From individual loan officer to leading a team of 40+, Herrera has doubled production every year since joining — and he’s just getting started.
Yasser Herrera has been named president of America’s Home Loans, the mortgage brand built to serve the Hispanic community across the United States. The appointment follows three years of consistent growth, team building, and a focused pursuit of a single mission: becoming the most trusted home lender for Hispanic families in America.
“For the last three years, I have been working towards building the reputation, building the team, the foundation,” Herrera said in his first interview since the appointment. “I’m very excited about the future, and I embrace this role with so much pride and gratitude.”
A Vision Set in 2022 — and Delivered On
The vision behind America’s Home Loans took shape in 2022. From day one, the goal was clear: build the foundation, assemble the right team, align the culture, and position America’s as the number-one trusted lender for Hispanics in the United States.
The results speak through the numbers. Under Herrera’s leadership, America’s Home Loans has doubled its production every single year since 2022.
That trajectory — from $26 million to a $250 million target — reflects more than sales volume. It reflects a growing team, expanding offices, and earned trust within the communities America’s Home Loans serves.
Growing People, Not Just Production
What separates Herrera’s approach is his commitment to developing people from inside the community he serves. His short-term goals center on recruitment and training — not just closing loans, but building careers.
“We’re not only helping people pursue the dream of homeownership, but also providing opportunity within the community to leaders. That’s what we focus on — bringing talent, people that have had the opportunity to grow and develop their skills within the platform we create.” — Yasser Herrera, President, America’s Home Loans
Every new hire gets the same question from Herrera: What are you looking to accomplish? Where do you see yourself in three years? What drives you? He uses the answers to shape each person’s path within the organization — matching the platform’s opportunities to individual ambition.
It’s a model that invests in both directions. America’s Home Loans helps clients become homeowners, and it helps its own people build sustainable careers in the mortgage industry.
Non-Negotiables That Define the Brand
America’s Home Loans operates on seven core principles that Herrera calls “non-negotiables.” In the interview, he highlighted three that anchor the company’s culture:
- Relationships over transactions. The team will never compromise a relationship for a deal — even if that means sacrificing short-term profit to preserve long-term trust.
- Zero tolerance for fraud. In an industry where shortcuts exist, America’s Home Loans draws a hard line. There are no exceptions.
- Clients first. Before selling anything, the team provides value. They educate, advise, and guide — numbers come second to the client’s best interest.
“No matter what we’re going through with size or numbers, we’re going to stick to those principles and values.” — Yasser Herrera
Goal Setting Made It Possible
When asked whether he could have reached this point without goal setting, Herrera didn’t hesitate: “Impossible.”
“Everything that is happening today, I dreamed it. I lived it,” he said. “I put skin in the game, put the time and effort to make it happen. That’s the way it is.”
His message extends beyond the mortgage industry. Herrera wants anyone — Hispanic or otherwise — who has never been given the opportunity to know that the dream is still possible.
“The dreams in the Americas are possible. Just contact us if you’re looking for an opportunity to take your career to the next level. We’re here. We serve the community, and we’re going to make an impact in your life.” — Yasser Herrera
What’s Ahead
With the $250 million production target set for 2026, Herrera’s focus now shifts to scaling what already works — recruiting talent who share the mission, expanding into new markets, and growing the financial education programs that help Hispanic families navigate homeownership for the first time.
The title is new. The mission hasn’t changed.
