Can you dominate a market of just 20,000 people — and still run a $60 million mortgage business? Tara Gonzalez can. And she does it with heart, grit, and insane consistency.

Hey there, Rainmakers!

In this episode, I’m joined by one of the most badass small-town leaders I know: Tara Gonzalez, Branch Manager and Loan Officer in Elko, Nevada. From her days as a waitress at the iconic Star Hotel to becoming a top-producing loan officer at Guild Mortgage, Tara has built something truly remarkable.

We unpack how she’s running a consistent $30–$35M book of business, what it means to lead a values-driven team in a tiny market, and how she built the kind of trust and loyalty that had clients and partners holding leads for her while she grieved the loss of her mother.

Tara’s story is a masterclass in leadership, delegation, culture, and staying grounded. Whether you're building in a small town or a major city, there’s gold in this conversation for you.

Are you ready to make it rain? Let’s do this!

💡 Key Insights:

• A 16-year-old mom turned mortgage powerhouse — Tara’s journey is driven by grit and purpose.
• Why her years in waitressing were the best customer service training ground ever.
• How she’s built 25–30% market share in a town of 20,000 — with just 6 builders.
• The secret to creating a team culture so strong, it runs itself during personal crisis.
• The power of being a trust builder in business — and why clients & agents stick.
• How delegation, SOPs, and structure allow her to scale and lead effectively.
• Why being aligned on beliefs and values attracts the right people and clients.

Guest Links:

Tara on LinkedIn

Guild Mortgage Elko Branch

PLUS–Slay with Shay Live is coming and trust me, you do NOT want to miss this!

This September 15th - 17th in beautiful Lake Tahoe, I’ll bring you my entire playbook, plus a host of top producers, speakers and badasses, all carefully chosen by me to get you to that next level.

Go to shaylagifford.com now, get your ticket and book your hotel. And yes...it will sell out!

Connect with Shayla:

On Instagram

On LinkedIn

Show Links:

Shaylagifford.com

The Mortgage Rainmaker Podcast

The Catalyst Coaching Community

Guild Mortgage