From TikTok to $20M: How Theoni Rapo Built a Consumer-Direct Mortgage Brand

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Episode Summary:

Most loan officers are chasing agents. Theoni Rapo is attracting clients—directly from TikTok.

In this episode of Mortgage Marketing Radio, host Geoff Zimpfer sits down with Theoni Rapo, the powerhouse behind the viral brand Not Your Daddy’s Lender. With over 238,000 TikTok followers and nearly $20 million in 2024 loan volume, Theoni shares how she used short-form content to build a nationwide, consumer-direct mortgage business. No cold calls. No coffee dates. 

Whether you’re trying to grow your brand, attract better leads, or ditch outdated sales tactics, this episode breaks down exactly how to start showing up online—and getting clients to come to you.

Key Takeaways

1. Why Social Content Beats Cold Calling - Theoni shares how she replaced traditional prospecting with daily, authentic videos—and why that shifted everything.
2. The Anatomy of High-Converting Content - Discover the hooks, themes, and call-to-actions that turn views into loan apps.
3. Build a Brand That Filters, Not Just Attracts - Learn how Theoni’s bold messaging pulls in aligned clients—and repels the wrong ones.
4. Scaling Nationwide Without a Local Focus - How her digital-first approach enabled business across all 50 states.
5. Systemizing Lead Intake and Follow-Up - From custom landing pages to credit-based filters, Theoni explains how to work smarter, not harder.

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