72: BEHIND THE LENDER with Elena Robinson | VP of Residential Sales, First National

WATCH ▶️ ⁠⁠⁠⁠Watch this episode on YouTube⁠⁠⁠⁠ *** EPISODE DESCRIPTION In this episode, Dean & Deryk are joined by Elena Robinson. Elena is the VP of Residential Sales at First National from Etobicoke, Ontario, who has been in the mortgage industry for over 35 years. In 1990, she became First National's first BDM, a position she held for 3 years. After taking 20 years away to be a mortgage broker and other industry positions, she returned to First National in 2018 to help re-launch it's alternative lending division, Excalibur, and has been there ever since. A multi-award winner, Elena was recognized as CMP’s Women of Influence for 5 consecutive years from 2021 to 2025, listed as an Elite Women in the Global Best in Mortgage 2022, and the 2025 Mortgage Global 100. First National Financial is Canada's largest non-bank lender, originating, underwriting, and servicing both residential and commercial mortgages. As the leading lender of CMHC and conventional mortgages, First National currently has more than $150 billion in mortgages under administration. Elena is here to discuss: → Her journey in the mortgage industry and always working with brokers, the difference skills needed between sales & leadership roles, and why she went back to First National. → How first National became the largest non-bank lender in Canada and top 3 in the broker channel by offering value and consistency, why they stay committed to the broker channel, and how they measure success. → First National's deal flow, file escalation process, and the importance for brokers to build true partnerships with lenders. → First National's alternative lending division, Excalibur, and portal, Merlin, and how they are looking to combine AI process with the human experience. → The growth of alternative lending in Canada and why brokers must become comfortable with these files. → Current market trends in the Canadian mortgage industry including why volumes are down, what the science says about how many times your really need to be calling clients to get a deal, and why this is the time consumers need to be buying and not sitting still. *** 🔗 First National Website: www.firstnational.ca 📋 First National LinkedIn: ⁠@FirstNational 📋 Elena Robinson's LinkedIn: ⁠@ElenaRobinson 📸 Elena Robinson's Instagram: ⁠@elenarobinson10 *** CHAPTERS 00:00 Intro 00:31 Today's Guest: Elena Robinson 05:24 Difference Between Sales & Leadership Roles 07:11 Are More People Leaving Institutions to Become Brokers? 08:28 Working with Brokers 09:37 Why Elena Went Back to First National 11:01 Why First National Stays Committed to the Broker Channel 14:15 Building True Partnerships Between Brokers & Lenders 19:23 How First National Became the Largest Non-Bank Lender in Canada 23:19 Combining AI Process With the Human Experience 25:53 The Growth of Alternative Lending in Canada 30:03 Excalibur 32:38 Merlin 34:30 First National's Deal Flow 37:03 First National's File Escalation Process 38:53 Mortgage Volumes Are Down 43:00 Don't Sit, Buy Now 46:51 How First National Measures Success 49:54 Advice for Brokers 50:29 Wrap-Up *** CONNECT WITH THE SHOW 🎙️ The Mortgage Broker Podcast Podcast: ⁠⁠⁠⁠⁠⁠@abetterwaymortgage⁠⁠⁠⁠⁠⁠ 📺 The Mortgage Broker Podcast YouTube: ⁠⁠⁠⁠⁠⁠@MortgageBrokerPodcastNetwork⁠⁠⁠⁠⁠⁠ 📝 The Mortgage Broker Podcast Blog: ⁠⁠⁠⁠⁠⁠@ABWMedia⁠⁠⁠⁠⁠⁠ ***   CONNECT WITH THE HOSTS 📋 Justin Noda's LinkedIn: ⁠⁠⁠⁠⁠@JustinNoda⁠⁠⁠⁠ 📋 Dean Lawton's LinkedIn: ⁠⁠⁠⁠⁠⁠⁠@DeanLawton⁠⁠⁠⁠⁠⁠⁠ 📋 Deryk Williamson's LinkedIn: ⁠⁠⁠⁠⁠⁠⁠@DerykWilliamson⁠⁠⁠⁠⁠⁠⁠ 📋 Jason Marshall's LinkedIn: ⁠⁠⁠⁠⁠⁠@JasonMarshall⁠⁠⁠⁠⁠⁠ ***   CONNECT WITH A BETTER WAY MORTGAGES 🔗 A Better Way Mortgages Website: ⁠⁠⁠⁠⁠⁠www.joinabw.ca⁠⁠⁠⁠⁠⁠ 📸 A Better Way Mortgages Instagram: ⁠⁠⁠⁠⁠⁠@abetterwaymortgages⁠⁠⁠⁠⁠⁠ 📋 A Better Way Mortgages LinkedIn: ⁠⁠⁠⁠⁠⁠@ABetterWayMortgages⁠⁠⁠⁠⁠⁠ 👥 A Better Way Mortgages Facebook: ⁠⁠⁠⁠⁠⁠@ABetterWayMortgages⁠⁠⁠⁠⁠⁠ 📬 A Better Way Mortgages Tuesday Mortgage Memo: ⁠⁠⁠⁠⁠⁠@ABWTuesdayMortgageMemo⁠