The Shift in the Mortgage Industry

When Anthony had his own mortgage company he and his partners often tried to mimic the “big guys” and appear bigger than they really were. They got inspiration from quicken. That worked for a long time…

There has been a SHIFT. These larger companies now position themselves as software companies that do loans, not mortgage companies that have software. Which is a great way to get massive funding. Hundreds of millions.

These companies are the opposite of the local mortgage originator. So why mimic a company that is trying to put you out of business? Rather, we should be trying to differentiate even more.

“The modern mortgage originator will be advice and education based and the new way to achieve massive success will be by branding and differentiating yourself. “

What do you think?

P.S. Want us to you walk you through our mortgage website platform? Head here and choose a time on my calendar. https://www.vonkdigital.com/schedule-demo

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Anthony Balsamo is the co-founder of Vonk Digital, a website and marketing platform for mortgage professionals. He's a business owner with two decades of hands-on experience building and marketing companies. First his own mortgage company, now a software company and agency serving loan officers, brokers, and lenders across the US. He writes from the operator's seat, not the sidelines.

Anthony spent the last 20 years in the mortgage industry. In 2006 he co-founded a four-person brokerage and grew it into a multi-state lender that made the Inc. 500 and Inc. 5000 lists, was named the San Diego Business Journal's #1 Fastest-Growing Company, and earned a spot on Entrepreneur Magazine's Entrepreneur 360 list of the most entrepreneurial companies in the country. After selling the company in 2018, he stayed on for over a year to help merge the two organizations.

His focus is how mortgage professionals actually generate business, combining online and real-world strategy across websites, paid ads, email, retargeting, content, SEO, and increasingly AI search.

Vonk provides one part of that picture; but Anthony writes and practices the whole process, from a deliberately skeptical, evidence-first point of view shaped by watching every platform shift, and the recycled "certainty" sold with each one, since 2006.

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