iServe Selects Total Expert as Digital Transformation Partner

Total Expert Marketing Operating SystemTM  empowers loan officers to ‘stand out from the noise’

iServe Residential Lending, LLC, a growing residential mortgage lender with offices in multiple states, has selected the Total Expert Marketing Operating System™ (MOS) as its new centralized marketing and sales platform. The San Diego-based lender will incorporate Total Expert to power sales efforts as part of its commitment to providing digital mortgages.  

The only enterprise-grade sales and marketing solution specifically for financial services organizations, the Total Expert MOS helps lenders grow their business while ensuring compliance with complex regulations. The Total Expert MOS enables iServe loan officers to build their personal brands within the iServe enterprise and gives them the tools to grow their sales, marketing and co-marketing efforts.

“As competition for borrowers intensifies, our sales team can leverage Total Expert’s best of breed technology that enables them to stand out from the noise,” said Ken Michael, Co-Chief Executive Officer at iServe Residential Lending, LLC. “The Total Expert MOS’s co-marketing features enables our loan officers to deliver real value to their referral partners and we expect the platform’s unique compliance framework to take the worry out of navigating the marketing regulations we deal with every day. There’s no other platform on the market like it.”

“Technology will never replace or surpass the value provided by trusted mortgage experts,” said Joe Welu, Total Expert founder and chief executive officer. “iServe is committed to using technology for the right reasons – empowering loan officers to be more efficient, add value to their referral partners and to improve the borrower experience. We are proud to partner with them on their digital transformation journey and to give their loan officers the tools they need to successfully grow their businesses.”

 Total Expert is proud to welcome iServe to the family – to empower their loan officers to “stand out from the noise.”

About iServe Residential Lending

iServe Residential Lending, LLC is a mortgage bank offering a full line of FHA, Agency, Jumbo, HomePath, HomePath Renovation, 203K, USDA, Reverse, VA and Jumbo loan programs. In June of 2009, ISRL was acquired by affiliates of National Asset Direct, Inc. iServe Residential Lending currently holds licenses to operate in 22 states and is a U.S. Department of Housing and Urban Development (HUD) approved, Federal Housing Administration (FHA) lender with direct endorsement (DE) authority and is approved by GNMA. The company is based in San Diego, California and has 14 branches in 8 states.

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About Total Expert, Inc.

Total Expert is a fintech software pioneer of the first modern, enterprise-level Marketing Operating System (MOS) that enables lending and financial services firms to create customers for life by blending human relationships with digital simplicity. We power marketing and revenue growth for 10% of $2 trillion per year U.S. mortgage industry, and ensure banks and lenders stay ahead of how consumers expect to communicate, shop, and manage their financial lives in the digital/social era.

For more information, visit