By Leora Ruzin, CMB
Make no mistake about it- there is nothing “little” about NEXT. While this boutique conference may seem small by just looking at attendance size (which is intentional, by the way), creators Jeri Yoshida and Molly Dowdy have consistently showcased a level of talent, content and substance that is normally reserved for some of the largest industry events, and NEXT Winter 2020 was no different.
After a brief detour in Chicago for #NEXTSummer19, Jeri and Molly brought this semi-annual event back to the great State of Texas, at the Ritz-Carlton in downtown Dallas. It initially was the intent for the conference to return to the Hotel ZaZa, which hosted the conference last winter, but NEXT outgrew its humble beginnings and needed a bigger space. While the Ritz-Carlton offered the additional space needed to allow for more impactful content, the conference still displayed the little details that have made it such a unique experience. From the elaborate bouquets in the lobby, to the mini margaritas offered upon check-in, it is clear that comfort was top of mind. This level of comfort truly allowed attendees to become fully immersed in the content provided by some of the best women (and men!) the mortgage industry has to offer.
While NEXT is developed with the female mortgage executive in mind, attendance has evolved to include women at various stages of their career, and what has been even more exciting is seeing an increase in attendance by males, most of whom attend to provide support to their female counterparts. What has not changed, however, is the purpose-driven suppression of attendance to ensure the event still has the intimate feel that is so important to Jeri and Molly. Nearly 300 participants were actively engaged in conversations with each other during breaks (most often with a glass of wine or champagne in hand), but not once did it feel crowded or too loud. It is the kind of atmosphere that lends itself to honest and fulfilling engagement, which is rare to find at a conference.
A new addition to the lineup at NEXT was a session called “20 Minute Mentor”, where attendees got to hear amazing tips from highly respected women, such as Laura Escobar, President of Eagle Home Mortgage, and Tawn Kelley, President of Taylor Morrison Home Mortgage. In these power-packed sessions, attendees were given an insight into the lives of these women, their “why”, while learning actionable tools that can be immediately adopted in the workplace. One such tool was a concept that Tawn shared, called “soft power”. This power is defined as “the ability to attract and co-opt, rather coerce”, where preferred outcomes can be achieved by attraction and appeal rather than by force or coercion. A term originally coined by Joseph Nye in the 1980’s as a means to success in world politics after the end of the Cold War, the concept can be adapted to virtually any relationship construct. This concept resonated with NEXT attendees, which really speaks to the a relatively new shift in culture in an industry that is known for lacking empathy.
In nearly every conference out there, the format is usually the same; All of the vendors are shoved in a huge, cramped expo hall, with attendees mindlessly strolling up and down the aisles, grabbing their free swag, while actively avoiding eye-contact with the vendor. What you won’t find at NEXT is this old and archaic setup. Instead, vendors are given face time with attendees in the form of “tech showcases”. During these showcases, vendors are given an opportunity to provide attendees with a live look at their tech in a demo environment on the big stage, while answering questions from attendees. This format provides vendors with the ability to cast a much wider net with their intended audience right in front of them, and attendees can see the tech without having to spend valuable time roaming the endless aisles of the expo hall.
A staple at NEXT has always been the charity cocktail and networking party, held at the end of first day. During this event, attendees purchase raffle tickets for a chance to win a variety of donated items, with all of the proceeds from the sales going to a local charity that is female-centric. This year, it was Girls Inc of Tarrant County, the Dallas chapter of a non-profit organization that focuses on giving girls the tools that encourage health, education, career readiness and independence. Through this partnership, NEXT charity events have helped raise thousands of dollars for Girls Inc, not only in Texas but also in Chicago.
What has never changed in the three years NEXT has been in existence is the feeling of closeness and collaboration amongst all who attend. More than just a conference, NEXT truly is a platform where women are given an opportunity to expand their network, share their knowledge and support, while building lasting friendships and partnerships.
As Jeri stated, “#NEXTWINTER20 was the best NEXT yet. We got an overwhelmingly positive response on some great new features, and we heard over and over that the networking and content has gotten even better. Lenders love the new executive roundtables, vendors love that so many top decision makers are there to network and learn about their tech, and everyone is saying that content like the 20 Minute Mentor series is beyond anything they’ve experienced in this industry. We’re thrilled that NEXT has become known as the place where lender VPs and C-suite executives are more than happy to provide the intel and connections you can’t find anywhere else in our industry.”
Molly added, “We couldn’t be happier with the success of #NEXTWINTER20. It is so fulfilling to be in a room packed with seriously accomplished executives, each maximizing opportunities not only for herself, but also for her fellow attendees. That is what happened for two straight days at #NEXTWINTER20. NEXT attendees have always created a uniquely powerful and helpful networking environment at NEXT events, so we shouldn’t be surprised, but at #NEXTWINTER20 our attendees skyrocketed the event’s collaboration and networking to an entirely new level. It is so gratifying, so inspiring, and so humbling to be a part of this much needed network, and to know that hundreds of our industry’s most brilliant and talented executives stepped forward to created it because they know how much it’s needed.”
NEXT returns to Dallas in August for #NEXTSummer20, which expects to be bigger and better than ever, while retaining the level of intimacy and conscience collaboration that attendees have come to expect from Jeri and Molly. One thing is certain; their commitment to women in the mortgage industry is as big as their hearts and smiles, and there is no doubt their impact will continue to grow.
