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


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

John Hamman

Chief Marketing Officer



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.


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.


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.


“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


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?