Hometown Lenders, LLC Acquires TotalChoice Mortgage Division to Pursue its Production Goal of $5B in Mortgage Origination

Hometown Lenders, LLC Acquires TotalChoice Mortgage Division to Pursue its Production Goal of $5B in Mortgage Origination

Columbus, Ohio (November 8, 2018) – Hometown Lenders, Inc., a national mortgage lender headquartered in Huntsville, Alabama, announced the successful acquisition of TotalChoice Mortgage Division, led by Michael Farrell, Divisional Manager. The key decision to transition from a small, regional holding company to a larger company with a strong, National footprint was undoubtedly a strategic move for TotalChoice Mortgage Division.

For Hometown Lenders, the verdict to acquire TotalChoice Mortgage Division was made easy, as it properly aligned with its goal of reaching $5 billion in mortgage origination volume. In the upcoming months, TotalChoice Mortgage Division plans on adding production offices in North Carolina, Pennsylvania and Florida. These additions alone will increase the 2018 projected loan origination volume by $240 million.

“The goal from the beginning was to build a sales division with exceptional sales personnel supported in partnership with an unmatched back office support,” said Michael Farrell, Divisional Manager. “To expand the TotalChoice vision tooled with ground-breaking technology in the mortgage space, aggressive speed to client closings, and an aggressive weekly compensation to our salespeople. To do so we needed a strong and committed partnership with a National mortgage company who encompassed the resources, desire, and commitment to scale our vision. We clearly found the opportunity with Hometown Lenders, Inc. and we are extremely excited to be members of their family. In my 30 years of lending, I have never found such caring professionals who do business the right way and look beyond the closing to take care of their employees and the communities they serve. Partnering with individuals like Billy Taylor and John Taylor and their team of professionals was an easy decision as it matched our core values perfectly,” added Farrell.

As a fully-integrated, multi-channel mortgage lender, Hometown Lenders drives consumer acquisition by leveraging technology; while providing a traditional customer service experience through its brick and mortar locations. Another key aspect of the acquisition was Hometown Lenders ability to assume TotalChoice Mortgage Division’s existing marketing technology. These technologies include the ability start and complete the entire loan process through a mobile app, which allows efficiencies and transparent communication for its borrowers and Realtor relations.

TotalChoice Mortgage has successfully developed customized marketing platforms powered by key technology partnerships to master the origination process. These tech-driven marketing platforms allow mortgage loan officers to convert more leads, automate the loan process, and stay in touch with their prospective clients.

“In today’s market, customers expect more from companies and it’s our responsibility as a business to satisfy the demands of our consumers,” stated Masana Noma, Marketing Director. “An automated Client Relationship Management (CRM), that features rapid response to our customer’s inquiry or a mobile application that simplifies the consumer’s task is a must-have tool for businesses. That’s exactly why we’ve carefully built a customized, white-labeled solution through our collaborative partnerships with Big Purple Dot and Pre Approve Me.”


Big Purple Dot: A powerful real estate management software tool for Real Estate and Mortgage professionals. Key features include Lead Management, CRM, Call Dialer, SMS Marketing, Email Marketing, full integration with Loan Origination Software (LOS), and Partner Collaboration. TotalChoice Mortgage amplified the out-of-the-box solution by fully customizing its drip text and email communication based on consumer’s home buying process and behavior. Additionally, TotalChoice Mortgage has fully integrated the software with its LOS and Mobile App.

Pre Approve Me: Mobile application technology that allows Loan Officers to stay connected with clients and realtors anytime, anywhere. TotalChoice Mortgage partnered with Pre Approve Me to build a white-labeled Mobile App, called MyMobileLO. MyMobileLO is a custom development through collaboration between Pre Approve Me and TotalChoice Mortgage that allows borrowers to start the mortgage application; issue/update their own price-specific pre-qualification letter; easily upload mortgage documents; and receive real-time loan progress updates. Loan officers can easily share the app as a mobile business card, co-brand the app with the Realtors, and stay connected with each borrower’s file progression.


TotalChoice Mortgage is a division of Hometown Lenders, Inc. (NMLS# 65084), a privately held mortgage lender with locations in Columbus, Ohio, as well as other states. Hometown Lenders, Inc. maintains 37 active state licenses to originate residential refinance and home purchase loans. The company size is approximately 400 employees and focuses on driving a culture of customer-centricity throughout every phase of the mortgage process. Hometown Lenders, Inc. is an Equal Housing Lender. Specialties include Home Loans, First-time home buyers, FHA, Refinance, Mortgage, VA, Conventional, Jumbo, Reverse Mortgage, USDA, Construction, and Renovation.



Hometown Lenders, Inc. d.b.a TotalChoice Mortgage (NMLS# 65084)
Masana Noma, Marketing Director
(614) 707-9125

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