4 Ways the CMO Role Will Change by 2020

Adding more people to your call center won’t drive the kind of growth you’re seeking. And neither will bolting an out-of-the-box AI onto your existing workflows. That’s the mindset behind becoming a “10x lender,” and the idea that our Founder & CEO Joe Welu unpacked in a recent conversation with HousingWire’s Allison LaForgia.

That shift isn’t incremental. In this new, AI-enabled age, lenders have a real opportunity to do more than simply iterate on processes that have been in place for decades—they can reimagine the entire engine that’s powering their businesses. AI assistants can text, call, schedule meetings, and share information with tens of thousands of borrowers at once. Pair that scalability with the contextual data Total Expert already holds, and your outreach becomes hyper personal, always relevant, and perfectly synchronized with your customer’s financial journey.

For loan officers, that means less time clicking through screens and more time building relationships and educating consumers. This shift isn’t about automating away the work; it’s about elevating your teams’ ability to execute on every possible opportunity.

Most lenders approach AI the way they've approached every technology upgrade for the last two decades: find the part of the process that's slow and make it faster. Total Expert Founder and CEO Joe Welu says that mindset, while understandable, is holding the industry back from the outcomes AI actually makes possible.

In a recent conversation with HousingWire, Joe unpacked the mindset shift he's been sharing with lenders all year: stop optimizing the old process and start reimagining it from a blank canvas.

The problem with doing the same thing “faster"

For years, lending organizations have measured technology's value by a simple test: did it get people to log in and complete a task? New dashboards, new buttons, and new workflows all designed to change human behavior just enough to extract a little more efficiency from the same process.

The catch, Welu explains, is that this approach caps out at the limits of human behavior itself. A loan officer forgets to follow up. A call center rep runs out of time in the day. A relationship goes quiet not because anyone did anything wrong, but because relying on people to be perfect and predictable was never a sustainable strategy to begin with.

What breaks when the old ceiling stays in place

Joe used an analogy at the 2026 HousingWire AI Summit to capture the stakes: a farmer who just got a bigger, faster horse looks to the neighbor’s field and watches them ride by on a tractor. Incremental improvements, like faster horses, were the best option for decades. That's not the case anymore.

The risk isn't hypothetical. We still see lenders asking AI to slightly improve an existing workflow, rather than asking what their workflow should look like with AI built in from the start. And the lenders who are still chasing incremental improvements will find themselves outpaced by competitors who were willing to embrace a new mindset, a new strategy, and new era.  

Joe also highlighted that speed and speed alone will not set you apart. Context will be the critical differentiator in an AI-enabled world. Being the first one to engage a borrower is great, but only if you actually have something to talk about. Historically, a legacy database only knew what a person remembered to type into it. If that information wasn't captured, the system, and the loan officer, wouldn't be able to use it for the next conversation.

Context is king, and the mindset shift that gets you there

This is where Joe took the conversation from diagnosis to direction. Total Expert's Customer IQ continuously aggregates zero-, first-, and third-party data to create a complete financial profile and interaction history for every customer. This provides lending teams with the context they need at the exact moment it matters, whether that's to a loan officer having a conversation or an AI agent handling a task automatically.  

To put things in a perspective that everyone can understand, Joe drew a comparison to how streaming platforms already personalize recommendations based on what the user has watched or listened to previously—i.e., context. When that context is missing, it's obvious and often frustrating. He argues borrowers feel that same disconnect when their lender's outreach doesn't reflect where they actually are in their financial journey.

This level of change doesn't happen without friction. There will be individuals, teams, and even entire organizations that resist this shift. But leaders have to be clear-eyed about the realities of how our industry is evolving and, more importantly, how consumer expectations are driving that evolution.  

The reframe Joe’s pushing lenders toward is to stop measuring success by tasks completed, and start measuring it by the lifetime value of the customer relationship. He calls this “turning relationships into appreciating assets," where organizations never lose a customer and continually find new ways to add value to that relationship over time, rather than treating every interaction as a standalone transaction.

The takeaway

AI doesn't create value on its own. It creates value when it's grounded in real customer context, embedded in the actual workflow, and pointed at a bigger goal than getting a task done faster. For lenders willing to rethink the engine itself, Welu says the payoff isn't incremental. It's the same seismic shift that farmers experienced when they realized that even the slowest tractor was more efficient than the fastest horse.

The best leads aren't always new leads. In fact, they're hiding in the database every loan officer already has, waiting to be noticed.

That's the insight USA Mortgage discovered when they partnered with Total Expert to transform how their originators identify, nurture, and convert past customers into new opportunities. The result? ~$60 million in funded loan volume in just six months, plus another $175 million in pipeline.

But here's what's really interesting: the technology wasn't the bottleneck. It was the process.

The problem: leads disappearing in the middle

Walk into any mortgage lender, and you'll find the same story. Loan officers are smart, they work hard, and they have plenty of leads coming in from multiple sources: referral partners, purchased leads from Zillow and LendingTree, and their own past customers.

But somewhere between the lead arrival and the follow-up, opportunities vanish.

USA Mortgage's VP of Sales and Customer Experience, Alec Picinich, described the friction this way:

"We had strong loan officers and plenty of lead activity, but the handoff was the issue. There was no uniform system in place. Most producers had their own system—reminder-based inbox notifications, spreadsheets, personal call lists. The lack of centralization was the biggest issue. The gap was in the middle, where the opportunities kind of just disappeared."

