Prosperity Home Mortgage, LLC, a full-service mortgage bank specializing in residential and refinance loans and a subsidiary of HomeServices of America, has acquired the assets of JFQ Lending, LLC, a consumer direct lender headquartered in Scottsdale.

Among the JFQ team members joining Prosperity is JFQ’s CEO John Kresevic, who will lead Prosperity’s new Consumer Direct Division as SVP, National Sales Leader – Consumer Direct.

“Prosperity has been looking to add a direct-to-consumer business line for some time and JFQ was far and away the best we’ve encountered,” said Justin Messer, president and CEO of Prosperity. “By adding JFQ’s technology stack, proven sales process and seasoned leadership team, Prosperity is well positioned to execute its goal of becoming a significant force in the consumer direct channel with an equal focus on purchase and refinance transactions.”

“Expanding our mortgage offerings to now included direct-to-consumer capabilities is a game changer for our mortgage consultants, agents and consumers,” said Gino Blefari, CEO of HomeServices of America. “We are committed to JFQ’s continued growth and success and we are proud to welcome John, Justin and their entire team to the HomeServices family.”

“We are thrilled to join the Prosperity team,” Kresevic said. “This transaction validates the vision my partner, Justin Meek, and I had to provide world class service and deliver a best-in-class mortgage experience, and there is no better place to achieve that goal than at Prosperity.”

Prosperity will operate the Consumer Direct Division out of its call center located at 7720 N. Dobson Road, 3rd floor, Scottsdale, Ariz.