Starting a mortgage brokerage takes more than licensing and paperwork.
You’ve got to figure out how to reach clients, build trust, and close loans in a competitive market.
Whether you're working with first-time buyers, refinancing homeowners, or real estate investors, your success depends on how well you set things up from the start.
That’s where a solid business plan comes in. It helps you define your services, target the right audience, set realistic goals, and manage your budget.
Wondering how to create one?
No worries! This mortgage broker business plan example is here to help you.
Mortgage Broker Business Plan Sample
Explore this sample business plan of Lendory Financial to understand the key elements and details needed to create a clear, well-structured mortgage brokerage business plan.
1. Executive Summary
Business Overview
Lendory Financial is a mortgage company based in Tampa. We help people who want to buy homes or invest in property get the right kind of loan. We work with over 30 lenders and offer options like FHA, VA, USDA, jumbo, and standard home loans.
We keep things simple. We talk to people, explain what they need to know, help with forms, and stay in touch until the loan is done. Whether it’s their first home or a rental, we help them get a loan that works for them.
Grayson Penn started Lendory to help people across Florida, especially in places like Tampa, where more people are moving and buying homes.
Market Opportunity
The Florida real estate market is growing fast, and more people are looking for mortgage brokers who understand both the local market and the financial side. At the same time, many borrowers are frustrated with long wait times, confusing processes, or limited loan options from traditional banks.
Lendory steps in to solve this, offering more loan choices, quicker answers, and a more personal experience from start to finish.
Competitive Advantage
What makes Lendory different? We offer a variety of loan options you'd expect from a large lender, combined with the personal service of a local business. Clients can access over 30 loan programs and get answers fast—no call centers or one-size-fits-all advice.
We also use digital tools to speed up the process, help clients improve their credit when needed, and offer free pre-approvals to help them shop with confidence. And unlike big-name mortgage companies, every client gets real support from a real person.
Financial Snapshot (3-year projection)
This 3-year financial snapshot highlights Lendory Financial’s expected growth in revenue, profit, and operating stability, with break-even projected by Month 10 of Year 1 and a balanced loan mix driving income.
| Category | Year 1 | Year 2 | Year 3 |
|---|---|---|---|
| Revenue | $250,000 | $400,000 | $600,000 |
| Operating Costs | $145,000 | $174,000 | $213,000 |
| Net Profit | $36,000 | $100,800 | $197,600 |
- Break-even point: Month 10, Year 1
- Revenue mix: 60% purchase loans, 25% refinance, 15% investment/non-QM
Funding Request
Lendory Financial is seeking $150,000 in funding to:
- Invest in a CRM system and compliance tools
- Build and market our brand online
- Launch social and referral-based lead generation campaigns
- Hire and train key staff
- Set up an office space in Tampa
We’re open to funding through a small business loan, private investment, or flexible revenue-based financing.
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2. Company Overview
Founded in Tampa, Florida, Lendory Financial is a mortgage brokerage that helps homebuyers, homeowners, and real estate investors find the right loan with less stress. Whether it's a conventional, FHA, VA, or jumbo loan, Lendory connects clients with over 30 lenders to find the most competitive and personalized mortgage options available.
The company was built to make the mortgage process easier, faster, and more transparent, especially for people who feel overwhelmed by big banks or cookie-cutter online platforms. Lendory believes in giving every client clear guidance, smart tools, and a smooth experience from application to closing.
Mission Statement
To make mortgage financing simple, transparent, and tailored, empowering clients to secure homes with confidence and clarity.
Vision Statement
To become Florida’s most trusted and innovative mortgage brokerage, known for excellent service and lasting client relationships.
Core Values
These core values guide how we work with every client and lender.
- Clarity: We keep things simple, honest, and easy to understand.
- Speed & service: We move fast and stay available throughout the process.
- Options first: With 30+ lenders, we find the loan that truly fits.
- Local expertise: We know the Florida market inside and out.
- Long-term focus: We want clients for life, not just one loan.
Business Objectives
At Lendory Financial, we aim:
- Grow our brand visibility and referrals across Florida’s major cities.
- Help over 100 families and investors close on homes in Year 1.
- Build trusted partnerships with 20+ local real estate professionals.
- Maintain a client satisfaction score of 95% or higher.
- Hire and train 3 new team members in the next 12 months.
3. Market Analysis
Industry Overview
The mortgage industry is an important part of the real estate market. As more people buy homes, move to new cities, or refinance their mortgages, the need for mortgage brokers continues to grow. Many borrowers want someone who can guide them through the loan process, offer them different options, and help them get better rates—and that’s exactly where Lendory Financial comes in.
