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The mortgage industry has undergone a seismic shift in the past two decades, transforming from a world of cold calls, face-to-face meetings, and physical documents to digital platforms, social media marketing, and online engagement. For women like Kiesha McFadden, Jeanine Robbins, and Cynthia Baker, each of whom entered the industry when it was largely male-dominated and often offered a culture that resembled the 2000 film, Boiler Room, this new era offers both challenges and opportunities. Their journeys are marked by grit, determination, and a willingness to adapt — an inspiring roadmap for veteran women seeking to thrive in today’s digital mortgage landscape.
The early days for women in the mortgage industry often meant breaking into male-dominated environments and proving themselves.
Kiesha McFadden (The Mortgage Chick, NMLS 198458) began her career unexpectedly in November 2000. “I was selling vacuum cleaners door-to-door,” she recalls, laughing at the memory. “One day, a friend saw an ad in the Phoenix New Times that said, “Make good money … Cash fast finance.”
“I didn’t know what it was, but I went to this beautiful building on Camelback and 24th Street. I interviewed, and the guy was like, ‘Let me teach you how to do mortgages,’ and I’ve been doing them since.” The men who taught her how to do mortgages, Andy Jacob and Hal Jolly, were brokers with whom she worked for many years.
Jeanine Robbins (The Loan Angel, NMLS 198078) didn’t set out to become a mortgage professional. “When I got my real estate license, I actually used it to sell timeshare,” Jeanine recalls, “I got a very good understanding on sales because they’re so hardcore, but at the end of the day, I thought I was going to go to time share hell because of the way the sales and antics are.” Although Jeanine had her real estate license, being a realtor didn’t catch her interest. “Instead of becoming a realtor, I liked numbers, so I thought, ‘Let me try mortgages.’ ”
It turned out she was very good at mortgages and within nine months Ameriquest made her a branch manager in 2001 with nine male colleagues. “I had all these men in a male-driven industry, so it was very tough, but I learned,” she says. “I sacrificed as a woman and as a mom because I had to work so many hours … And being not just a woman, but a black woman, I felt I needed to be better, more knowledgeable, sell more, everything more.”
Cynthia Baker (NMLS 56202) found her way into the mortgage world by happenstance. “I got here by accident. I started at a company in car finance. It was like a, ‘Buy here, pay here’ type of institution and so that’s kind of how I started in credit. Reading credit was very fascinating to me; you learn a lot about people when you see their credit … I had several sales managers that I had a good relationship with and one of them went to a mortgage company and they took me with them. So, I started in management in that similar role but on the mortgage side and worked for a broker for many years.”
But like many women in the industry, she encountered challenges navigating the male-driven industry “I started in 1999, and I worked in a broker shop … and that was a time when it was the good old boys club. Being a woman in the Mortgage Industry was not easy.”
As the mortgage industry evolved, personal branding emerged as a key strategy for distinguishing oneself from the competition.
Kiesha McFadden: “The idea for ‘The Mortgage Chick’ came naturally,” Kiesha McFadden recalls. “I used to tell people, ‘I’m the mortgage chick, call me!’ and it just stuck.” What began as a casual nickname quickly felt like a perfect fit for her vibrant, authentic approach to the mortgage business. When a colleague dismissed the idea as, “Too much,” Kiesha leaned into her instincts. “I said, ‘Nope, I’m doing this,’ ” she remembers. She created a logo, secured the LLC, and copyrighted the name. “I wanted something people would remember.” Today, ‘The Mortgage Chick’ is more than a brand — it’s a reflection of Kiesha’s confidence and her belief that standing out means owning who you are.
“I used to tell people, ‘I’m the mortgage chick, call me!’ and it just stuck.”
Jeanine Robbins: Around 2008, during the housing crash, loans were notoriously difficult, and many borrowers faced significant obstacles. Jeanine found herself consistently working on a series of challenging loans for a key referral client. “When I had my branch at Geneva, I had a group of clients, referral partners, and a lot of those loans were hard,” she explains. After successfully closing another tough loan, the client told her, “You know, you’re just a loan angel. I’m just going to start calling you ‘The Loan Angel.’ ”
The nickname stuck, and Jeanine carried it with her. But it wasn’t until 2019 that she truly understood the power of personal branding. “That’s when I put ‘The Loan Angel’ on everything, and I’ve really pushed it hard these last couple of years,” she says. Today, the brand represents not only her ability to tackle difficult deals but her dedication to guiding clients through the complexities of homeownership with persistence and care.
Cynthia Baker: Her unique identity as “The Cartoon Lady” emerged from her decision to break away from conventional marketing. “I don’t like being like everybody else. I hate the whole posed picture,” she explains. When she was pushed to take traditional headshots, Cynthia chose a different route. “I hired an artist, and I told her, ‘I just want you to draw me. I don’t know what it’s going to look like, and I don’t know how I’m going to use it.’”
The response was overwhelming. “I got such a huge response out of it, that I was like, okay, I just need to run with this.” Over time, people began recognizing her by the playful image, referring to her as “the cartoon lady” when they couldn’t recall her name. Though unofficial, the nickname has become part of her recognizable presence, reinforcing her belief that creativity and authenticity can set you apart in powerful ways.
For years, companies prioritized corporate branding over individual loan officers’ identities. But as personal branding proved to drive business, many companies began supporting their MLOs.
Jeanine Robbins: Jeanine has seen a clear shift in how mortgage companies approach personal branding, and she credits much of that progress to supportive leadership at her company. “I wasn’t always supported,” she admits, reflecting on past experiences where promoting herself was not encouraged. But at Geneva Financial, that changed. “James [Polinori] is amazing. He provided the tools I needed to grow my brand, and I’m grateful for that support.” Jeanine believes that companies now recognize the value in loan officers building personal brands that connect with consumers on a deeper level. “It’s not just about the company anymore — it’s about giving loan officers the tools to stand out and be seen as individuals,” she says, emphasizing the importance of this shift in helping professionals stay relevant in a digital-first world.
Cynthia Baker: Cynthia has experienced firsthand how the industry’s approach to personal branding has evolved. “I was always promoting the company, and when I left, nobody knew who I was,” she recalls, reflecting on an earlier time when loan officers weren’t encouraged to prioritize their own brands. Now, she sees companies like Geneva Financial embracing the shift and providing better support. “We got lucky with James [Polinori] because until he came, I was really clueless,” she admits. “I was doing my own research.” Cynthia appreciates the tools now available, but she believes that companies are following Geneva’s lead. “They give you the tools, and it’s like, ‘Go out and get us some business.’ ” For Cynthia, this shift empowers loan officers to build something lasting—something that can follow them wherever they go.
Kiesha McFadden: For Kiesha, promoting her personal brand is non-negotiable, even when faced with resistance from employers who pushed her to prioritize corporate branding over her own. “I’m the one that has a following. I’m the one that worked to get my following,” Kiesha says, emphasizing the importance of self-sufficiency. When companies offered to take over aspects of her branding, she politely declined, knowing her capabilities and believing their resources were better spent on loan officers who needed the support. “I’m not costing you any money. I’m not asking for your marketing. This is something I’m doing,” she explains. With full control over her brand as “The Mortgage Chick,” Kiesha ensures that no matter where she goes, her identity and success are fully hers to carry forward.
As marketing shifted to digital platforms, video content and social media became essential for staying visible. Kiesha, Jeanine, and Cynthia share some insight into their journey including their challenges and successes.
Kiesha McFadden: For Kiesha, social media has become a driving force behind her success, helping her generate a steady flow of leads and loan applications. “Probably 90% of my business comes from social media,” she says, emphasizing the power of her online presence. Of the leads she receives, about “60% [are] consumer direct” from social media, while the remaining “40%” come from referrals, mostly through realtors. Many of her consumer direct leads reach out through her posts and “slide into [her] DMs,” whether they see a testimonial, an educational post, or a personal story.
