Customer Acquisition : Consumer Direct ft. Ed Powell

Ed Powell, SVP & Licensed Regional Manager, Angel Oak Solutions | NMLS #407491

Customer acquisition in today’s mortgage market is no longer about volume alone—it’s about precision, trust, and meeting borrowers where they actually are. In this episode, we sit down with Ed Powell, Senior Vice President and Licensed Regional Manager at Angel Oak Solutions, to unpack what consumer direct lending really looks like when it’s done right.

Licensed across more than 25 states, Ed Powell has built a reputation for helping borrowers navigate complex financial situations with clarity and confidence. His approach centers on understanding the full picture of each client’s circumstances and aligning them with mortgage solutions that are realistic, responsible, and sustainable. In a market where many consumers believe homeownership is out of reach, Ed and his team focus on expanding access through thoughtful product design and disciplined execution.

Throughout the conversation, Ed shares how Angel Oak’s consumer direct strategy prioritizes long-term relationships over short-term transactions. By offering both traditional loan products and a robust portfolio suite of alternative programs, his team is able to serve borrowers who don’t always fit inside conventional lending boxes—without compromising on risk management or service quality. This includes self-employed borrowers, credit-challenged consumers, and those navigating non-traditional income structures.

We also explore how trust plays a critical role in consumer direct lending. Ed explains why clear communication, realistic expectations, and consistent follow-through are the real drivers of referral-based growth. Many Angel Oak clients don’t just close loans—they become advocates, referring friends and colleagues because of the experience they received.

This episode goes beyond surface-level marketing tactics and dives into what actually converts in today’s environment: listening, advising, and delivering outcomes that align with borrower goals. Whether you’re a lender looking to strengthen your consumer direct channel or an industry leader focused on sustainable growth, this conversation offers practical insight into customer acquisition that works in real life—not just on a slide deck.

Sponsors

Polly
Polly is a next-generation capital markets technology platform that modernizes pricing, lock, and hedging workflows for mortgage lenders.
https://www.polly.io

Floify
Floify provides a secure, point-of-sale solution that improves the loan application experience for borrowers and increases efficiency for lenders.
https://www.floify.com

TrueWork
TrueWork delivers fast, accurate income and employment verification to help lenders reduce friction and close loans with confidence.
https://www.truework.com

FundingShield
FundingShield protects lenders from wire fraud, payoff fraud, and title risk through real-time transaction validation and compliance tools.
https://www.fundingshield.com