—not just the company at large.
4. Responsiveness and Ongoing Communication: A supportive marketing team isn’t measured just in creativity, but in timeliness and follow-through. You should never have to wait weeks for support or answers. Quick, reliable communication is a baseline expectation, along with regular check-ins and accountability when you want or need it.
5. Knowing When to Seek (or Avoid Needing) External Support: If you’re not receiving the attention, customization, or responsiveness you need internally, you may end up hiring outside agencies—sometimes at great expense. While there’s nothing wrong with that approach if it suits you, ideally your internal marketing partners are working for you, checking all the boxes, and helping your business grow from within.

We hope today’s episode sparks new questions for you about your own marketing support and arms you with actionable insights to get more of what you need. If you have experience with outside marketing agencies, or thoughts on what works (or doesn’t) in your marketing team, let us know in the comments. And as always—like, share, and stay tuned. We’ve got plenty more episodes on deck!

Rach & Rinn

Welcome back to Lending Leadership: The Mortgage Pros, where we dive deep into what makes the mortgage and lending industries truly tick.

In today’s episode, we’re celebrating a milestone—our first-ever guest! We sat down with Will Eubanks, the founder and owner of EA Appraisals, to explore what genuine partnership looks like in our business and how one expertly executed cold call blossomed into one of our most dynamic and game-changing vendor relationships at HMA.

With us as always are your co-hosts Tom Mills and Robert Fillyaw, and for this special conversation, Will brings his unique perspective—not just as a business owner and appraiser, but as a truly embedded partner and friend to our team. We discuss everything from the nuts-and-bolts of appraisal management to the power of investing in people, the art of memorable business development, and lessons on building and scaling a high-touch company in a margin-driven industry.

We kicked things off by pulling back the curtain on Will’s backstory—how he took EA Appraisals from a scrappy local appraisal shop to a full-fledged Appraisal Management Company (AMC), licensed across 50 states and now nationally recognized for customer service and memorable branding.

We shared both sides of the story behind our partnership: the serendipitous (and skillful!) cold call that started it all, the difference between transactional relationships and true partnership, and why friendship and cultural alignment matter just as much as the business itself. Will detailed the importance of vendor relationships, and we dug into the challenges and opportunities that come with scaling up—how to maintain personal touches as your business grows, and what it really looks like to let your team shine.

We couldn’t help but talk about the standout marketing and “swag” that make EA Appraisals unforgettable—and why small touches like handwritten notes and quality merchandise make all the difference in a crowded, commoditized space.

Will also opened up about the real work of work-life balance, the significance of being present with family, and how personal values drive his team culture and his client relationships.

5 Key Takeaways:

1. The Power of the Cold Call (and Persistence): Our entire business relationship with EA Appraisals began with a single, highly effective cold call. Will reminded us (and his own team) that old-school phone outreach—when done with intention and authenticity—can still be transformative.
2. What Makes a Partnership Truly Work: Investing in cultural alignment, consistent communication, and genuine friendship elevates vendor relationships into powerful partnerships. When issues arise, the right partner solves problems rather than making excuses.
3. Service Over Margins: Will’s approach of paying appraisers fairly and building close relationships with both appraisers and employees means higher quality and reduced friction—choosing “fast and well done” over “cheap,” even if it means compromising on margin for a better client experience.
4. Stand Out by Being Memorable: EA Appraisals’ commitment to high-quality, well-designed swag and handwritten notes makes a lasting impression—something that’s even extended their brand visibility to celebrities and the broader industry. Details and presentation set you apart.
5. Growth Through Empowerment and Balance: A key lesson in scaling: invest early in the right people and empower your team to take responsibility as the business grows. And, as Will vulnerably shared, balancing ambition with family and personal presence is a continual process, but ultimately, relationships—both in and out of the office—are the greatest source of pride and fulfillment.

If you’ve ever wondered what it really takes to stand out and thrive in the mortgage industry—or you’re trying to level up your own vendor partnerships—this episode is a must-listen.

Don’t forget to like, subscribe, and stay tuned for more conversations with the industry’s most authentic leaders. And if you’re struggling with appraisal challenges, take our advice and give Will Eubanks a call—you won’t regret it!

Robert, Tom, and Dave