Kiesha’s ability to mix personal and professional content is key to her success, allowing her to connect with clients on a deeper level while remaining top of mind. “You have to let people know you’re human,” she explains. To do this, Kiesha posts about her involvement in community and philanthropic events and supporting her daughter’s dance performances. “It’s not just about the loan — it’s about showing people you care,” she says. She also stays engaged with her past clients by liking, commenting, and congratulating them on life milestones, ensuring she is a constant, trusted presence in their lives. By thoughtfully weaving in these aspects of her life, Kiesha ensures that her social media presence is warm, relatable, and engaging. Her content reflects her belief that business isn’t just about transactions — it’s about creating genuine, lasting relationships.
Jeanine Robbins: For Jeanine, social media and video marketing have been both a challenge and a game changer. “In the beginning, I wasn’t comfortable in front of the camera,” she admits. “But now, I just do it.” Despite her progress, Jeanine found the process of creating and posting content herself daunting and time-consuming. “If I didn’t have to do it at all, I wouldn’t,” she says. To help alleviate the burden and bring her vision to life, she hired expert videographers and a company specializing in video marketing and branding. “I have a specific vision of how I want my content to look,” she explains, and working with professionals allows her to ensure that vision is executed properly. By leaving the heavy lifting — like editing, branding consistency, and strategic posting — to experts, Jeanine can focus on building relationships with clients and referral partners. Her YouTube series, American Dream TV, which highlights local businesses and real estate, has been a key component of her strategy. “It’s been a game changer,” she emphasizes. Through consistent, professionally produced content, she has built credibility and positioned herself as a trusted community expert. “You have to show up regularly — whether it’s social media or video content — because the more you do, the more you’re seen.” By combining her authentic community focus with professional support, Jeanine has created a digital presence that continues to expand her network and business.
“I sacrificed as a woman and as a mom because I had to work so many hours … and being not just a woman, but a Black woman, I felt I needed to be better, more knowledgeable — sell more, everything more.”
Cynthia Baker: Cynthia approaches social media and video marketing with a mix of caution and determination. “Every day, I try pushing myself more outside of my comfort zone,” she says, acknowledging that being in front of the camera hasn’t come naturally. “It’s back to this confidence thing with my face on the video,” she admits, but she’s found some success with faceless video content but admits creating faceless videos can be time consuming. Another social media obstacle for Cynthia was posting content that engages and connects in a personal way. “I don’t like to share things related to my family; it’s a security thing,” she explains. But she found a new way to connect when she began posting pictures of her clients’ closings and celebrating their achievements. “I take pictures at closings and post them. Clients love it because they get to share their accomplishments without feeling like they’re bragging.” The shift in focus paid off, with clients asking, “Are we going to get our picture taken? Are you going to post it?” Cynthia believes this strategy resonates because, “most people don’t feel comfortable bragging about themselves, so me bragging for them is great.” By shining the spotlight on her clients, Cynthia discovered an authentic way to engage her audience and grow her business.
When asked what social media platform has performed the best for her, Cynthia explains that she has found the most success on Facebook, a platform that aligns perfectly with her target audience. “Facebook’s probably my strongest,” she explains, crediting the multigenerational connections it facilitates. “I don’t think the younger generations are on Facebook, but their parents are, and their grandma is, and they are the ones telling the younger kids to call me.” Recently, she’s also gained traction on TikTok, though she’s still testing its effectiveness.
CRMs are valuable tools for managing relationships, but they come with a learning curve and time challenges for many veteran professionals. For seasoned mortgage professionals like Kiesha McFadden, Jeanine Robbins, and Cynthia Baker, balancing face-to-face client work with the intricacies of CRM systems has been an ongoing challenge. While they agree on the importance of CRMs, each woman has approached integrating them differently, depending on time constraints, cost, and their existing workflow.
Kiesha McFadden: Prefers personal interactions but carefully evaluates time and cost when adopting new tools. “Operating in a smaller shop where I cover all my expenses, I prioritize tools that offer a clear return on investment. If I’m not using it enough, it’s got to be worth it to me.”
Jeanine Robbins: Relies on her assistant and Geneva’s marketing team for CRM management. “I’m not the greatest with any of that, but it’s been helpful for client follow-up and automating key processes.”
Cynthia Baker: Uses Surefire by Top of Mind and manages it hands-on. “I’m learning as I go, but the personalized campaigns have been effective. I don’t send something every day — when you get something from me, it’s going to be important.” However, she admits the learning process isn’t always smooth. Recently, she struggled to include a video in an email campaign, describing the frustration of not finding the “how-to” resources quickly. “I couldn’t find anything, and trying to get assistance when I needed it was frustrating,” she says, acknowledging that mastering CRMs comes with trial and error.
Looking ahead, each woman has a clear plan for growth, blending professional outreach, personal branding, and community involvement to adapt to the evolving industry.
Kiesha McFadden: Kiesha is ready to re-enter the video marketing space after putting it on pause in 2024. “I put video on hold because I had to handle some personal matters,” she explains, but she’s determined to make it a priority in 2025. Her plan includes ramping up her presence on platforms beyond Facebook and Instagram, especially LinkedIn. “I’m starting to see the potential in LinkedIn, and I want to learn more about how users engage with content there,” she says. By combining video content with new platform exploration, Kiesha aims to broaden her influence and reach.
Jeanine Robbins: For Jeanine, 2025 is about expanding her video presence and reigniting her passion project, American Dream TV. “I took a little pause, but I’m trying to come back by March,” she says, referring to her YouTube series. The show focuses on community, lifestyle, and real estate, giving Jeanine a chance to showcase local businesses and build relationships with referral partners. “It’s not just about real estate — it’s about connecting with the community and creating lasting partnerships,” she explains. By relaunching the show and expanding her YouTube channel, she plans to position herself as both a trusted mortgage expert and a community leader.
Cynthia Baker: Cynthia’s primary focus for 2025 is on creating engaging reels and expanding her outreach through financial literacy workshops for high school students. “Every day, I try pushing myself more outside of my comfort zone,” she says about creating videos. “I do think reels reach more people, so I’m going to continue with that.” But she also wants to make an impact beyond social media by teaching young adults about credit. “If we reach them early, we can help them avoid credit pitfalls,” she says. Through 30-minute workshops at local schools, Cynthia hopes to educate teens on saving and credit management to help them become financially responsible homebuyers in the future.
“When I had to take traditional headshots, I said, ‘I don’t want to be like everybody else.’ I told an artist, ‘Just draw me!’ That’s when people started calling me ‘the cartoon lady,’ and I realized I had found my brand.”
Closing Reflection
The mortgage industry’s digital evolution may have introduced new challenges, but if there’s one thing we can learn from women like Kiesha McFadden, Jeanine Robbins, and Cynthia Baker, it’s that grit and determination don’t have an expiration date. The same tenacity that helped them carve out space in a male-dominated industry has fueled their ability to adapt, innovate, and thrive in today’s fast-paced digital world. Their stories remind us that growth doesn’t mean abandoning our roots — it’s about leveraging the lessons we’ve learned along the way to power forward.
For veteran women who’ve been in the trenches since the early 2000s, navigating rejection, bias, and late nights closing deals, this is your moment. The shift to personal branding, video marketing, and CRMs isn’t about reinventing who you are. It’s about amplifying the strength you already possess and applying it to new tools that connect with today’s borrowers. You’ve been breaking barriers since the beginning, and there’s no challenge ahead that you can’t overcome.
Remember, it’s not about being perfect or mastering everything overnight. It’s about showing up — authentically, unapologetically, and with the same resilience that got you here. As you step into the future, know that you’re not alone. The women who’ve thrived in this industry are just like you — proving every day that grit is timeless, and determination is the driving force that turns challenges into success. The digital revolution isn’t the end of an era — it’s a new chapter waiting for you to write it. n
Lorraine Giron is the founder of Standout Mortgage Marketing.
