The following guest sits down with host Justin White:

• Justin Kelly – President and CEO, CPF Mortgage


Why an Assembly Line Loan Process Helps Borrowers, Agents, and Staff Members

On the surface, delivering the same loan experience every time may not seem like a huge deal. But when you consider what a repeatable process has done for Justin Kelly’s company, you’ll understand why it’s important. How can mortgage brokers build a loan process that runs like a well-oiled machine? Listen to Episode #125 of the Good. Better. Broker. podcast to find out how Justin did it and how he’s teaching his referral partners to do the same thing.

In this episode of the Good. Better. Broker. podcast, you’ll learn how a mortgage broker built his brand and business with a repeatable, scalable loan process.


In this episode, we discuss ...

• 1:46 – starting in the mortgage business before graduating from high school
• 3:03 – what Justin loves about the industry
• 3:24 – the significance of the name CPF Mortgage
• 4:35 – establishing a good reputation in the community
• 5:36 – the impact of the loan process on the company brand
• 7:16 – how Justin’s early days in the business led to the need for a repeatable process
• 8:50 – Justin’s assembly line approach to the loan process
• 9:58 – the importance of brand predictability
• 12:20 – the benefits of an assembly line process for Justin’s team
• 13:04 – coaching real estate agents to help improve their processes
• 13:49 – providing referral partners with relevant educational materials
• 15:18 – how Justin’s loan process has helped with company culture


Show Contributor:

Justin Kelly
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About the Host:

Justin White is UWM’s in-house brand journalist and the host of UWM Daily. He creates engaging content across multiple platforms to promote the benefits of the wholesale channel and partnering with UWM. A seven-time Emmy-award winner, Justin is a graduate of the S.I. Newhouse School of Public Communications at Syracuse University.

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