Against the Tide: How Premier Plus Lending Forged $500M Success in a Turbulent Market

LOS ANGELES, CA – February 03, 2026 – While many in the mortgage industry have grappled with volatility, Sherman Oaks-based Premier Plus Lending announced it has concluded 2025 by surpassing $500 million in annual loan production. The milestone marks the third consecutive year of deliberate growth for the firm, founded in 2022, and signals a notable success story in one of the nation's most challenging real estate environments.

This achievement is not just a number; it represents a significant accomplishment against a backdrop of market headwinds. The period from 2023 through 2025 was characterized by steep affordability challenges and fluctuating interest rates that kept many potential homebuyers on the sidelines. Premier Plus Lending’s ability to scale in such conditions suggests a business model built on more than just favorable market winds.

Navigating a Volatile Landscape

The Southern California mortgage market has been a crucible for lenders over the past three years. Interest rates, which had soared above 7% in late 2023, offered only modest relief through 2025, hovering in the mid-to-high 6% range for much of the year before a late-year dip. This elevated cost of borrowing, combined with median home prices in Los Angeles County pushing past $900,000, created a formidable barrier for buyers.

Market data reflects this challenging environment. While housing inventory in Southern California saw a slight improvement, it remained tight, with an average supply of just 3 to 4 months—well below the 6 months typically considered a balanced market. Sales volumes stagnated, remaining significantly below historical norms. It was a period that tested the resilience of even the most established financial institutions.

Yet, within this landscape, Premier Plus Lending reported remarkable momentum. Between 2023 and 2024, the firm achieved a more than 70% year-over-year increase in loan volume and a 59% jump in the number of loans closed. This trajectory continued into 2025, culminating in the half-billion-dollar production figure. This performance indicates a strategy that successfully insulates the company from the broader market's turbulence, allowing it to capture market share while competitors struggled.

The Philosophy of 'Intentional Growth'

According to the company, its success is not accidental but the result of a disciplined philosophy. From its inception, the lender has prioritized building a durable, foundational platform over chasing rapid, and often unsustainable, scale. This approach stands in contrast to the boom-and-bust cycles that can plague the mortgage industry, where aggressive expansion during peak times leads to painful contractions during downturns.

"Our growth has been intentional from the start," said Artin Babayan, CEO of Premier Plus Lending, in a statement. "We've been focused on building the right foundation - experienced advisors, strong operations, and clear expectations. Surpassing $500 million in annual production is an important milestone, but what matters more is that we've achieved it while staying disciplined and client-focused."

This 'intentional growth' manifests in several key areas. The firm has focused on strategic additions to its loan officer team, hand-picking industry veterans known for their expertise and personalized service. This emphasis on human capital is paired with a commitment to strengthening internal operations. By maintaining experienced, in-house processing teams, the company ensures consistent turn times and reliable execution—critical factors for real estate agents and clients who depend on timely closings. The integration of modern lending technology further streamlines these processes, enhancing both efficiency and the client experience without sacrificing the personal touch.

Building Trust in a Crowded Field

Premier Plus Lending operates in a fiercely competitive arena. The California mortgage market is dominated by national giants like UWM and Rocket Mortgage, whose annual loan volumes in the state reach into the tens of billions. In this context, a newer, regional lender must differentiate itself on factors other than sheer size.

For Premier Plus Lending, that differentiator appears to be trust. The company has built its reputation on what it calls its core operating principles: clarity, accountability, and communication. This focus has cultivated a strong following among local real estate professionals and borrowers, evidenced by the significant portion of its business that comes from Realtor referrals and repeat clients.

External validation of this reputation can be seen on public platforms. On Zillow, a hub for homebuyers and agents, the lender holds a perfect 5-star rating. Reviews consistently praise the firm's loan officers for their communication, patience, and ability to navigate complex transactions, particularly for first-time homebuyers who may have been on their purchasing journey for years. This grassroots support from clients and partners is a powerful asset, reinforcing the company's claim to be a reliable lending partner that prioritizes transparency and follow-through.

Looking ahead to 2026, the firm plans to continue its measured expansion across Southern California. By deepening its existing relationships and investing further in the operational infrastructure that has supported its growth, Premier Plus Lending aims to solidify its position. In a market where consistency and reliability have become invaluable currencies, its strategy of intentional, client-centric growth continues to prove its worth.