The mortgage industry has undergone a seismic shift in the past two decades, transforming from a world of cold calls, face-to-face meetings, and physical documents to digital platforms, social media marketing, and online engagement. For women like Kiesha McFadden, Jeanine Robbins, and Cynthia Baker, each of whom entered the industry when it was largely male-dominated and often offered a culture that resembled the 2000 film, Boiler Room, this new era offers both challenges and opportunities. Their journeys are marked by grit, determination, and a willingness to adapt — an inspiring roadmap for veteran women seeking to thrive in today’s digital mortgage landscape.
The early days for women in the mortgage industry often meant breaking into male-dominated environments and proving themselves.
Kiesha McFadden (The Mortgage Chick, NMLS 198458) began her career unexpectedly in November 2000. “I was selling vacuum cleaners door-to-door,” she recalls, laughing at the memory. “One day, a friend saw an ad in the Phoenix New Times that said, “Make good money … Cash fast finance.”
“I didn’t know what it was, but I went to this beautiful building on Camelback and 24th Street. I interviewed, and the guy was like, ‘Let me teach you how to do mortgages,’ and I’ve been doing them since.” The men who taught her how to do mortgages, Andy Jacob and Hal Jolly, were brokers with whom she worked for many years.
Jeanine Robbins (The Loan Angel, NMLS 198078) didn’t set out to become a mortgage professional. “When I got my real estate license, I actually used it to sell timeshare,” Jeanine recalls, “I got a very good understanding on sales because they’re so hardcore, but at the end of the day, I thought I was going to go to time share hell because of the way the sales and antics are.” Although Jeanine had her real estate license, being a realtor didn’t catch her interest. “Instead of becoming a realtor, I liked numbers, so I thought, ‘Let me try mortgages.’ ”
It turned out she was very good at mortgages and within nine months Ameriquest made her a branch manager in 2001 with nine male colleagues. “I had all these men in a male-driven industry, so it was very tough, but I learned,” she says. “I sacrificed as a woman and as a mom because I had to work so many hours … And being not just a woman, but a black woman, I felt I needed to be better, more knowledgeable, sell more, everything more.”
Cynthia Baker (NMLS 56202) found her way into the mortgage world by happenstance. “I got here by accident. I started at a company in car finance. It was like a, ‘Buy here, pay here’ type of institution and so that’s kind of how I started in credit. Reading credit was very fascinating to me; you learn a lot about people when you see their credit … I had several sales managers that I had a good relationship with and one of them went to a mortgage company and they took me with them. So, I started in management in that similar role but on the mortgage side and worked for a broker for many years.”
But like many women in the industry, she encountered challenges navigating the male-driven industry “I started in 1999, and I worked in a broker shop … and that was a time when it was the good old boys club. Being a woman in the Mortgage Industry was not easy.”
As the mortgage industry evolved, personal branding emerged as a key strategy for distinguishing oneself from the competition.
Kiesha McFadden: “The idea for ‘The Mortgage Chick’ came naturally,” Kiesha McFadden recalls. “I used to tell people, ‘I’m the mortgage chick, call me!’ and it just stuck.” What began as a casual nickname quickly felt like a perfect fit for her vibrant, authentic approach to the mortgage business. When a colleague dismissed the idea as, “Too much,” Kiesha leaned into her instincts. “I said, ‘Nope, I’m doing this,’ ” she remembers. She created a logo, secured the LLC, and copyrighted the name. “I wanted something people would remember.” Today, ‘The Mortgage Chick’ is more than a brand — it’s a reflection of Kiesha’s confidence and her belief that standing out means owning who you are.
“I used to tell people, ‘I’m the mortgage chick, call me!’ and it just stuck.”
Jeanine Robbins: Around 2008, during the housing crash, loans were notoriously difficult, and many borrowers faced significant obstacles. Jeanine found herself consistently working on a series of challenging loans for a key referral client. “When I had my branch at Geneva, I had a group of clients, referral partners, and a lot of those loans were hard,” she explains. After successfully closing another tough loan, the client told her, “You know, you’re just a loan angel. I’m just going to start calling you ‘The Loan Angel.’ ”
The nickname stuck, and Jeanine carried it with her. But it wasn’t until 2019 that she truly understood the power of personal branding. “That’s when I put ‘The Loan Angel’ on everything, and I’ve really pushed it hard these last couple of years,” she says. Today, the brand represents not only her ability to tackle difficult deals but her dedication to guiding clients through the complexities of homeownership with persistence and care.
Cynthia Baker: Her unique identity as “The Cartoon Lady” emerged from her decision to break away from conventional marketing. “I don’t like being like everybody else. I hate the whole posed picture,” she explains. When she was pushed to take traditional headshots, Cynthia chose a different route. “I hired an artist, and I told her, ‘I just want you to draw me. I don’t know what it’s going to look like, and I don’t know how I’m going to use it.’”
The response was overwhelming. “I got such a huge response out of it, that I was like, okay, I just need to run with this.” Over time, people began recognizing her by the playful image, referring to her as “the cartoon lady” when they couldn’t recall her name. Though unofficial, the nickname has become part of her recognizable presence, reinforcing her belief that creativity and authenticity can set you apart in powerful ways.
For years, companies prioritized corporate branding over individual loan officers’ identities. But as personal branding proved to drive business, many companies began supporting their MLOs.
Jeanine Robbins: Jeanine has seen a clear shift in how mortgage companies approach personal branding, and she credits much of that progress to supportive leadership at her company. “I wasn’t always supported,” she admits, reflecting on past experiences where promoting herself was not encouraged. But at Geneva Financial, that changed. “James [Polinori] is amazing. He provided the tools I needed to grow my brand, and I’m grateful for that support.” Jeanine believes that companies now recognize the value in loan officers building personal brands that connect with consumers on a deeper level. “It’s not just about the company anymore — it’s about giving loan officers the tools to stand out and be seen as individuals,” she says, emphasizing the importance of this shift in helping professionals stay relevant in a digital-first world.
Cynthia Baker: Cynthia has experienced firsthand how the industry’s approach to personal branding has evolved. “I was always promoting the company, and when I left, nobody knew who I was,” she recalls, reflecting on an earlier time when loan officers weren’t encouraged to prioritize their own brands. Now, she sees companies like Geneva Financial embracing the shift and providing better support. “We got lucky with James [Polinori] because until he came, I was really clueless,” she admits. “I was doing my own research.” Cynthia appreciates the tools now available, but she believes that companies are following Geneva’s lead. “They give you the tools, and it’s like, ‘Go out and get us some business.’ ” For Cynthia, this shift empowers loan officers to build something lasting—something that can follow them wherever they go.
Kiesha McFadden: For Kiesha, promoting her personal brand is non-negotiable, even when faced with resistance from employers who pushed her to prioritize corporate branding over her own. “I’m the one that has a following. I’m the one that worked to get my following,” Kiesha says, emphasizing the importance of self-sufficiency. When companies offered to take over aspects of her branding, she politely declined, knowing her capabilities and believing their resources were better spent on loan officers who needed the support. “I’m not costing you any money. I’m not asking for your marketing. This is something I’m doing,” she explains. With full control over her brand as “The Mortgage Chick,” Kiesha ensures that no matter where she goes, her identity and success are fully hers to carry forward.
As marketing shifted to digital platforms, video content and social media became essential for staying visible. Kiesha, Jeanine, and Cynthia share some insight into their journey including their challenges and successes.
Kiesha McFadden: For Kiesha, social media has become a driving force behind her success, helping her generate a steady flow of leads and loan applications. “Probably 90% of my business comes from social media,” she says, emphasizing the power of her online presence. Of the leads she receives, about “60% [are] consumer direct” from social media, while the remaining “40%” come from referrals, mostly through realtors. Many of her consumer direct leads reach out through her posts and “slide into [her] DMs,” whether they see a testimonial, an educational post, or a personal story.
