Founders reveal the best practices that have led to continued growth even during the pandemic
The past two decades have been exciting for Oriana Financial Group of Canada, which has grown considerably since it was founded in 2000 by Brian Samuel, Mike Hall and David Hogg. The three executives – now respectively Oriana Financial’s president, vice president and director – recently shared the successful formula behind the company’s 5-Star Brokerage 2022 award from CMP.
Samuel recalled how he and the two co-founders left their banking roles to start their own brokerage. Since then, they have built a competent team of agents by recruiting focused and energetic professionals whose values are suited to Oriana Financial’s culture. Looking back, he said the journey had been great and they “applaud [the agents’] individual achievements,” which enabled the company and brand to gain depth.
To support its agents, Oriana Financial maintains a “universal open chat line” that makes problem solving easier. The company also offers educational support through the Coalition of Independent Mortgage Brokers of Canada and regular lender presentations, as well as accessible information on market trends and technology upgrades.
The company’s open-door policy had enabled its agents and brokers to thrive in the past year, said Hogg. “[Anyone] in the company can approach any one of the partners at any time. Our agents are all in communication with each other on a constant basis. We set up an email [account] so that we can do a group chat [and] whoever has some knowledge that might fit that person’s deal, we can respond. [It’s a] little easier than going through every rate sheet and every product sheet in order to get the answers that you need to place your deal.”
Oriana Financial also reinforced its best business practices, kept up with industry changes, and applied its Scarlett CRM technology to strengthen its relationships with clients. Hogg also noted the importance of lender relations in terms of ensuring “properly packaged details” and streamlined processes.
Considering how culture contributes to a company’s success, Hall said Oriana Financial created “incentives that allow agents to participate in the decision-making process. So, when they have input or skin [in] management decision making, they feel ownership, they take ownership, and then all of a sudden [the] brand becomes important to their name.”
Hall emphasized the company’s family-like atmosphere where people constantly advise and encourage one other, helping them overcome difficult situations. “[We’re] only as good as the weakest link [and] we do address that. We’re constantly counseling and coaching and supporting and encouraging. … [If a mortgage agent needs] help on the product side or technical side or human resource side, we’re there.”
Being an independent mortgage broker gave Oriana Financial the freedom to see the pandemic as an opportunity to better serve its clients, said Hall. Despite market disruption, the agents were able to adapt to lenders’ requirements and consumers’ anxiety. Best-in-class underwriting and strong industry relationships also brought satisfactory results, which kept the business buoyant in challenging times.
