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About Us

We are dedicated to improving the lives of homebuyers and employees and contributing to stronger communities

After nearly 30 years of executive leadership roles in the mortgage industry, I have enormous passion for using what I have learned to create a better home lending experience for customers and employees with the goal of delivering real value for customers by providing great rates, trusted advice and extraordinary service. This has meant that we do things differently at HomeFactor! We are employee-owned and operated with a focus on consistently exceeding our customers’ expectations and paying our employees based on how well they perform in the eyes of our customers. We are committed to sourcing and effectively training new talent, especially women and minorities to better serve our communities, and we believe in standing behind what we promise. If our customers aren’t satisfied, we do everything possible to make it right and reimburse their first mortgage payment with us. Our decision making is guided by our core values of Trust, Transformation, Family and Service. I hope you will scroll down to read more about how they truly set us apart. We are here to help and below, you can also learn about the critical role of our Home Mortgage Advisors who are available in all the markets we serve to provide expert advice to help you obtain the best home financing for your unique situation. It is our pleasure to serve you!
Anthony (Tuck) Reed,
President and CEO

Leadership

Tuck Reed

President & CEO

Hance Thurston

Chief Financial Officer

Cheryl Nolda

Chief Growth Officer

Laura Kurtz

Chief Production Officer

Floyd Dodson-Ridley

Chief Talent Officer

John Hamman

Chief Marketing Officer

Values

Trust

A single lie discovered is enough to create doubt in every truth expressed.
Trust is precious, hard-won, but easily lost, making it worth our life’s work.
We commit to earning trust through every action we take.

Courage

Change is inevitable, success is not.
We encourage a growth mindset; everything and everyone can improve.
Change often requires letting go of what made us successful in the past, and that takes tremendous personal courage.

Family

A love of family is a powerful source of positive motivation and connects our actions today to the world we want for future generations.
We are deeply committed to promoting sustainable homeownership that provides families with comfort and protection and connects families to make communities.

Service

“Everyone can be great because everyone can serve” – Martin Luther King, Jr.
“The best way to find yourself is to lose yourself in the service of others” – Mahatma Gandhi

Hope

A steadfast belief that our situations can improve through hard work and perseverance is foundational to our society.
We are committed to opening the extraordinary and life-changing opportunities in the mortgage industry to a new and more diverse group of people.

At HomeFactor,

we believe in…

RTrust before profit
RService before self
RGiving before receiving

Home Mortgage Advisors

Our Home Mortgage Advisors are carefully selected for their passion for serving customers and are not paid exclusively on commissions, but on overall customer satisfaction with rates and service. We seek to attract diverse talent, select carefully for skills and cultural fit, and train extensively in our way of doing business, on our values and our customer experience expectations. They are located in various geographies and know their markets and the real estate communities there. They stand ready to assist with advice, providing prequalifications, preapprovals, or to help you to apply for the best mortgage that’s right for you. Interested in learning more?

Click here to connect with one of our Home Mortgage Advisors

Anthony (Tuck) Reed

President and CEO

For nearly 30 years, I’ve been honored to hold leadership roles in every area of the mortgage industry. Along the way, my feelings for the mortgage business have grown from practical to passionate as I witnessed the enormous impact on families, communities and our country that comes from good - and bad - lending practices. Responsible lending is a weighty responsibility while serving customers well is a tremendous joy. I’ve created HomeFactor because it’s time to prepare a new generation to lead the mortgage industry and those leaders should be selected for their commitment to fostering trust and providing extraordinary service to all homeowners.

After helping to grow three of the country’s largest mortgage companies, I devoted several years in the aftermath of the financial crisis to advising our national policymakers on how to ensure that American home buyers never lose access to affordable home loans. In the process, I helped design a new direction for mortgage titan Fannie Mae and gained a deep appreciation for the importance of sustainable homeownership to the financial and emotional wellbeing of American families. I’ve been a frequent speaker on housing policy and the workings of the mortgage industry including being asked to testify before Congress. Eventually, I returned to my true passions - mentoring talented people and serving homebuyers - most recently as CEO of Southern Trust Mortgage which tripled its customers in 3 years and was voted among the top 10 mortgage companies to work for by its employees.

My passion for delivering extraordinary service, developing new talent and building a better mortgage industry comes from a love of family and a desire to create the sort of industry I’d like to see serve future generations. I have a BS/BA from the University of Richmond and an MBA from Wake Forest University (where I met my lovely wife.) My wife and I are proud to support cancer research, animal welfare, veterans and the arts. When not at work, I can be found farming and enjoying my family.