Kiesha’s ability to mix personal and professional content is key to her success, allowing her to connect with clients on a deeper level while remaining top of mind. “You have to let people know you’re human,” she explains. To do this, Kiesha posts about her involvement in community and philanthropic events and supporting her daughter’s dance performances. “It’s not just about the loan — it’s about showing people you care,” she says. She also stays engaged with her past clients by liking, commenting, and congratulating them on life milestones, ensuring she is a constant, trusted presence in their lives. By thoughtfully weaving in these aspects of her life, Kiesha ensures that her social media presence is warm, relatable, and engaging. Her content reflects her belief that business isn’t just about transactions — it’s about creating genuine, lasting relationships.
Jeanine Robbins: For Jeanine, social media and video marketing have been both a challenge and a game changer. “In the beginning, I wasn’t comfortable in front of the camera,” she admits. “But now, I just do it.” Despite her progress, Jeanine found the process of creating and posting content herself daunting and time-consuming. “If I didn’t have to do it at all, I wouldn’t,” she says. To help alleviate the burden and bring her vision to life, she hired expert videographers and a company specializing in video marketing and branding. “I have a specific vision of how I want my content to look,” she explains, and working with professionals allows her to ensure that vision is executed properly. By leaving the heavy lifting — like editing, branding consistency, and strategic posting — to experts, Jeanine can focus on building relationships with clients and referral partners. Her YouTube series, American Dream TV, which highlights local businesses and real estate, has been a key component of her strategy. “It’s been a game changer,” she emphasizes. Through consistent, professionally produced content, she has built credibility and positioned herself as a trusted community expert. “You have to show up regularly — whether it’s social media or video content — because the more you do, the more you’re seen.” By combining her authentic community focus with professional support, Jeanine has created a digital presence that continues to expand her network and business.
“I sacrificed as a woman and as a mom because I had to work so many hours … and being not just a woman, but a Black woman, I felt I needed to be better, more knowledgeable — sell more, everything more.”
Cynthia Baker: Cynthia approaches social media and video marketing with a mix of caution and determination. “Every day, I try pushing myself more outside of my comfort zone,” she says, acknowledging that being in front of the camera hasn’t come naturally. “It’s back to this confidence thing with my face on the video,” she admits, but she’s found some success with faceless video content but admits creating faceless videos can be time consuming. Another social media obstacle for Cynthia was posting content that engages and connects in a personal way. “I don’t like to share things related to my family; it’s a security thing,” she explains. But she found a new way to connect when she began posting pictures of her clients’ closings and celebrating their achievements. “I take pictures at closings and post them. Clients love it because they get to share their accomplishments without feeling like they’re bragging.” The shift in focus paid off, with clients asking, “Are we going to get our picture taken? Are you going to post it?” Cynthia believes this strategy resonates because, “most people don’t feel comfortable bragging about themselves, so me bragging for them is great.” By shining the spotlight on her clients, Cynthia discovered an authentic way to engage her audience and grow her business.
When asked what social media platform has performed the best for her, Cynthia explains that she has found the most success on Facebook, a platform that aligns perfectly with her target audience. “Facebook’s probably my strongest,” she explains, crediting the multigenerational connections it facilitates. “I don’t think the younger generations are on Facebook, but their parents are, and their grandma is, and they are the ones telling the younger kids to call me.” Recently, she’s also gained traction on TikTok, though she’s still testing its effectiveness.
CRMs are valuable tools for managing relationships, but they come with a learning curve and time challenges for many veteran professionals. For seasoned mortgage professionals like Kiesha McFadden, Jeanine Robbins, and Cynthia Baker, balancing face-to-face client work with the intricacies of CRM systems has been an ongoing challenge. While they agree on the importance of CRMs, each woman has approached integrating them differently, depending on time constraints, cost, and their existing workflow.
Kiesha McFadden: Prefers personal interactions but carefully evaluates time and cost when adopting new tools. “Operating in a smaller shop where I cover all my expenses, I prioritize tools that offer a clear return on investment. If I’m not using it enough, it’s got to be worth it to me.”
Jeanine Robbins: Relies on her assistant and Geneva’s marketing team for CRM management. “I’m not the greatest with any of that, but it’s been helpful for client follow-up and automating key processes.”
Cynthia Baker: Uses Surefire by Top of Mind and manages it hands-on. “I’m learning as I go, but the personalized campaigns have been effective. I don’t send something every day — when you get something from me, it’s going to be important.” However, she admits the learning process isn’t always smooth. Recently, she struggled to include a video in an email campaign, describing the frustration of not finding the “how-to” resources quickly. “I couldn’t find anything, and trying to get assistance when I needed it was frustrating,” she says, acknowledging that mastering CRMs comes with trial and error.
Looking ahead, each woman has a clear plan for growth, blending professional outreach, personal branding, and community involvement to adapt to the evolving industry.
Kiesha McFadden: Kiesha is ready to re-enter the video marketing space after putting it on pause in 2024. “I put video on hold because I had to handle some personal matters,” she explains, but she’s determined to make it a priority in 2025. Her plan includes ramping up her presence on platforms beyond Facebook and Instagram, especially LinkedIn. “I’m starting to see the potential in LinkedIn, and I want to learn more about how users engage with content there,” she says. By combining video content with new platform exploration, Kiesha aims to broaden her influence and reach.
Jeanine Robbins: For Jeanine, 2025 is about expanding her video presence and reigniting her passion project, American Dream TV. “I took a little pause, but I’m trying to come back by March,” she says, referring to her YouTube series. The show focuses on community, lifestyle, and real estate, giving Jeanine a chance to showcase local businesses and build relationships with referral partners. “It’s not just about real estate — it’s about connecting with the community and creating lasting partnerships,” she explains. By relaunching the show and expanding her YouTube channel, she plans to position herself as both a trusted mortgage expert and a community leader.
Cynthia Baker: Cynthia’s primary focus for 2025 is on creating engaging reels and expanding her outreach through financial literacy workshops for high school students. “Every day, I try pushing myself more outside of my comfort zone,” she says about creating videos. “I do think reels reach more people, so I’m going to continue with that.” But she also wants to make an impact beyond social media by teaching young adults about credit. “If we reach them early, we can help them avoid credit pitfalls,” she says. Through 30-minute workshops at local schools, Cynthia hopes to educate teens on saving and credit management to help them become financially responsible homebuyers in the future.
“When I had to take traditional headshots, I said, ‘I don’t want to be like everybody else.’ I told an artist, ‘Just draw me!’ That’s when people started calling me ‘the cartoon lady,’ and I realized I had found my brand.”
Closing Reflection
The mortgage industry’s digital evolution may have introduced new challenges, but if there’s one thing we can learn from women like Kiesha McFadden, Jeanine Robbins, and Cynthia Baker, it’s that grit and determination don’t have an expiration date. The same tenacity that helped them carve out space in a male-dominated industry has fueled their ability to adapt, innovate, and thrive in today’s fast-paced digital world. Their stories remind us that growth doesn’t mean abandoning our roots — it’s about leveraging the lessons we’ve learned along the way to power forward.
For veteran women who’ve been in the trenches since the early 2000s, navigating rejection, bias, and late nights closing deals, this is your moment. The shift to personal branding, video marketing, and CRMs isn’t about reinventing who you are. It’s about amplifying the strength you already possess and applying it to new tools that connect with today’s borrowers. You’ve been breaking barriers since the beginning, and there’s no challenge ahead that you can’t overcome.
Remember, it’s not about being perfect or mastering everything overnight. It’s about showing up — authentically, unapologetically, and with the same resilience that got you here. As you step into the future, know that you’re not alone. The women who’ve thrived in this industry are just like you — proving every day that grit is timeless, and determination is the driving force that turns challenges into success. The digital revolution isn’t the end of an era — it’s a new chapter waiting for you to write it. n
Lorraine Giron is the founder of Standout Mortgage Marketing.
