Housing News

This week on Power House, Diego sits down with Robert Pieklo, the president and CEO of eLEND, formerly known as American Financial Resources. Rob is a passionate advocate for wholesale and has led eLEND in a 900% growth period in the wholesale channel. Robert talks about why he believes the broker channel creates the ultimate competitive environment that benefits consumers, how eLEND competes with giants through nimble execution and superior capital markets strategies, and why he thinks current MSR valuations are built on unrealistic assumptions. He also shares how eLEND has managed to scale dramatically without significantly increasing their headcount. Here’s what you’ll learn: Why competition in the broker channel drives down prices and spurs innovation How AFR rebuilt its culture into customer-obsessed service Strategies for competing with wholesale behemoths  The reality behind MSR valuations and recapture rate assumptions Scaling operations through technology, AI, and hig