What if the hardest moments of your childhood became the fire that fuels your greatness?
In the mortgage industry, we often get obsessed with the numbers, basis points, loan limits, and unit counts. But today, I want to introduce you to a Rainmaker whose numbers are impressive, but whose spirit is unbreakable.
I’m talking about William J. Gomez. At just 31 years old, this Tulsa-based loan officer is on pace to close 130 units for $30 million in volume this year. He is a father of two, a husband, and a rising star in the industry. But William didn’t get there by simply watching rate sheets. He got there by mastering personal branding for lender, a brand built not on flashy logos, but on “grounded positivity,” deep discipline, and a story that grabs your heart.
In this episode of the mortgage podcast, William breaks down how he turned poverty into purpose, why he jumps into freezing water every morning, and how he uses authentic connection to dominate his market.
Why is Personal Branding so Important for the Mortgage World?
We live in a commoditized world. Borrowers have endless options, and if you are competing solely on rate or product, you are fighting a losing battle. The only unique differentiator in your business is you.
William hit on a profound truth during our conversation: real estate agents and clients often send the referral to the loan officer they are thinking of right now. You might be the most skilled LO in your market, but if an agent had coffee with a competitor yesterday, or saw a competitor’s video this morning, you might lose the deal.
Personal branding for lenders is about solving the visibility problem. It is about staying top of mind not just through aggressive sales tactics, but through authentic connection. It creates a reputation that precedes you, allowing you to build trust at scale so that when the need for a mortgage arises, your name is the only one that comes to mind.
The “Why” Factor: Moving Beyond Rates and Products
Simon Sinek famously said, “Everyone knows what they do, fewer people know how to do it, and only the top people know why they do it.”
William’s brand is magnetic because his “Why” is rooted in deep, personal history. He shared a story that brought tears to my eyes. Born in Mexico, he recalls a moment at age five when he asked his mother for a slice of pizza. She had to tell him they couldn’t afford a single slice, not for him, but to share among a family of four. Shortly after, his mother left for the United States to build a better life, leaving William behind for three and a half years.
That sacrifice is the foundation of his work ethic. He isn’t just closing loans; he is honoring the sacrifice his mother made.
When you operate from that level of purpose, clients feel it. It builds an unshakable confidence in sales because you know you aren’t just selling debt, you are changing family legacies. If you want to elevate your brand, you have to stop talking about “great service” and start sharing your true “Why.”
4 Tips on How to Boost Personal Branding for Lenders
If you are ready to move from transactional to relational, here are the marketing strategies for mortgage loan officers that William uses to pace 130 units a year.
1. Turn Your Pain Into Purpose
Vulnerability is a superpower. Many loan officers try to present a polished, perfect image. William does the opposite—he shares his scars. By opening up about his upbringing and the poverty he overcame, he creates an instant human connection.
Your story doesn’t have to be tragic to be powerful. It just has to be real. Whether you are a military spouse, a former teacher, or someone who struggled to buy their first home, that story is your hook. People buy from humans, not corporations.
2. Adopt the “Platinum Rule”
We were all taught the Golden Rule: Treat others how you want to be treated. But William argues that in sales, this is a mistake. If you like short, direct conversations, you might treat a chatty client that way—and lose them.
Instead, William practices the Platinum Rule: Treat others how THEY want to be treated.
He shared an example of a 22-minute birthday call he made to a past client. His internal “efficiency brain” was screaming that he was wasting time. But he stayed present because that’s what the client needed. Later, the client texted him saying that call filled her cup and made her day. That is branding. Your brand is the emotional aftertaste you leave with people.
3. Make Discipline Your Identity
William is currently on a 683-day streak of cold plunging. Every morning, regardless of the weather, he gets into freezing water.
Why? He hates it. And that’s the point. (see tip #1, remember!?)
He says, “Discipline is doing things you hate like you love them.” This daily act has become a core part of his brand identity. People ask him about it constantly. It signals to partners and clients that he is consistent, resilient, and does the hard work even when he doesn’t feel like it. What is the “unrequired work” you are doing that signals your character?
4. Master Video Marketing (Even If You Hate It)
Video marketing for loan officers is non-negotiable in today’s market. But here is the secret: William hates filming content. He doesn’t wake up excited to stand in front of a camera.
He views content creation as a discipline, just like the cold plunge. He knows that consistency is the only path to becoming top of mind. He commits to the reps, knowing that over time, the results will compound. You don’t need to love social media; you just need to love the impact it has on your business.
You Don’t Have to Be a “Natural Marketer” to Build a Brand
I have administered over 2,500 archetype tests for mortgage professionals, and here is a shocking statistic: only 9% of people are natural Marketers.
Most loan officers feel uncomfortable promoting themselves. They feel like imposters. If that is you, you are in the majority. But William is proof that you don’t need to be a natural-born influencer to succeed at personal branding for lenders.
William didn’t start with a full studio. He started with a phone and a commitment to consistency. Now, he has a media team to help him edit. If you are just starting out and don’t have the budget for a team yet, you can leverage tools like AI for mortgage loan officers to help script videos and streamline content creation until you’re ready to hire help.
The key isn’t talent; it’s reps. William admitted that his first attempts at sharing his story were messy and emotional. But after telling it dozens of times, he learned how to deliver it in a way that connects. Give yourself permission to be imperfect, but don’t give yourself permission to be invisible.
Accelerating Your Brand Through Coaching and Accountability
William admits that for a long time, he consumed coaching content without fully committing. He was getting “trickle-down” coaching from his manager. It wasn’t until he put his own money on the line and joined a formal loan officer training program that his growth exploded.
He approached coaching like a fitness transformation. He wanted a “before and after” picture. He committed to doing 100% of the work—not 80%, not 20%. As a result, he won the MVP “Moon Man” award at GrowthCon in his first six months.
Accountability is the glue that holds your personal brand together. Whether it is a coach, a mentor, or a public streak like a cold plunge, you need something that forces you to show up on the days when motivation runs dry.
From Personal Branding for Lenders to Mortgage Leadership: The Next 100 Units
William is pacing 130 units, but his eyes are set on 240.
To bridge that gap, branding alone isn’t enough. It requires a shift from producer to leader to unlock the next level of mortgage business growth. It requires scaling your mortgage business by hiring the right team, trusting them to execute, and leading them with the same “Platinum Rule” he applies to clients.
William’s journey from a boy in Mexico dreaming of a slice of pizza to a top-producing Rainmaker is a testament to what is possible when you combine heart, grit, and strategy.
Are you ready to build a brand that creates a legacy?
If you are looking for the systems, the coaching, and the community to help you make that leap, we are here to help.
Top producers aren’t guessing. They’re coached, supported, and branded with intention.
If you’re ready to operate at that level 👉 Explore Catalyst and see how it can help you grow.
