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By Shelley Duffy
Have you ever completed a workplace personality assessment — or used one to help you better manage and motivate your mortgage team? Many executives rely on these “tests” to understand what really drives their people. Who finds it rewarding to help others? Who loves to sell and persuade? Who gains a burst of energy simply from mastering a new skill? These insights about team members’ “hardwiring” empower leaders to truly engage them. In the process, management helps fuel each of these individuals to be a superstar.
The same principle applies to all of us in the mortgage industry. No one has to tell us how challenging the housing finance sector is. As of this writing, we’re still fighting the forces of high home valuations, high interest rates, and borrowers struggling with student loans and other preexisting debt. And it remains rare to see as many women in the boardroom as our male counterparts. With all these headwinds, what makes so many mortgage women not only stay in this industry — but rise to the top?
We stay and thrive because this profession feeds our “why”. Our roles aren’t separate from who we are; they’re just another manifestation of what’s in our hearts. They’re the priority that we want to focus on because we love the mortgage world, and that drives us to be our best.
My own story is a case in point. At the beginning of my professional life, I had never even considered the mortgage industry. I worked in telecommunications for more than a decade, and would probably have remained if my employer hadn’t gone out of business. Facing this crossroads, I decided to explore other careers, and got a job with a mortgage insurance (MI) firm logging in loans.
I was naturally curious about the business, began asking lots of questions, and before I knew it, I was addicted. Reading the “MRI book” of Fannie/Freddie guidelines showed me that there was a whole new universe to master. I gobbled up the information in every training program, and still, I wasn’t full. I loved this industry and wanted to become an expert at everything about it. Not only had I discovered my why, but doing so had also motivated me to find my how. I needed to find, or forge, my path to building a successful mortgage career.
What, in particular, motivated me? I was excited that in the mortgage industry, I’d have the opportunity to help more people realize their dreams. Therefore, my how was to become as knowledgeable as possible about every product, service or regulatory change in order to put homeownership within more borrowers’ reach. That formula of 100% expertise has propelled my career ever since and been immensely gratifying.
Product mastery, though, is only part of the “how.” I am also a big relationship person. When I first entered our industry, I was shocked at how many people didn’t return clients’ or partners’ phone calls. I pride myself on being 100% responsive to everyone. When people become part of my network, they know that they always matter.
Finally, I consider my team’s success to be my success. Being able to harness employees’ individual strengths while coaching them to get over the finish line is a delicate and incredibly satisfying process. The smiles on their faces when they realize improvement because of a strategy or tactic I’ve suggested make my day.
When we all grow and develop together, it’s a thrill. And as we rise, so do the mortgage industry partners we serve, and the borrowers that they support. It’s a win/win for everyone.
• • •
Marketing & Sales Executive/Consultant
Standing in the career counseling office at the University of Northern Iowa, I flipped through a binder filled with internship opportunities and stumbled upon one that seemed to align with my education and skill set: “Instructional Design Intern” at GMAC Mortgage. My first thought was, “What’s a mortgage?”
Over two decades later, I’m excited to share eight life lessons that have not only led me to success but also helped me make a meaningful impact on the mortgage industry as it transitions to the digital age.
In school, we’re taught to raise our hand when we have an answer. Teachers and professors ask a question, we raise our hand to answer. But as we grow, we’re not always encouraged to raise our hand to participate, offer expertise, or take initiative. For me, raising my hand has been key to advancing professionally. If I hear about a project that interests me, I raise my hand. If there’s a topic that sparks my curiosity, I dive into research and raise my hand to contribute.
The projects you choose might be outside your normal scope of work, particularly challenging, or aligned with your unique qualifications. When asked what trait I value most in people I hire or collaborate with, my answer is always the same: initiative (hand-raising).
Being authentic means living in alignment with your values. I take pride in being authentic, so people don’t have to guess who I am or what I stand for. One of my favorite authors, Gretchen Rubin, calls this “Being Gretchen.” Similarly, I’m proud of “Being Amy” and bringing my whole self to my work and relationships. If you know me, you know what drives me and what to expect from me — like my unwavering commitment to fulfilling my promises.
For me, authenticity also includes vulnerability. A few years ago, I started sharing my personal experiences through “Moses’ Musings” on LinkedIn, revealing both triumphs and tribulations. This openness wasn’t always easy, but it has helped me connect with others on a deeper level. Authenticity isn’t about oversharing; it’s about showing up as your true self, even when it’s difficult.
When asked what trait I value most in people I hire or collaborate with, my answer is always the same: initiative.
Pano Christou, CEO of Pret a Manger (a British sandwich shop that is my go-to when in Heathrow Airport), said, “I think there’s luck along the way, but overall, if you work hard and are very intentional, you can achieve things. I am a big believer that you make your own luck.”
Intentionality has been a guiding principle in my life, shaping both my broader purpose and daily actions.
Start each day by setting your intentions. Be clear about your goals for meetings, projects, and interactions. Intentionality helps you manage time effectively, prioritize tasks, and stay adaptable when things change. Time is our most valuable resource; use it purposefully.
Each year, I choose a “word of the year” to guide my focus and decisions. Unlike traditional resolutions, which can feel restrictive, this practice gently nudges me toward living with intention.
Many people emphasize working smart over working hard, but I believe you should do both — with passion. Hard work means rolling up your sleeves, tackling the tasks others shy away from, and putting in the effort even when recognition is absent. When you’re passionate about your work, the sense of accomplishment becomes its own reward.
Growing up in Iowa, I learned the value of hard work. I spent my childhood walking through bean fields pulling weeds with my hands and picking up rocks. The latter process consisted of walking the rows, spotting a rock, picking it up, walking over to the loader tractor my dad was driving and tossing the rock in the bucket. Inevitably, my dad, ever the quality control manager, would point out a rock I had missed — “five rows to the right, 11 steps back!” — and send me back to get it.
What I loved most about this work wasn’t the task itself but the result: a clean, rock-free field that helped my farm family meet its goals. That pride in seeing the tangible outcome of my efforts became a core value, woven into the fabric of my professional life. Passionate work isn’t just about the task — it’s about the impact and fulfillment that come from doing it well.
One central theme has defined my career: helping people and organizations improve. It’s my true passion. I find greater fulfillment in helping others grow, develop, and learn than in anything else I do. If I’ve helped someone acquire a new skill, gain knowledge, or enhance a process, my day feels like a success.
Always look for opportunities to teach, offer support, encourage others, and make yourself a valuable resource. In my view, the key difference between a manager and a leader is that a leader actively helps their team members learn, grow, and develop. A leader not only shows what needs to change but also explains why, fostering understanding and collaboration.
Look for opportunities to recognize others, providing gratitude or bringing awareness to their accomplishments.
Authenticity isn’t about oversharing; it’s about showing up as your true self, even when it’s difficult.
Over the years, I’ve intentionally placed myself in diverse environments with unique people and dynamics, even if I’ve felt imposter syndrome. Every room offers opportunities for growth, whether immediate or long-term. I say yes to meetings, conversations, and serving others because these experiences broaden my perspective.
Instead of seeking a single mentor, build a network of mentors — a community of people you can turn to for guidance in various areas. Foster new relationships and invest in old ones. A robust support system can help you navigate challenges and seize opportunities.
