• Process and close loans quickly: This should be your company's product differentiation. How can you service clients better? How can you make their experience as pleasant as possible? Avoid the pitfalls of companies that wait to generate revenues in order to put the infrastructure in place. It can lead to failure in the long term. You must be prepared to service the clients and your loan officers.
• Pay commissions at market rate Don't be penny-wise and pound-foolish. Pay the market rate. There are few secrets in this industry and even fewer within a company. There is nothing better for the company's marketing effort than to have motivated loan officers.
• Live up to your word: Why is there is a need to lie or mislead? Pay the rate you negotiate. When most individuals in your organization receive a commission, they do not want to worry if their compensation arrangements will be honored.
• Create investor and creditor relationships: These are important but often not sufficiently nurtured. Investors and creditors are your company's lifeline. The key to a successful relationship with them is transparency. Are you willing to tell it like it is? Report what takes place. Avoid surprises -- it embarrasses all parties.
• Establish name recognition: All of the above points lead to name recognition. What is the market's perception of your company? What do external parties say? What do your employees tell their friends and others in the industry? If you play it fair, you likely will have a good name on the street.

Failure can occur unless all components are working toward the same goal with the same level of enthusiasm and commitment. A strong department can only compensate for a nonproducing department for so long before problems arise.

One thing must be certain: The company has to be bigger than the individuals.

Manuel V. Sicre is the president and CEO of BlueTrust Capital LLC in Miami. BlueTrust is a startup mortgage lender that received its charter in March 2005 and specializes in the underserved Hispanic market. Sicre has 31 years of experience in the banking industry and can be reached at (786) 206-6600 or msicre@bluetrustcapital.net.

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