Jeff Potter serves as mortgage sales manager at Consumers, where he leads mortgage production efforts and focuses on building and developing high-performing lending teams to better serve members across West Michigan.

With 29 years of experience in the mortgage industry, Jeff brings a strong background in both sales and leadership. Prior to joining Consumers, he held a senior leadership role within the credit union industry. His career has been shaped by a commitment to excellence, accountability and member-centered service.

“If better is possible, then good is not good enough,” says Jeff. “I believe our members deserve care, expertise and transparency at every stage of the homebuying process. That mindset drives everything I do.”

In addition to his mortgage career, Jeff is a Navy veteran and retired firefighter for the City of Zeeland, where he served the community with distinction. His passion for service extends beyond his profession through Shields of Hope, a nonprofit he co-founded to support local families battling cancer. Over the past decade, the organization has raised more than $1 million and continues to provide hope, encouragement and tangible support throughout West Michigan. Jeff’s dedication to this mission has earned him community recognition, including the Fox 17 Pay It Forward Spotlight Award.

Outside of work, Jeff enjoys camping, spending time with family and embracing life as a new grandparent.