Our Veterans Served. They Sacrificed. And Somehow, We Turned Them Into a Target Market.
By Brett Stacy | Founder & National Director, Operation T.A.G.
I need to get something off my chest.
Before I go any further, let me say this: I believe in business. I believe in entrepreneurship. I believe people should be compensated fairly for the work they do and the services they provide.
I’ve spent much of my professional life in the mortgage industry. I understand marketing, building relationships, generating leads, and making a profit.
But somewhere along the way, I think we’ve crossed a line.
We’ve turned America’s veterans into a target market.
Men and women raised their right hands, swore an oath, left their families, missed birthdays and anniversaries, endured deployments, and in some cases came home carrying wounds the rest of us will never fully understand.
And what do some of us see when we look at them?
A potential customer.
A lead.
A commission.
An opportunity to make money.
I don’t know about you, but that bothers me. Deeply.
When Did Gratitude Become a Marketing Strategy?
We’ve become very good at saying, “Thank you for your service.”
We put those words on billboards and brochures. We use patriotic colors, military imagery, and emotional language to attract veterans to our businesses.
We talk about honoring heroes. Giving back. Serving those who served.
Sometimes, those words are absolutely sincere. There are wonderful businesses and professionals across this country who genuinely care about military families. I’ve had the privilege of working alongside many of them.
But there are also people who have figured out that patriotism sells.
They know that phrases like “exclusive veteran benefit,” “military appreciation,” and “special offer for heroes” can build trust before a single question is asked.
And sometimes, that trust is exactly what they’re selling.
Here’s the question I wish more businesses would ask themselves:
If there were no profit to be made, would we still be trying to help these veterans?
That’s a difficult question.
It should be.
The Numbers Should Trouble Every American
This isn’t simply a matter of opinion.
According to the Federal Trade Commission’s Consumer Sentinel Network Data Book for 2024, military-connected consumers reported approximately $584 million in fraud losses that year. Veterans and military retirees accounted for approximately $419 million of those reported losses.
Let that sink in.
And those are reported losses, not a complete count of everyone harmed. The FTC says its data are based on consumer reports, which are unverified and are not a survey of all consumers. A report is not, by itself, proof that a particular business did something wrong.
The Consumer Financial Protection Bureau’s Office of Servicemember Affairs has also reported hundreds of thousands of complaints from servicemembers, veterans, and military families over the years. Those complaints involve financial products and services such as mortgages, credit reporting, debt collection, and banking.
To be fair, a complaint does not automatically mean wrongdoing. And not every financial loss represents deliberate exploitation.
But these figures should tell us something important:
Military families face real financial risks, and their trust deserves protection.
We shouldn’t have to wait until a veteran loses money before we start asking whether we’re treating them fairly.
Exploitation Doesn’t Always Look Like a Scam
When we hear about veterans being taken advantage of, we may picture obvious scams: someone pretending to represent the VA, stealing benefits, or promising a financial miracle in exchange for an upfront payment.
Those things happen, and they’re reprehensible.
But I’m concerned about something more subtle.
What about a legal financial product that isn’t the best option for the veteran? An unnecessary fee buried in the paperwork? An attractive advertised rate that makes the true cost difficult to understand?
What about a salesperson who knows there may be a better alternative but doesn’t mention it because that alternative pays less?
And what about a business that builds its entire marketing campaign around honoring veterans but does very little to improve their lives?
Those questions deserve answers.
Because something can be legal without being right.
When we’re dealing with people who have sacrificed so much for our country, shouldn’t our standard be higher than doing only what’s legally permissible?
I’m Going to Challenge My Own Industry
Mortgage lending can do tremendous good. The VA home loan benefit is one of the most valuable benefits our country provides to eligible veterans and service members.
I’ve seen what homeownership can mean to a young military family. I’ve seen the pride, the relief, and the tears that sometimes come with receiving those keys.
But I’ve also seen how easily the conversation can shift from serving the borrower to closing the transaction.
Veterans receive advertisements promising special rates, reduced payments, and exclusive opportunities. Some offers are legitimate. Others deserve a much closer look.
The Department of Veterans Affairs has warned about misleading mortgage advertising, including ads that create the impression of official government affiliation or fail to clearly explain important loan terms.
A veteran shouldn’t need a financial expert sitting beside them just to figure out whether someone is being honest.
If a refinance doesn’t make financial sense, say so. If the closing costs outweigh the benefits, explain that. If a veteran would be better off staying in their current mortgage, tell them.
And if that means you don’t close a loan?
Then don’t close the loan.
The right decision for a military family is more important than anyone’s commission check. Every single time.
Why Scott and I Started Operation T.A.G.
