Beyond The Guidelines Podcast: Deven Gillen on Disrupting Mortgage Marketing and Helping Loan Officers Build Brands
Beyond The Guidelines Podcast: Deven Gillen on Disrupting Mortgage Marketing and Helping Loan Officers Build Brands
The mortgage and real estate world is evolving fast—and marketing is no longer optional for professionals who want to stay ahead. In this episode of the Beyond The Guidelines Podcast, host Ryan Speltz sits down with Deven Gillen, founder of Hova Digital, to talk about disrupting outdated marketing practices, building authentic personal brands, and why video should be at the center of every loan officer’s strategy.
This conversation is packed with insights for loan officers, real estate agents, and mortgage professionals who want to grow their business while staying true to their values.
Who is Deven Gillen?
Deven Gillen is the founder of Hova Digital, a marketing agency built specifically for loan officers and mortgage professionals. Based in Utah, Deven is not only a husband and father but also a purpose-driven entrepreneur. His company name, “Hova,” was inspired by his Christian faith, symbolizing a foundation rooted in values and service rather than just profit.
After years of working inside the mortgage industry, Deven recognized that many marketing agencies were overcharging loan officers while underdelivering results. His mission became clear: provide affordable, effective, and personal marketing solutions that help mortgage professionals build their brand and truly connect with families.
The Purpose Behind Hova Digital
Unlike many agencies that only chase revenue, Deven built Hova Digital around a deeper purpose. Instead of focusing solely on numbers, his goal is to help loan officers help families.
Here’s how he puts it:
Helping a loan officer isn’t just about marketing.
Each new mortgage or refinance impacts a family’s financial health and future opportunities.
By improving a loan officer’s ability to market, he indirectly helps families secure better financial stability.
This people-first mindset sets Hova Digital apart from many competitors in the crowded mortgage marketing space.
Why Loan Officers Must Own Their Database
One of the most eye-opening points Deven makes in this episode is the importance of owning your database.
Too many loan officers rely solely on their company’s CRM and marketing tools. The problem? When they leave that company, their leads, contacts, and marketing history often stay behind.
Deven emphasizes that loan officers should:
Have their own CRM outside of the company system.
Control their Google Business page, website, and marketing accounts.
Never allow a company to hold their business hostage.
This independence gives professionals the flexibility to grow their personal brand and switch companies without losing years of relationship-building.
The Power of Video Marketing in Mortgage & Real Estate
A core pillar of Deven’s strategy is video marketing. He believes video is the most effective way for loan officers to:
Put a face to the name and build trust.
Explain complex loan programs in simple terms.
Stand out in a crowded inbox where generic email templates get ignored.
At Hova Digital, Deven makes the video process “stupid easy.” He:
Provides scripts for loan officers.
Offers teleprompter tools to simplify recording.
Edits and distributes videos across social platforms, email campaigns, and even blogs.
The only job for the loan officer? Hit record.
Deven’s team handles the rest, ensuring consistency and quality that most busy loan officers simply don’t have time to manage.
Why Most Loan Officers Fail at Marketing
Deven highlights a hard truth: loan officers don’t have time to market themselves effectively.
Even with access to CRMs like Total Expert, Surefire, or company-built systems, most LOs never consistently create content or follow up with leads. That’s why so many professionals get stuck using outdated tactics like canned holiday emails, recipe newsletters, or stock blog posts that add zero value.
According to Deven, the key difference between successful and struggling loan officers is authentic, consistent marketing—something that requires more than a template. It requires a brand-building approach.
Failing Forward: Lessons From Experience
Deven’s journey wasn’t without setbacks. He openly shares how he once worked for a company for five years, only to leave with no equity and the feeling of wasted time. But instead of letting that define him, he reframed it:
Those five years taught him sales, client management, and company operations.
Mistakes like using stock images or poorly targeted ads became lessons that helped him refine his strategies.
Failures like sending the wrong holiday email actually uncovered surprising successes (like generating record loan volume).
This mindset of failing forward drives how Deven continuously improves Hova Digital’s services.
Disrupting the Mortgage Marketing Industry
The mortgage industry is notorious for being slow to change, but Deven is determined to disrupt it.
Here’s how he’s shaking things up:
Charging fair, affordable prices so even loan officers closing just one deal a month can afford his services.
Refusing to overpromise and underdeliver—something too common among agencies.
Providing real, personalized marketing instead of cookie-cutter templates.
Encouraging loan officers to question everything, including his own strategies, to ensure they’re getting value.
His approach has already helped nearly 100 loan officers strengthen their personal brands and grow their businesses.
Takeaways for Loan Officers and Real Estate Agents
This episode of Beyond The Guidelines offers practical lessons any mortgage or real estate professional can apply:
Build a personal brand that goes beyond generic company marketing.
Invest in video content to create trust and authority with clients and partners.
Own your data and platforms—never let a company control your leads or contacts.
Focus on connection, not transactions. Marketing isn’t about spamming inboxes; it’s about building meaningful relationships.
Fail forward. Every mistake is a step toward refining your strategy and getting better results.
Final Thoughts
As Deven Gillen puts it, disruption doesn’t have to mean inventing something entirely new—it can mean doing things differently, with more authenticity and purpose.
For loan officers and real estate agents, this conversation is a reminder that marketing success isn’t about flashy ads or expensive gimmicks. It’s about consistency, connection, and building trust through your personal brand.
If you’re ready to stop being just another name in the inbox and start being a trusted voice in your market, this episode is a must-listen.
