ATLANTA, April 12, 2016 /PRNewswire/ -- Primary Capital Mortgage, a residential mortgage lender and servicer in more than 40 states, is excited to announce the launch of its new consumer-direct brand, Qualifi, which introduces a new name, a new look and a new way of engaging online-oriented borrowers to today's mortgage marketplace.
"With more than 50 percent of residential mortgage market originations consistently happening in the retail segment, and a significant number of these transactions starting online, it is important we provide greater efficiencies and capabilities to borrowers who prefer to engage in an online environment," said Primary Capital CEO Anthony Coniglio. "While we've maintained a retail sales model since our inception, the launch of Qualifi enables us to better serve this specific category of customers. We believe the introduction of Qualifi and QualifiMortgage.com – together with the continued excellence of our wholesale team – places our company in an ideal position for future growth."
Although Qualifi is Primary Capital's new platform for reaching online-oriented borrowers, the company has a history of lending via both wholesale and retail channels. While Qualifi replaces PCMDirect, Primary Capital's previous consumer-direct brand, it retains all of PCMDirect's offerings and team members, so borrowers should feel confident they will continue to receive the superior service they have come to expect from the company. The rebranding of Primary Capital's consumer-direct division is also accompanied by an enhanced online presence at www.qualifimortgage.com, which allows visitors to quickly receive rate quotes and connect with a Qualifi customer representative.
"Our research shows there are two distinct groups of borrowers in the marketplace today – the relationship-oriented borrower who wants to work face-to-face with a loan professional, and the online-oriented borrower who wants to do everything via a computer," said Coniglio. "While our wholesale and correspondent channels at Primary Capital Mortgage have built a strong reputation for supplying high-quality service and quick turnaround times to our broker and correspondent partners, Qualifi exists as a complement to these channels by serving the second group of borrowers, who are looking for an online experience. We believe our entire company will benefit from the growth that accompanies this multi-channel approach and the expanded customer base provided by Qualifi."
About Primary Capital Mortgage
Primary Capital Mortgage, LLC, is a residential mortgage origination and servicing company with wholesale, correspondent and consumer-direct channels. PCM was founded in 1994 and is now licensed in more than 40 states. For more information, visit www.pcmexpress.com or www.qualifimortgage.com; email email@example.com; or call (877) 690-1270. NMLS ID #3076.
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SOURCE Primary Capital Mortgage, LLC