The global mortgage lender market was valued at $13.21 billion in 2024 and is expected to grow to $30.15 billion by 2033, with a CAGR of 9.6% from 2025 to 2033. This steady growth shows that demand for lending services will remain strong for years to come.
Key Trends Driving the Market
Here are some key trends shaping the mortgage market:
- Changing interest rates: Borrowers seek expert help when rates shift to find better loan options.
- People are moving to Florida: Out-of-state buyers need mortgage support as they relocate for weather, tax benefits, and lifestyle.
- More digital tools: Clients expect online applications, fast approvals, and easy uploads—all offered by Lendory.
- Unique borrower needs: Self-employed and non-traditional clients need flexible loan options and custom guidance.
- Loan rules and paperwork: Mortgage rules are complex—brokers help simplify the process and explain clearly.
Target Market
Lendory Financial focuses on helping a variety of people who are often looking for clear guidance, speed, and the best loan for their needs. Our main client groups are:
- First-time buyers – People buying their first home who need help understanding the process and choosing the right loan.
- Real estate investors – Buyers who flip homes or rent them out and need faster, more flexible loan options like DSCR and non-QM.
- Homeowners who want to refinance – People who already own a home and want to lower their rate, get cash out, or change loan terms.
- Veterans and military members – Clients who are eligible for VA loans and want help using their benefits.
4. Competitor Research
Lendory Financial works in a busy mortgage market, but it stands out by offering personal service, fast help, and flexible loan options that really fit each client’s needs, especially for homebuyers and investors in Florida
This table shows what other mortgage companies do well and where they fall short, helping explain how Lendory Financial is different.
| Competitor | What They Do Well | Where They Fall Short |
|---|---|---|
| Better Mortgage | Easy online process, fast approvals | Not much personal help or custom advice |
| CrossCountry Mortgage | Well-known, lots of loan options | Can feel less personal and more like a big company |
| Movement Mortgage | Quick approvals and strong systems | Less focus on explaining things to clients |
| PRMG | Offers many loan types, including special ones | Not focused on Florida buyers; reviews are mixed |
| Freedom Mortgage | Great for VA loans and government-backed programs | Slower process and not very tech-friendly |
Competitive Edge
Here’s how Lendory compares to some of the big names in the industry:
- One-on-one guidance for every client—no cookie-cutter advice
- More lender choices—over 30 options for better rates and terms
- Local Tampa/Florida knowledge to help clients navigate the market
- Fast service using online tools, but always with a real person to talk to
Unlike big national mortgage companies, Lendory focuses on clear communication, local support, and custom loan solutions, making the process easier and more comfortable for everyday people.
5. SWOT Analysis
A SWOT analysis looks at the Strengths, Weaknesses, Opportunities, and Threats related to Lendory Financial’s business. It helps highlight what the company does well, where it can improve, what chances it has to grow, and what challenges it might face.
This SWOT analysis helps Lendory Financial stay focused on what it does best while planning for smart growth and managing risks.
6. Services Offered
Lendory Financial offers a full range of mortgage solutions designed to meet the needs of homebuyers, homeowners, and real estate investors. Each service is built around clarity, speed, and personalized support. We offer:
Home purchase loans
- Lendory helps clients secure financing for new home purchases through a variety of loan programs.
- Our services include conventional loans for borrowers with strong credit.
- FHA loans with low down payments for first-time buyers. VA loans with no down payment for eligible veterans. USDA loans for buyers in qualifying rural areas.
Refinance services
- Homeowners looking to lower their interest rates or tap into home equity can refinance through Lendory.
- Our services include rate-and-term refinancing to reduce monthly payments or shorten loan terms. Cash-out refinancing for home improvements, debt consolidation, or investments.
Investment property financing
- Real estate investors and flippers can access flexible, income-based loan options.
- Our services include DSCR loans based on rental income, not personal income. Non-QM loans for self-employed or non-traditional borrowers.
Free consultations & pre-approvals
- Lendory provides no-cost assessments to help clients understand their mortgage options and purchasing power.
- Our services include Personalized mortgage consultations.
- Pre-approval letters to strengthen offers in competitive markets.
7. Marketing Strategy
At Lendory Financial, we focus on connecting with people by building trust, offering helpful advice, and being easy to work with. Our goal is to make sure homebuyers and real estate investors feel confident choosing us for their mortgage needs.
Marketing Plan
1) Showing up in local Google searches
We make sure Lendory shows up when people search for things like “mortgage broker in Tampa” or “FHA loan help Florida.” We keep our Google Business Profile updated with reviews, photos, and contact info so people can easily find and trust us.
2) Partnering with realtors and local experts
We team up with real estate agents, title companies, and financial advisors who send clients our way. These partnerships help buyers get smooth service from start to finish, and we keep agents in the loop so they know we’ve got their clients covered.