Growing up in a family of educators, I’ve always valued learning. Staying curious and committed to growth has been a cornerstone of my life. In my family, when one of us shares something we’ve come across, another often responds, “Lifelong learning!”
Staying committed to learning, researching, and keeping up with trends — especially in our industry, with its evolving regulations and emerging technologies — is essential. Ask questions, then dig deeper into the answers. Challenge assumptions. Get to the heart of things. Lifelong learning keeps you adaptable and engaged, ready to tackle the unknown.
Change is inevitable. According to author Bruce Feiler, the average adult faces 30 to 40 disruptions in their lifetime — roughly one every 12 to 18 months. Disruptions can be positive, such as the birth of a child or an extended trip, or can be the opposite, such as a loss or layoff. Instead of waiting for life to stabilize, embrace change as an opportunity for growth.
Take action now to become your “Superstar Self” — even amid challenges like a tough mortgage market, an impending M&A deal, caretaking, or personal upheaval. These disruptions often play a key role in shaping your “why” and moving you closer to your goals.
By living your “why” and embracing these principles, you can achieve not only professional success but also a meaningful, fulfilling life.
• • •
EVP of Relationships
Loan Officer Autopilot
The phone call that changed my life was the one that informed me my dream of being a mom and building a family would have to happen through adoption. Adoption wasn’t a devastating concept for me; what truly crushed me was the prospect of waiting another two years to complete the process.
The bigger issue was that I absolutely disliked my job. I was a tax accountant, and after three grueling tax seasons, I wanted a change. I believed that change would come from starting my family and working part-time. I remember sitting in my office and asking God to give me something I could love while I waited.
I didn’t want to dread Mondays. I didn’t want to resent the people I loved who were growing their families. This plea led me down the path of changing careers and starting a mortgage business.
When it came to the “how” of running my business, I thought, “Business is business; let’s see how everyone else is doing it.” Here’s the strategy I encountered at nearly every guru training session: target a handful of top-producing referral partners, say yes to everything, do whatever it takes to close their most challenging deals, focus on keeping everyone happy, and always keep an eye on your competition!
What a mistake! That strategy left me at the mercy of whatever loans came my way for years, and I painfully realized that hard work alone wasn’t enough. If it were, we’d all be rich! To build my business, I aimed for no less than 15 events each week, said yes to every type of loan, and attended every business training I could fit into my schedule. This plan led to me working over 65 hours per week, including weekends. The most frustrating part was that my earnings didn’t exceed what I made in my previous full-time, salaried position.
Consequently, my health, relationships, and finances all suffered. What kept me going was the belief that I was paying my dues. Sound familiar?
Building a database of people you want to spend time with is the key to becoming a superstar in your business.
After several years in my “learning the hard way” phase, something significant happened: our adoption was finalized, and we brought our precious daughter home. I realized that things had to change. My time was no longer mine to give away, so I became focused and strategic about who and how I served.
Then, something else happened: as I shifted my perspective on myself and my time, my business transformed. Ultimately, I went from 15 events per week to 15 events per year, from fewer than 15 leads per month to over 30. I experienced my first of many 7-figure years, all while working 40 hours per week and no weekends. This transformation marked the beginning of my superstar season, and I know it can begin or refine your superstar season, too.
Before I share this proven path to a transformed business, it’s important to note that I’m not a celebrity lender; I didn’t have a million followers online, and my company didn’t grow by 800% in a year. But I consistently got 7 hours of sleep most nights, completed my to-do list each day, enjoyed vacations without my laptop, and had ample time to care for my family and myself — all while setting my own hours and making great money doing it. This freedom and relief is also within your reach.
Clarity. How can I be sure it’s within your reach? Because the truth is, we are all a 10 somewhere. Through numerous trials and errors, I gradually discovered that identifying my stacked talents was the initial step to finding where I was a 10 and ultimately building a successful business.
To see where you are a 10, reflect on this combination of five essential elements you have likely already recognized about yourself: your personality style, strengths, learned skills, experiences, and passion. This doesn’t need to be complicated; selecting one preference from each element will show how your stacked talents differentiate you in your marketplace.
Here is an example: Based on my personality style from the DISC personality assessment, I enjoy speaking and teaching. My strengths, clarified further by StrengthsFinder, are a voracious appetite for learning and a desire to make learning enjoyable for others. As revealed by my resume, I have acquired skills in bookkeeping, accounting, and taxation. Regarding my experience, I served in the Navy, which gave me an advantage when working with military and veteran clients. I discovered that I immensely enjoyed sharing with them the benefits of homeownership. I began holding classes for veterans, and my business improved significantly.
Within months of promoting VA seminars, I noticed real estate agents made up nearly all attendees at the training, even though I was advertising to the military. This was an important lesson. You don’t have to get it perfect when you start. Focus on identifying where you are a 10, then step out in faith. As you serve, the results will guide you on where to adjust.
I discovered how much I enjoyed teaching Women Realtors, my fellow business owners who faced many of my same challenges. With this realization, I shifted my focus to collaborate with them to serve veterans. It was a win-win situation. I focused on positioning myself to create maximum impact in the business and lives of my realtor partners and the veterans we served. The fear of losing to the competition that troubled me during my early years in business lost its hold, and I felt free to serve and share everything I was learning.
Community. The second step in launching my superstar season was building a community. I discovered that sponsoring Women Realtor organizations was the most efficient way to grow quickly. This decision allowed me to limit my events to 15 per year. The women were already gathered; I only needed to identify the 12 local monthly events and three state events to sponsor and attend. I appeared as a preferred vendor with speaking opportunities and demonstrated how we could partner to transform the lives of veterans. Those who visited my vendor table after my pitch were self-selected as my ideal clients. After each event, I always added them to my database to continue nurturing our relationship. Each year, I learned more about their needs and how to serve them at a higher level. Building a database of people you want to spend time with is the key to becoming a superstar in your business. If you do just one thing for your business, focus on creating and nurturing it. The momentum of inbound leads generated year after year will keep your business healthy, regardless of market conditions.
In my early years, my biggest mistake was being visible in multiple areas but not consistent anywhere long enough to build credibility.
Consistency. The final step to creating your superstar season is consistently enjoying what you love. I used my database to send invitations to two classes each month. This invitation helped me stay at the forefront of my referral partners’ minds while maintaining our message about partnering to serve veterans. We taught our partners how to find veteran buyers and get VA loan offers accepted. It was an incredible process — I was fulfilling my purpose, surrounded by people I enjoyed serving, and we supported a community needing our expertise.
In hindsight, I learned why this approach worked so effectively. I realized that visibility must lead to credibility before you can achieve profitability. In my early years, my biggest mistake was being visible in multiple areas but not consistent anywhere long enough to build credibility. Consequently, business became simpler when we embraced the clarity, community, and consistency formula. This resulted in profound credibility.
With my business thriving, I had the time and energy to prioritize my family, friends, and health. You are a 10 somewhere. Once you discover where you are a 10, it will unlock your full potential and lead to your most remarkable superstar season yet. ■
Shelley Duffy is Executive Vice President, National Accounts, Incenter Lender Services
By Shelley Duffy
Have you ever completed a workplace personality assessment — or used one to help you better manage and motivate your mortgage team? Many executives rely on these “tests” to understand what really drives their people. Who finds it rewarding to help others? Who loves to sell and persuade? Who gains a burst of energy simply from mastering a new skill? These insights about team members’ “hardwiring” empower leaders to truly engage them. In the process, management helps fuel each of these individuals to be a superstar.
