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It's All About The Money

The bucks start here.

This story appears in the September 1999 issue of Business Start-Ups magazine.

His mission is to make the whole time-consuming, intimidating, distasteful process of applying for a mortgage a relic of the past. Traditionalists may scoff at 35-year-old Daniel Geduldig's homebased business in tiny Dillsburg, Pennsylvania; his rapid-fire quips; his offbeat advertising; and his practice of completing mortgage applications by phone in the evening, rather than meeting with clients in person during the business day. But he's the one laughing all the way to the bank.

In just five years, using unconventional methods, Geduldig, owner of Dan the Mortgage Man Inc., has turned a $5,000 investment into a $17 million business, named one of the fastest-growing companies in central Pennsylvania by virtue of its skyrocketing sales. "Half the people who see my ads roll their eyes and wouldn't have anything to do with me," Geduldig says. "But my clients would vote for me for president."

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