Hance Thurston

Chief Financial Officer

As a 20+ year veteran of the mortgage business, I have come to believe that homeownership is one of society’s great equalizers. Beyond the obvious basics of providing shelter, the ideal home paired with an appropriate loan, offers the best chance for many at achieving financial independence. However, this industry has been rightly criticized over the years for losing focus on serving the homebuyer in favor of its own self-interests, resulting economic catastrophe and heartache. It is the human element that drives me, and all of us at HomeFactor. For us, success is not defined by balance sheets and cash flows, but by ensuring that every loan we originate is steeped with our Core Values. The course of my career has carried me through some of the country’s largest lending institutions as well as a stint at Freddie Mac. I am privileged to have worked with some of the best and brightest in the industry in roles that included interest rate hedging, secondary marketing and servicing valuation. Along with the rest of the HomeFactor management team, I am excited to dedicate this experience to the vision of building a better mortgage company. Every loan closed is not just the culmination of a financial transaction, but the beginning of a story. It is both inspiring and humbling that our customers allow us to be a part of it, and why we work so hard to ensure Home Factor gets the prologue right. I graduated from the College of William and Mary in 1998 with a B.A. in Economics, followed by an M.S. in finance from Virginia Commonwealth University. I have known no other career outside of the mortgage business. While facilitating homeownership is my passion, I find myself most comfortable out of doors. I am an amateur orchardist and awestruck by wild places. In my free time, I enjoy exploring the natural world with my beautiful bride and our four children. Together we support - and are supported by - the bonds of our rural mountain community and love investing in the lives of those around us.

Cheryl Nolda

Chief Growth Officer

Helping people achieve their home and lifestyle goals has been my lifelong passion for over 40 years, since I assisted my first family shortly after graduating from the University of Missouri with degrees in both English/Pre-Law and Education. I have never forgotten one of my earliest customers. She was a widowed young mother with two sick children who had lost her husband to leukemia, and their family home when the dioxin contamination problem was discovered in the now abandoned town of Times Beach, Missouri. Helping her find and finance a new home where she and her two little ones could heal and find safety and security was a profound experience for me as I began to understand the enormous impact that helping people achieve their aspirations of home can have in our communities. Serving in this industry became my life’s mission. I have been fortunate to leverage my business development and marketing communications skills as an executive leader at some of the most impactful brands in financial services; Citi, Prudential, GE, SunTrust, Citizens and Wells Fargo. At each of these, my focus was on customer needs and how best to help organizations understand and serve them.

I am honored to be a member of the HomeFactor team as I was drawn here by the company values; the passion to serve customers with integrity and trust being paramount, as well as providing great value in rates while making the process as easy as possible. The focus on creating a great company culture that excels at serving customers and drawing in new talent from our diverse communities to this business to serve across our geographies is an exciting opportunity that I want to support and foster.

While not working, my husband and I enjoy life on our farm in Central Virginia with our two Great Pyrenees dogs, goats and assorted wildlife. We are avid supporters of several childrens’ charities that include St. Jude’s, Ronald McDonald House and St. Joseph Indian School; as well as cancer research, dementia studies and various pet shelters.

Laura Kurtz

Chief Production Officer

My experience in the industry dates to 1994 when I began my career as a North Carolina Certified Paralegal specializing in real estate law and closings. For nearly 13 years, I enabled the legal process for property transfers and successful real estate loan closings, managed offices and opened the first satellite facility within a real estate company in the state of North Carolina. In doing this, I had a birds-eye view of what is required to deliver a superior customer experience in both the real estate and financing processes of purchasing or refinancing a home. This inspired me to use what I had learned to help people obtain mortgage financing in a way that allowed them to make informed decisions based on advice that was unbiased and customized to meet their goals. I have been doing this with great success for the past 14 years, working for top brands like Wells Fargo and Southern Trust Mortgage, and have built a loyal following of customers and real estate professionals. I have also managed others to recruit and teach them how to successfully serve customers in this industry.

I love and remain committed to the mortgage business because it matters to me to make the mortgage process a pleasant experience for every client and referral partner! I want to always be proud to serve in this business, and I want to make a difference to families during a very stressful time. I want my two boys to be proud of what I do, and to be a role model teaching them that each person can make a difference to another. Having spent many years on the legal side of real estate transactions and witnessed the disorganization and lack of regard for customers in more ways than I like to remember, I decided that I could make a difference as I knew there was a better way. I spent years honing my process and approach to be able to deliver that ideal and want to share the model with others so that we can help more people and positively influence the industry. Here at HomeFactor, I am part of a team that shares this same vision and passion! I am more excited than ever to serve and am highly motivated to seek new ways to improve the experience to help more people become successful homeowners. My boys and I are supporters of the Second Harvest Food Bank and TARA Pet Rescue. I also strongly support the Susan G. Komen Foundation.

Floyd Dodson-Ridley

Chief Talent Officer

My career spans 22 years of rich experience in senior talent acquisition roles where I led recruitment efforts for small, midsize and large organizations. In my search for great talent, I have been privileged to cover several industries, including; technology, engineering, banking, financial services and health care. I enjoy building high-performing operations from the ground up, developing and implementing sourcing strategy and expanding diverse talent pools. My passion for recruiting, however, is rooted in my ability to assist business leaders in creating teams and building organizations of divergent individuals sharing similar values and working cohesively to create and implement innovative, market-leading solutions.

Here at HomeFactor, we are building a special culture to serve our customers and our team members. As a member of the leadership team, I am excited to assist in seeking great talent from all parts of the geographies we serve, to join our organization.

In line with my dedication to such causes as children’s health, human rights and civics, I support St. Jude Children’s Research Hospital, Human Rights Campaign, American Civil Liberties Union Foundation, Equal Justice Initiative and NAACP Legal Defense and Education.