The same principle applies to all of us in the mortgage industry. No one has to tell us how challenging the housing finance sector is. As of this writing, we’re still fighting the forces of high home valuations, high interest rates, and borrowers struggling with student loans and other preexisting debt. And it remains rare to see as many women in the boardroom as our male counterparts. With all these headwinds, what makes so many mortgage women not only stay in this industry — but rise to the top?
We stay and thrive because this profession feeds our “why”. Our roles aren’t separate from who we are; they’re just another manifestation of what’s in our hearts. They’re the priority that we want to focus on because we love the mortgage world, and that drives us to be our best.
My own story is a case in point. At the beginning of my professional life, I had never even considered the mortgage industry. I worked in telecommunications for more than a decade, and would probably have remained if my employer hadn’t gone out of business. Facing this crossroads, I decided to explore other careers, and got a job with a mortgage insurance (MI) firm logging in loans.
I was naturally curious about the business, began asking lots of questions, and before I knew it, I was addicted. Reading the “MRI book” of Fannie/Freddie guidelines showed me that there was a whole new universe to master. I gobbled up the information in every training program, and still, I wasn’t full. I loved this industry and wanted to become an expert at everything about it. Not only had I discovered my why, but doing so had also motivated me to find my how. I needed to find, or forge, my path to building a successful mortgage career.
What, in particular, motivated me? I was excited that in the mortgage industry, I’d have the opportunity to help more people realize their dreams. Therefore, my how was to become as knowledgeable as possible about every product, service or regulatory change in order to put homeownership within more borrowers’ reach. That formula of 100% expertise has propelled my career ever since and been immensely gratifying.
Product mastery, though, is only part of the “how.” I am also a big relationship person. When I first entered our industry, I was shocked at how many people didn’t return clients’ or partners’ phone calls. I pride myself on being 100% responsive to everyone. When people become part of my network, they know that they always matter.
Finally, I consider my team’s success to be my success. Being able to harness employees’ individual strengths while coaching them to get over the finish line is a delicate and incredibly satisfying process. The smiles on their faces when they realize improvement because of a strategy or tactic I’ve suggested make my day.
When we all grow and develop together, it’s a thrill. And as we rise, so do the mortgage industry partners we serve, and the borrowers that they support. It’s a win/win for everyone.
• • •
Marketing & Sales Executive/Consultant
Standing in the career counseling office at the University of Northern Iowa, I flipped through a binder filled with internship opportunities and stumbled upon one that seemed to align with my education and skill set: “Instructional Design Intern” at GMAC Mortgage. My first thought was, “What’s a mortgage?”
Over two decades later, I’m excited to share eight life lessons that have not only led me to success but also helped me make a meaningful impact on the mortgage industry as it transitions to the digital age.
In school, we’re taught to raise our hand when we have an answer. Teachers and professors ask a question, we raise our hand to answer. But as we grow, we’re not always encouraged to raise our hand to participate, offer expertise, or take initiative. For me, raising my hand has been key to advancing professionally. If I hear about a project that interests me, I raise my hand. If there’s a topic that sparks my curiosity, I dive into research and raise my hand to contribute.
The projects you choose might be outside your normal scope of work, particularly challenging, or aligned with your unique qualifications. When asked what trait I value most in people I hire or collaborate with, my answer is always the same: initiative (hand-raising).
Being authentic means living in alignment with your values. I take pride in being authentic, so people don’t have to guess who I am or what I stand for. One of my favorite authors, Gretchen Rubin, calls this “Being Gretchen.” Similarly, I’m proud of “Being Amy” and bringing my whole self to my work and relationships. If you know me, you know what drives me and what to expect from me — like my unwavering commitment to fulfilling my promises.
For me, authenticity also includes vulnerability. A few years ago, I started sharing my personal experiences through “Moses’ Musings” on LinkedIn, revealing both triumphs and tribulations. This openness wasn’t always easy, but it has helped me connect with others on a deeper level. Authenticity isn’t about oversharing; it’s about showing up as your true self, even when it’s difficult.
When asked what trait I value most in people I hire or collaborate with, my answer is always the same: initiative.
Pano Christou, CEO of Pret a Manger (a British sandwich shop that is my go-to when in Heathrow Airport), said, “I think there’s luck along the way, but overall, if you work hard and are very intentional, you can achieve things. I am a big believer that you make your own luck.”
Intentionality has been a guiding principle in my life, shaping both my broader purpose and daily actions.
Start each day by setting your intentions. Be clear about your goals for meetings, projects, and interactions. Intentionality helps you manage time effectively, prioritize tasks, and stay adaptable when things change. Time is our most valuable resource; use it purposefully.
Each year, I choose a “word of the year” to guide my focus and decisions. Unlike traditional resolutions, which can feel restrictive, this practice gently nudges me toward living with intention.
Many people emphasize working smart over working hard, but I believe you should do both — with passion. Hard work means rolling up your sleeves, tackling the tasks others shy away from, and putting in the effort even when recognition is absent. When you’re passionate about your work, the sense of accomplishment becomes its own reward.
Growing up in Iowa, I learned the value of hard work. I spent my childhood walking through bean fields pulling weeds with my hands and picking up rocks. The latter process consisted of walking the rows, spotting a rock, picking it up, walking over to the loader tractor my dad was driving and tossing the rock in the bucket. Inevitably, my dad, ever the quality control manager, would point out a rock I had missed — “five rows to the right, 11 steps back!” — and send me back to get it.
What I loved most about this work wasn’t the task itself but the result: a clean, rock-free field that helped my farm family meet its goals. That pride in seeing the tangible outcome of my efforts became a core value, woven into the fabric of my professional life. Passionate work isn’t just about the task — it’s about the impact and fulfillment that come from doing it well.
One central theme has defined my career: helping people and organizations improve. It’s my true passion. I find greater fulfillment in helping others grow, develop, and learn than in anything else I do. If I’ve helped someone acquire a new skill, gain knowledge, or enhance a process, my day feels like a success.
Always look for opportunities to teach, offer support, encourage others, and make yourself a valuable resource. In my view, the key difference between a manager and a leader is that a leader actively helps their team members learn, grow, and develop. A leader not only shows what needs to change but also explains why, fostering understanding and collaboration.
Look for opportunities to recognize others, providing gratitude or bringing awareness to their accomplishments.
Authenticity isn’t about oversharing; it’s about showing up as your true self, even when it’s difficult.
Over the years, I’ve intentionally placed myself in diverse environments with unique people and dynamics, even if I’ve felt imposter syndrome. Every room offers opportunities for growth, whether immediate or long-term. I say yes to meetings, conversations, and serving others because these experiences broaden my perspective.
Instead of seeking a single mentor, build a network of mentors — a community of people you can turn to for guidance in various areas. Foster new relationships and invest in old ones. A robust support system can help you navigate challenges and seize opportunities.
Growing up in a family of educators, I’ve always valued learning. Staying curious and committed to growth has been a cornerstone of my life. In my family, when one of us shares something we’ve come across, another often responds, “Lifelong learning!”
