Joe Welu: Prioritizing customer journeys for better business outcomes

Today’s guest is Joe Welu, founder and CEO of Total Expert. Since launching the business in 2012, Joe has led the business from startup to industry leader – trusted by more than 200 leading financial institutions. Total Expert is a five-time recipient of HousingWire’s Tech100 award and Joe is a multi-year recipient of the HousingWire Vanguard Award. 

During today’s conversation, Joe explains the early lenders and partnerships that helped shape Total Expert's platform and success, as well as his strategic approach to building and evolving the leadership team. Joe shares his insights on AI not as a trend, but as a tool used to increase productivity and better enhance customer engagement. He also discusses generational trends in homeownership and the opportunities that he sees for lenders to nurture future homeowners. 

Here’s a glimpse of what you’ll learn:

• Delivering the perfect customer journey is key to success in the mortgage industry
• Prioritizing excellence and making necessary changes to the leadership team are crucial for growth
• Nurturing and educating potential homebuyers can lead to long-term success for lenders
• AI has the potential to revolutionize the mortgage technology ecosystem, but it must be used strategically and with a focus on outcomes. 

Related to this episode:

• Connect with Joe on LinkedIn
• Total Expert
• Total Expert, Polly aim to help a lender identify customer opportunities faster
• The Gathering
• HousingWire on YouTube

Enjoy the episode!

The Power House podcast is a show about leadership, markets and entrepreneurship in the housing industry. Each Thursday, Clayton Collins speaks with CEOs and founders from the mortgage and real estate sector to reveal how housing executives think about business growth, operational strategy, and leadership. The Power House podcast reveals the full picture through the stories of the industry’s most impactful leaders. Clayton Collins is the CEO of HousingWire, and the Power House podcast is produced by HousingWire’s Content Studio. Initially launched in 2019 as the Housing News podcast, the show was relaunched as Power House in 2024.

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