The mortgage industry has undergone a seismic shift in the past two decades, transforming from a world of cold calls, face-to-face meetings, and physical documents to digital platforms, social media marketing, and online engagement. For women like Kiesha McFadden, Jeanine Robbins, and Cynthia Baker, each of whom entered the industry when it was largely male-dominated and often offered a culture that resembled the 2000 film, Boiler Room, this new era offers both challenges and opportunities. Their journeys are marked by grit, determination, and a willingness to adapt — an inspiring roadmap for veteran women seeking to thrive in today’s digital mortgage landscape.
The early days for women in the mortgage industry often meant breaking into male-dominated environments and proving themselves.
Kiesha McFadden (The Mortgage Chick, NMLS 198458) began her career unexpectedly in November 2000. “I was selling vacuum cleaners door-to-door,” she recalls, laughing at the memory. “One day, a friend saw an ad in the Phoenix New Times that said, “Make good money … Cash fast finance.”
“I didn’t know what it was, but I went to this beautiful building on Camelback and 24th Street. I interviewed, and the guy was like, ‘Let me teach you how to do mortgages,’ and I’ve been doing them since.” The men who taught her how to do mortgages, Andy Jacob and Hal Jolly, were brokers with whom she worked for many years.
Jeanine Robbins (The Loan Angel, NMLS 198078) didn’t set out to become a mortgage professional. “When I got my real estate license, I actually used it to sell timeshare,” Jeanine recalls, “I got a very good understanding on sales because they’re so hardcore, but at the end of the day, I thought I was going to go to time share hell because of the way the sales and antics are.” Although Jeanine had her real estate license, being a realtor didn’t catch her interest. “Instead of becoming a realtor, I liked numbers, so I thought, ‘Let me try mortgages.’ ”
It turned out she was very good at mortgages and within nine months Ameriquest made her a branch manager in 2001 with nine male colleagues. “I had all these men in a male-driven industry, so it was very tough, but I learned,” she says. “I sacrificed as a woman and as a mom because I had to work so many hours … And being not just a woman, but a black woman, I felt I needed to be better, more knowledgeable, sell more, everything more.”
Cynthia Baker (NMLS 56202) found her way into the mortgage world by happenstance. “I got here by accident. I started at a company in car finance. It was like a, ‘Buy here, pay here’ type of institution and so that’s kind of how I started in credit. Reading credit was very fascinating to me; you learn a lot about people when you see their credit … I had several sales managers that I had a good relationship with and one of them went to a mortgage company and they took me with them. So, I started in management in that similar role but on the mortgage side and worked for a broker for many years.”
But like many women in the industry, she encountered challenges navigating the male-driven industry “I started in 1999, and I worked in a broker shop … and that was a time when it was the good old boys club. Being a woman in the Mortgage Industry was not easy.”
As the mortgage industry evolved, personal branding emerged as a key strategy for distinguishing oneself from the competition.
Kiesha McFadden: “The idea for ‘The Mortgage Chick’ came naturally,” Kiesha McFadden recalls. “I used to tell people, ‘I’m the mortgage chick, call me!’ and it just stuck.” What began as a casual nickname quickly felt like a perfect fit for her vibrant, authentic approach to the mortgage business. When a colleague dismissed the idea as, “Too much,” Kiesha leaned into her instincts. “I said, ‘Nope, I’m doing this,’ ” she remembers. She created a logo, secured the LLC, and copyrighted the name. “I wanted something people would remember.” Today, ‘The Mortgage Chick’ is more than a brand — it’s a reflection of Kiesha’s confidence and her belief that standing out means owning who you are.
“I used to tell people, ‘I’m the mortgage chick, call me!’ and it just stuck.”
Jeanine Robbins: Around 2008, during the housing crash, loans were notoriously difficult, and many borrowers faced significant obstacles. Jeanine found herself consistently working on a series of challenging loans for a key referral client. “When I had my branch at Geneva, I had a group of clients, referral partners, and a lot of those loans were hard,” she explains. After successfully closing another tough loan, the client told her, “You know, you’re just a loan angel. I’m just going to start calling you ‘The Loan Angel.’ ”
The nickname stuck, and Jeanine carried it with her. But it wasn’t until 2019 that she truly understood the power of personal branding. “That’s when I put ‘The Loan Angel’ on everything, and I’ve really pushed it hard these last couple of years,” she says. Today, the brand represents not only her ability to tackle difficult deals but her dedication to guiding clients through the complexities of homeownership with persistence and care.
Cynthia Baker: Her unique identity as “The Cartoon Lady” emerged from her decision to break away from conventional marketing. “I don’t like being like everybody else. I hate the whole posed picture,” she explains. When she was pushed to take traditional headshots, Cynthia chose a different route. “I hired an artist, and I told her, ‘I just want you to draw me. I don’t know what it’s going to look like, and I don’t know how I’m going to use it.’”
The response was overwhelming. “I got such a huge response out of it, that I was like, okay, I just need to run with this.” Over time, people began recognizing her by the playful image, referring to her as “the cartoon lady” when they couldn’t recall her name. Though unofficial, the nickname has become part of her recognizable presence, reinforcing her belief that creativity and authenticity can set you apart in powerful ways.
For years, companies prioritized corporate branding over individual loan officers’ identities. But as personal branding proved to drive business, many companies began supporting their MLOs.
Jeanine Robbins: Jeanine has seen a clear shift in how mortgage companies approach personal branding, and she credits much of that progress to supportive leadership at her company. “I wasn’t always supported,” she admits, reflecting on past experiences where promoting herself was not encouraged. But at Geneva Financial, that changed. “James [Polinori] is amazing. He provided the tools I needed to grow my brand, and I’m grateful for that support.” Jeanine believes that companies now recognize the value in loan officers building personal brands that connect with consumers on a deeper level. “It’s not just about the company anymore — it’s about giving loan officers the tools to stand out and be seen as individuals,” she says, emphasizing the importance of this shift in helping professionals stay relevant in a digital-first world.
Cynthia Baker: Cynthia has experienced firsthand how the industry’s approach to personal branding has evolved. “I was always promoting the company, and when I left, nobody knew who I was,” she recalls, reflecting on an earlier time when loan officers weren’t encouraged to prioritize their own brands. Now, she sees companies like Geneva Financial embracing the shift and providing better support. “We got lucky with James [Polinori] because until he came, I was really clueless,” she admits. “I was doing my own research.” Cynthia appreciates the tools now available, but she believes that companies are following Geneva’s lead. “They give you the tools, and it’s like, ‘Go out and get us some business.’ ” For Cynthia, this shift empowers loan officers to build something lasting—something that can follow them wherever they go.
Kiesha McFadden: For Kiesha, promoting her personal brand is non-negotiable, even when faced with resistance from employers who pushed her to prioritize corporate branding over her own. “I’m the one that has a following. I’m the one that worked to get my following,” Kiesha says, emphasizing the importance of self-sufficiency. When companies offered to take over aspects of her branding, she politely declined, knowing her capabilities and believing their resources were better spent on loan officers who needed the support. “I’m not costing you any money. I’m not asking for your marketing. This is something I’m doing,” she explains. With full control over her brand as “The Mortgage Chick,” Kiesha ensures that no matter where she goes, her identity and success are fully hers to carry forward.
As marketing shifted to digital platforms, video content and social media became essential for staying visible. Kiesha, Jeanine, and Cynthia share some insight into their journey including their challenges and successes.
Kiesha McFadden: For Kiesha, social media has become a driving force behind her success, helping her generate a steady flow of leads and loan applications. “Probably 90% of my business comes from social media,” she says, emphasizing the power of her online presence. Of the leads she receives, about “60% [are] consumer direct” from social media, while the remaining “40%” come from referrals, mostly through realtors. Many of her consumer direct leads reach out through her posts and “slide into [her] DMs,” whether they see a testimonial, an educational post, or a personal story.
