Milestones

2008

2009

2015

2017

2018 | 2019

2021

Opened doors to Premiere Mortgage Centre Ontario

2008

Won the CMA for Best Customer Service from an Independent Office

2009

Awarded Mentor of the Year by MPC

2015

Premiere Mortgage Centre had its first $1 billion funding year

2017

Mortgage Awards of Excellence Regional Brokerage of the Year for Atlantic Canada in 2018 and 2019; for Ontario, 2019

2018 | 2019

CMA Brokerage of the Year – Diversification winner

2021

Winning relationships – and winning deals

No one in the mortgage business can deny that there are many elements that need to be thrown into the mix when negotiating the perfect loan solution. For the best possible mortgage outcome, brokers need to make a dizzying number of decisions for every transaction, ranging from what types of lenders may be the best match for their borrowers to what type of mortgage may be the best client fit. While all these decisions are of course paramount, there is a danger that the actual relationship between client and broker may get lost in the shuffle.

Acutely aware of the fact that relationships are at the centre of the mortgage process, Kerri Reed, executive vice president of Premiere Mortgage Centre, has made it her career focus to identify and protect the relationships that she sees as central to ensuring consistently successful mortgage outcomes. Reed has chosen to foster, first and foremost, the relationships between her and her brokers, whom she considers the core of her professional family. She has also put the spotlight on the broker-client relationship. Both relationships, Reed believes, help to solidify and propel the mortgage process forward. This approach moves a crucial step beyond the general tendency of brokers to take a rates-driven approach to their clients. “I recognized early on how important the relationship is with a client,” Reed says. This personalized approach to the mortgage business has pushed Reed to the top and cemented her position as a leader to watch. Banking beginnings Coming from a banking background, Reed learned early in her career what direction she didn’t want to go in. “I had been working for a financial institution since I was 16 and stayed on working for the banks all through university and into my first career job with the Royal Bank,” Reed says. While this represented a great training ground for the mortgage career that would follow, Reed did not feel comfortable in the corporate environment.

Destiny stepped in for Reed as she honed her skills in the lending space, meeting Don MacVicar, her future business partner and co-founder of Premiere Mortgage Centre, which they would later set up along with his brother. “We learned everything we needed at Home Loans Canada and were able to take [this experience] and build Premiere Mortgage Centre,” Reed reflects.

Building a home for brokers From its very beginnings, Reed and her business partners had a unique vision for Premiere Mortgage Centre and consistently used this vision as a road map to guide the business into its current position as one of the largest brokerages in Canada. Premiere Mortgage Centre’s foundation was built on the core belief that to be consistently successful, brokers must never lose sight of the human and personal connections that are made every day in the industry. “You have to be able to connect with people,” Reed insists.

“Connect on a personal level and build relationships with the people you’re working with.” Providing an umbrella home for its brokers, Premiere Mortgage Centre has carefully maintained its foundations. “I had a picture of a house, and the house was Premiere Mortgage Centre,” Reed says. “In the house, brokers could have their own room, or they could share rooms, but no one could lock their door,” she adds. Guided by this bricks and mortar analogy, Reed and her partners expanded to 160 agents, all proven top performers in the industry. “We didn’t expand to 160 agents overnight. It was one agent at a time, and now we’re the largest brokerage in Atlantic Canada,” Reed outlines. The “house keys” to success When asked what opened the door to success, Reed reflects before answering. “There are a lot of brokers out there, and agents, who are very successful and have done this on their own,” Reed says. “So that means that they are not interested in help, and they will help themselves. That's not Premiere Mortgage Centre. We are here to support their [brokers’] development and support the development of their individual businesses.” This supportive, family-oriented approach to what is often a very individualistic business has been a key leadership quality for Reed. “You have to be willing to support the successes and celebrate the successes, and in the harder times you need to be just present,” Reed explains. This approach to leading her mortgage team has paid off with over $3 billion in funded residential-based deals in 2021 for the “house” that Reed and her partners built. Embracing whatever the next addition to her mortgage home may look like, Reed remains keenly aware that it is the relationships formed along the way that are the cornerstone of the perfect mortgage foundation.

Spotlight

Premiere Mortgage Centre is one of largest mortgage brokerages in Canada. With over 160 licensed agents, the brokerage dominates eastern Canada. Geographically spanning Ontario, Nova Scotia, New Brunswick, Newfoundland, and PEI, their brokers are consistent with their client experiences, professionalism, and success.

Company Profile

2006

Premiere opened its doors in Halifax NS

over 160

licensed agents/ brokers and associates

7,945

closed loans in 2021

$3b in 2021

mortgage funding volumes exceeded

ON, NS, NB, NFLD, and PEI

licensed and has built successful client partnerships in

Bio

Spotlight

Milestones

Media

Accolades

Company Profile

Years in the industry

Tenure at current position

2017 - Present

BAsed In

Toronto, Ont.

Fast Facts

“My aspiration in my teenage years was to become a marine biologist” “I have the unique ability to be the lead vocalist as well as the backup singer during every concert that takes place in my vehicle”

Kerri Reed

Executive Vice President at Premiere Mortgage Centre

Viewing the mortgage process as a series of relationships to be nurtured, Kerri Reed has leapt ahead

Read on

“I recognized early on how important the relationship is with a client”

Kerri Reed, Premiere Mortgage Centre

“I had a picture of a house, and the house was Premiere Mortgage Centre”

Kerri Reed, Premiere Mortgage Centre

Milestones

Curabitur feugiat eget leo id tempus. Maecenas commodo, nibh at ultricies pulvinar, ipsum erat porta metus, et tempus justo tellus euismod dolor.

2011

Spotlight

Company Profile

Years in the industry

Fast Facts

Read on

Milestones

Curabitur feugiat eget leo id tempus. Maecenas commodo, nibh at ultricies pulvinar, ipsum erat porta metus, et tempus justo tellus euismod dolor.

2011

Spotlight

Company Profile

Years in the industry

Fast Facts

Read on

Companies

People

Newsletter

About us

Authors

Conditions of Use

RSS

“I discovered that the investment side to a client relationship was not really something that I was passionate about and, to be quite honest, I was terrified,” she admits. Deciding to put the client relationship first, Reed put her newfound wisdom to the test with a move to Oakville and a new role with Home Loans Canada. “I could now solely focus on building relationships with clients for mortgage financing,” Reed says. “I decided that I was going to live and work in the same space, which to me meant going to the grocery store in jeans and a T-shirt and also [being] in a real estate office dressed in a business suit presenting to 100 realtors.”

Companies

People

Newsletter

About us

Authors

Conditions of Use

RSS

Companies

People

Newsletter

About us

Authors

Conditions of Use

RSS

News

MORTGAGE INDUSTRY

BEST IN MORTGAGE

SPECIALTY

Resources

News

MORTGAGE INDUSTRY

BEST IN MORTGAGE

SPECIALTY

Resources

News

Mortgage Industry

Best in Mortgage

Specialty

Resources