It’s not every day you come across a mortgage industry expert driving a red Ferrari making motivational videos on Instagram.
For Albert “The Mortgage Guy” Preciado, this is just part of his personal brand—and ultimately what has made him stand out in an outdated industry.
Since 2005, Albert Preciado has originated more than $1 billion in residential loans, and closed more than 2,400 deals. He grew up in Los Angeles, speaks both English and Spanish, and at a young age set the goal for himself of becoming a successful entrepreneur (with a red Ferrari).
“It’s funny,” he said, “no mortgage lender drives a Ferrari. It’s just not traditional. But it’s always been a dream of mine because I’m really into cars. When my company started doing really well, and all my hard work had paid off, I bought my dream car. And then all of a sudden, I started getting more attention because people thought I was the cool mortgage guy. It has worked to my benefit, because it has allowed me to build relationships with a lot of other successful agents—as crazy as that might sound.”
But the car is just one of many things that make Preciado a unique case study. His personal brand encompasses so much more than just flashy material objects. He has built a massive social media following around his entrepreneurial spirit, mindset, and the way he shares his story with the world.
“Most mortgage companies are the same as they’ve been for years. The industry is extremely outdated,” he said. “Going to a bank and getting a mortgage isn’t a very exciting experience, even though it’s the American dream to own a home. If anything, it’s stressful. And the way they typically approach marketing this is through mailers and other old-school tactics. When I started The Mortgage Guys, I wanted to do the complete opposite. It should be a fun and simple process, not a stressful one.”
For Preciado, a significant amount of the business he generates comes through social media. Through just his own personal brand, he shared he receives at least one deal per day—just by someone messaging him directly.
“Social media can be so powerful, especially in my industry. It’s just not something a lot of people are doing yet—or doing well, I should say. And how I’ve been able to build such a great following is just by studying what works for other people. I watch a lot of the successful social media stars, learn from them and then try to apply similar tactics to my own content. And it works. The more attention you’re able to generate for yourself and your business, the more clients you’re going to get. It’s that simple,” he said.
For Preciado, this means sharing everything from motivational quotes to videos of him chatting with other massively successful industry peers like Grant Cardone. He uses social media to share what he has learned about both building a successful company, but also maintaining focus and drive as an entrepreneur—and as a result, people pay attention.
“You can’t be afraid to do something different,” he said. “Even going back to the beginning, when I named my company The Mortgage Guys, a lot of people told me not to. They said it didn’t sound professional enough, and anyone in the mortgage business needed to sound professional. But that’s not what I wanted. I didn’t want to be like everybody else. I wanted to stand out.”
By sharing his own unique story and perspective, and leveraging social media, Preciado has done exactly that. When it comes to mortgages, everybody knows they should call The Mortgage Guys.Opinions expressed here by Contributors are their own.