About Brad Roche
The Mortgage Planner.
For more than 30 years, Brad has built his business the same way: plan before pitch, advice before rates. With more than $2 billion in closed loans, he is still producing with a nationally ranked team in the Charlotte region, and he teaches loan officers across the country to build practices that run on referrals.
“Three generations. One practice built on referrals.”Brad, Bradley, and Jacob Roche
- 30+ yearsas a top producer
- 10,000+mortgages closed
- $2B+in closed loans
- 3Amazon best-selling books
Brad’s story
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The first 17 years
Michigan
Brad built his mortgage career and his first businesses in Michigan, while developing neighborhoods and investment properties on the side.
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2010
Charlotte
He moved to a market where he knew almost no one and closed more than 170 loans in his first year, proof the system works anywhere.
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A decade of coaching
Coaching top producers
As a Senior Coach with The Core Training alongside Rick Ruby, he was voted Coach of the Year and went on to coach the coaches.
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Today
Producing and teaching
Brad leads his team with Element Home Loans in Davidson, North Carolina, and shares his system through coaching, MP360, and live events.
A family practice
Three generations in the mortgage business.
It started with Brad’s father, Robert J. Roche, who brought Brad into the business. Brad did the same for his sons: after Bradley and Jacob graduated from UNC Wilmington in 2021, they joined the team, and today the three run the same referral-based system across the Charlotte and Charleston markets.
For clients and partners, that means a team that treats every relationship like the family name is on it, because it is.
- Robert J. RocheBrad’s father, who brought him into the business, and author of Harness the Hurricane Within
- Brad RocheThe Mortgage Planner, leading the team and the coaching
- Bradley RocheOriginates in the Charleston area and leads new member sales and member experience for Mortgage Planner Coaching
- Jacob RochePartner relations and helping clients start the mortgage process
A family book
Harness the Hurricane Within
Written by Brad’s father, Robert J. Roche, with contributions from Brad. The first generation’s lessons, passed down in print.
See all of Brad’s booksPlan before pitch. Advice before rates.
That idea runs through everything Brad teaches. Treat every client like a planning relationship, take care of them before, during, and after the loan, and the referrals follow. Today his team generates more than 150 leads a month, about 90% of them from referrals.
Experience and credentials
- National sales trainer20+ years training loan officers across the country
- HUD Direct Endorsed Underwriter10 years on the underwriting side of the business
- Licensed real estate agent11 years, so he knows the agent side of every deal
- Certified instructorApproved to teach at Central Piedmont Community College
- Best-selling authorThree Amazon best-sellers, including Mortgage Storm: Making It Rain by Mastering Your Craft
- Leadership trainingMultiple certifications in leadership development
Certified in AIAI PROU certified
Brad completed his AI certification through AI PROU and puts it to work every day. It’s the thinking behind AI360 and MPGPT, the AI tools built into the Mortgage Planner system, so loan officers get follow-ups drafted, briefs built, and coaching on demand without adding hours to their week.
Investor and entrepreneur
Brad doesn’t just finance real estate. He has owned it, rehabbed it, and built it from vacant land, and he has owned and run more than 16 businesses. He shares all of it, the good, the bad, and the ugly, with clients and the loan officers he coaches.
- 100+homes owned
- 100+rehab projects
- 3neighborhoods developed
- 16+businesses owned
Work with Brad
Get the complete system, personal coaching, or Brad on stage at your next event.