HousingWire Daily AIME CEO Jonathon Haddad on growing broker market share
9 snips
Oct 29, 2025 Join Jonathon Haddad, CEO of AIME and a leader in broker initiatives, as he shares his vision for transforming the broker landscape. He discusses shifting focus from drama to professionalism and emphasizes the importance of adopting non-delegated lending. Haddad reveals strategies to help brokers compete against major lenders using data-driven tactics and retail marketing insights. He advocates for better recapture efforts and long-term client engagement while promoting ethical communication in sales. His optimism for homeownership and product education shines through the conversation.
AI Snips
Chapters
Books
Transcript
Episode notes
From Rocket To AIME: A Retail Origin Story
- Jonathon Haddad describes rising quickly at Rocket, becoming a leader at 22 and closing 40 loans in his first month.
- He says that retail taught him discipline and shaped his intense sales-focused approach now applied to brokers.
Grow By Offering Professionalism, Not Drama
- Haddad shifted AIME’s tone from combative to growth-focused and rebranded messaging to 'Brokers Are Best.'
- He refuses to engage in online drama and aims to attract committed sales professionals.
Brokers Target 50% Market Share
- Haddad says broker market share sits around 28.2% with a long-term target of 50% market share.
- He expects non-delegated channels and warehouse lines to expand within the broker channel.
