California Financial Group
Small Enough To Listen, Powerful Enough to Deliver
By Deborah Teramis Christian
"Respect does not come from a title on a card, but from the integrity and character one brings to the table. That is what builds a business," says Ron Perkins, founder of California Financial Group.
Indeed, neither his card nor those of the staff at this lending firm bear titles. At CFG the emphasis is on the needs of the borrower. This first begins by developing a deep understanding of each borrower's particular circumstances, ultimately forging a supportive personal connection. CFG is committed to find just the right loan for each borrower. When necessary, CFG creates tailored packages to meet borrowers' special needs, allowing borrowers to experience a smooth transaction and builders a timely close of escrow.
"I wanted to prove that this business could be done keeping the customer's best interests in the forefront at all times. And, in fact, we have. It's amazing when you take the time to consider a customer's total financial picture and find them a solution with their best interests in mind. The rest takes care of itself." - Ron Perkins, president (Photo courtesy of California Financial Group)
This people- and service-oriented approach is evident at a very personal level in CFG's business. When Ron's son was diagnosed with a rare bone marrow disorder in 2000, people in the company rallied to conduct business seamlessly in Ron's absence, enabling him to dedicate all of his time to caring for his son and finding a successful treatment. This extraordinarily supportive attitude is part of the culture at CFG, directly reflecting the company's high regard for the borrowers. "We treat the customer with the same priority and care we would give to our families. We take the profile of a customer and find the perfect loan to fit their needs, and then work to continue their financial success and happiness long after the loan closes."
Although CFG runs the most sophisticated technology in the business, they realize that borrowers don't fit in boxes. "There's no technology you can run where every single borrower will fit into set guidelines. There's always an exception." Larger banks easily become locked into technology-driven cookie-cutter processes for creating loans. Things are different at CFG. "We don't want to be so big we can't turn," says Ron. "We're small enough to listen, but powerful enough to deliver."
I suppose I'm pretty hard-driving. But it's because I can't accept mediocre performance on my part, or on the part of our partners. - Scott Charles Ivie, senior loan agent (Photo courtesy of California Financial Group)
My goal is to ensure that we service every client with professionalism and excellence. I want every client to experience the advantages of working with a major lender, but still receive the personal care of a local bank. - Kevin Bernal, branch manager (Photo courtesy of California Financial Group)
CFG maintains this model in part, because they operate as a complete one-stop service center for the entire loan process. "We handle everything right here. We originate the loan, and we make the underwriting decisions. We have products that enable us to tie the construction loan to the take-out loan which is a long-term loan that the borrower will live with for many years to come." CFG's parent company, Wholesale America, is the lending entity, funding all loans made through CFG, the original retail branch, as well as all other branches. Northpoint Financial Group is a branch that focuses on real estate investments in specific cashflow-generating properties. Wholesale America branches exist throughout California and are also located in many other states. The plan is to expand operations bicoastally, serving areas where the most construction market activity is taking place, as well as offering unified service for developers who work both coasts.
When considering how CFG can work well with architects, they explain "most people are unprepared for the construction loan process and what really goes in to building a house." In partnering with architects, CFG can then work with the home buyer. "We can prepare them for the next year and a half of home building."
Though I consider myself to be very competitive, I would say that creative financing is my strongest attribute. I know what it takes to earn your business. I know what it means to work as a team with our internal staff and outside partners to ensure you get the best possible loan for your situation. And no surprises. - Keith Videtto, senior loan agent (Photo courtesy of California Financial Group)
Customer service is probably the most important aspect of my job, and what I pride myself on most. A large portion of my business is referral based, so I can't afford to provide each customer with anything less than the best I can do. - Todd Allen, senior loan agent (Photo courtesy of California Financial Group)
CFG is also eager to partner with builders. The ability of Wholesale America branches to come up with specialized loan packages is only part of what they bring to the table. CFG states, "Oftentimes a builder will want to do mortgages, but doesn't want to staff it or deal with the financing hassles. We have the ability to do that for them. Builders in general think they have to work with a banker or broker and give away all their profits. We differ in that we work in partnership with builders on creating branch opportunities."
Creative partnering is not new to CFG. Ready-Set-Go is a consolidated marketing call and Service Center. The call Center arose because a need was identified to create a higher conversion rate in a rising interest rate environment. The Center has expanded into doing direct marketing, by both direct mail, as well as inbound and outbound phone solicitation connecting qualified contacts directly back to the soliciting business. In doing so, CFG has become a likely choice to handle the financing for many of the sales attained through the call Center's services. CFG also partners with builders, contractors and real estate agents to create marketing campaigns specific to these partners' needs.
Christy Mathers, banking manager (Photo courtesy of California Financial Group)
The high retention of our customers serves as a testimonial to our success as a company in providing courteous and professional service on an ongoing basis. At CFG we believe in the values of hard work and integrity. This is why I am proud to be part of this growing family of dedicated professionals. - Lily Nguyen (Photo courtesy of California Financial Group)
This ability to service niche markets is aided by the depth of the in-house expertise at CFG. Perkins is proud of his staff, stating, "there is competence at every level." California Financial sets the performance bar high at the entry level, resulting in high turnover in the first six months of an employee's career. After that shake-down period, however, folks who are a good match tend to stay with the company long-term, keeping expertise on board. The relationship basis of CFG's business is evident in the presence of people, such as Senior Loan Agent Keith Videtto, Perkins' childhood friend who started out in the loan business with him 10 years ago. Many others have hit the 10-year mark with Perkins and CFG. The people and the faces are among these pages.
Shawna and Roman Perkins (Photo courtesy of California Financial Group)
Such long-term affiliations are uncommon in the lending industry. Although Ron graduated from the University of San Francisco on a baseball scholarship, a seizure disorder surfaced preventing him from going on to play pro sports. In the company of friend Keith, Ron turned to the commercial real estate field, and eventually to the loan business. Aspiring to be the best loan agent he could be, through CFG Ron created the ability to match borrowers with products, and got away from being a "transactional" loan officer. CFG was founded to serve people. Ron advises, "Take care of the little things in life. That's what we think about. Taking care of the little things in life automatically takes care of the big things in life."
June 2005 Builder Architect Edition Issue
| Permalink
