I began my career with one of the largest mortgage bankers in the nation. Mentored by one of the company’s top producer, I developed the sales, marketing and business development skills necessary to begin my own independent consulting practice, The Fernandez Group, emphasizing equity management and investment real estate. Focusing primarily on contracted sales and marketing opportunities within the mortgage and real estate industry, I began to develop marketing and training systems to improve personal and team production for various privately-held financial brokerages in Silicon Valley.
Implementing business development strategies in marketing and training for several brokerages, I eventually co-founded a family owned mortgage firm, Capital West Home Mortgage in 2001, becoming Vice President of Business Development. In this position I developed key systems and strategies for recruiting, training, marketing and sales. I also played a key role in developing the firm’s first Core Management Team, which further led to the firm’s ongoing growth and development. Within business development responsibilities at Capital West Home Mortgage, I successfully recruited, trained and managed approximately 100 sales and marketing professionals improving overall company production
In 2006, I served as Managing Director for TransPacific Mortgage Co., a California based mortgage banker. As Managing Director, I was responsible for developing and executing a strategic business plan for the South Valley region. In this position, I created an on-and-offline, nuts and bolts audio-visual training curriculum, centralized and automated the sales process while at the same time shortening the sales cycle, implemented referral based marketing and recruiting tactics, to profitably grow and successfully manage operations to over 50 sales and marketing professionals in less than 3 months.
I continue to lead the business development efforts of The Fernandez Group, focusing primarily on implementing web 2.0 systems, such as viral videos and internet based social networking, expanding its market share through profitable strategic partnerships on and off line..
Perry Fernandez, Principal
