“In today’s world you have to be creative and fully aware of the changing market to win,” says Bill Pendley, branch manager of Union Home Mortgage in Chicago. “Somebody who isn’t a hunter or isn’t fully committed will not succeed in this market. My ambition and motivation have increased because of the competitive nature of the current market.”

“It takes me back to my days as an athlete. I love competition,” he adds.

Like in many areas of real estate, the mortgage industry has seen significant transformations over the last half-decade due to the COVID pandemic and shifts in the housing market, almost every aspect of the industry and environment have changed, and quickly. Over the past year in particular, Bill has changed with it.

“Earlier this year there were some major changes in the industry and at my former company,” says Bill. “Previously, I was working as a solo loan officer under a branch and regional manager. Ultimately, the changing market led me to align myself with a few other top producers who joined forces with Union Home Mortgage.”

At Union Home Mortgage (UHM), Bill is now tasked with building “a company within a company.” His long-term vision is to continue to grow his brand along with the company’s through creative ways. To do so, he’s taking a page out of many agents’ playbooks, turning to content creation and today’s media and social media outlets. 

He started an educational video podcast called Loans and Drones (filmed and edited by Visual Filmworks), in which he speaks to real estate agents and entrepreneurs about their businesses and where they draw inspiration, and showcases what they are doing to bring about their success. After just thirteen episodes, he’s already seen a positive impact on his personal profile and his business.

“It’s been a big success so far for not only my business, but for the REALTORSⓇ featured,” he says. “In fact, one of the agents I interviewed received a $700,000 listing from one Instagram reel clipped from the podcast.”

Through his podcast, social media promotion, and other media formats, Bill emphasizes what differentiates UHM from other mortgage lenders, such as their speed and efficiency, but most importantly, their customer-first culture. 

“We value integrity and doing things the right way when it comes to mortgages,” says Bill. “We are known as a very reputable servicer. Our staff honors their word, hence our slogan, ‘promises are kept.’ With us, clients do not have to worry about their loans closing on time.”

UHM’s hottest offering is a five-day bridge loan. With this service, clients can get funds from their current home’s equity to purchase a new home in just five days. Bill says this unique service has raised eyebrows across the industry, and that it is just one example of how they aim to disrupt lending.

When not creating content or serving his team, Bill is an active and proud family man. He and his wife, Laura, just welcomed their new daughter, Gianna (GiGi) a year ago. She and her big sister, Jordan, give Bill extra motivation to prioritize family time.

“Being a girl dad is the best,” declares Bill. “I’m very intentional about my weekly daddy-daughter dates with my four-year-old.” On most nights after dinner, you’ll find the whole family out walking together, looking for frogs, catching fireflies, and talking about the moon.

Looking forward, Bill aims to continue his media development, expand his team, and leverage his network to benefit both his company and their strategic real estate partners. Mutually helpful relationships are a key part of his vision.

“The goal this year is to continue to build more referral partners as well as a team of like-minded individuals who concentrate on media production that compliments business development,” says Bill.  

“My vision for the next several years is to build a media-driven branch that will allow loan consultants and REALTORSⓇ alike to co-brand together,” he adds. “Ultimately, I would love to have a space where local REALTORSⓇ and loan consultants can come together for media creation, continuing education classes, socializing, and collaborative learning.”

To that end, Bill is using his tech knowledge to efficiently create and distribute reels and other social media content for REALTORSⓇ and other colleagues, as well as for his brand and company. “[After working together] REALTORSⓇ have appreciated that they didn’t have to spend hours behind the camera or computer,” says Bill.

Through it all, Bill is leaning on his competitive nature and background; he sees his experience in team sports gives him a real advantage.

“I was always a competitive athlete growing up,” he explains. “Sports teach you how to adapt and change with the circumstances. It instills mental toughness and how to get back up when you get knocked down. I’ve found that former athletes who work in this industry have an edge when it comes to adapting and closing a deal. But it’s integrity that will always make you a winner.”