Staying committed to learning, researching, and keeping up with trends — especially in our industry, with its evolving regulations and emerging technologies — is essential. Ask questions, then dig deeper into the answers. Challenge assumptions. Get to the heart of things. Lifelong learning keeps you adaptable and engaged, ready to tackle the unknown.
Change is inevitable. According to author Bruce Feiler, the average adult faces 30 to 40 disruptions in their lifetime — roughly one every 12 to 18 months. Disruptions can be positive, such as the birth of a child or an extended trip, or can be the opposite, such as a loss or layoff. Instead of waiting for life to stabilize, embrace change as an opportunity for growth.
Take action now to become your “Superstar Self” — even amid challenges like a tough mortgage market, an impending M&A deal, caretaking, or personal upheaval. These disruptions often play a key role in shaping your “why” and moving you closer to your goals.
By living your “why” and embracing these principles, you can achieve not only professional success but also a meaningful, fulfilling life.
• • •
EVP of Relationships
Loan Officer Autopilot
The phone call that changed my life was the one that informed me my dream of being a mom and building a family would have to happen through adoption. Adoption wasn’t a devastating concept for me; what truly crushed me was the prospect of waiting another two years to complete the process.
The bigger issue was that I absolutely disliked my job. I was a tax accountant, and after three grueling tax seasons, I wanted a change. I believed that change would come from starting my family and working part-time. I remember sitting in my office and asking God to give me something I could love while I waited.
I didn’t want to dread Mondays. I didn’t want to resent the people I loved who were growing their families. This plea led me down the path of changing careers and starting a mortgage business.
When it came to the “how” of running my business, I thought, “Business is business; let’s see how everyone else is doing it.” Here’s the strategy I encountered at nearly every guru training session: target a handful of top-producing referral partners, say yes to everything, do whatever it takes to close their most challenging deals, focus on keeping everyone happy, and always keep an eye on your competition!
What a mistake! That strategy left me at the mercy of whatever loans came my way for years, and I painfully realized that hard work alone wasn’t enough. If it were, we’d all be rich! To build my business, I aimed for no less than 15 events each week, said yes to every type of loan, and attended every business training I could fit into my schedule. This plan led to me working over 65 hours per week, including weekends. The most frustrating part was that my earnings didn’t exceed what I made in my previous full-time, salaried position.
Consequently, my health, relationships, and finances all suffered. What kept me going was the belief that I was paying my dues. Sound familiar?
Building a database of people you want to spend time with is the key to becoming a superstar in your business.
After several years in my “learning the hard way” phase, something significant happened: our adoption was finalized, and we brought our precious daughter home. I realized that things had to change. My time was no longer mine to give away, so I became focused and strategic about who and how I served.
Then, something else happened: as I shifted my perspective on myself and my time, my business transformed. Ultimately, I went from 15 events per week to 15 events per year, from fewer than 15 leads per month to over 30. I experienced my first of many 7-figure years, all while working 40 hours per week and no weekends. This transformation marked the beginning of my superstar season, and I know it can begin or refine your superstar season, too.
Before I share this proven path to a transformed business, it’s important to note that I’m not a celebrity lender; I didn’t have a million followers online, and my company didn’t grow by 800% in a year. But I consistently got 7 hours of sleep most nights, completed my to-do list each day, enjoyed vacations without my laptop, and had ample time to care for my family and myself — all while setting my own hours and making great money doing it. This freedom and relief is also within your reach.
Clarity. How can I be sure it’s within your reach? Because the truth is, we are all a 10 somewhere. Through numerous trials and errors, I gradually discovered that identifying my stacked talents was the initial step to finding where I was a 10 and ultimately building a successful business.
To see where you are a 10, reflect on this combination of five essential elements you have likely already recognized about yourself: your personality style, strengths, learned skills, experiences, and passion. This doesn’t need to be complicated; selecting one preference from each element will show how your stacked talents differentiate you in your marketplace.
Here is an example: Based on my personality style from the DISC personality assessment, I enjoy speaking and teaching. My strengths, clarified further by StrengthsFinder, are a voracious appetite for learning and a desire to make learning enjoyable for others. As revealed by my resume, I have acquired skills in bookkeeping, accounting, and taxation. Regarding my experience, I served in the Navy, which gave me an advantage when working with military and veteran clients. I discovered that I immensely enjoyed sharing with them the benefits of homeownership. I began holding classes for veterans, and my business improved significantly.
Within months of promoting VA seminars, I noticed real estate agents made up nearly all attendees at the training, even though I was advertising to the military. This was an important lesson. You don’t have to get it perfect when you start. Focus on identifying where you are a 10, then step out in faith. As you serve, the results will guide you on where to adjust.
I discovered how much I enjoyed teaching Women Realtors, my fellow business owners who faced many of my same challenges. With this realization, I shifted my focus to collaborate with them to serve veterans. It was a win-win situation. I focused on positioning myself to create maximum impact in the business and lives of my realtor partners and the veterans we served. The fear of losing to the competition that troubled me during my early years in business lost its hold, and I felt free to serve and share everything I was learning.
Community. The second step in launching my superstar season was building a community. I discovered that sponsoring Women Realtor organizations was the most efficient way to grow quickly. This decision allowed me to limit my events to 15 per year. The women were already gathered; I only needed to identify the 12 local monthly events and three state events to sponsor and attend. I appeared as a preferred vendor with speaking opportunities and demonstrated how we could partner to transform the lives of veterans. Those who visited my vendor table after my pitch were self-selected as my ideal clients. After each event, I always added them to my database to continue nurturing our relationship. Each year, I learned more about their needs and how to serve them at a higher level. Building a database of people you want to spend time with is the key to becoming a superstar in your business. If you do just one thing for your business, focus on creating and nurturing it. The momentum of inbound leads generated year after year will keep your business healthy, regardless of market conditions.
In my early years, my biggest mistake was being visible in multiple areas but not consistent anywhere long enough to build credibility.
Consistency. The final step to creating your superstar season is consistently enjoying what you love. I used my database to send invitations to two classes each month. This invitation helped me stay at the forefront of my referral partners’ minds while maintaining our message about partnering to serve veterans. We taught our partners how to find veteran buyers and get VA loan offers accepted. It was an incredible process — I was fulfilling my purpose, surrounded by people I enjoyed serving, and we supported a community needing our expertise.
In hindsight, I learned why this approach worked so effectively. I realized that visibility must lead to credibility before you can achieve profitability. In my early years, my biggest mistake was being visible in multiple areas but not consistent anywhere long enough to build credibility. Consequently, business became simpler when we embraced the clarity, community, and consistency formula. This resulted in profound credibility.
With my business thriving, I had the time and energy to prioritize my family, friends, and health. You are a 10 somewhere. Once you discover where you are a 10, it will unlock your full potential and lead to your most remarkable superstar season yet. ■
Shelley Duffy is Executive Vice President, National Accounts, Incenter Lender Services
By Shelley Duffy
Have you ever completed a workplace personality assessment — or used one to help you better manage and motivate your mortgage team? Many executives rely on these “tests” to understand what really drives their people. Who finds it rewarding to help others? Who loves to sell and persuade? Who gains a burst of energy simply from mastering a new skill? These insights about team members’ “hardwiring” empower leaders to truly engage them. In the process, management helps fuel each of these individuals to be a superstar.