Kiesha’s ability to mix personal and professional content is key to her success, allowing her to connect with clients on a deeper level while remaining top of mind. “You have to let people know you’re human,” she explains. To do this, Kiesha posts about her involvement in community and philanthropic events and supporting her daughter’s dance performances. “It’s not just about the loan — it’s about showing people you care,” she says. She also stays engaged with her past clients by liking, commenting, and congratulating them on life milestones, ensuring she is a constant, trusted presence in their lives. By thoughtfully weaving in these aspects of her life, Kiesha ensures that her social media presence is warm, relatable, and engaging. Her content reflects her belief that business isn’t just about transactions — it’s about creating genuine, lasting relationships.
Jeanine Robbins: For Jeanine, social media and video marketing have been both a challenge and a game changer. “In the beginning, I wasn’t comfortable in front of the camera,” she admits. “But now, I just do it.” Despite her progress, Jeanine found the process of creating and posting content herself daunting and time-consuming. “If I didn’t have to do it at all, I wouldn’t,” she says. To help alleviate the burden and bring her vision to life, she hired expert videographers and a company specializing in video marketing and branding. “I have a specific vision of how I want my content to look,” she explains, and working with professionals allows her to ensure that vision is executed properly. By leaving the heavy lifting — like editing, branding consistency, and strategic posting — to experts, Jeanine can focus on building relationships with clients and referral partners. Her YouTube series, American Dream TV, which highlights local businesses and real estate, has been a key component of her strategy. “It’s been a game changer,” she emphasizes. Through consistent, professionally produced content, she has built credibility and positioned herself as a trusted community expert. “You have to show up regularly — whether it’s social media or video content — because the more you do, the more you’re seen.” By combining her authentic community focus with professional support, Jeanine has created a digital presence that continues to expand her network and business.
“I sacrificed as a woman and as a mom because I had to work so many hours … and being not just a woman, but a Black woman, I felt I needed to be better, more knowledgeable — sell more, everything more.”
Cynthia Baker: Cynthia approaches social media and video marketing with a mix of caution and determination. “Every day, I try pushing myself more outside of my comfort zone,” she says, acknowledging that being in front of the camera hasn’t come naturally. “It’s back to this confidence thing with my face on the video,” she admits, but she’s found some success with faceless video content but admits creating faceless videos can be time consuming. Another social media obstacle for Cynthia was posting content that engages and connects in a personal way. “I don’t like to share things related to my family; it’s a security thing,” she explains. But she found a new way to connect when she began posting pictures of her clients’ closings and celebrating their achievements. “I take pictures at closings and post them. Clients love it because they get to share their accomplishments without feeling like they’re bragging.” The shift in focus paid off, with clients asking, “Are we going to get our picture taken? Are you going to post it?” Cynthia believes this strategy resonates because, “most people don’t feel comfortable bragging about themselves, so me bragging for them is great.” By shining the spotlight on her clients, Cynthia discovered an authentic way to engage her audience and grow her business.
When asked what social media platform has performed the best for her, Cynthia explains that she has found the most success on Facebook, a platform that aligns perfectly with her target audience. “Facebook’s probably my strongest,” she explains, crediting the multigenerational connections it facilitates. “I don’t think the younger generations are on Facebook, but their parents are, and their grandma is, and they are the ones telling the younger kids to call me.” Recently, she’s also gained traction on TikTok, though she’s still testing its effectiveness.
CRMs are valuable tools for managing relationships, but they come with a learning curve and time challenges for many veteran professionals. For seasoned mortgage professionals like Kiesha McFadden, Jeanine Robbins, and Cynthia Baker, balancing face-to-face client work with the intricacies of CRM systems has been an ongoing challenge. While they agree on the importance of CRMs, each woman has approached integrating them differently, depending on time constraints, cost, and their existing workflow.
Kiesha McFadden: Prefers personal interactions but carefully evaluates time and cost when adopting new tools. “Operating in a smaller shop where I cover all my expenses, I prioritize tools that offer a clear return on investment. If I’m not using it enough, it’s got to be worth it to me.”
Jeanine Robbins: Relies on her assistant and Geneva’s marketing team for CRM management. “I’m not the greatest with any of that, but it’s been helpful for client follow-up and automating key processes.”
Cynthia Baker: Uses Surefire by Top of Mind and manages it hands-on. “I’m learning as I go, but the personalized campaigns have been effective. I don’t send something every day — when you get something from me, it’s going to be important.” However, she admits the learning process isn’t always smooth. Recently, she struggled to include a video in an email campaign, describing the frustration of not finding the “how-to” resources quickly. “I couldn’t find anything, and trying to get assistance when I needed it was frustrating,” she says, acknowledging that mastering CRMs comes with trial and error.
Looking ahead, each woman has a clear plan for growth, blending professional outreach, personal branding, and community involvement to adapt to the evolving industry.
Kiesha McFadden: Kiesha is ready to re-enter the video marketing space after putting it on pause in 2024. “I put video on hold because I had to handle some personal matters,” she explains, but she’s determined to make it a priority in 2025. Her plan includes ramping up her presence on platforms beyond Facebook and Instagram, especially LinkedIn. “I’m starting to see the potential in LinkedIn, and I want to learn more about how users engage with content there,” she says. By combining video content with new platform exploration, Kiesha aims to broaden her influence and reach.
Jeanine Robbins: For Jeanine, 2025 is about expanding her video presence and reigniting her passion project, American Dream TV. “I took a little pause, but I’m trying to come back by March,” she says, referring to her YouTube series. The show focuses on community, lifestyle, and real estate, giving Jeanine a chance to showcase local businesses and build relationships with referral partners. “It’s not just about real estate — it’s about connecting with the community and creating lasting partnerships,” she explains. By relaunching the show and expanding her YouTube channel, she plans to position herself as both a trusted mortgage expert and a community leader.
Cynthia Baker: Cynthia’s primary focus for 2025 is on creating engaging reels and expanding her outreach through financial literacy workshops for high school students. “Every day, I try pushing myself more outside of my comfort zone,” she says about creating videos. “I do think reels reach more people, so I’m going to continue with that.” But she also wants to make an impact beyond social media by teaching young adults about credit. “If we reach them early, we can help them avoid credit pitfalls,” she says. Through 30-minute workshops at local schools, Cynthia hopes to educate teens on saving and credit management to help them become financially responsible homebuyers in the future.
“When I had to take traditional headshots, I said, ‘I don’t want to be like everybody else.’ I told an artist, ‘Just draw me!’ That’s when people started calling me ‘the cartoon lady,’ and I realized I had found my brand.”
Closing Reflection
The mortgage industry’s digital evolution may have introduced new challenges, but if there’s one thing we can learn from women like Kiesha McFadden, Jeanine Robbins, and Cynthia Baker, it’s that grit and determination don’t have an expiration date. The same tenacity that helped them carve out space in a male-dominated industry has fueled their ability to adapt, innovate, and thrive in today’s fast-paced digital world. Their stories remind us that growth doesn’t mean abandoning our roots — it’s about leveraging the lessons we’ve learned along the way to power forward.
For veteran women who’ve been in the trenches since the early 2000s, navigating rejection, bias, and late nights closing deals, this is your moment. The shift to personal branding, video marketing, and CRMs isn’t about reinventing who you are. It’s about amplifying the strength you already possess and applying it to new tools that connect with today’s borrowers. You’ve been breaking barriers since the beginning, and there’s no challenge ahead that you can’t overcome.
Remember, it’s not about being perfect or mastering everything overnight. It’s about showing up — authentically, unapologetically, and with the same resilience that got you here. As you step into the future, know that you’re not alone. The women who’ve thrived in this industry are just like you — proving every day that grit is timeless, and determination is the driving force that turns challenges into success. The digital revolution isn’t the end of an era — it’s a new chapter waiting for you to write it. n
Lorraine Giron is the founder of Standout Mortgage Marketing.
