I sit down with Michael O’Brien, the visionary behind Home of Mortgages, for an insightful chat you won't want to miss. Michael unveils his entry into the mortgage world, triggered by an eye-opening experience with estate agents. You'll hear about the highs and lows of building a business from the ground up, including how his team weathered the storm of the 2008 financial crisis by pivoting towards lettings.Michael opens up about the critical role of safeguarding your brand and how a unique name can set you apart in the bustling mortgage industry. Discover the art of assembling a winning team—a cornerstone of Michael's success—and how investing in team development has paid dividends.We delve into the power of digital marketing and how social media for mortgage advisers has become an indispensable tool for contemporary lead generation.Listen in to uncover Michael’s strategy for leveraging a custom CRM system to enhance client communication, ensuring a personal touch in every transaction. Plus, get a peek into the unpredictable nature of the mortgage market and why adaptability and flexibility are your best allies.Finally, Michael shares a priceless tip for mortgage advisers: the importance of building a robust network of potential clients or introducers, essential for business growth and sustainability.Whether you're a budding mortgage adviser eager to make your mark or you’re looking to up your mortgage marketing game, this episode is packed with actionable advice on lead generation for mortgage advisers and insights into using social media for mortgage advisers effectively.