How Deven Gillen Says Loan Officers Can Win With Personal Branding, Video, and Owned Audiences

A Different Kind of Mortgage Podcast

“Beyond the Guidelines” sets the tone right away. This is not a show about polished sales talk, flashy programs, or surface-level tips. It is built to spotlight the real people shaping real estate and mortgage today, including the struggles, the wins, and the decisions that actually move the needle.

In this episode, the host welcomes Deven Gillen, founder of Hova Digital, to talk about what loan officers are really up against right now and what’s working in a market where leads feel harder to come by. The conversation is practical, honest, and focused on a message many loan officers need to hear: you cannot outsource your identity.

Why “Hova” Exists and What It Stands For

Early in the episode, Deven shares the origin of the Hova Digital name and clears up the common misconception. It was not inspired by pop culture. It came from a desire to build a business rooted in faith and values, and to represent that in a brand that feels personal and purpose-driven.

That matters because it leads directly into Deven’s purpose statement, which frames the entire episode: helping mortgage professionals build their brand so they can help more families improve their financial health. In other words, marketing is not the end goal. It is a tool that supports real outcomes for real households.

The Slow Market Problem That’s Hitting Loan Officers Hard

Deven calls out three challenges he is seeing again and again.

First, getting leads is the obvious pain point. Second, staying in front of past clients is a massive blind spot. Many clients had a great experience with their loan officer, but five years pass and they simply forget the name. Not because they disliked working with you, but because you disappeared.

Third, building strong realtor partnerships is still a core driver of growth, but the old approach is failing. Generic “checking in” calls and template emails do not create real value.

As Deven Gillen explains on hovadigital.com, the loan officer who stays visible becomes the loan officer who gets the next deal, even if someone else did the last one perfectly.

Why Template Marketing Breaks Trust Instead of Building It

One of the strongest insights in the episode is about why customers unsubscribe. Not because they hate email. They hate generic email.

When a loan officer relies on stock campaigns that are sent to thousands of other people, the message feels irrelevant and impersonal. Buyers tune out. Partners tune out. Clients stop opening. And once they unsubscribe, your name disappears from their world.

That is why personal branding matters. You cannot build a real brand using the same templates as everyone else.

Video Is the Shortcut to Recognition

The episode makes a clear case for video, and it is not about being an influencer. It is about being recognizable.

Video puts your face, voice, and tone into your market consistently. That does something email text cannot do on its own. It creates familiarity. And familiarity creates trust.

There is also a key point about standing out. Even a small shift, like recording outside instead of the usual office background, can make someone stop scrolling. The “sea of sameness” is real, and small differences can create big separation.

As Deven Gillen shares on hovadigital.com, the loan officers who win with video are rarely the most polished. They are the most consistent and most helpful.

Own the Audience or Borrowed Platforms Will Burn You

The conversation also emphasizes a core principle: you do not own social media. You rent it.

Accounts get hacked. Platforms change reach. Algorithms shift. But an email list is an owned asset. When you have names and emails, you have continuity even when platforms change.

This is especially relevant as the industry talks more about consolidation, automation, and how AI will reshape consumer behavior. The loan officer with a personal brand and an owned audience is harder to replace.

The Simple Takeaway

If you are a loan officer trying to win in a slow market, this episode points to one clear strategy:

Be the familiar expert in your market.
That means consistent education, delivered through video, distributed through email, and backed by a brand you own.