Every client. Every time. No exceptions. No excuses.” He elaborated with, “You really can’t live any other way if you’re going to be in a retail lending environment … I think that the [industry] belief was that you really can’t give high touch service in a centralized model. Frankly nothing can be further from the truth because, at the end of the day, it’s really about how you how you treat a client, how responsive you are to that client.

The single biggest thing for us has always been culture, it’s always about taking care of our people. It’s simple, if we take care of our people our people will take care of our clients, our clients will take care of us. It’s a symbiotic relationship that works very very well.

All one has to do is take a look at the millennial generation and the way that they consume information and the way that they interact to realize that if we don’t embrace technology as an industry we are going to get left behind.

I can’t emphasize enough how important culture is, and the mindset and belief system of ‘every client, every time, no exceptions, no excuses.’

I think there’s a massive amount of opportunity… it’s just a matter of whether we look at it as opportunity or we look at it as challenges.

Bill Emerson’s transformative vision for mortgage banking is defined by technology—after all, he was right there at the start with Rocket Mortgage and then Quicken. His first priority in all things, however, is customer service. There are ‘no excuses’ for Bill Emerson when it comes to this key issue.
In one sense, his vision for achieving this manifests through enhancing culture—most famously through pithy aphorisms known as ‘Quickenisms’—and encouraging a positive, customer-focused outlook across an enterprise. He also envisions and encourages a mortgage process engineered from the back-end forward, considering the entire process from loan servicing through securitization and forward to customer experience, with the high-end goal of retaining customer satisfaction post application.
In one very important sense, Mr. Emerson embodies a key characteristic of the maverick—he understands that even the most established individual or industry has to change perspective at times. Part and parcel of this is looking at challenges as new opportunities for transformation. Emerson’s vision for the future of mortgage banking involves more outreach to college graduates, encouraging young people to embrace a career in mortgage banking rather than coming to it haphazardly.