OUR BUSINESS MODEL WORKSAt 1st Florida Lending, our business model is simple! Never treat borrowers as just another number, but a real person, with real mortgage needs and be willing to roll up your sleeves to get even the most challenging loans approved no matter how complex. As regulation brought about much needed reform, the mortgage industry began to evolve. This evolution continues today. Our founding team went through the bailout crisis in the 90’s which left the Mortgage industry fragmented which prompted smaller, more localized mortgage companies that were able to provide superior consumer service and home loans more efficiently. We believe that our lending services should be valuable, affordable, and tailored to each customer while catering to both US and Foreign National borrowers who typically would not find the highest level of service at such a low cost for a regular bank.