3) Hosting free webinars and events
We run free online sessions for homebuyers and investors. Topics include how to buy your first home, how VA loans work, and what real estate investors need to know about financing. It’s a way for us to help people learn and build trust at the same time.
4) Online ads that target the right people
We run simple ads on Google and Facebook to reach people who are actively looking for a loan or thinking about buying a home. Our ads focus on useful topics like refinance options, investment property loans, and help for veterans.
5) Sharing reviews and real client stories
When our clients have a great experience, we share those stories. Reviews, video testimonials, and success stories go on our website, social media, and emails. Hearing from real people helps new clients feel comfortable reaching out.
Sales Plan
We begin every client relationship with a free consultation. We talk about what they need—whether they’re buying their first home or refinancing — and give honest advice on the best loan options.
Once they decide to work with us, we help them through each step. We make sure they know what’s coming next, answer questions, and stay in touch until everything is done. We keep things clear and easy to follow.
Even after a loan closes, we don’t disappear. We check in now and then, share updates about rates or new programs, and offer a referral reward when clients send their friends or family our way.
Our sales approach is focused on being helpful, not salesy, and building relationships that last beyond just one loan.
8. Management Team
Legal Structure
Lendory Financial is a Limited Liability Company (LLC) based in Florida. This structure protects the personal assets of the owners and allows flexibility in running the business.
Key Team Members
Grayson Penn – CEO (Owner)
Grayson runs Lendory Financial and sets the main direction for the business. He works on building strong connections with lenders, supports the team, and makes sure every client gets good service throughout the mortgage process.
Lexa Ruiz – Chief Operating Officer (COO)
Lexa takes care of the day-to-day work. She handles client needs, manages the loan process, and makes sure everything is done right and on time.
Trent Lorman – Chief Financial Officer (CFO)
Trent is in charge of the company’s money matters. He handles budgets, keeps track of income and expenses, and helps plan for the future to make sure the business stays on the right financial path.
Organization Chart
9. Operations Plan
The operations strategy of Lendory Financial is centered around delivering fast, compliant, and customer-focused mortgage services by integrating modern technology, proven workflows, and a high-performance team.
| Category | Details |
|---|---|
| Business Hours & Workflow | Operates Monday–Friday, 9 AM–6 PM. Loan files move through four stages: Lead Intake → Pre-Approval → Underwriting → Closing. Daily tasks tracked in CRM. |
| Client Onboarding | New leads contacted within 1 business day. Discovery calls scheduled via Calendly. Clients upload documents through a secure portal. Pre-approvals in 48 hours. |
| Hiring Plan and Training | Starting team: 2 loan officers, 1 processor, 1 admin, 1 part-time compliance coordinator. Plan to hire more staff as volume increases. All team members receive yearly training on lending rules and service quality. |
| Technology Used | CRM: Jungo (Salesforce-based). Loan processing: Calyx Point. E-signing: DocuSign. Document storage: Dropbox. Scheduling: Calendly. Internal team uses Slack and Zoom. |
| Compliance & Licensing | Licensed under NMLS in [Insert State]. Compliance coordinator runs monthly checks. Staff complete annual training on state and federal regulations. |
10. Financial Plan
The financial plan for Lendory Financial shows what we expect to earn, spend, and build over the next three years.
Profit and Loss Statement
The profit and loss statement outlines Lendory Financial’s projected income from brokered loans, along with operating expenses and net profit over the first three years.
| Category | Year 1 | Year 2 | Year 3 |
|---|---|---|---|
| Revenue | $250,000 | $400,000 | $600,000 |
| Cost of Services Loan Processing, Broker Fees |
$60,000 | $100,000 | $140,000 |
| Gross Profit | $190,000 | $300,000 | $460,000 |
| Operating Expenses: | |||
| CRM & Compliance Tools | $15,000 | $10,000 | $10,000 |
| Marketing & Lead Gen | $40,000 | $50,000 | $60,000 |
| Salaries & Staff Costs | $50,000 | $75,000 | $90,000 |
| Office Rent & Utilities | $25,000 | $27,000 | $30,000 |
| Website & Branding | $10,000 | $5,000 | $5,000 |
| Other Admin Costs | $5,000 | $7,000 | $8,000 |
| Total Operating Expenses | $145,000 | $174,000 | $213,000 |
| Operating Profit (EBIT) | $45,000 | $126,000 | $247,000 |
| Taxes (20%) | $9,000 | $25,200 | $49,400 |
| Net Profit | $36,000 | $100,800 | $197,600 |
Cash Flow Statement
The cash flow statement shows how Lendory Financial plans to manage the timing of revenue collections and business spending, ensuring steady cash availability to cover daily operations and future expansion.
