About WP LIVE

Building the Future of Consumer-Direct Mortgage Marketing.

Today's borrowers aren't finding Loan Officers the same way they did a decade ago. We built WP LIVE to help Loan Officers build trust before the loan application ever begins.

The mortgage industry is changing.

Today's borrowers aren't finding Loan Officers the same way they did a decade ago. Instead of relying solely on referrals or traditional advertising, consumers are discovering trusted professionals through social media, educational content, and livestreaming.

The opportunity has never been greater — but neither has the competition.

At WP LIVE, we believe the Loan Officers who thrive over the next decade will be the ones who build trust before the loan application ever begins. That's why we created WP LIVE.

Our mission is simple: to equip Loan Officers with the skills, systems, and confidence to build thriving consumer-direct mortgage businesses through livestreaming, content creation, and personal branding.

This isn't another coaching program. It's a complete business system designed for the modern Loan Officer.

Our Story

WP LIVE was founded by Luke Walker and Bill Pace after recognizing a fundamental shift in the mortgage industry.

Consumers were no longer searching for Loan Officers through traditional channels alone — they were building relationships online long before they ever submitted an application.

Instead of chasing leads or relying exclusively on referral partners, Luke and Bill committed themselves to mastering livestreaming, social media, and consumer-direct marketing. As their approach began producing measurable results, one question kept coming up from other Loan Officers:

"Can you teach me how to do this?"

Those conversations quickly evolved into coaching calls, livestream reviews, strategy sessions, and eventually a much bigger vision. That vision became WP LIVE.

Today, WP LIVE exists to help Loan Officers across the country build sustainable, scalable businesses by teaching a repeatable system that combines education, technology, consistency, and authentic personal branding.

Meet the Founders

Luke Walker & Bill Pace

Luke Walker

Co-Founder

Luke Walker has spent his career helping families navigate one of the most important financial decisions of their lives while continually looking for innovative ways to connect with consumers.

After building a presence on TikTok over several years, Luke recognized early that consumer behavior was shifting toward short-form content and live video. In 2024, he fully committed to livestreaming as a consumer-direct marketing strategy, using educational content to build trust with homebuyers before they ever submitted a loan application.

The results transformed his business.

In just the first seven months of 2025, Luke originated more than $25 million in mortgage production, demonstrating the power of consistent livestreaming, personal branding, and consumer education. Rather than relying solely on purchased leads or traditional referral relationships, he built a scalable system designed to create direct relationships with consumers.

Today, Luke serves as Co-Founder of WP LIVE and Director of the Livestream Consumer Direct Division at Barrett Financial Group, where he helps Loan Officers build predictable consumer-direct businesses through livestreaming, content creation, and modern digital marketing.

Luke believes the future of the mortgage industry belongs to professionals who educate first, build trust consistently, and create meaningful relationships long before a transaction begins.

His mission is simple: to help Loan Officers build businesses they truly own—not businesses dependent on purchased leads or inconsistent referral sources.

@valoanswithluke

Bill Pace

Co-Founder

Bill Pace has spent decades helping professionals build successful businesses through leadership, coaching, sales strategy, and business development. Throughout his career, he has developed high-performing teams, mentored top producers, and built a reputation for turning potential into consistent performance.

Long before livestreaming became a topic of conversation in the mortgage industry, Bill was already building expertise in live media and audience engagement. His background includes live radio broadcasting, extensive livestream selling within the luxury retail industry, and live content across sports, politics, and consumer-facing media. Those experiences gave him a unique understanding of how to engage audiences, communicate authentically, and build trust in real time.

Recognizing that these same principles could transform the mortgage industry, Bill partnered with Luke Walker to create WP LIVE—a platform dedicated to helping Loan Officers move beyond traditional referral models and build thriving consumer-direct businesses through livestreaming and digital content.

Today, Bill serves as Co-Founder of WP LIVE and Director of the Livestream Consumer Direct Division at Barrett Financial Group, where he helps shape the curriculum, coaching philosophy, and long-term vision behind the platform. His passion is helping Loan Officers develop the confidence, discipline, and systems necessary to build businesses that continue growing long after a single transaction closes.

Bill believes sustainable success isn't built through shortcuts—it's built through consistency, accountability, and a commitment to serving others at the highest level.

His mission is simple: to help Loan Officers build businesses that create freedom, impact, and lasting opportunity for themselves and their families.

@mortgage24hours

Why We Built This

Why WP LIVE Exists

The mortgage industry has no shortage of sales training. It has no shortage of marketing coaches. What it lacks is a structured system that teaches Loan Officers how to consistently attract consumers through education and authentic online engagement. That's where WP LIVE is different.

What We Don't Teach

We don't teach gimmicks. We don't teach shortcuts. We teach a repeatable framework built around creating value, building trust, and showing up consistently — because we believe that when Loan Officers become educators first, business naturally follows.

What Makes WP LIVE Different

Unlike traditional coaching programs, WP LIVE is built around implementation — not information. Every member receives live instruction, real-time coaching, personalized feedback, accountability, and a community of professionals committed to growing together. You're not purchasing a collection of videos — you're joining a community built for the future of the mortgage industry.

What Drives Us

Mission & Vision

Our Mission

To empower Loan Officers to build predictable, scalable consumer-direct mortgage businesses through livestreaming, content creation, and modern digital marketing.

Our Vision

To become the premier livestream education platform for mortgage professionals by creating the industry's most trusted community for consumer-direct business growth.

What We Stand For

Our Core Values

Lead With Service

Education builds trust, and trust creates lasting relationships.

Execute Consistently

Success is built through disciplined daily action — not occasional motivation.

Build Community

The best businesses are built alongside people who challenge, encourage, and support one another.

Embrace Innovation

Technology and consumer behavior will continue to evolve. We choose to lead that change rather than react to it.

Pursue Excellence

From our curriculum to our coaching, we're committed to the highest standards of professionalism.

The WP LIVE Philosophy

What We Believe

Every Loan Officer deserves the opportunity to build a business that isn't dependent on purchased leads or inconsistent referral sources.
Trust should be earned through education.
The strongest brands are built one conversation at a time.
Consistency compounds.
Consumers deserve experts who are willing to educate before they sell.
The future belongs to the Loan Officers who are willing to show up, provide value, and build authentic relationships long before the transaction begins.

That's why we built WP LIVE.

Applications Reviewed Before Acceptance

Ready to Build Your Consumer-Direct Mortgage Business?

We're intentionally limiting each cohort to maintain a high-quality experience.

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