CalHFA’s New Exec Sparks Loan Origination Pipeline

🚀 Battle Card: California Housing Finance Agency

• Tony Sertich, Executive Director · 🔗 LinkedIn

• This California Housing Finance Agency sales trigger signals a leadership refresh with deep in-house and state-level finance expertise poised to accelerate housing program rollouts. → Source

• Scaling loan origination to meet record demand for first-time and multifamily homebuyer programs

• Maintaining top credit rating amid expanded bond issuance and disaster relief financing

• Primary: Digital Lending Automation Platform → Accelerate application throughput & reduce manual compliance checks

• Expansion: Risk & Compliance Analytics Suite → Preserve the highest credit rating & streamline audit readiness

• HQ: Sacramento, CA

• Employees: ≈ 250

• Rev: ≈ $50 M

• Website: calhfa.ca.gov

🤼 Competitive Intel

• ICE Mortgage Technology (Ellie Mae) — Loan Origination System
• Unique edge: End-to-end eMortgage capabilities
• Evaluated by Director of Multifamily Programs for integration with existing servicing tools

• Black Knight — Servicing & Analytics
• Unique edge: Deep mortgage servicing data and predictive analytics
• Evaluated by Finance & Risk teams for disaster relief portfolio stress-testing

• Salesforce Government Cloud — CRM / Case Management
• Unique edge: Secure, FedRAMP-authorized engagement platform
• Evaluated by COO for stakeholder collaboration & outreach tracking

✅ Do-Now Checklist

Next Step

🧠 Copy My Prompt for Personalized Cold Outreach

────────────────────────────
✏️ YOUR COMPANY
────────────────────────────
OUR_COMPANY   = ❑❑
OFFER_BRIEF   = ❑Digital Lending Automation Platform❑
PROOF_METRIC  = ❑30% faster application throughput❑
CTA_STYLE     = ❑quick_call❑
TONE          = ❑punchy❑

────────────────────────────
📌 TARGET COMPANY
────────────────────────────
NAME        = Tony
COMPANY     = California Housing Finance Agency
DEPT        = Executive
SIZE        = ≈ TBD
BOTTLENECK  = scaling loan origination for first-time homebuyer programs
EVENT       = Tony Sertich joins as Executive Director
DETAIL      = his appointment by Governor Gavin Newsom
PAIN        = scaling loan origination to meet record demand
SRC         = http://cts.businesswire.com/ct/CT?id=ftfLlWd9aZbF2NXfwppam3Bd664=&newsLang=en&newsId=20250919246039&div=41152219
SIM_CO      = ≈ TBD
WIN_METRIC  = ≈ TBD
NEXT_SIZE   = ≈ TBD
EMP_EST     = ≈ 250
REV_EST     = ≈ TBD

────────────────────────
TASK FOR CHATGPT
────────────────────────
Role: “NewsletterForLeads SDR-Assist”.

Validate any ≈ guesses via SRC.

EMAIL  (keep breaks):
Subject: ≈ TBD-person Executive

Tony—noticed your Executive team is ≈ TBD.

That’s when scaling loan origination for first-time homebuyer programs slows growth.

We helped ≈ TBD fix this with Digital Lending Automation Platform.

Result: ≈ TBD.  
Quick call?

PS—next bottleneck hits ≈ TBD.

DM ≤45 words, TONE:
Saw your post about his appointment by Governor Gavin Newsom — scaling loan origination to meet record demand.  
Digital Lending Automation Platform. 30% faster application throughput. Quick chat?