Supporting broker community high on the priority list as Kind looks to drive change in the industry
The following article was written in association with Kind Lending.
Kind Lending is not an organization that does anything by half measures, and it’s on a mission to shake things up.
“We’re here to change the mortgage industry with the best technology but more importantly the best people,” said Delfino Aguilar, chief production officer – TPO. “The human element is extremely important. We all strive to make a living, but there’s another currency: kindness.”
Providing a great service and unparallelled offerings to broker partners while fostering the best culture possible is key, Aguilar noted. No matter the background noise, prioritizing relationships was foundational to its beginnings and remains a driving force in its evolution.
Kind is always listening
While it’s always fun to mingle at a happy hour and partake in some informal conversation, Kind hosts multiple broker roundtables nationwide to take a deep dive into how it can support brokers better. And it doesn’t stop there: team members, account executives, internal customers, anybody whose path crosses Kind’s is encouraged to speak up.
“There are no egos here — that’s core to who we are,” Aguilar stressed. “We believe in servant leadership. We want to improve. We want people to be confident that if they make suggestions, we’ll execute on them.”
A large-scale example of this is Kind’s pod structure, developed because brokers kept telling the lender they preferred to work with the same people for every loan. Having the same team of underwriters, conditions coordinators, and account executives “makes the relationship piece even stickier,” Aguilar said, and builds that all-important trust component as well.
While it’s easy to send a text or email than pick up the phone, Kind doesn’t underestimate the power of the human touch. One phone call is often able to resolve situations that would take 20 emails to see any movement on. Kind’s underwriters make it a point to be accessible for any questions, so call them any time — they’ll call back the same day.
“Here I go again with the relationship piece, but we want to build those bonds because people do business with people they like and trust,” Aguilar explained, pointing to the development of the Kwikie (Broker Portal) Processor Certification as another example of Kind’s efforts to establish connections with our brokers and their most important personnel.
Launching in November, the certification walks processors through the file flow of the Kwikie broker portal. They get to meet the operations team and account managers — those who are helping them behind the scenes every single day — and learn about best practices.
“They get a certificate at the end, and we, of course, ask for their feedback as well,” Aguilar said. “The training really magnifies how you can use our technology with that human touch to make sure your loans close on time and as effectively and efficiently as possible.”
Technology top of mind at Kind
Kind has a reputation for pushing innovative technologies, and it’s well-earned. When Kind built its Kwikie portal — “Our tagline is ‘Happy Beginnings and Happy Endings,’ we like to have fun here at Kind,” Aguilar said with a laugh — it was to address the consensus from stakeholders that there needed to be a tool that closed loans as quickly as possible but also allowed the end user to track the loan at every step.
Again, it’s about the communication piece, with the portal laying out the names and contact information of everybody who touches the loan, from opener to funder, and the final product solicited feedback from brokers on everything from overall flow to the granular details like placement of buttons. User experience is the root of Kind’s technology success.
“It’s easy for us to work with the broker and it’s transparent to them, which sets correct expectations for their borrowers and partners,” Aguilar said. “We couple technology with our human-centric approach to maximize the relationships we have with our customers.”
Kind also offers marketing specifically for brokers. With one click, they can access a wide range of content to leverage including non-branded flyers. All they have to do is add their information and it’s ready to go, a little value-add from the Kind team to help make the brokers’ lives easier.
“Working with us is simple and fast. If we reach a closing we’re all proud of, that helps brokers get more referrals and encourages them to bring more loans to us. That’s what our technology is all about.”
Technological advancement is as unavoidable as it is welcome, but Aguilar is quick to stress again that this is a people business. AI may mean answers at your fingertips, but nothing can replace a seasoned sales team like Kind’s, which boasts an average of 23 years of experience.
“I firmly believe every loan needs a voice at one point or another, and the AE’s voice is important because they’re in the field, boots on the ground, standing in front of customers,” Aguilar said, adding that his people don’t just “show up and throw up” product information, they become true partners.
“They know brokers’ kids’ birthdays and the specific market they’re in. They’ve been through many different environments; they’ve seen it all. Our vision is deeply rooted to continue to build the best-in-class technology, but never forget to have the face-to-face meeting — even a Zoom or Teams call — to keep that human touch front and centre as we grow this beautiful business.”
Celebrating achievements and opportunities
A growth mindset in any type of market is central to Kind’s forward-looking strategy, and its success hinges on working with others who have the same outlook. That was the impetus behind Kind’s Vibe event, where over 1,000 people gathered in Newport Beach in 2023 to hear industry experts discuss mindset, success, adversity, and finding ways to come out on top.
This year, Kind is doing it again with the 2nd Annual VIBE event, but this time at the Palms Casino in Las Vegas. The free Oct. 18 event is an open invitation to all mortgage brokers, but with over 800 people already registered, Aguilar urges brokers to sign up sooner than later. As rate relief rolls in and refis pick up, it’s time for brokers to ask themselves how they stand out from the competition so they’re best able to take advantage of market changes. Successful industry professionals will be there to share insight and advice, tying it all back to the right mindset. The difference mentality makes can’t be underestimated, and Aguilar’s own experience is a testament to its power.
With Kind, from the very beginning when he came aboard as its first salesperson, he recalls constantly hearing other lenders brag about their rankings. He also remembers the boldness in his reply, stating: “We’re the 462nd wholesale lender out there — for now.” Blazing up the list, Kind is proud to now sit at sixth but again Aguilar adds the caveat — for now.
“We’re continuing to move up, we’re not stopping,” he said. “Pricing, product, and technology are needed to compete, but they don’t make up for bad relationships. We want to grow the right way: organically, with the right team, the right product, the best technology mix, and always putting our broker partners first.”