The same principle applies to all of us in the mortgage industry. No one has to tell us how challenging the housing finance sector is. As of this writing, we’re still fighting the forces of high home valuations, high interest rates, and borrowers struggling with student loans and other preexisting debt. And it remains rare to see as many women in the boardroom as our male counterparts. With all these headwinds, what makes so many mortgage women not only stay in this industry — but rise to the top?
We stay and thrive because this profession feeds our “why”. Our roles aren’t separate from who we are; they’re just another manifestation of what’s in our hearts. They’re the priority that we want to focus on because we love the mortgage world, and that drives us to be our best.
My own story is a case in point. At the beginning of my professional life, I had never even considered the mortgage industry. I worked in telecommunications for more than a decade, and would probably have remained if my employer hadn’t gone out of business. Facing this crossroads, I decided to explore other careers, and got a job with a mortgage insurance (MI) firm logging in loans.
I was naturally curious about the business, began asking lots of questions, and before I knew it, I was addicted. Reading the “MRI book” of Fannie/Freddie guidelines showed me that there was a whole new universe to master. I gobbled up the information in every training program, and still, I wasn’t full. I loved this industry and wanted to become an expert at everything about it. Not only had I discovered my why, but doing so had also motivated me to find my how. I needed to find, or forge, my path to building a successful mortgage career.
What, in particular, motivated me? I was excited that in the mortgage industry, I’d have the opportunity to help more people realize their dreams. Therefore, my how was to become as knowledgeable as possible about every product, service or regulatory change in order to put homeownership within more borrowers’ reach. That formula of 100% expertise has propelled my career ever since and been immensely gratifying.
Product mastery, though, is only part of the “how.” I am also a big relationship person. When I first entered our industry, I was shocked at how many people didn’t return clients’ or partners’ phone calls. I pride myself on being 100% responsive to everyone. When people become part of my network, they know that they always matter.
Finally, I consider my team’s success to be my success. Being able to harness employees’ individual strengths while coaching them to get over the finish line is a delicate and incredibly satisfying process. The smiles on their faces when they realize improvement because of a strategy or tactic I’ve suggested make my day.
When we all grow and develop together, it’s a thrill. And as we rise, so do the mortgage industry partners we serve, and the borrowers that they support. It’s a win/win for everyone.
• • •
Marketing & Sales Executive/Consultant
Standing in the career counseling office at the University of Northern Iowa, I flipped through a binder filled with internship opportunities and stumbled upon one that seemed to align with my education and skill set: “Instructional Design Intern” at GMAC Mortgage. My first thought was, “What’s a mortgage?”
Over two decades later, I’m excited to share eight life lessons that have not only led me to success but also helped me make a meaningful impact on the mortgage industry as it transitions to the digital age.
In school, we’re taught to raise our hand when we have an answer. Teachers and professors ask a question, we raise our hand to answer. But as we grow, we’re not always encouraged to raise our hand to participate, offer expertise, or take initiative. For me, raising my hand has been key to advancing professionally. If I hear about a project that interests me, I raise my hand. If there’s a topic that sparks my curiosity, I dive into research and raise my hand to contribute.
The projects you choose might be outside your normal scope of work, particularly challenging, or aligned with your unique qualifications. When asked what trait I value most in people I hire or collaborate with, my answer is always the same: initiative (hand-raising).
Being authentic means living in alignment with your values. I take pride in being authentic, so people don’t have to guess who I am or what I stand for. One of my favorite authors, Gretchen Rubin, calls this “Being Gretchen.” Similarly, I’m proud of “Being Amy” and bringing my whole self to my work and relationships. If you know me, you know what drives me and what to expect from me — like my unwavering commitment to fulfilling my promises.
For me, authenticity also includes vulnerability. A few years ago, I started sharing my personal experiences through “Moses’ Musings” on LinkedIn, revealing both triumphs and tribulations. This openness wasn’t always easy, but it has helped me connect with others on a deeper level. Authenticity isn’t about oversharing; it’s about showing up as your true self, even when it’s difficult.
When asked what trait I value most in people I hire or collaborate with, my answer is always the same: initiative.
Pano Christou, CEO of Pret a Manger (a British sandwich shop that is my go-to when in Heathrow Airport), said, “I think there’s luck along the way, but overall, if you work hard and are very intentional, you can achieve things. I am a big believer that you make your own luck.”
Intentionality has been a guiding principle in my life, shaping both my broader purpose and daily actions.
Start each day by setting your intentions. Be clear about your goals for meetings, projects, and interactions. Intentionality helps you manage time effectively, prioritize tasks, and stay adaptable when things change. Time is our most valuable resource; use it purposefully.
Each year, I choose a “word of the year” to guide my focus and decisions. Unlike traditional resolutions, which can feel restrictive, this practice gently nudges me toward living with intention.
Many people emphasize working smart over working hard, but I believe you should do both — with passion. Hard work means rolling up your sleeves, tackling the tasks others shy away from, and putting in the effort even when recognition is absent. When you’re passionate about your work, the sense of accomplishment becomes its own reward.
Growing up in Iowa, I learned the value of hard work. I spent my childhood walking through bean fields pulling weeds with my hands and picking up rocks. The latter process consisted of walking the rows, spotting a rock, picking it up, walking over to the loader tractor my dad was driving and tossing the rock in the bucket. Inevitably, my dad, ever the quality control manager, would point out a rock I had missed — “five rows to the right, 11 steps back!” — and send me back to get it.
What I loved most about this work wasn’t the task itself but the result: a clean, rock-free field that helped my farm family meet its goals. That pride in seeing the tangible outcome of my efforts became a core value, woven into the fabric of my professional life. Passionate work isn’t just about the task — it’s about the impact and fulfillment that come from doing it well.
One central theme has defined my career: helping people and organizations improve. It’s my true passion. I find greater fulfillment in helping others grow, develop, and learn than in anything else I do. If I’ve helped someone acquire a new skill, gain knowledge, or enhance a process, my day feels like a success.
Always look for opportunities to teach, offer support, encourage others, and make yourself a valuable resource. In my view, the key difference between a manager and a leader is that a leader actively helps their team members learn, grow, and develop. A leader not only shows what needs to change but also explains why, fostering understanding and collaboration.
Look for opportunities to recognize others, providing gratitude or bringing awareness to their accomplishments.
Authenticity isn’t about oversharing; it’s about showing up as your true self, even when it’s difficult.
Over the years, I’ve intentionally placed myself in diverse environments with unique people and dynamics, even if I’ve felt imposter syndrome. Every room offers opportunities for growth, whether immediate or long-term. I say yes to meetings, conversations, and serving others because these experiences broaden my perspective.
Instead of seeking a single mentor, build a network of mentors — a community of people you can turn to for guidance in various areas. Foster new relationships and invest in old ones. A robust support system can help you navigate challenges and seize opportunities.
Growing up in a family of educators, I’ve always valued learning. Staying curious and committed to growth has been a cornerstone of my life. In my family, when one of us shares something we’ve come across, another often responds, “Lifelong learning!”
Staying committed to learning, researching, and keeping up with trends — especially in our industry, with its evolving regulations and emerging technologies — is essential. Ask questions, then dig deeper into the answers. Challenge assumptions. Get to the heart of things. Lifelong learning keeps you adaptable and engaged, ready to tackle the unknown.
