Action Mortgage Company Profile

o those of us who don't know the mortgage business, Loan Originators can all look alike. They all promise low rates and fast service. How, in a sea of hundreds of lenders promising to make your dreams come true, does one choose?

For Ann McGinley, co-owner of Action Mortgage in Santa Rosa, the answer is simple: Look for a mortgage broker who is less interested in short-term profits, and more interested in long-term relationships and doing what's right for the client. How do you find that broker? Well, just give her a call, because putting the customer first is the tenet around which Ann built her business.

Ann attended Santa Rosa Junior College, then went on to earn a BS in Economics with an emphasis in Money and Banking at Sonoma State University. Early in her career she went to work for a mortgage bank and later worked at a savings and loan company.

Several things stood out for Ann during these formative years. She loved the work. She found that she related and made connections with the people she was serving. While working for banking institutions, her job was to sell the bank's loan products whether or not the loans offered best suited her clients needs. Clients' options were limited at the banks and she wanted access to the widest array of loans available to serve each client's specific needs.

Multiple Loan Programs From Which to Choose
Action Mortgage was founded in 1989. Ann McGinley went to work for Action Mortgage in 1993 and purchased the company in 2000. She saw the opportunity to offer her clients a wide array of loan products and underwriting services, choosing from the best that each instutition had to offer.

"As a broker I have a lot more flexibility. I have multiple sources for loans so I'm sure to find the loan program, interest rate and underwriting niche that best fits each client." Giving clients a wider range of choices and options is just one facet in Ann's overall philosophy of business success through exemplary customer service.

Helping Customers Through a Complicated Process
"Customer service is a driving force for me," she said. "I want my clients to have the best experience possible as we guide them through a sometimes complicated process. I don't want clients to have any bad surprises."

Ann and her staff understand there are lots of mortgage brokers and loan officers out there. In order to stand out, they bring more to the table than just a couple of rates and a form to sign. They work to educate clients, preparing them for home ownership and teaching them to evaluate loan programs, rates and fees. Informed buyers make loan commitments they can honor.

Building Loyalty Through Honesty and Caring
"I work hard for my clients and my clients are faithful to me," she said. "They come back for their next loan because I take good care of them, they trust me and I'm honest. Sometimes honesty means telling them not to commit to a loan, even though I would make money if they did. I won't advise anyone to purchase or refinance if I don't think it's in their best interest."

That attitude of putting the client's interest ahead of the company's is what has earned Ann and her staff the reputation they enjoy today, as loan and mortgage brokers that can be counted on to provide honest, relevant information.

Action Mortgage has ten licensed loan officers. Ann takes great care in hiring, looking for agents who specialize in lending, have a caring personality and an ability to understand complex loan ratios and math and explain the concepts to others. She searches for agents who will put the customers' needs first.

Working Hard to Earn Your Trust
"If you come here, we'll serve you well," said Ann. "If we can't, or we don't have the right loan, we'll tell you instead of trying to force it to happen. Our focus is always: "Is it good for our customer? New customers say it's the first time they've completed a loan transaction without feeling like they were being taken advantage of or confused by the process. We're local, we're neutral, we work for the client."

As members of the Rotary Club, Ann and Action Mortgage co-owner Jennifer Hembd both donate time and money to local charities, community projects and scholarships. They plan to continue growing Action Mortgage at a sedate pace, keeping the level of service high.

"We build on quality, not quantity," said Ann. "Our motto is: We work to earn your trust. My biggest satisfaction comes from closing loans for my clients' children, siblings or parents. That's them saying to me: I trusted you in the past, I trust you now. I trust you with my children and with my parents. It doesn't get any better than that."



---Jim Brumm
Staff Writer
The Prime Buyer's Report