| Category | Year 1 | Year 2 | Year 3 |
|---|---|---|---|
| Opening Cash Balance | $0 | $41,000 | $118,800 |
| Cash Inflows: | |||
| - Revenue Collection | $220,000 | $370,000 | $580,000 |
| - Funding Received | $150,000 | $0 | $0 |
| Total Cash Inflows | $370,000 | $370,000 | $580,000 |
| Cash Outflows: | |||
| - Operating Expenses | $145,000 | $174,000 | $213,000 |
| - Capital Expenditure (Office setup, branding, website) | $50,000 | $20,000 | $10,000 |
| - Taxes Paid | $9,000 | $25,200 | $49,400 |
| Total Cash Outflows | $204,000 | $219,200 | $272,400 |
| Net Cash Flow | $166,000 | $150,800 | $307,600 |
| Closing Cash Balance | $41,000 | $118,800 | $263,400 |
Balance Sheet
The balance sheet presents a year-end snapshot of Lendory Financial’s assets, liabilities, and equity.
| Category | Year 1 | Year 2 | Year 3 |
|---|---|---|---|
| Assets | |||
| Cash | $41,000 | $118,800 | $263,400 |
| Office & Equipment (Net) | $40,000 | $30,000 | $20,000 |
| Software & Licenses | $10,000 | $8,000 | $5,000 |
| Total Assets | $91,000 | $156,800 | $288,400 |
| Liabilities | |||
| Short-term Payables | $10,000 | $15,000 | $20,000 |
| Loan (if any taken) | $0 | $0 | $0 |
| Total Liabilities | $10,000 | $15,000 | $20,000 |
| Equity | |||
| Owner’s Equity + Retained Earnings | $81,000 | $141,800 | $268,400 |
| Total Liabilities & Equity | $91,000 | $156,800 | $288,400 |
Funding Requirement
Lendory Financial is seeking $150,000 in funding to support CRM software, compliance tools, marketing campaigns, initial staff hiring, and office space
| Use of Funds | Estimated Cost |
|---|---|
| CRM Software & Compliance Tools | $15,000 |
| Licensing and Regulatory Setup | $10,000 |
| Marketing Campaigns & Lead Gen | $40,000 |
| Initial Staffing & Salaries | $35,000 |
| Office Space Setup & Equipment | $25,000 |
| Branding & Website Development | $15,000 |
| Legal, Admin, and Misc. Expenses | $10,000 |
| Total Funding Required | $150,000 |
Download a Free Mortgage Broker Business Plan Template
Ready to write your mortgage broker business plan but not sure where to begin? We’ve got you covered. Download our free mortgage broker business plan template (PDF) and start building your plan today.
This investor-ready template includes clear, step-by-step instructions and real-life examples to help you create a strong, detailed business plan. You can also customize it to match your business goals and services.
Conclusion
With this Lendory Financial mortgage business plan example, you now have a clear understanding of how to write a detailed plan for your mortgage brokerage.
If you’re still unsure about details or looking for an easy way to draft a clear plan, try using an AI business plan generator. It makes the planning process easier and helps you build a clear, investor-ready plan in less time.
Just answer a few simple questions about your mortgage business, and your plan will be ready in minutes.
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Frequently Asked Questions
What is a mortgage loan business plan?
A mortgage loan business plan is a document that outlines your goals, services, target market, financial projections, and strategies for running a successful mortgage brokerage. It helps you stay focused, manage your operations, and attract lenders, partners, or investors.
Is it important to write a business plan for mortgage brokers?
Yes. A business plan helps mortgage brokers map out how to get clients, work with lenders, and stay up to date with licensing and compliance. It also shows others, like banks, partners, or regulators, that you’re serious and well-prepared to grow your business.
How will you charge for your mortgage services?
Mortgage brokers are paid through lender or client fees:
- A commission is usually paid by the lender after the loan closes
- If not, the client may pay a fixed fee
- All fees are explained upfront
Charges follow legal rules and guidelines
Why do I conduct market analysis before business planning?
Market analysis helps you understand your industry, local housing trends, and competitors. It also helps you:
- Showcase who your ideal clients are and what other brokers offer
- Set clear goals and choose services that fit your market
- Reduce the risk of costly mistakes and prove to lenders and investors that your plan is based on real data.
How long does it take to complete a mortgage business plan?
Writing a business plan usually takes one to four weeks, depending on how much research and detail you include. If you already have a clear idea of your services, target market, and goals, it can go faster. Also, using pre-made business plan templates or online planning tools can save time and help you organize your plan with the right structure, including financial projections.
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