Change is inevitable. According to author Bruce Feiler, the average adult faces 30 to 40 disruptions in their lifetime — roughly one every 12 to 18 months. Disruptions can be positive, such as the birth of a child or an extended trip, or can be the opposite, such as a loss or layoff. Instead of waiting for life to stabilize, embrace change as an opportunity for growth.
Take action now to become your “Superstar Self” — even amid challenges like a tough mortgage market, an impending M&A deal, caretaking, or personal upheaval. These disruptions often play a key role in shaping your “why” and moving you closer to your goals.
By living your “why” and embracing these principles, you can achieve not only professional success but also a meaningful, fulfilling life.
• • •
EVP of Relationships
Loan Officer Autopilot
The phone call that changed my life was the one that informed me my dream of being a mom and building a family would have to happen through adoption. Adoption wasn’t a devastating concept for me; what truly crushed me was the prospect of waiting another two years to complete the process.
The bigger issue was that I absolutely disliked my job. I was a tax accountant, and after three grueling tax seasons, I wanted a change. I believed that change would come from starting my family and working part-time. I remember sitting in my office and asking God to give me something I could love while I waited.
I didn’t want to dread Mondays. I didn’t want to resent the people I loved who were growing their families. This plea led me down the path of changing careers and starting a mortgage business.
When it came to the “how” of running my business, I thought, “Business is business; let’s see how everyone else is doing it.” Here’s the strategy I encountered at nearly every guru training session: target a handful of top-producing referral partners, say yes to everything, do whatever it takes to close their most challenging deals, focus on keeping everyone happy, and always keep an eye on your competition!
What a mistake! That strategy left me at the mercy of whatever loans came my way for years, and I painfully realized that hard work alone wasn’t enough. If it were, we’d all be rich! To build my business, I aimed for no less than 15 events each week, said yes to every type of loan, and attended every business training I could fit into my schedule. This plan led to me working over 65 hours per week, including weekends. The most frustrating part was that my earnings didn’t exceed what I made in my previous full-time, salaried position.
Consequently, my health, relationships, and finances all suffered. What kept me going was the belief that I was paying my dues. Sound familiar?
Building a database of people you want to spend time with is the key to becoming a superstar in your business.
After several years in my “learning the hard way” phase, something significant happened: our adoption was finalized, and we brought our precious daughter home. I realized that things had to change. My time was no longer mine to give away, so I became focused and strategic about who and how I served.
Then, something else happened: as I shifted my perspective on myself and my time, my business transformed. Ultimately, I went from 15 events per week to 15 events per year, from fewer than 15 leads per month to over 30. I experienced my first of many 7-figure years, all while working 40 hours per week and no weekends. This transformation marked the beginning of my superstar season, and I know it can begin or refine your superstar season, too.
Before I share this proven path to a transformed business, it’s important to note that I’m not a celebrity lender; I didn’t have a million followers online, and my company didn’t grow by 800% in a year. But I consistently got 7 hours of sleep most nights, completed my to-do list each day, enjoyed vacations without my laptop, and had ample time to care for my family and myself — all while setting my own hours and making great money doing it. This freedom and relief is also within your reach.
Clarity. How can I be sure it’s within your reach? Because the truth is, we are all a 10 somewhere. Through numerous trials and errors, I gradually discovered that identifying my stacked talents was the initial step to finding where I was a 10 and ultimately building a successful business.
To see where you are a 10, reflect on this combination of five essential elements you have likely already recognized about yourself: your personality style, strengths, learned skills, experiences, and passion. This doesn’t need to be complicated; selecting one preference from each element will show how your stacked talents differentiate you in your marketplace.
Here is an example: Based on my personality style from the DISC personality assessment, I enjoy speaking and teaching. My strengths, clarified further by StrengthsFinder, are a voracious appetite for learning and a desire to make learning enjoyable for others. As revealed by my resume, I have acquired skills in bookkeeping, accounting, and taxation. Regarding my experience, I served in the Navy, which gave me an advantage when working with military and veteran clients. I discovered that I immensely enjoyed sharing with them the benefits of homeownership. I began holding classes for veterans, and my business improved significantly.
Within months of promoting VA seminars, I noticed real estate agents made up nearly all attendees at the training, even though I was advertising to the military. This was an important lesson. You don’t have to get it perfect when you start. Focus on identifying where you are a 10, then step out in faith. As you serve, the results will guide you on where to adjust.
I discovered how much I enjoyed teaching Women Realtors, my fellow business owners who faced many of my same challenges. With this realization, I shifted my focus to collaborate with them to serve veterans. It was a win-win situation. I focused on positioning myself to create maximum impact in the business and lives of my realtor partners and the veterans we served. The fear of losing to the competition that troubled me during my early years in business lost its hold, and I felt free to serve and share everything I was learning.
Community. The second step in launching my superstar season was building a community. I discovered that sponsoring Women Realtor organizations was the most efficient way to grow quickly. This decision allowed me to limit my events to 15 per year. The women were already gathered; I only needed to identify the 12 local monthly events and three state events to sponsor and attend. I appeared as a preferred vendor with speaking opportunities and demonstrated how we could partner to transform the lives of veterans. Those who visited my vendor table after my pitch were self-selected as my ideal clients. After each event, I always added them to my database to continue nurturing our relationship. Each year, I learned more about their needs and how to serve them at a higher level. Building a database of people you want to spend time with is the key to becoming a superstar in your business. If you do just one thing for your business, focus on creating and nurturing it. The momentum of inbound leads generated year after year will keep your business healthy, regardless of market conditions.
In my early years, my biggest mistake was being visible in multiple areas but not consistent anywhere long enough to build credibility.
Consistency. The final step to creating your superstar season is consistently enjoying what you love. I used my database to send invitations to two classes each month. This invitation helped me stay at the forefront of my referral partners’ minds while maintaining our message about partnering to serve veterans. We taught our partners how to find veteran buyers and get VA loan offers accepted. It was an incredible process — I was fulfilling my purpose, surrounded by people I enjoyed serving, and we supported a community needing our expertise.
In hindsight, I learned why this approach worked so effectively. I realized that visibility must lead to credibility before you can achieve profitability. In my early years, my biggest mistake was being visible in multiple areas but not consistent anywhere long enough to build credibility. Consequently, business became simpler when we embraced the clarity, community, and consistency formula. This resulted in profound credibility.
With my business thriving, I had the time and energy to prioritize my family, friends, and health. You are a 10 somewhere. Once you discover where you are a 10, it will unlock your full potential and lead to your most remarkable superstar season yet. ■
Shelley Duffy is Executive Vice President, National Accounts, Incenter Lender Services
By Shelley Duffy
Have you ever completed a workplace personality assessment — or used one to help you better manage and motivate your mortgage team? Many executives rely on these “tests” to understand what really drives their people. Who finds it rewarding to help others? Who loves to sell and persuade? Who gains a burst of energy simply from mastering a new skill? These insights about team members’ “hardwiring” empower leaders to truly engage them. In the process, management helps fuel each of these individuals to be a superstar.
