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The first guy to sit at the table.
Every Coffee Chat I’ve had so far has featured women — fierce, bold, authentic women shaping the mortgage industry in their own ways. But for the first time, a man has pulled up a chair. And if anyone was going to be first, I’m glad it’s my good friend, Jake Vermillion.
We met back in 2021 when we partnered on a 3-part masterclass series featuring his dad, Dale Vermillion — yes, that Dale. What stood out immediately about Jake was that he didn’t ride on his father’s name. He had his own voice, his own perspective, and his own willingness to do the work. This wasn’t just Dale’s son — this was a marketer, a connector, and a leader in his own right.
Jake didn’t set out to follow in his dad’s footsteps. His early path pointed toward sociology and architecture, with a passion for sustainable housing in underserved communities. That dream led him into nonprofit work, managing projects in Africa out of D.C. But after 80–90-hour work weeks and the emotional toll of playing “bad cop” to desperate communities, burnout set in.
Back home, newly married, he helped his dad with small projects and eventually took over Mortgage Professionals Providing Hope (MPPH). He raised significant funds, but his dad made a pivotal point: “If you can apply these same skills to growing the business, we can give more back to MPPH than any donation campaign ever could.”
That’s how Jake entered the mortgage industry—not through the front door but through the back door of service.
So why stick with mortgage? For Jake, the answer is impact. The industry isn’t broken, but it can be better. Millions of Americans buy homes every year, but he sees the potential for more—more access to credit, more families building generational wealth, and more loan officers thriving in fulfilling careers.
To him, homeownership remains the American Dream. “As long as I can still see a direct connection between what I’m doing and helping more people into homes,” Jake shared, “I want to be here.”
When asked about his superpower, Jake hesitated. “Oh gosh, I don’t have one,” he laughed, before admitting that maybe his strength lies in mindset.
“I genuinely believe anything can be done better than it’s currently being done. Even if it’s great, I can see ways to improve.”
It’s not perfectionism — it’s courage. The willingness to deconstruct something good to make it great. He’s unafraid to throw out an idea, start from scratch, or embrace a new technology that changes the game. Curiosity, creativity, and determination fuel his approach — qualities that helped shape his rise as a HousingWire Rising Star.
Like all marketers, Jake and I agreed that growth only comes when you’re willing to push past the plateau. Whether it’s in the gym or in business, doing the same thing over and over will only get you so far. To break through, you have to keep changing it up, testing limits, and pushing the ceiling.
“What’s the goal in your career—hit one PR and then coast?” Jake asked. His point was clear: success isn’t about protecting what you’ve already built, it’s about asking, how far can I take this?
The gym isn’t just about fitness for Jake — it’s a mindset that fuels leadership. After every workout, he asks: Did I go hard? Did I send it today?
That same question, he argues, belongs in business. Fitness trackers tell us if we pushed our limits, but in business? Loan officers and leaders are often flying blind.
We geeked out at the idea of a wearable for work performance — AI on your shoulder, a dashboard that gamifies progress, data that shows in black and white whether you “sent it” that day. Not to shame, but to fuel. It sparked one of those creative rabbit holes where the ideas just kept flowing — and yes, we agreed it deserves a future brainstorm session.
Forget just coffee—Jake’s mornings look more like a carefully crafted ritual. His alarm rings at 4:45 a.m., and his first “drink order” is electrolytes or pre-workout, sometimes colostrum before tough intervals. A half cup of black coffee follows before his 5:30 run.
Post-workout, it’s protein + creatine, and finally, the real first cup of coffee. The earned sip.
But fuel isn’t just physical. Jake carves out time for something deeper — reading his Bible or the Liturgy of the Hours, an ancient rhythm of scripture and prayers. It connects him to something bigger before the day begins.
“It’s this combination — science-backed nutrition, discipline in movement, and spiritual centering — that sets the tone,” he told me. That first sip of coffee after it all? “The glorious moment.”
When I said the old marketing playbook is in the trash, Jake nodded — and broke down why so many lenders are still getting it wrong.
The biggest culprit? The “autonomous loan officer” model.
On one side, giving LOs tools to build their own brands can be powerful. On the other hand, without accountability or strategy, marketing teams become fulfillment shops for random requests — flyers, websites, tech approvals — with no ROI.
“Originators have forgotten their title is originator,” Jake said. Too many are distracted by influencer ambitions instead of doing what they do best: originating loans.
His solution? Pick a lane.
What doesn’t work? Sitting in the messy middle.
When it comes to the future, Jake’s advice is clear: solve for millennials first.
“If you don’t know how to talk to 30-year-olds, keep them engaged in a one- to two-year home search journey, and know when to bring in a loan officer — someone else is going to steal your bacon.”
Millennials are still in their prime purchasing years, and many are holding onto homes longer than any generation in history. They want to do their research, compare sources, and then have a trusted human confirm the decision. (As a millennial myself, I could relate — I research everything.)
Gen Z, by contrast, wants instant answers. They’re less about the messy research phase and more about, “Just tell me what to do.”
Jake’s point: if you solve for millennials with tech-enabled, human-centered experiences, you’ll naturally be ready for Gen Z.
As a dad raising a daughter, Jake sees firsthand the importance of equity and opportunity. And he’s paying attention.
“When we train, more often than not, the female participants…their floor is significantly higher than the men,” he told me. Women, in his view, adapt more quickly, pivot when something isn’t working, and balance results with relationships.
That’s not about elevating women just because they’re women — it’s about creating pathways for those who have already proven themselves. “They just haven’t been given enough at-bats,” he said.
So what role should men play? Jake didn’t shy away: hire and promote based on merit — and advocate relentlessly.
“Look for the best people in your organization. I genuinely think at least half of them are going to be women. If you just mobilize people based on merit, we’d see a much more equitable distribution of leadership.”
He also pointed out something I’ve been saying for a while: too many women get funneled into operational roles, where they thrive but don’t often move into executive leadership tracks. “If we want more women at the top, we need to see more women in sales,” Jake explained. Not only do many women excel in sales, but those roles also create a natural pipeline into leadership.
And then he said what we both know to be true: “Who’s advocating for you — in the room and behind closed doors? That makes all the difference.”
The best advice Jake’s ever received? “No one owes you anything.”
At first, it might sound harsh. But for him, it’s grounding. Entitlement, he explained, isn’t just expecting success without work. It’s also expecting results because you put in the work.
“You could work hard forever and still not get what you think you’re owed. That’s just not how the world works.”
The shift puts focus back on what you can control: showing up with intention, working hard, creating value, and staying positive — without being consumed by what you get back.
When asked who he’d love to share a cup of coffee with, Jake’s answer was immediate: Tim Keller.
For nearly a year, Jake listened to one of Keller’s sermons every single day. That’s over 500 hours of wisdom. What stood out most wasn’t just Keller’s teachings, but who he was: a man of integrity, authenticity, and grace.
“He was the same person in private as he was in public. No scandals, no surprises — just someone who lived out what he believed. That’s inspiring.”
Before we wrapped, I asked Jake how it felt to be the first man to sit at my coffee table. His answer said it all: it felt natural, but also powerful to step into a female-led space by invitation.
That’s the thing about Jake Vermillion — he gets it. He understands the nuance of marketing in mortgage, the importance of creating real impact, and the value of making space for others at the table.
It’s no wonder HousingWire named him a 2025 Rising Star — his insight, creativity, and leadership are already shaping the future of this industry.
If you want smart takes on marketing, leadership, and growth (plus a healthy dose of energy), connect with Jake Vermillion on LinkedIn. Trust me, your feed will thank you.
