TRUE NORTH MORTGAGE/THINK FINANCIAL
When Dan Eisner appeared on Dragon’s Den to pitch his idea of mortgage stores staffed by salaried employees, the dragons didn’t bite. The public did, however, and Eisner continues to defy the odds with the success of his innovative storefront model. Over the past decade, True North Mortgage has opened more than 10 retail locations, and in 2016, Eisner launched THINK Financial, his own CMHC-approved lender, which provides residential mortgages.
“You’ve got to find your competitive advantage – and whatever that is, really focus on it, and clients will be drawn in,” he says. “We use rates, and we’re very rate-focused. We don’t get distracted by B deals. We don’t do commercial deals. We don’t look at those; all we care about are those triple-A clients.”