a new model for mortgage media.
A Las Vegas mortgage branch became an incubator for what Fairway could build next: a media house, a healthier team & a more personal connection with borrowers and real estate partners.
Bring the production inside.
Experience with real estate brands—from Sotheby’s to Compass—led to a seat on the other side of escrow. Mortgage lenders’ relationships with agents were already a powerful foundation. The opportunity was to give those relationships a stronger voice through media.
First came the buy-in: show Fairway what an in-house media operation could make possible. Brand concepts, early identity work and a practical production strategy made the idea tangible. The capability was taking shape before the pandemic changed the way everyone worked.
A 12,000-square-foot building became a media house: production and podcast capabilities, an in-house workflow and a team learning to create with confidence. Operations were restructured alongside the creative work, creating more room for collaboration with partners.
When COVID disrupted conventional production, that foundation was already in place. Las Vegas became an incubator for supporting Fairway’s wider lender network through media, team development and new ways of working.
Then the world changed.
When COVID disrupted conventional production, the branch already had a foundation to build on. I helped shift the work toward remote content and virtual experiences so the team could keep communicating with borrowers and real estate partners.
That work also included distribution strategy for Fairway’s “Feel at Home” commercial—connecting the national brand story with the people sharing it.
Before the pandemicEarn buy-in. Establish in-house capability.
March 2020 onwardAdapt production. Keep the relationships active.
Meet the Loan Racer.
Clay’s enthusiasm for racing gave us a starting point for his own brand. I developed the character, identity and livery concepts around that personality, creating a story that could move from the camera to the track.
One lender. A distinct identity. Original stories grounded in something he actually loved.
A brand with familiar faces.
The team was at the center of the work. Portraits, on-camera coaching and hands-on production helped lenders show up as themselves and become more confident creating their own content.
Inside the branch, an onsite gym, wellness programming and weekly physical therapy supported the people doing that work. Training, shared experiences and a little friendly competition became part of daily life.
Lenders with a story.
A team able to tell it.
The Las Vegas branch became an incubator for a more personal approach to mortgage media: individual brands, original content and the capability to produce it in-house.
The broader opportunity was to explore how that approach could support Fairway’s network of more than 4,000 lenders.
Production and podcast capability, supported by workflows and hands-on coaching.
A recognizable personal brand through the Loan Racer.
A workplace that connected media, team development and community.
Work for Fairway Independent Mortgage Corporation, 2019–2022. Original campaign branding retained.
