Treat customers right and they'll not only come back for more, but they'll also bring their friends. Lawrence Montani had an early education in the importance of customer service as a kid behind the counter of his family's New Jersey restaurant. After graduating from Rhode Island's Bryant College, he put those lessons to work in the mortgage industry - first as an underwriter, then as a mortgage clerk, and now as one of the country's most successful originators.

In 1989, he helped launch First Interstate Financial Corp. in Shrewsbury, NJ. The firm now includes five partners and 100 employees, handling an average of $750 million in closings annually. Today, Montani is a recognized expert in the art of lead generation, with close to 90% of his sales volume the result of referrals and repeat clients. In 2007, he closed nearly $67 million in new business.

Montani is a firm believer in giving back to the community. His philanthropic activities include donating $50 from every closed loan to one of six local charities chosen by his customers. He is also active in the Eastern Monmouth Area Chamber of Commerce based in Red Bank, NJ, and LeTip of Two Rivers in Tinton Falls, NJ.

A fixture among Mortgage Originator magazine's annual "To p200 Originators," Montani has been a speaker for the magazine's superstar tour. He has also served as a featured presenter at the Loan Toolbox annual Business Plan conferences.