The same principle applies to all of us in the mortgage industry. No one has to tell us how challenging the housing finance sector is. As of this writing, we’re still fighting the forces of high home valuations, high interest rates, and borrowers struggling with student loans and other preexisting debt. And it remains rare to see as many women in the boardroom as our male counterparts. With all these headwinds, what makes so many mortgage women not only stay in this industry — but rise to the top?
We stay and thrive because this profession feeds our “why”. Our roles aren’t separate from who we are; they’re just another manifestation of what’s in our hearts. They’re the priority that we want to focus on because we love the mortgage world, and that drives us to be our best.
My own story is a case in point. At the beginning of my professional life, I had never even considered the mortgage industry. I worked in telecommunications for more than a decade, and would probably have remained if my employer hadn’t gone out of business. Facing this crossroads, I decided to explore other careers, and got a job with a mortgage insurance (MI) firm logging in loans.
I was naturally curious about the business, began asking lots of questions, and before I knew it, I was addicted. Reading the “MRI book” of Fannie/Freddie guidelines showed me that there was a whole new universe to master. I gobbled up the information in every training program, and still, I wasn’t full. I loved this industry and wanted to become an expert at everything about it. Not only had I discovered my why, but doing so had also motivated me to find my how. I needed to find, or forge, my path to building a successful mortgage career.
What, in particular, motivated me? I was excited that in the mortgage industry, I’d have the opportunity to help more people realize their dreams. Therefore, my how was to become as knowledgeable as possible about every product, service or regulatory change in order to put homeownership within more borrowers’ reach. That formula of 100% expertise has propelled my career ever since and been immensely gratifying.
Product mastery, though, is only part of the “how.” I am also a big relationship person. When I first entered our industry, I was shocked at how many people didn’t return clients’ or partners’ phone calls. I pride myself on being 100% responsive to everyone. When people become part of my network, they know that they always matter.
Finally, I consider my team’s success to be my success. Being able to harness employees’ individual strengths while coaching them to get over the finish line is a delicate and incredibly satisfying process. The smiles on their faces when they realize improvement because of a strategy or tactic I’ve suggested make my day.
When we all grow and develop together, it’s a thrill. And as we rise, so do the mortgage industry partners we serve, and the borrowers that they support. It’s a win/win for everyone.
• • •
Marketing & Sales Executive/Consultant
Standing in the career counseling office at the University of Northern Iowa, I flipped through a binder filled with internship opportunities and stumbled upon one that seemed to align with my education and skill set: “Instructional Design Intern” at GMAC Mortgage. My first thought was, “What’s a mortgage?”
Over two decades later, I’m excited to share eight life lessons that have not only led me to success but also helped me make a meaningful impact on the mortgage industry as it transitions to the digital age.
In school, we’re taught to raise our hand when we have an answer. Teachers and professors ask a question, we raise our hand to answer. But as we grow, we’re not always encouraged to raise our hand to participate, offer expertise, or take initiative. For me, raising my hand has been key to advancing professionally. If I hear about a project that interests me, I raise my hand. If there’s a topic that sparks my curiosity, I dive into research and raise my hand to contribute.
The projects you choose might be outside your normal scope of work, particularly challenging, or aligned with your unique qualifications. When asked what trait I value most in people I hire or collaborate with, my answer is always the same: initiative (hand-raising).
Being authentic means living in alignment with your values. I take pride in being authentic, so people don’t have to guess who I am or what I stand for. One of my favorite authors, Gretchen Rubin, calls this “Being Gretchen.” Similarly, I’m proud of “Being Amy” and bringing my whole self to my work and relationships. If you know me, you know what drives me and what to expect from me — like my unwavering commitment to fulfilling my promises.
For me, authenticity also includes vulnerability. A few years ago, I started sharing my personal experiences through “Moses’ Musings” on LinkedIn, revealing both triumphs and tribulations. This openness wasn’t always easy, but it has helped me connect with others on a deeper level. Authenticity isn’t about oversharing; it’s about showing up as your true self, even when it’s difficult.
When asked what trait I value most in people I hire or collaborate with, my answer is always the same: initiative.
Pano Christou, CEO of Pret a Manger (a British sandwich shop that is my go-to when in Heathrow Airport), said, “I think there’s luck along the way, but overall, if you work hard and are very intentional, you can achieve things. I am a big believer that you make your own luck.”
Intentionality has been a guiding principle in my life, shaping both my broader purpose and daily actions.
Start each day by setting your intentions. Be clear about your goals for meetings, projects, and interactions. Intentionality helps you manage time effectively, prioritize tasks, and stay adaptable when things change. Time is our most valuable resource; use it purposefully.
Each year, I choose a “word of the year” to guide my focus and decisions. Unlike traditional resolutions, which can feel restrictive, this practice gently nudges me toward living with intention.
Many people emphasize working smart over working hard, but I believe you should do both — with passion. Hard work means rolling up your sleeves, tackling the tasks others shy away from, and putting in the effort even when recognition is absent. When you’re passionate about your work, the sense of accomplishment becomes its own reward.
Growing up in Iowa, I learned the value of hard work. I spent my childhood walking through bean fields pulling weeds with my hands and picking up rocks. The latter process consisted of walking the rows, spotting a rock, picking it up, walking over to the loader tractor my dad was driving and tossing the rock in the bucket. Inevitably, my dad, ever the quality control manager, would point out a rock I had missed — “five rows to the right, 11 steps back!” — and send me back to get it.
What I loved most about this work wasn’t the task itself but the result: a clean, rock-free field that helped my farm family meet its goals. That pride in seeing the tangible outcome of my efforts became a core value, woven into the fabric of my professional life. Passionate work isn’t just about the task — it’s about the impact and fulfillment that come from doing it well.
One central theme has defined my career: helping people and organizations improve. It’s my true passion. I find greater fulfillment in helping others grow, develop, and learn than in anything else I do. If I’ve helped someone acquire a new skill, gain knowledge, or enhance a process, my day feels like a success.
Always look for opportunities to teach, offer support, encourage others, and make yourself a valuable resource. In my view, the key difference between a manager and a leader is that a leader actively helps their team members learn, grow, and develop. A leader not only shows what needs to change but also explains why, fostering understanding and collaboration.
Look for opportunities to recognize others, providing gratitude or bringing awareness to their accomplishments.
Authenticity isn’t about oversharing; it’s about showing up as your true self, even when it’s difficult.
Over the years, I’ve intentionally placed myself in diverse environments with unique people and dynamics, even if I’ve felt imposter syndrome. Every room offers opportunities for growth, whether immediate or long-term. I say yes to meetings, conversations, and serving others because these experiences broaden my perspective.
Instead of seeking a single mentor, build a network of mentors — a community of people you can turn to for guidance in various areas. Foster new relationships and invest in old ones. A robust support system can help you navigate challenges and seize opportunities.
Growing up in a family of educators, I’ve always valued learning. Staying curious and committed to growth has been a cornerstone of my life. In my family, when one of us shares something we’ve come across, another often responds, “Lifelong learning!”
Staying committed to learning, researching, and keeping up with trends — especially in our industry, with its evolving regulations and emerging technologies — is essential. Ask questions, then dig deeper into the answers. Challenge assumptions. Get to the heart of things. Lifelong learning keeps you adaptable and engaged, ready to tackle the unknown.