All those disconnected systems led to inconsistent follow-up and limited visibility into what was working and what wasn't. And with no way to nurture borrowers who weren't quite ready today but might be ready next month, those opportunities got buried deeper and deeper under waves of new leads.

The result was predictable: lost deals, confused teams, and a corporate support function with limited ways to help scale best practices across the organization.

The Solution: one source of truth

Rather than layering on more tools, USA Mortgage decided to consolidate. They brought all their leads from referral partners, purchased sources, and past customers into a single unified platform: Total Expert's Lead Management.

But consolidation was just the first step toward preventing leads from slipping through the cracks. The real shift came when they connected three capabilities:

1. Customer IQ: identifying opportunities in your existing database

Most loan officers don't excel at proactively reaching out to past customers. They're focused on today's purchase business, and without a system to surface opportunities, past borrowers fade into the background.

Customer IQ changes that. It's a contextual data system that continuously monitors and enriches every contact record in your database. When a borrower experiences a life or market event that creates an opportunity such as a rate drop (refinance window), a credit inquiry from another lender, a debt threshold crossed, a marriage or divorce, Customer IQ spots it and brings it to your team’s attention.

At USA Mortgage, this meant monitoring 190,000 customers and turning insights into action. In just six months (January–June 2024), those customers generated:

• ~$60 million in funded volume

• $175 million in application pipeline (with expected 80% funding conversion)

That's an opportunity that was already sitting there; it just needed to be seen.

2. Lead Management: centralized workflow and accountability

With Customer IQ surfacing opportunities, USA Mortgage needed a system where loan officers could manage those leads the same way they manage purchased or referral partner leads.

Lead Management provided:

• A single source of truth for all leads (past customers, referral partners, purchased leads)

• Clear visibility into lead stage and action items

• Consistent routing based on originator or branch

• Automated nurture campaigns for borrowers who weren't ready yet

• Compliance controls to ensure messaging is consistent and compliant

Suddenly, loan officers could answer three simple questions about every opportunity: Who is the lead? What do they need? Why is the opportunity present right now?

That context—that "why"—changes everything. It's the difference between a cold check-in call and a conversation-ready outreach.

3. AI Sales Assistant: outreach on demand & at scale

Even with a unified system and better intelligence, loan officers still can't personally call every past customer when the market shifts. If rates drop and 1,000 borrowers become in-the-money for a refi, even the most efficient lending teams can't operationalize that in the two or three weeks when the market window is open.

Enter AI Sales Assistant, a human-like voice AI that’s powered by Customer IQ’s contextual data and trained on real-world mortgage conversations so it can answer questions, navigate borrower objections, and qualify opportunities.

AI Sales Assistant acts as an extension of lending teams by:

• Initiating outreach to all qualified past customers (potentially in a single day)

• Personalizing the conversation based on the borrower's situation, previous transaction, and estimated savings

• Handling objections gracefully (Alec shared the story of a borrower who said "I'm feeling sick, not a good time.” AI Sales Assistant responded with empathy and offered to schedule with the loan officer later, which the borrower accepted)

• Offering warm transfers to the loan officer for borrowers ready to talk

• Scheduling meetings on the originator's calendar for qualified leads

This allows loan officers to focus their time on high-quality conversations with informed borrowers, not figuring out who to call or manually working through a database.

Real-world execution

One of USA Mortgage's senior regional VPs shared a success story that perfectly captures the shift:

An experienced loan officer received a credit inquiry alert for a past customer; someone she hadn't worked with in years. The borrower had lost the loan officer’s contact information. But thanks to the alert surfaced by Customer IQ, the loan officer reached out with context and relevance.

The result? A $400K pipeline boost with minimal effort from the loan officer.

This doesn't happen with a generic check-in call. It happens when the loan officer knows why they're calling and has the data to back it up so the outreach feels timely instead of transactional.

The bigger picture: human + AI operating model

What USA Mortgage discovered is that the future isn't human or AI. It's human + AI.

The loan officer remains the relationship owner and builder, the decision-maker, the one who earns trust. But now, they're equipped with:

• Intelligence about who to engage and why

• Automation handling the high-volume, time-sensitive outreach

• Consistency across the entire organization

• Tools that make their job easier, not harder

Three takeaways

If you're struggling with lead follow-up, originators working in silos, or deals slipping out the back door, here's what to focus on:

1. Strong lead management isn't just about speed—it's about long-term nurturing
Speed matters for converting hot leads, but most conversions happen in the follow-up. Build a nurturing strategy that keeps borrowers engaged from first touch through the next opportunity to serve.

2. Your database is your biggest opportunity; operationalize it like a referral partner lead

‍If you're not connecting data intelligence with lead management, you're leaving deals on the table. Treat past-customer insights with the same urgency and structure as a purchased lead or referral partner referral.

3. Build an enterprise strategy with human + AI models

‍Replace ad-hoc originator habits (spreadsheets, personal reminders, disconnected systems) with a unified, AI-assisted operating model. Consistency across your sales force is what unlocks scale.

Watch the full conversation

Hear how USA Mortgage is using Total Expert to solve their lead management challenges, develop a better understanding of their customers, and engage opportunities at scale.

Ready to explore how a human + AI operating model could transform your originator productivity and customer conversions?

Reach out to your Total Expert Customer Success Manager or book a demo with our team below!