With more than 20 years in the mortgage industry, Julia Hoffman, vice president and technology product manager at PrimeLending, has demonstrated an unwavering dedication and visionary talent for understanding the unique needs of loan originators across all 50 states. She and her team are responsible for developing innovative solutions that empower producers to build relationships and originate loans more efficiently.

Over the past 12 months, Hoffman and her team have played a pivotal role in quickly launching new programs and features that help PrimeLending stand out. Two examples are Buyers AdvantEdge, which helps borrowers compete better against cash bids, and 1Day AdvantEdge, an accelerated mortgage credit approval process. From brainstorming how to use existing technologies in new ways to quickly and safely implementing enhancements to tracking results, Hoffman and her team are equipping PrimeLending’s sales team to respond to market trends.

Hoffman has enabled loan officers to embrace entrepreneurial attitudes and be their authentic selves in business by providing them with digital sales tools and forward-thinking technology applications that are secure, stable, and reliable. As consumer buying habits and credit needs evolve, Hoffman and her team work with the business and marketing teams to find new, efficient ways for loan officers to operate. Hoffman’s team is dedicated to maintaining data integrity and process efficiency, ensuring PrimeLending’s automated marketing programs and integrated third-party tools run smoothly. These systematic initiatives, launched on behalf of loan officers, keep them top of mind with customers and allow them to focus on meaningful interactions that drive results.

Name:

Julia Hoffman

Title:

VP, Technology Product Manager

Company Name:

PrimeLending