When my son Scott and I began building Operation T.A.G., we weren’t trying to create another marketing organization.
We wanted to create something that reflected what we believed.
Operation T.A.G. stands for A Tangible Act of Gratitude.
Not a slogan.
Not a clever advertising campaign.
Not another way to attract customers.
A tangible act. Something real. Something that makes a measurable difference in someone’s life.
Through our Hometown Hero Credit initiative and the generosity of participating lending professionals, we’ve helped return more than $1.7 million in assistance to eligible military families.
I’m proud of that accomplishment. But I’m even more proud of the philosophy behind it:
- Businesses that benefit from serving military families should look for meaningful ways to give back.
- Education should be accessible.
- People deserve honest answers, even when those answers don’t lead to a transaction.
- Gratitude is demonstrated by what we do when nobody is watching.
Gratitude Over Profits. Always.
That doesn’t mean businesses shouldn’t make money. It means profit should never become more important than the people we’re serving.
There’s a difference.
A very big difference.
Gratitude isn’t a certification. It’s something you do. For us, that means standing up for those who stood up for us, with action, honesty, and respect.
What If We Changed the Way We Look at Veterans?
Imagine if every business marketing to veterans asked a few simple questions:
- Are we providing something of genuine value?
- Are we being completely transparent about the cost?
- Would we recommend this product or service to someone we love?
- Are we educating this veteran, or simply trying to persuade them?
- Are we doing something to earn the trust their service inspires?
Imagine mortgage companies, insurance agencies, financial advisers, car dealerships, home-improvement businesses, and every other organization serving veterans embracing that standard.
Imagine what might happen if we stopped asking how much revenue the military community could generate and started asking how much good we could accomplish.
We would see veterans treated as people rather than prospects. And we would see gratitude become something more meaningful than a phrase printed beneath an American flag.
We Can Do Better
I’m an Army dad. I’ve watched my own family experience the realities of military service.
I’ve spent enough time around veterans and military families to know that the sacrifices don’t always end when the uniform comes off. Sometimes they follow people into civilian life: into their finances, their health, their marriages and families, and the quiet moments when nobody else is looking.
The last thing these men and women need is someone viewing those sacrifices as a business opportunity.
They deserve professionals who tell them the truth. Businesses that protect their interests. People who will stand beside them even when there’s nothing to sell.
They deserve a country where “Thank you for your service” means more than a marketing message.
I’m not asking businesses to stop serving veterans. I’m asking them to remember why they should serve veterans.
Because these men and women have already given us something extraordinarily valuable. Surely we can give them something better than another sales pitch.
Our veterans served. They sacrificed. The least we can do is put their well-being ahead of our bottom line.
We can do better. And we should.
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About Operation T.A.G.
Operation T.A.G. (A Tangible Act of Gratitude) is an independent nonprofit organization dedicated to helping, informing, supporting, and protecting America's military families. Through educational resources, community outreach, and initiatives such as Hometown Hero Credit, our mission is to turn gratitude into meaningful action. Visit https://HometownHeroCredit.com for free military homeownership resources, educational materials, and information about available assistance programs. Operation T.A.G. is not a mortgage lender. Mortgage applications, loan terms, and eligibility determinations are handled by authorized lending partners.
Frequently Asked Questions
Is this article against businesses serving veterans?
No. It’s a call for a higher standard: genuine value, transparency, and honest answers, even when the honest answer costs a sale.
What is the Hometown Hero Credit?
It is a credit of 2% of the loan amount, up to $21,000, toward eligible closing costs for eligible military families through lending partner PRMG. It is not repayable. Program guidelines and eligibility apply. Operation T.A.G. is not a lender.
How much assistance has Operation T.A.G. returned to military families?
More than $1.7 million through the Hometown Hero Credit initiative and participating lending professionals.
What should veterans watch out for?
Watch for misleading ads suggesting official VA affiliation, terms that aren’t clearly explained, pressure to act quickly, and “exclusive” offers that don’t hold up to questions. When in doubt, ask more questions, and take time to compare.
How can I learn more or get connected with a vetted professional?
Visit HometownHeroCredit.com or OperationTAG.org, or call 760-456-8748. Please don’t send sensitive financial information through an online message.
Brett Stacy
Founder & National Director, Operation T.A.G.™
National Brand Ambassador, Hometown Hero Credit™
Military Family Advocate | Author | Speaker
OperationTAG.org | HometownHeroCredit.com
Disclaimer: Operation T.A.G. is a 501(c)(3) nonprofit organization, not a lender. All mortgage applications, loan terms, rates, and lending services are provided by appropriately licensed lending partners. PRMG NMLS #75243.