From Followers to Clients: The Power of Trust in Modern Home Lending

Session Sponsor:



Session Description: 

Homebuyers have more information than ever before, yet many feel less confident making financial decisions. So what solves that problem? Trusting who you are working with. 

In this session, Ally Carty explores the psychology behind how consumers choose financial partners and why traditional mortgage marketing often misses the mark. Combining research on next-generation buyers, consumer behavior, and lifecycle marketing, she'll share actionable ways loan officers and lenders can communicate with greater authenticity, reduce friction in the buying journey, and build relationships that last well beyond the closing table.

Attendees will walk away with fresh insights into the future of mortgage marketing and practical ideas they can immediately apply to their business.




Ally Carty is often considered the industry's go-to voice on Gen Z homebuyers. She leads Growth Marketing and Brand Strategy for Home Lending at SoFi, where she builds social selling strategies and helps loan officers grow as trusted, recognizable voices in their markets. She also leads SoFi's Real Estate Advisory Council, a nationwide group of real estate professionals helping shape how the industry shows up for buyers.

Before SoFi, Ally founded Guild Mortgage's Creator Community and launched its first ever Gen Z homebuyer research, work that's shaped how lenders think about reaching younger buyers. She's spent her career closing the trust gap between the mortgage industry and the next generation of homeowners.