The mortgage industry has undergone a seismic shift in the past two decades, transforming from a world of cold calls, face-to-face meetings, and physical documents to digital platforms, social media marketing, and online engagement. For women like Kiesha McFadden, Jeanine Robbins, and Cynthia Baker, each of whom entered the industry when it was largely male-dominated and often offered a culture that resembled the 2000 film, Boiler Room, this new era offers both challenges and opportunities. Their journeys are marked by grit, determination, and a willingness to adapt — an inspiring roadmap for veteran women seeking to thrive in today’s digital mortgage landscape.
The early days for women in the mortgage industry often meant breaking into male-dominated environments and proving themselves.
Kiesha McFadden (The Mortgage Chick, NMLS 198458) began her career unexpectedly in November 2000. “I was selling vacuum cleaners door-to-door,” she recalls, laughing at the memory. “One day, a friend saw an ad in the Phoenix New Times that said, “Make good money … Cash fast finance.”
“I didn’t know what it was, but I went to this beautiful building on Camelback and 24th Street. I interviewed, and the guy was like, ‘Let me teach you how to do mortgages,’ and I’ve been doing them since.” The men who taught her how to do mortgages, Andy Jacob and Hal Jolly, were brokers with whom she worked for many years.
Jeanine Robbins (The Loan Angel, NMLS 198078) didn’t set out to become a mortgage professional. “When I got my real estate license, I actually used it to sell timeshare,” Jeanine recalls, “I got a very good understanding on sales because they’re so hardcore, but at the end of the day, I thought I was going to go to time share hell because of the way the sales and antics are.” Although Jeanine had her real estate license, being a realtor didn’t catch her interest. “Instead of becoming a realtor, I liked numbers, so I thought, ‘Let me try mortgages.’ ”
It turned out she was very good at mortgages and within nine months Ameriquest made her a branch manager in 2001 with nine male colleagues. “I had all these men in a male-driven industry, so it was very tough, but I learned,” she says. “I sacrificed as a woman and as a mom because I had to work so many hours … And being not just a woman, but a black woman, I felt I needed to be better, more knowledgeable, sell more, everything more.”
Cynthia Baker (NMLS 56202) found her way into the mortgage world by happenstance. “I got here by accident. I started at a company in car finance. It was like a, ‘Buy here, pay here’ type of institution and so that’s kind of how I started in credit. Reading credit was very fascinating to me; you learn a lot about people when you see their credit … I had several sales managers that I had a good relationship with and one of them went to a mortgage company and they took me with them. So, I started in management in that similar role but on the mortgage side and worked for a broker for many years.”
But like many women in the industry, she encountered challenges navigating the male-driven industry “I started in 1999, and I worked in a broker shop … and that was a time when it was the good old boys club. Being a woman in the Mortgage Industry was not easy.”
As the mortgage industry evolved, personal branding emerged as a key strategy for distinguishing oneself from the competition.
Kiesha McFadden: “The idea for ‘The Mortgage Chick’ came naturally,” Kiesha McFadden recalls. “I used to tell people, ‘I’m the mortgage chick, call me!’ and it just stuck.” What began as a casual nickname quickly felt like a perfect fit for her vibrant, authentic approach to the mortgage business. When a colleague dismissed the idea as, “Too much,” Kiesha leaned into her instincts. “I said, ‘Nope, I’m doing this,’ ” she remembers. She created a logo, secured the LLC, and copyrighted the name. “I wanted something people would remember.” Today, ‘The Mortgage Chick’ is more than a brand — it’s a reflection of Kiesha’s confidence and her belief that standing out means owning who you are.
“I used to tell people, ‘I’m the mortgage chick, call me!’ and it just stuck.”
Jeanine Robbins: Around 2008, during the housing crash, loans were notoriously difficult, and many borrowers faced significant obstacles. Jeanine found herself consistently working on a series of challenging loans for a key referral client. “When I had my branch at Geneva, I had a group of clients, referral partners, and a lot of those loans were hard,” she explains. After successfully closing another tough loan, the client told her, “You know, you’re just a loan angel. I’m just going to start calling you ‘The Loan Angel.’ ”
The nickname stuck, and Jeanine carried it with her. But it wasn’t until 2019 that she truly understood the power of personal branding. “That’s when I put ‘The Loan Angel’ on everything, and I’ve really pushed it hard these last couple of years,” she says. Today, the brand represents not only her ability to tackle difficult deals but her dedication to guiding clients through the complexities of homeownership with persistence and care.
Cynthia Baker: Her unique identity as “The Cartoon Lady” emerged from her decision to break away from conventional marketing. “I don’t like being like everybody else. I hate the whole posed picture,” she explains. When she was pushed to take traditional headshots, Cynthia chose a different route. “I hired an artist, and I told her, ‘I just want you to draw me. I don’t know what it’s going to look like, and I don’t know how I’m going to use it.’”
The response was overwhelming. “I got such a huge response out of it, that I was like, okay, I just need to run with this.” Over time, people began recognizing her by the playful image, referring to her as “the cartoon lady” when they couldn’t recall her name. Though unofficial, the nickname has become part of her recognizable presence, reinforcing her belief that creativity and authenticity can set you apart in powerful ways.
For years, companies prioritized corporate branding over individual loan officers’ identities. But as personal branding proved to drive business, many companies began supporting their MLOs.
Jeanine Robbins: Jeanine has seen a clear shift in how mortgage companies approach personal branding, and she credits much of that progress to supportive leadership at her company. “I wasn’t always supported,” she admits, reflecting on past experiences where promoting herself was not encouraged. But at Geneva Financial, that changed. “James [Polinori] is amazing. He provided the tools I needed to grow my brand, and I’m grateful for that support.” Jeanine believes that companies now recognize the value in loan officers building personal brands that connect with consumers on a deeper level. “It’s not just about the company anymore — it’s about giving loan officers the tools to stand out and be seen as individuals,” she says, emphasizing the importance of this shift in helping professionals stay relevant in a digital-first world.
Cynthia Baker: Cynthia has experienced firsthand how the industry’s approach to personal branding has evolved. “I was always promoting the company, and when I left, nobody knew who I was,” she recalls, reflecting on an earlier time when loan officers weren’t encouraged to prioritize their own brands. Now, she sees companies like Geneva Financial embracing the shift and providing better support. “We got lucky with James [Polinori] because until he came, I was really clueless,” she admits. “I was doing my own research.” Cynthia appreciates the tools now available, but she believes that companies are following Geneva’s lead. “They give you the tools, and it’s like, ‘Go out and get us some business.’ ” For Cynthia, this shift empowers loan officers to build something lasting—something that can follow them wherever they go.
Kiesha McFadden: For Kiesha, promoting her personal brand is non-negotiable, even when faced with resistance from employers who pushed her to prioritize corporate branding over her own. “I’m the one that has a following. I’m the one that worked to get my following,” Kiesha says, emphasizing the importance of self-sufficiency. When companies offered to take over aspects of her branding, she politely declined, knowing her capabilities and believing their resources were better spent on loan officers who needed the support. “I’m not costing you any money. I’m not asking for your marketing. This is something I’m doing,” she explains. With full control over her brand as “The Mortgage Chick,” Kiesha ensures that no matter where she goes, her identity and success are fully hers to carry forward.
As marketing shifted to digital platforms, video content and social media became essential for staying visible. Kiesha, Jeanine, and Cynthia share some insight into their journey including their challenges and successes.
Kiesha McFadden: For Kiesha, social media has become a driving force behind her success, helping her generate a steady flow of leads and loan applications. “Probably 90% of my business comes from social media,” she says, emphasizing the power of her online presence. Of the leads she receives, about “60% [are] consumer direct” from social media, while the remaining “40%” come from referrals, mostly through realtors. Many of her consumer direct leads reach out through her posts and “slide into [her] DMs,” whether they see a testimonial, an educational post, or a personal story.
