Conversations with Candice Williams

Today we’d like to introduce you to Candice Williams.

Hi Candice, thanks for joining us today. We’d love for you to start by introducing yourself.
My path into mortgage lending wasn’t planned—it was personal.

Like many people, I entered adulthood with big goals. I started in corporate leadership, and after many years and a serious heart-to-heart after COVID, I chose to make an impact. In my early years I had purchased real estate serval times and it always struck me when people would say they wanted to buy but it was too hard! I learned quickly that access to information and access to opportunity are not the same thing. I saw capable, hardworking people delayed or denied homeownership not because they weren’t “ready,” but because no one had ever taught them how the system actually works.

That disconnect stayed with me.

I started my career in lending over four years ago, initially focused on learning the technical side of the business—guidelines, income analysis, structuring loans. But what stood out early on was how often the real obstacle wasn’t credit or income—it was understanding. People weren’t failing; they were uninformed. And that felt fixable.

As my experience grew, so did my focus. I began working more intentionally with first-time buyers and self-employed borrowers—two groups that are often overlooked or overcomplicated by traditional lending models. I realized my real value wasn’t just in getting loans approved, but in helping people prepare, plan, and make confident decisions long before they ever submitted an application.

That shift led me to build a more education-driven approach to lending. I started developing frameworks, teaching concepts, and eventually co-founded H.O.M.E. University (Homeownership Made Easy), a structured learning platform designed to help people understand homeownership as a wealth-building tool, not just a transaction.

Today, my work sits at the intersection of lending, education, and strategy. I help clients buy smarter—not just sooner—and I partner with real estate professionals who want to elevate the conversation around homeownership. My goal is to challenge the idea that buying a home has to feel overwhelming or exclusive and replace it with clarity, preparation, and access.

I’m still building, still refining, and still learning—but everything I do is grounded in one belief: when people understand their options, they make better decisions, and better decisions change lives and communities.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It definitely hasn’t been a smooth road—and I don’t think it’s supposed to be.

Mortgage lending, especially as an entrepreneur, is full of transitions, highs, and very real lows. There were moments early on when I questioned whether I had made the right decision. The startup phase was intense—constant learning, shifting guidelines, record-high interest rates, building systems, building a brand, and figuring out how to establish credibility in an industry where trust is everything.

Beyond the technical side, one of the biggest challenges was learning how to build the right relationships. Making meaningful connections—with referral partners, clients, and mentors—takes time, consistency, and integrity. You can’t shortcut trust!

Those challenges shaped how I operate today. They forced me to become more intentional about who I partner with and how I show up for my clients. And when I talk about client experience, I don’t just mean meeting service metrics or closing on time. I mean making sure people truly understand the process, feel confident asking questions, and are empowered to make informed decisions.

I believe that confidence is just as important as approval. When someone feels educated, supported, and clear throughout the process, it changes their entire relationship with homeownership. And I’ve learned that when you focus on delivering that level of experience, people don’t just close a loan—they become advocates who share their experience with others.

The road hasn’t been easy, but every challenge strengthened my resolve and clarified my purpose. Looking back, the struggles weren’t setbacks—they were the foundation.

Appreciate you sharing that. What else should we know about what you do?
The nature of my work is incredibly personal. Outside of a significant other, this is often one of the most intimate professional relationships someone will have. I’m asking people to trust me with their financial story, their fears, their hopes, and sometimes the parts of their plan that didn’t go as expected—all while guiding them through one of the largest purchases of their life.

What I do goes beyond lending. I help people understand why they qualify, how decisions affect their long-term goals, and what it really takes to buy confidently. I specialize in working with self-employed buyers and first-time homeowners—two groups that often need more than a transaction. They need clarity, validation, and someone willing to demystify a system that isn’t built to explain itself.

People often know me for my ability to take complex scenarios and make them feel simple and approachable. I’m known for my warmth, my relatability, and my ability to communicate in a way that meets people where they are—not where the industry assumes they should be. Education and presentation are core to how I serve.

What I’m most proud of is creating an experience where clients feel informed, supported, and empowered—not rushed or intimidated. That belief led me to develop structured frameworks and educational tools, including H.O.M.E. University, designed to help people prepare for homeownership intentionally, not reactively.

What sets me apart is my commitment to shifting the narrative. I challenge traditional lending conversations by centering education, preparation, and long-term strategy. My goal isn’t just to help someone buy a home—it’s to help them believe it’s possible, understand the path forward, and walk away with confidence they can carry into every financial decision that follows.

What was your favorite childhood memory?
My favorite childhood memories are centered around spending time at my grandmother’s house. She lived within walking distance from us, and as the oldest grandchild, I like to believe I was her favorite.

She created a space where you felt seen and important. She would let me bake cakes with her, sit and talk, and take genuine time to listen. Nothing felt rushed. When you were with her, you had her full attention—and that made you feel special, because you were.

Looking back, that presence left a lasting impression on me. It taught me the value of slowing down, listening, and making people feel comfortable and cared for. Those moments weren’t just memories—they became a blueprint for how I show up in my work and in my relationships today.

Contact Info:

• Website: https://www.cwilliamsloans.com/home
• Instagram: https://www.instagram.com/candiceloans4homes/
• LinkedIn: https://www.linkedin.com/in/candice-c-williams-b6326922
• Youtube: https://www.youtube.com/@CandiceWilliamsLoans
• Other: https://www.apmortgage.com/dba-lo/candice-williams