Communication instincts can shape branch management in a transactional industry
In an industry where compliance and client anxiety often dominate the conversation, one branch manager is applying tools from a very different world: sports radio.
Adam Neft spent more than a decade as a broadcaster before transitioning into mortgage lending. Today, he runs a Go Mortgage branch in Columbus, Ohio, drawing on skills that aren’t taught in licensing courses - but have proven useful in managing teams and maintaining client engagement.
“Communication is everything - and most of us in this business aren’t trained in it,” Neft said. “That’s what I brought with me.”
Communicating beyond the script
Neft’s background in media shaped his approach to client relationships, emphasizing connection over technical knowledge. He’s critical of originators who default to mortgage jargon or rely on rate sheets to fill the silence.
“Most clients don’t care what TRID means,” he said. “They want to understand their payment, their timeline, and whether they can trust you to get it done.”
The same applies internally. As a former company trainer, Neft places high value on simplicity and clarity - especially for newer loan officers. “The goal isn’t to sound smart,” he said. “It’s to explain things well enough that the other person feels confident moving forward.”
That mindset also shows up in how he coaches originators to build rapport. “You have to decide whether you’re selling a loan product or building a relationship,” he said. “One is easier to replicate. The other creates long-term value.”
Leadership through listening
Neft’s management style is shaped less by process and more by posture - particularly in how he handles mistakes.
“When a deal goes sideways, the last thing your team needs is more pressure from you,” he said. “They already feel it from agents, buyers, and everyone else. The manager should be focused on solutions, not blame.”
While he doesn’t shy away from high standards - requiring documentation before issuing preapprovals, for example - he avoids punitive leadership. “You don’t have to reward failure,” he said, “but you can address it constructively.”
This approach, he believes, fosters more accountability in the long run. “People own their mistakes when they feel respected,” he said. “They hide them when they expect punishment.”
Presence over promotion
In contrast to the social media-driven marketing tactics common among loan officers, Neft focuses on community involvement - not as a branding strategy, but as part of his operating philosophy.
“I don’t do charity to get business,” he said. “But I’d argue it leads to better business than a Facebook ad ever could.”
By showing up consistently - at food banks, youth programs, and local events - Neft builds visibility and trust without a sales pitch. “People remember who they see showing up,” he said. “And eventually, they ask what you do.”
Sharpening presentation as a professional skill
For Neft, being able to speak clearly in front of others isn’t optional - it’s a competitive edge. Whether talking to a room of realtors or onboarding new team members, he encourages mortgage professionals to approach public speaking as part of the job.
“Know your audience, keep it clear, and don’t be afraid to tell a story,” he said. “People won’t remember your rate sheet. They’ll remember how you made them feel.”
The ability to communicate under pressure, he added, is especially valuable when addressing sensitive issues with clients. “If you can’t explain something in a way the client can digest, you’re not solving their problem - you’re just adding to it.”
