Are You in the Mortgage Business or the American Dream Business: How to Be More Human in Your Marketing

With the age of superintelligence touching nearly every aspect of our lives, previous limitations to growth are suddenly being removed. In mortgage and lending, we see the opportunity for organizations to create productivity and real business outcomes that are exponential. In the 10X lender series, Total Expert Founder & CEO will sit down with industry leaders to dive into the real-world shifts happening and explore both the natural friction of immense change and the tremendous opportunities emerging. AI superintelligence touches nearly every aspect of our lives, and previous limitations to growth and opportunity are suddenly being removed. In mortgage and lending, we see the opportunity for organizations to increase productivity and create exponential business outcomes.

Adding more people to your call center won’t drive the kind of growth you’re seeking. And neither will bolting an out-of-the-box AI onto your existing workflows. That’s the mindset behind becoming a “10x lender,” and the idea that our Founder & CEO Joe Welu unpacked in a recent conversation with HousingWire’s Allison LaForgia.

That shift isn’t incremental. In this new, AI-enabled age, lenders have a real opportunity to do more than simply iterate on processes that have been in place for decades—they can reimagine the entire engine that’s powering their businesses. AI assistants can text, call, schedule meetings, and share information with tens of thousands of borrowers at once. Pair that scalability with the contextual data Total Expert already holds, and your outreach becomes hyper personal, always relevant, and perfectly synchronized with your customer’s financial journey.

For loan officers, that means less time clicking through screens and more time building relationships and educating consumers. This shift isn’t about automating away the work; it’s about elevating your teams’ ability to execute on every possible opportunity.

Most lenders approach AI the way they've approached every technology upgrade for the last two decades: find the part of the process that's slow and make it faster. Total Expert Founder and CEO Joe Welu says that mindset, while understandable, is holding the industry back from the outcomes AI actually makes possible.

In a recent conversation with HousingWire, Joe unpacked the mindset shift he's been sharing with lenders all year: stop optimizing the old process and start reimagining it from a blank canvas.

The problem with doing the same thing “faster"

For years, lending organizations have measured technology's value by a simple test: did it get people to log in and complete a task? New dashboards, new buttons, and new workflows all designed to change human behavior just enough to extract a little more efficiency from the same process.

The catch, Welu explains, is that this approach caps out at the limits of human behavior itself. A loan officer forgets to follow up. A call center rep runs out of time in the day. A relationship goes quiet not because anyone did anything wrong, but because relying on people to be perfect and predictable was never a sustainable strategy to begin with.

What breaks when the old ceiling stays in place

Joe used an analogy at the 2026 HousingWire AI Summit to capture the stakes: a farmer who just got a bigger, faster horse looks to the neighbor’s field and watches them ride by on a tractor. Incremental improvements, like faster horses, were the best option for decades. That's not the case anymore.

The risk isn't hypothetical. We still see lenders asking AI to slightly improve an existing workflow, rather than asking what their workflow should look like with AI built in from the start. And the lenders who are still chasing incremental improvements will find themselves outpaced by competitors who were willing to embrace a new mindset, a new strategy, and new era.  

Joe also highlighted that speed and speed alone will not set you apart. Context will be the critical differentiator in an AI-enabled world. Being the first one to engage a borrower is great, but only if you actually have something to talk about. Historically, a legacy database only knew what a person remembered to type into it. If that information wasn't captured, the system, and the loan officer, wouldn't be able to use it for the next conversation.

Context is king, and the mindset shift that gets you there

This is where Joe took the conversation from diagnosis to direction. Total Expert's Customer IQ continuously aggregates zero-, first-, and third-party data to create a complete financial profile and interaction history for every customer. This provides lending teams with the context they need at the exact moment it matters, whether that's to a loan officer having a conversation or an AI agent handling a task automatically.  

To put things in a perspective that everyone can understand, Joe drew a comparison to how streaming platforms already personalize recommendations based on what the user has watched or listened to previously—i.e., context. When that context is missing, it's obvious and often frustrating. He argues borrowers feel that same disconnect when their lender's outreach doesn't reflect where they actually are in their financial journey.

This level of change doesn't happen without friction. There will be individuals, teams, and even entire organizations that resist this shift. But leaders have to be clear-eyed about the realities of how our industry is evolving and, more importantly, how consumer expectations are driving that evolution.  

The reframe Joe’s pushing lenders toward is to stop measuring success by tasks completed, and start measuring it by the lifetime value of the customer relationship. He calls this “turning relationships into appreciating assets," where organizations never lose a customer and continually find new ways to add value to that relationship over time, rather than treating every interaction as a standalone transaction.

The takeaway

AI doesn't create value on its own. It creates value when it's grounded in real customer context, embedded in the actual workflow, and pointed at a bigger goal than getting a task done faster. For lenders willing to rethink the engine itself, Welu says the payoff isn't incremental. It's the same seismic shift that farmers experienced when they realized that even the slowest tractor was more efficient than the fastest horse.