The new division will be based in Pittsburgh and focus initially on the Pennsylvania, New Jersey and Colorado markets. The company expects to expand into Delaware, Florida, Georgia, Maryland and Virginia markets in the coming months.
Matthew Joy, Director of National Wholesale Lending at Princeton Mortgage Wholesale, stated that his company is ready to take on well-established competitors.
“A lot of companies focus on exceeding customer expectations or ‘delighting’ the customer,” Joy said. “We are students of the theory that customer loyalty comes from the ease in which it is to do business with us. For example, if a customer has to call customer service and has a ‘wonky’ interaction, it's going to be pretty hard to win back that customer, ever. We'd rather create an environment where the customer never should make that call. That's what we call the ‘effortless experience.’”