What I’m seeing (and loving): Organized, outspoken & unapologetically real with Alicia Goncalves

Some connections start with a DM. Ours started with a phone call. (Yes — an actual phone call. Remember those?)

Last year, I was scrambling to get into the mPowering You Summit at MBA Annual in Denver. I picked up the phone, dialed a number, and Alicia Goncalves answered. Within minutes, I learned I couldn’t just waltz into the event — I needed to be a member of MBA. In the past, my companies had been major sponsors, so access was easy. But now, I was going out on my own.

Alicia didn’t hesitate. She made it happen — the registration, the membership, all of it. Because that’s what she does: she gets things done.

We met IRL at MBA Annual, and we’ve been cheering each other on ever since. From texts to LinkedIn love, Alicia is the kind of person who checks in, hypes you up, and genuinely wants to see others succeed.

And if we ever had an uninterrupted day? Trust me — we could talk for hours.

So for this edition of Coffee Chats That Connect, I flipped the script and sat down with Alicia, Director of Associate Membership at the Mortgage Bankers Association — the one who helped me get to MBA in the first place — to hear her story.

“What pulled you into the mortgage industry — and what’s kept you here?”

Alicia didn’t plan on building a career in mortgage. She was pretty certain she wouldn’t. Her grandfather owned a brokerage shop, and by high school, she was already processing loans after class — just to stay out of trouble. At the time, she thought it was just a pit stop, not her path.

But like many of us, this industry has a way of finding you — and sticking.

Even when she tried to step away, the industry kept pulling her back in. And now, with over 20 years of experience, Alicia proudly considers herself a lifer. She’s worn countless hats (or let’s be honest, capes), navigated the highs and lows, and built a career rooted in purpose.

What’s kept her here? The people. The relationships. And the mission-driven work of helping others find a place to call home.

We laughed about how relatable that feeling is — because once you’re in mortgage, you realize it’s more than a job. It’s a calling.

A morning in the life: Pure chaos (and she wouldn’t have it any other way)

Alicia is a mom of two — one Energizer Bunny of a son and a teenage daughter who needs some serious nudging in the mornings. Add two young pups (one recovering from surgery), and let’s just say her coffee never stays hot.

Still, she thrives in the chaos. “If I’m not busy, I don’t feel like myself,” she said. “I like being in the mix.”

And while she may not get that peaceful morning routine (yet), she does start every day by making her bed — a simple habit that sets the tone and gives her a small but mighty win.

As for her coffee order? Iced vanilla latte, always. Now that her husband gifted her a Keurig with an iced feature, Alicia makes her own custom coffee shop creations at home. Cold foam included.

What’s her superpower? Organization — to a fault (and she owns it)

When asked about her superpower, Alicia doesn’t hesitate.

“It’s not glamorous,” she laughed, “but it’s organization — to my credit and to my fault.”

And it’s true. From color-coded calendars to master-level follow-ups, Alicia’s ability to stay organized is next-level. Whether she’s juggling work, kids, sports, pups, or planning her day down to the last iced latte — she thrives when everything has a system and nothing slips through the cracks.

It’s not just about staying on top of tasks. It’s about building trust.

A former vendor once told her she wrote the best recap email he’d ever received — across any partner or platform. Every call had context, every detail was documented, and there were never any surprises (even when the news wasn’t good).

“I never shy away from the hard conversations,” she shared. “If something’s wrong, I say it. I let people know I see the problem, I’m working on it, and I’ll follow through.”

It’s that mix of transparency, accountability, and actual execution that sets Alicia apart.

On authenticity and keeping the sparkle

At 40, Alicia and I both find ourselves in a new era — one where we finally feel grounded in who we are, unafraid to lead with authenticity. But we both know it took time to get here.

Alicia shared how her 13-year-old daughter is bursting with confidence — that unshakable sparkle so many of us lose somewhere between adolescence and adulthood. Her mission? To protect it.

“That’s the biggest reason I show up the way I do,” she told me. “So she knows it’s better to be your authentic self. To shine instead of dim.”

We both agreed: the world can be harsh, and too often we’re told to shrink or soften to fit in. But what if, instead, we modeled something different? What if we taught the next generation — especially our girls — that showing up fully is the real power move?

In an industry (and world) that doesn’t always celebrate boldness or vulnerability, Alicia’s commitment to being real is a reminder that authenticity isn’t just a personal value — it’s a leadership strategy. And it’s one we’re both here for.

What’s she seeing in the industry right now?

If you follow Alicia on LinkedIn, you’ll notice something: her feed isn’t packed with product pitches or market forecasts. It’s packed with people.

She uses her platform to spotlight connection, community, leadership, and authenticity.

“There are already so many smart people covering the technical stuff,” she said. “I want to highlight the ones who are making an impact — quietly or boldly.”

Her #WhatImSeeing posts have become a weekly dose of positivity, recognition, and real talk — a welcome break from the usual scroll. And even when she’s having a tough day, she puts a positive spin on things so that her audience sees something that makes them smile.

She’s not just documenting what’s happening in the industry. She’s shaping how we see each other — and reminding us of the human side of this work.

On women in mortgage: “We’ve made progress — but it’s not enough”

Alicia and I can both relate — we’ve been in rooms where our ideas were ignored or credited to someone else. In a still male-dominated industry, that reality isn’t rare — and it’s why she’s so passionate about helping women lead, speak, and be seen.

From co-leading a women’s event with the Connecticut MBA to promoting rising voices like her friend Maggie Garden, Alicia’s all about turning moments into momentum.

“We need more women lifting women,” she said. “And more male allies who truly listen — not just when we’re in the room, but especially when we’re not.”

She shared how one of her mentors — now a champion for women — only realized the depth of inequality after hearing the same message over and over… until it finally clicked.

So, what can men do? Show up. Listen. Speak up on our behalf. Advocate when it counts. Because the real impact often happens when we’re not in the room.

And on a lighter note — we laughed about retiring our heels in favor of sneakers at conferences. Comfort is power, too.

Fun fact: Alicia was once a ballroom dancer who spun circles around everyone in 4-inch heels. Safe to say, she’s still moving through this industry with that same bold energy.

And finally… Who would she love to have coffee with?

Her Papa.

“He wasn’t even blood-related, but he was the most amazing man I’ve ever known.”

Married for 62 years, full of wisdom, humor, and deep love for her Mimi, he left behind a legacy of kindness and connection. Alicia still carries his words with her:

“Care. Communicate. Appreciate. Respect. Enjoy.”

Honestly? That sounds like Alicia to a tee.

Alicia is the real deal

Alicia embodies what it means to lead with heart, to show up boldly (even in chaos), and to model what’s possible when we lean into authenticity, community, and connection.

Want more inspiration like this? Follow Alicia Goncalves on LinkedIn — trust me, your feed will thank you.

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