Story & Lesson Highlights with Loren Howard of Phoenix

Loren Howard shared their story and experiences with us recently and you can find our conversation below.

Loren, really appreciate you sharing your stories and insights with us. The world would have so much more understanding and empathy if we all were a bit more open about our stories and how they have helped shaped our journey and worldview. Let’s jump in with a fun one: What do you think is misunderstood about your business? 
Many people hear the term “hard money” and assume it’s high-risk, but that’s not the case. We’re a licensed mortgage bank, just like any traditional lender. The key difference is that we specialize in asset-based, business-purpose loans. Instead of underwriting based on the borrower’s credit, we look at the value and potential of the property itself.

Can you briefly introduce yourself and share what makes you or your brand unique?
I’m the Founder of Prime Plus Mortgages, a hard money lending company based in Phoenix. I launched this business after working as a real estate investor myself and recognizing a real gap in the market: investors needed a lender who understood their world and could move quickly. With my background in investing and the relationships I’d built, starting Prime Plus was a natural fit.

Our goal is simple: make real estate investing fast, easy, and stress-free. We offer hassle-free funding so our clients can focus on what matters most, investing in their properties, not chasing paperwork or waiting weeks for approvals.

What sets us apart is our transparency and flexibility. We’re upfront about our process, the types of properties we fund, and how we work, because we believe informed investors make better investments. We’re here to support that success at every step.

Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. What’s a moment that really shaped how you see the world?
I was raised by a single mom, and we moved around constantly, three states in sixth grade alone. She was incredibly loving, but we didn’t have a safety net. I learned early on that nothing would be handed to me. If I wanted anything in life, I’d have to earn it. There was no fallback plan.

What’s something you changed your mind about after failing hard?
When I was playing football, I believed that was my only path. I was all in and couldn’t imagine doing anything else. But after getting injured, I realized how dangerous it is to tie your self-worth to something that can be taken away. That experience forced me to redefine my purpose beyond just one identity.

Sure, so let’s go deeper into your values and how you think. What’s a belief or project you’re committed to, no matter how long it takes?
I believe in creating processes that are effective, scalable, and continuously improving. My focus is on building systems that learn and adapt, whether through automation, customer service, or operational workflows. I’m passionate about finding patterns, refining performance, and making sure every process not only works but also grows stronger over time.

Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. What do you understand deeply that most people don’t?
The value of your life is the value of your relationships. Real connection matters. And the older I get, the more I believe this: vulnerability isn’t weakness, it’s strength.

Contact Info:

• Website: https://www.primeplusmortgages.com
• Instagram: https://www.instagram.com/primeplusmortgages/
• Facebook: https://www.facebook.com/primeplusmortgages