Mortgage industry veteran Brian Cooke reveals how some lenders quietly overcharge America's veterans, first-time buyers, and families. In this eye-opening piece, Cooke—founder of World Home Loans—shares his mission to bring fairness, transparency, and lower costs to homebuying, especially for those who served our country
Twenty-two years in the mortgage business and there’s nothing that makes my blood boil more than a lender who rolls out the American Dream red carpet for their clients and then pulls that rug out from under them by charging more for a home. We’re talking hardworking clients who are Veterans, first-time homebuyers, and families.
The Wolves of Main Street wave the American flag and bang the drum of the good life. They tout their community service in the neighborhood and pour on the perma-smile. To a borrower in unfamiliar waters, it’s easy for a lender to gain their trust. And once they have that, nudging up their rates or padding their fees is a cakewalk.
Not an isolated case but an epidemic
It hit me like a ton of bricks while reviewing my competitor’s quotes. Not once, not twice, not three times, but in countless instances, I saw that our Veterans were being quoted a full percentage point more than they should have. As a rule. So, I ask – is that fair? I don’t think so. Vets deserve to be taken care of, not taken for a ride.
Putting my money where my mouth is
I launched World Home Loans with a single mission: to change how mortgage lending serves people. We built this company for every borrower who values fairness, speed, and transparency – beginning with the veterans who inspired our mission.
Leading the way
World Home Loans offers the following:
- Premier pricing that is consistently a full percentage point lower than our competition, with the lowest fees on the market
- 18-day average closings expedited by expert teams – an advantage light years ahead of the competition
- Real-time, clear communication between buyers, agents, and partners
- Education-driven lending so clients understand all options and costs
- Radical transparency assures no hidden fees, no marketing gimmicks, no games
The mission: make homebuying affordable
The market calls for it. Every fraction of a percentage point counts when you’re dealing with home affordability being at record lows. We’re laser focused on reducing rates and fees, eliminating the BS. This isn’t a marketing story; it’s a moral one. That’s the one we’re writing.
We believe every dollar we save a client helps keep their dream of homeownership alive. That’s what fuels each of us at World Home Loans. What we don’t believe in is gouging our customers. Every day, we prove we can run a thriving business while still doing what’s right for the customer.
Righting the wrong
It’s time to take back what’s been missing from the homebuying experience: true partners who treat customers fairly, at an honest price; fast turnaround times; transparency at every step. For every single customer – those who wore the uniform, teach in a classroom, work the night shift in a hospital, whomever. Because when families stop overpaying, neighborhoods grow stronger, communities grow stronger. Everybody wins.
The mortgage industry may not like our approach, but we’re going to own making it right. That’s how we get away from the red, white, and screwed mentality and get to victory on the home front.
