'Any press – negative or positive – has helped me'

The mortgage industry is changing fast, with digital tools, automation, and artificial intelligence streamlining processes. However, in an era where everything is becoming increasingly virtual, maintaining a personal touch is more critical than ever. Salvatore Criscuolo (pictured), of United Mortgage, understands this balance better than most, blending technology with human interaction to foster trust and build long-term client relationships. 

"Automation and digital tools make the process faster and more efficient, but you can’t replace the human connection," Criscuolo told MPA. "Especially with first-time home buyers, they need to feel both informed and supported every step of the way. That’s why I blend tech with personal attention – whether it’s a video call, a daily text, or even a simple phone call so they hear my voice and know I care." 

‘Social media is an extension of how we connect’

And it’s this approach that’s made Criscuolo a standout in the industry, helping him build a social media following of over 93,000 on Instagram and a rapidly growing YouTube channel. While many mortgage professionals struggle to establish digital credibility, Criscuolo has mastered the art of staying top of mind while keeping interactions genuine. 

“Social media is an extension of how we connect,” he said. “I post daily, I engage with my audience, and I make sure my content is relevant. I started YouTube when it was still new because I knew video was the next big thing. Now, instead of answering the same question 10 times, I create a video once and send it out.

“I get organic leads from people who’ve been following me for years. Just last week, I got a call from someone I haven’t spoken to in 30 years, but they knew exactly who to reach out to when they needed a mortgage." 

‘Pick up the phone, say their name’

But while the mortgage industry leans heavily into automation, Criscuolo ensures clients never feel like just another transaction.

“Some people prefer to text or email, and that’s fine,” he said. “But I like to pick up the phone, say their name, and have a real conversation. That’s how trust is built. I’ve answered calls on weekends, after hours, on holidays – that’s how I’ve built my business.

“Back in my parents' day, people walked into a mortgage broker’s office and shook hands. Today, we’re connecting virtually, but that doesn’t mean we should lose the human element." 

Criscuolo has leveraged social media not just for business, but to strengthen community ties. His "Shout Out Fridays," where he promotes local businesses, have become an online phenomenon.

"I started it back in 2016, just going live on my way to work, shouting out people who had supported me,” he said. “That video got 600 views. The next week, I did it again, and the views increased. Then I filmed at a well-known pizzeria in Brooklyn – boom, 20,000 views. It grew from there." 

His authenticity resonates with his audience, making him more than just a mortgage professional – he’s a community advocate. "It’s not just about getting mortgage leads. It’s about staying relevant and giving back. If you’re genuine, people remember you." 

Despite his success, Criscuolo has encountered critics who dismiss him as a "social media influencer" rather than a serious mortgage professional. But he sees every critique as an opportunity.

"Any press – negative or positive – has helped me,” he said. “One competitor once said, ‘You won’t find me on a jet ski on a Friday, I’m too busy working.’ That post got me more business! People wanted to know who the guy on the jet ski was." 

Beyond social media, Criscuolo has built trust through community involvement. He has raised $1.1 million for the American Cancer Society, participated in disaster relief efforts for Hurricane Sandy and Hurricane Harvey, and even ran marathons for charity. "People Google me, and they see professionalism, happy clients, and community engagement. That speaks louder than any advertisement." 

‘What really matters is how we guide people through the process’

As the mortgage industry evolves, Criscuolo sees the integration of technology and personal service as the key to long-term success.

"The future isn’t just AI and automation – it’s how we use those tools while maintaining personal relationships,” he said. “I want clients to feel like they have a trusted advisor, not just an online form." 

And for those who think the mortgage business is all about numbers, Criscuolo offered a final thought: "At the end of the day, mortgages are just loans. What really matters is how we guide people through the process, making them feel valued, informed, and confident in their decisions. That’s where technology and human connection need to work together."