Kiesha’s ability to mix personal and professional content is key to her success, allowing her to connect with clients on a deeper level while remaining top of mind. “You have to let people know you’re human,” she explains. To do this, Kiesha posts about her involvement in community and philanthropic events and supporting her daughter’s dance performances. “It’s not just about the loan — it’s about showing people you care,” she says. She also stays engaged with her past clients by liking, commenting, and congratulating them on life milestones, ensuring she is a constant, trusted presence in their lives. By thoughtfully weaving in these aspects of her life, Kiesha ensures that her social media presence is warm, relatable, and engaging. Her content reflects her belief that business isn’t just about transactions — it’s about creating genuine, lasting relationships.
Jeanine Robbins: For Jeanine, social media and video marketing have been both a challenge and a game changer. “In the beginning, I wasn’t comfortable in front of the camera,” she admits. “But now, I just do it.” Despite her progress, Jeanine found the process of creating and posting content herself daunting and time-consuming. “If I didn’t have to do it at all, I wouldn’t,” she says. To help alleviate the burden and bring her vision to life, she hired expert videographers and a company specializing in video marketing and branding. “I have a specific vision of how I want my content to look,” she explains, and working with professionals allows her to ensure that vision is executed properly. By leaving the heavy lifting — like editing, branding consistency, and strategic posting — to experts, Jeanine can focus on building relationships with clients and referral partners. Her YouTube series, American Dream TV, which highlights local businesses and real estate, has been a key component of her strategy. “It’s been a game changer,” she emphasizes. Through consistent, professionally produced content, she has built credibility and positioned herself as a trusted community expert. “You have to show up regularly — whether it’s social media or video content — because the more you do, the more you’re seen.” By combining her authentic community focus with professional support, Jeanine has created a digital presence that continues to expand her network and business.
“I sacrificed as a woman and as a mom because I had to work so many hours … and being not just a woman, but a Black woman, I felt I needed to be better, more knowledgeable — sell more, everything more.”
Cynthia Baker: Cynthia approaches social media and video marketing with a mix of caution and determination. “Every day, I try pushing myself more outside of my comfort zone,” she says, acknowledging that being in front of the camera hasn’t come naturally. “It’s back to this confidence thing with my face on the video,” she admits, but she’s found some success with faceless video content but admits creating faceless videos can be time consuming. Another social media obstacle for Cynthia was posting content that engages and connects in a personal way. “I don’t like to share things related to my family; it’s a security thing,” she explains. But she found a new way to connect when she began posting pictures of her clients’ closings and celebrating their achievements. “I take pictures at closings and post them. Clients love it because they get to share their accomplishments without feeling like they’re bragging.” The shift in focus paid off, with clients asking, “Are we going to get our picture taken? Are you going to post it?” Cynthia believes this strategy resonates because, “most people don’t feel comfortable bragging about themselves, so me bragging for them is great.” By shining the spotlight on her clients, Cynthia discovered an authentic way to engage her audience and grow her business.
When asked what social media platform has performed the best for her, Cynthia explains that she has found the most success on Facebook, a platform that aligns perfectly with her target audience. “Facebook’s probably my strongest,” she explains, crediting the multigenerational connections it facilitates. “I don’t think the younger generations are on Facebook, but their parents are, and their grandma is, and they are the ones telling the younger kids to call me.” Recently, she’s also gained traction on TikTok, though she’s still testing its effectiveness.
CRMs are valuable tools for managing relationships, but they come with a learning curve and time challenges for many veteran professionals. For seasoned mortgage professionals like Kiesha McFadden, Jeanine Robbins, and Cynthia Baker, balancing face-to-face client work with the intricacies of CRM systems has been an ongoing challenge. While they agree on the importance of CRMs, each woman has approached integrating them differently, depending on time constraints, cost, and their existing workflow.
Kiesha McFadden: Prefers personal interactions but carefully evaluates time and cost when adopting new tools. “Operating in a smaller shop where I cover all my expenses, I prioritize tools that offer a clear return on investment. If I’m not using it enough, it’s got to be worth it to me.”
Jeanine Robbins: Relies on her assistant and Geneva’s marketing team for CRM management. “I’m not the greatest with any of that, but it’s been helpful for client follow-up and automating key processes.”
Cynthia Baker: Uses Surefire by Top of Mind and manages it hands-on. “I’m learning as I go, but the personalized campaigns have been effective. I don’t send something every day — when you get something from me, it’s going to be important.” However, she admits the learning process isn’t always smooth. Recently, she struggled to include a video in an email campaign, describing the frustration of not finding the “how-to” resources quickly. “I couldn’t find anything, and trying to get assistance when I needed it was frustrating,” she says, acknowledging that mastering CRMs comes with trial and error.
Looking ahead, each woman has a clear plan for growth, blending professional outreach, personal branding, and community involvement to adapt to the evolving industry.
Kiesha McFadden: Kiesha is ready to re-enter the video marketing space after putting it on pause in 2024. “I put video on hold because I had to handle some personal matters,” she explains, but she’s determined to make it a priority in 2025. Her plan includes ramping up her presence on platforms beyond Facebook and Instagram, especially LinkedIn. “I’m starting to see the potential in LinkedIn, and I want to learn more about how users engage with content there,” she says. By combining video content with new platform exploration, Kiesha aims to broaden her influence and reach.
Jeanine Robbins: For Jeanine, 2025 is about expanding her video presence and reigniting her passion project, American Dream TV. “I took a little pause, but I’m trying to come back by March,” she says, referring to her YouTube series. The show focuses on community, lifestyle, and real estate, giving Jeanine a chance to showcase local businesses and build relationships with referral partners. “It’s not just about real estate — it’s about connecting with the community and creating lasting partnerships,” she explains. By relaunching the show and expanding her YouTube channel, she plans to position herself as both a trusted mortgage expert and a community leader.
Cynthia Baker: Cynthia’s primary focus for 2025 is on creating engaging reels and expanding her outreach through financial literacy workshops for high school students. “Every day, I try pushing myself more outside of my comfort zone,” she says about creating videos. “I do think reels reach more people, so I’m going to continue with that.” But she also wants to make an impact beyond social media by teaching young adults about credit. “If we reach them early, we can help them avoid credit pitfalls,” she says. Through 30-minute workshops at local schools, Cynthia hopes to educate teens on saving and credit management to help them become financially responsible homebuyers in the future.
“When I had to take traditional headshots, I said, ‘I don’t want to be like everybody else.’ I told an artist, ‘Just draw me!’ That’s when people started calling me ‘the cartoon lady,’ and I realized I had found my brand.”
Closing Reflection
The mortgage industry’s digital evolution may have introduced new challenges, but if there’s one thing we can learn from women like Kiesha McFadden, Jeanine Robbins, and Cynthia Baker, it’s that grit and determination don’t have an expiration date. The same tenacity that helped them carve out space in a male-dominated industry has fueled their ability to adapt, innovate, and thrive in today’s fast-paced digital world. Their stories remind us that growth doesn’t mean abandoning our roots — it’s about leveraging the lessons we’ve learned along the way to power forward.
For veteran women who’ve been in the trenches since the early 2000s, navigating rejection, bias, and late nights closing deals, this is your moment. The shift to personal branding, video marketing, and CRMs isn’t about reinventing who you are. It’s about amplifying the strength you already possess and applying it to new tools that connect with today’s borrowers. You’ve been breaking barriers since the beginning, and there’s no challenge ahead that you can’t overcome.
Remember, it’s not about being perfect or mastering everything overnight. It’s about showing up — authentically, unapologetically, and with the same resilience that got you here. As you step into the future, know that you’re not alone. The women who’ve thrived in this industry are just like you — proving every day that grit is timeless, and determination is the driving force that turns challenges into success. The digital revolution isn’t the end of an era — it’s a new chapter waiting for you to write it. n
Lorraine Giron is the founder of Standout Mortgage Marketing.
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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