Fresh from a Sirius/XM Radio appearance last Saturday, longtime community personality Francki DiFrancesco fast personifies the passion fueling her successful career. The knowledgeable local mortgage banker at Apex Home Loans had finished discussing new lending regulations and was eager to talk the trade.
Facts and figures, however, aren’t what propelled the 45-year-old Certified Mortgage Planning Specialist (CMPS) to the pinnacle of her profession. That came with dedication and an instinct for customer service first honed as a popular local bartender and women’s nightlife event producer.
“If you can’t trust your bartender,” she jokes, “whom can you trust?” Working “back-in-the-day” at former nightclub Tracks and prior restaurant-lounge Trumpets on Dupont Circle’s 17th Street taught the value of an attentive ear and art of personal confidences. “Mortgage lending is more than just loan rates,” she explains, “people need to feel comfortable along the way.”
“Assisting a client should feel like I’m sitting in their living room,” says DiFrancesco, adding that her “goal is to always bring information on how to best structure a purchase or refinance a loan.” “It’s one of life’s most important financial decisions,” DiFrancesco emphasizes, “and it should be with a trusted adviser who understands their situation and future financial goals.”
In her earliest days in the business, clients would pick up mortgage documents at her bar at Trumpets. “I was their friendly gay mortgage banker,” DiFrancesco recalls. “Back then, client couples didn’t want to explain their relationship to a stranger in order to acquire ‘joint on title’ status and develop survivor arrangements,” she explains. “I was one of the first to handle same-sex couple loans.”
DiFrancesco, now a long-established Senior Mortgage Banker at Apex Home Loans headquartered in Rockville, Md., is a top producer at the award-winning firm. Apex was recently named “Best Small Business of the Year” in Montgomery County following national recognition as among the “Top 100 Mortgage Companies in America.”
Last year she handled 133 home loans totaling more than $45 million, highest volume by other than firm principals. Mission success at Apex, however, isn’t calculated in dollars – it’s measured in customer satisfaction.
Her recently launched “Francki’s Rock Bottom Rates” Facebook page provides testimonials. While mortgage processing oftentimes ranks alongside undergoing a root canal, DiFrancesco’s client commendations prove it can be otherwise. Credited with making it “easier than buying a refrigerator,” plentiful praise reaps a steady stream of referral and repeat business. Both individual borrowers and real estate agents laud her attention to the details leading to inking final documents.
DiFrancesco services D.C., Maryland, Virginia and Rehoboth Beach – as a direct lender. That’s an important distinction, she points out, allowing for an expedited process and independent underwriting brokers can’t provide. “There aren’t many who can handle all the steps,” noting her additional certifications throughout Delaware and New Jersey, with Pennsylvania and Florida licensing pending.
“Many banks don’t do business with brokers,” she notes, “they prefer to deal with mortgage bankers. We understand the local market and know our clients. We provide personalized service, handle credit vetting and hold the initial note.” That level of “customer relationship speeds up the process, allows us to shop for better rates among banks and provides the best solution for borrowers.”
Having raised two children with a former partner, DiFrancesco will soon share her Gaithersburg, Md., home with Dr. Tammy Anderson, a University of Delaware sociology professor. They met several years ago at a Mautner Project benefit while DiFrancesco was relaxing at her house in Rehoboth.
“Home is the place we feel most secure, where memories are made,” DiFrancesco says. Her clients quickly discover she loves helping them acquire theirs.