Can you run a $60M mortgage business in a town of just 20,000 people? Tara Gonzalez can—and does.
In this episode of The Mortgage Rainmaker Podcast, we dive deep into the incredible journey of Tara Gonzalez, Branch Manager at Guild Mortgage in Elko, Nevada. From waiting tables at the iconic Star Hotel to managing a top-producing team and controlling 25–30% of her local market, Tara proves that heart, grit, and structure can outperform even the biggest competitors.
If you’re building a mortgage team in a small market—or want to scale your impact with more intention—this story is packed with the leadership and operational gold you need.
From Waitress to Mortgage Powerhouse: Tara’s Unconventional Journey
The “Beautiful Speed Bump”: Driving Force Behind Her Grit
Tara’s story starts with a twist: becoming a mom at 16. Instead of slowing her down, that life change gave her clarity, grit, and purpose. Her daughter became the reason she chased more—and later became one of her own loan officers.
14 Years at The Star Hotel: Masterclass in Customer Service
Tara credits her 14 years as a waitress at The Star Hotel for sharpening her service skills. Learning to manage expectations, build rapport, and read people laid the foundation for her success in real estate and mortgages.
Betting on Herself: The Leap into Commission-Based Work
After years of playing it safe, Tara made the leap—first into real estate, then into lending. It was a bold move, but one that allowed her to align her income with her hustle and impact.
Tips for Building a Successful Mortgage Team in a Small Town
Whether you’re in a big city or rural market, Tara’s insights on team building and systems are universally valuable:
Cultivate an Unshakable, Values-Driven Team Culture
Tara leads with heart. Her values—loyalty, grit, consistency—aren’t just spoken; they’re lived. This strong culture allowed her team to step up when she needed them most, even holding client leads while she grieved the loss of her mother.
Prioritize Trust-Building with Clients and Partners
In a small town, your reputation is everything. Tara built massive trust by showing up consistently, being transparent, and keeping her word—creating deep loyalty from both clients and builder partners.
Master Strategic Networking and Community Involvement
With only six builders in town, Tara maximized every relationship. She’s deeply embedded in the community, which gives her business staying power no marketing budget can buy.
Implement Strong SOPs and Structure for Efficiency
Tara doesn’t just work hard—she works smart. Her business runs on systems, structure, and standard operating procedures that create consistency and reduce chaos.
Build and Nurture Key Builder Relationships
Her business thrives on a few solid partnerships. By overdelivering and aligning on values, she’s become the go-to lender for builders in Elko.
Embrace Delegation and Simplify Operations
Tara delegates like a pro. She knows her role as a leader is to elevate others, not do it all herself.
Know Your Numbers and Control the Controllables
In unpredictable markets, Tara stays grounded by focusing on what she can control: her daily actions, her systems, and her service standards.
The Legacy of a Heart-Driven Leader for Your Mortgage Team
Tara’s story is more than impressive numbers—it’s a case study in servant leadership, resilience, and belief-driven growth. If you want to build a mortgage business that stands the test of time, start with your people, your principles, and your purpose.
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