After over a decade in wholesale and correspondent lending, I made the leap to retail mortgage sales leadership in 2009. That decision set a series of transformations into motion.Here’s the journey:• 2009: Opened my first retail branch in Scottsdale, AZ.• 2010–2018: Expanded across Scottsdale, building a team that not only achieved Presidents Club 8 years in a row but made it the standard.• 2018: Took a deep dive into digital as the Director of Sales for Consumer Direct. That pivot to a digital-first approach redefined everything—from strategy to growth mindset.• 2018–2022: Partnered with an extraordinary leadership team, scaling production by 400% in just four years.• 2022: Made a bold move, joining New American Funding to establish TruView Lending. The goal? Growth and legacy.• 2023: Shifted focus as VP of Talent and Culture, blending consumer direct experience with retail strategies that truly serve loan officers.• 2024: Launched TruRetail—a platform combining personalized coaching, data management, sales support, and a retail leads system built to build authentic partnerships with realtors.About Me:I’m driven by a passion to connect with talented loan officers and unlock their potential. My mission is simple:Provide LOs with the resources, support, and insights they need to thrive.At TruRetail, we’ve built a culture where loan officers know they’re backed, inspired, and ready to chase ambitious goals. We’re here to help them achieve greatness.Our approach includes:• Personal Coaching• High-Quality Home Buyer Leads• Referral Source Development• Data Management Systems• Dedicated Sales SupportWhen LOs feel supported and have the right tools, they can confidently pursue their goals—and we’re here to make that happen.If you want to join Loan Officer Playbook: -> https://businessplaybook.kit.com/michelleLO Licensing: AZ LO-0914216 NMLS-247780