Change is inevitable. According to author Bruce Feiler, the average adult faces 30 to 40 disruptions in their lifetime — roughly one every 12 to 18 months. Disruptions can be positive, such as the birth of a child or an extended trip, or can be the opposite, such as a loss or layoff. Instead of waiting for life to stabilize, embrace change as an opportunity for growth.
Take action now to become your “Superstar Self” — even amid challenges like a tough mortgage market, an impending M&A deal, caretaking, or personal upheaval. These disruptions often play a key role in shaping your “why” and moving you closer to your goals.
By living your “why” and embracing these principles, you can achieve not only professional success but also a meaningful, fulfilling life.
• • •
EVP of Relationships
Loan Officer Autopilot
The phone call that changed my life was the one that informed me my dream of being a mom and building a family would have to happen through adoption. Adoption wasn’t a devastating concept for me; what truly crushed me was the prospect of waiting another two years to complete the process.
The bigger issue was that I absolutely disliked my job. I was a tax accountant, and after three grueling tax seasons, I wanted a change. I believed that change would come from starting my family and working part-time. I remember sitting in my office and asking God to give me something I could love while I waited.
I didn’t want to dread Mondays. I didn’t want to resent the people I loved who were growing their families. This plea led me down the path of changing careers and starting a mortgage business.
When it came to the “how” of running my business, I thought, “Business is business; let’s see how everyone else is doing it.” Here’s the strategy I encountered at nearly every guru training session: target a handful of top-producing referral partners, say yes to everything, do whatever it takes to close their most challenging deals, focus on keeping everyone happy, and always keep an eye on your competition!
What a mistake! That strategy left me at the mercy of whatever loans came my way for years, and I painfully realized that hard work alone wasn’t enough. If it were, we’d all be rich! To build my business, I aimed for no less than 15 events each week, said yes to every type of loan, and attended every business training I could fit into my schedule. This plan led to me working over 65 hours per week, including weekends. The most frustrating part was that my earnings didn’t exceed what I made in my previous full-time, salaried position.
Consequently, my health, relationships, and finances all suffered. What kept me going was the belief that I was paying my dues. Sound familiar?
Building a database of people you want to spend time with is the key to becoming a superstar in your business.
After several years in my “learning the hard way” phase, something significant happened: our adoption was finalized, and we brought our precious daughter home. I realized that things had to change. My time was no longer mine to give away, so I became focused and strategic about who and how I served.
Then, something else happened: as I shifted my perspective on myself and my time, my business transformed. Ultimately, I went from 15 events per week to 15 events per year, from fewer than 15 leads per month to over 30. I experienced my first of many 7-figure years, all while working 40 hours per week and no weekends. This transformation marked the beginning of my superstar season, and I know it can begin or refine your superstar season, too.
Before I share this proven path to a transformed business, it’s important to note that I’m not a celebrity lender; I didn’t have a million followers online, and my company didn’t grow by 800% in a year. But I consistently got 7 hours of sleep most nights, completed my to-do list each day, enjoyed vacations without my laptop, and had ample time to care for my family and myself — all while setting my own hours and making great money doing it. This freedom and relief is also within your reach.
Clarity. How can I be sure it’s within your reach? Because the truth is, we are all a 10 somewhere. Through numerous trials and errors, I gradually discovered that identifying my stacked talents was the initial step to finding where I was a 10 and ultimately building a successful business.
To see where you are a 10, reflect on this combination of five essential elements you have likely already recognized about yourself: your personality style, strengths, learned skills, experiences, and passion. This doesn’t need to be complicated; selecting one preference from each element will show how your stacked talents differentiate you in your marketplace.
Here is an example: Based on my personality style from the DISC personality assessment, I enjoy speaking and teaching. My strengths, clarified further by StrengthsFinder, are a voracious appetite for learning and a desire to make learning enjoyable for others. As revealed by my resume, I have acquired skills in bookkeeping, accounting, and taxation. Regarding my experience, I served in the Navy, which gave me an advantage when working with military and veteran clients. I discovered that I immensely enjoyed sharing with them the benefits of homeownership. I began holding classes for veterans, and my business improved significantly.
Within months of promoting VA seminars, I noticed real estate agents made up nearly all attendees at the training, even though I was advertising to the military. This was an important lesson. You don’t have to get it perfect when you start. Focus on identifying where you are a 10, then step out in faith. As you serve, the results will guide you on where to adjust.
I discovered how much I enjoyed teaching Women Realtors, my fellow business owners who faced many of my same challenges. With this realization, I shifted my focus to collaborate with them to serve veterans. It was a win-win situation. I focused on positioning myself to create maximum impact in the business and lives of my realtor partners and the veterans we served. The fear of losing to the competition that troubled me during my early years in business lost its hold, and I felt free to serve and share everything I was learning.
Community. The second step in launching my superstar season was building a community. I discovered that sponsoring Women Realtor organizations was the most efficient way to grow quickly. This decision allowed me to limit my events to 15 per year. The women were already gathered; I only needed to identify the 12 local monthly events and three state events to sponsor and attend. I appeared as a preferred vendor with speaking opportunities and demonstrated how we could partner to transform the lives of veterans. Those who visited my vendor table after my pitch were self-selected as my ideal clients. After each event, I always added them to my database to continue nurturing our relationship. Each year, I learned more about their needs and how to serve them at a higher level. Building a database of people you want to spend time with is the key to becoming a superstar in your business. If you do just one thing for your business, focus on creating and nurturing it. The momentum of inbound leads generated year after year will keep your business healthy, regardless of market conditions.
In my early years, my biggest mistake was being visible in multiple areas but not consistent anywhere long enough to build credibility.
Consistency. The final step to creating your superstar season is consistently enjoying what you love. I used my database to send invitations to two classes each month. This invitation helped me stay at the forefront of my referral partners’ minds while maintaining our message about partnering to serve veterans. We taught our partners how to find veteran buyers and get VA loan offers accepted. It was an incredible process — I was fulfilling my purpose, surrounded by people I enjoyed serving, and we supported a community needing our expertise.
In hindsight, I learned why this approach worked so effectively. I realized that visibility must lead to credibility before you can achieve profitability. In my early years, my biggest mistake was being visible in multiple areas but not consistent anywhere long enough to build credibility. Consequently, business became simpler when we embraced the clarity, community, and consistency formula. This resulted in profound credibility.
With my business thriving, I had the time and energy to prioritize my family, friends, and health. You are a 10 somewhere. Once you discover where you are a 10, it will unlock your full potential and lead to your most remarkable superstar season yet. ■
Shelley Duffy is Executive Vice President, National Accounts, Incenter Lender Services
MaxClass is a woman-owned company, and we're offering MWLC members 65% off your continuing education when you use our code WOMENWIN.
MaxClass is a woman-owned company, and we're offering MWLC members 65% off your continuing education. Become a member for our unique code.
PBJ Mortgage makes home financing as easy as lunch
MaxClass is a woman-owned company, and we're offering MWLC members 65% off your continuing education when you use our code WOMENWIN.
MaxClass is a woman-owned company, and we're offering MWLC members 65% off your continuing education. Become a member for our unique code.
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Dive deep into the challenges women face in the professional world.
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You've earned your place. Don't let others make you feel differently.
Stories of reinvention and the untapped power of mortgage talent
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