Nick Irmo
Nick Irmo
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Marketing consultingAI marketing consultingWorkshops and speakingThe IRMO Playbook
Work
Mortgage and lendingLegal and professional servicesHR, PEO and B2B SaaSFranchise and multi-locationSenior care and healthcareE-commerce and retailCreative and videoAlpha Mortgage CorporationGuaranteed RateAmplify HR ManagementGordon Law Group & Gordon TaxUnilever · Dove
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Zero-click marketingAI search and AEOMarketing leadershipAI tools and stacksBrand love is not a KPIWhat a fractional CMO costs in 2026, with my actual ratesClaude chat, Claude for work, and Claude CodeFractional CMO or marketing consultant? What the titles mean, and why I use one of them
Resources
Guides and templatesTalk decksZero-click mini-courseBooks on AmazonThe 2026 AI Marketing Toolkit100 AI Prompts for ChatGPT and ClaudeWhat the F*ck Is a Fractional CMO?When You Should Vendor Out Your MarketingHow to Sell Your Story
About
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Contact
Mortgage and lending · marketing consultant

Mortgage marketing that fills loan officer pipelines, not just the brand feed.

Four lenders and brokerages, two of them in-house as the head of marketing: a $40M-in-30-days lead system, a 110,000-agent partner program, a brokerage rebranded from scratch. This is the work I know best.

See pricing
What usually needs fixing

The three problems I see first.

01

Leads that die in the inbox

Internet leads are only as good as the first five minutes. Most shops have no SLA, no routing and no record of who called whom.

02

Loan officers marketing themselves, badly

Fifty LOs, fifty versions of the brand. The fix is a system they want to use, not a style guide they ignore.

03

Realtor partners nobody nurtures

The referral base that drives production gets a holiday card. It should get content, coaching and a reason to send the next deal.

The IRMO Playbook, applied

How the four moves run in mortgage.

The playbook
I

Identify

audit lead sources, speed to lead, CRM hygiene and LO adoption; baseline Google and AI visibility for the brand and the top producers.

R

Roadmap

pick the two leaks that cost the most closings and sequence the fix: usually follow-up, then partner marketing.

M

Market

build the social and video lead system, the CRM nurture (SureFire, Total Expert, HubSpot), the realtor program and the compliant content engine.

O

Optimize

weekly pipeline report by LO and branch, cut what does not close, train the LOs who will carry it.

Proof

4 case studies in mortgage.

All mortgage work
EmployerMortgage lending2019 – 2020, 2022 – 2023

Alpha Mortgage Corporation

Rebuilt the digital foundation and lead engine for a lender with 50+ loan officers, producing $40M in qualified opportunities in 30 days.

$40Mqualified opportunities in 30 days
730%more internet leads in 90 days
EmployerMortgage lending2020 – 2021

Guaranteed Rate

Led marketing for Agent Advantage (agents.rate.com), the platform serving 110,000+ registered real estate agents whose referrals fed loan production company-wide.

110K+registered agent partners
2,000+community members in six months
ClientMortgage brokerage2022

Timeless Mortgage

Took a startup brokerage from a name to a complete identity: three rounds of logo concepts, a final mark built on an infinity-roofline idea, palette and type, brand guidelines, signage and a launch website.

3rounds of logo concepts
1mark, built from a roofline and an infinity loop
ClientMortgage lending2022

OakStar Funding

Designed and built the full OakStar Funding website: logo refinement, palette, homepage, about and contact flows, photography direction and copy, built for Texas borrowers and the officers who serve them.

Full sitedesigned in XD, built and launched
4logo revisions to the final mark
Read and watch

The thinking behind the work.

Mortgage Marketing cover slide
Talk deck · 12 slides

Mortgage Marketing

Review the deck
Playbook · 5 minSpeed to lead: the five CRM rules I set before any campaign goes liveMost lead problems are follow-up problems. Five rules, each one buildable in HubSpot or Salesforce in an afternoon, that stop good leads from dying in the inbox.Leadership · 7 minHow to turn an in-house marketing team from loan officer support into a scalable brand functionMarketing teams that start by "supporting" sales end up run by sales. Treat loan officers like franchisees, and the brand gets its team back.Leadership · 5 minInternal efficiency and streamlined workflow drive customer service and sales growthWhat a fast-growing mortgage lender changed inside marketing, sales, operations and HR during a growth cycle, and why customers felt it.AI search · 6 minThe glossary is the new blog: definitional content for answer enginesAI answer engines quote definitions, not opinions. Why a well-built glossary now outperforms a blog for professional-services visibility, and how to build one that gets cited.
Questions

Mortgage marketing, answered.

What does a mortgage marketing consultant actually do?
Builds the system between a lead and a closed loan: lead generation (social, video, paid, partners), follow-up automation in the CRM, loan officer marketing that stays on brand and in compliance, and the reporting that shows which branch and which LO the leads become closings for.
Can you work inside mortgage compliance?
Yes. Every program I have built for a lender ran through compliance review, with NMLS disclosures, state licensing language and advertising rules built into the templates so loan officers cannot publish something non-compliant by accident.
Which mortgage CRMs do you know?
SureFire (Top of Mind), Total Expert, HubSpot and Salesforce. I led the company-wide SureFire rollout at Alpha Mortgage and scaled Total Expert for 110,000 partners at Guaranteed Rate.
Do you work with individual loan officers?
Mostly with lenders and brokerages, where one system serves every LO. For individual producers, the Marketing for Loan Officers program and the mortgage marketing talk deck are the starting points.
How fast can a lender see results?
At Alpha Mortgage the social and video lead system produced $40M in qualified opportunities within 30 days of launch, with a 730 percent lift in internet leads inside 90 days. Every lender is different, but speed to lead and partner reactivation usually move numbers in the first month.
Other industries
Legal and professional servicesHR, PEO and B2B SaaSFranchise and multi-locationSenior care and healthcareE-commerce and retail
Next step

Running a lender, a brokerage or a branch?

Send a note No pitch deck. A reply within one business day.