E.J. Ridings

"If you had told me we would have had this many people for a friggin' mortgage company opening--give me a break," said Donald Trump, speaking to several hundred people crammed into a lower level space at Trump Tower.

It's not typical that an 11 a.m. mortgage company launch could turn into a media circus.

"When Don [Trump, Jr.] and I struck the deal, we said, 'We'll have a new conference," continued Mr. Trump. "What we didn't expect was Extra!, Access Hollywood, Entertainment Tonight, and some of the other folks up here. Take a look Lois--my friend Lois [Weiss] from the New York Post."

Mr. Trump was joined by E.J. Ridings , the new company's President and CEO, and his son, who is also involved in the project. Sadly, Ivanka--who was scheduled to attend--didn't show up.

"The business they're doing is unbelievable," said Mr. Trump in typically, grandiose fashion. "Literally, we signed the lease a few months ago, they are going to take an additional floor."

And to appease the audience that was packed together (and the tourists riding up and down the escalator overhead, snapping photos on cell phones), Mr. Trump uttered the famous phrase. He told Mr. Ridings that the company needs to keep up with the current pace, or else....

"If it's not, E.J., You're fired!"

After Mr. Trump's short speech, the motley crew of reporters--ranging from Life & Style to National Mortgage News--pushed up to the stage where the developer was fielding questions.  read more »

Tomorrow morning, Donald Trump--along with Don Trump Jr. and Ivanka--will launch a mortgage company at Trump Tower. Based in New York City, but with satellites throughout the country, the new venture will be led by President and CEO E.J. Ridings.

Here's what the press release said. (Incidentally, all the caps were their's).

"The mission of Trump Mortgage is to match each of its clients with the right loan, CONSIDER the needs and lifestyles of every individual. DONALD TRUMP IS PUTTING THE SUIT AND TIE BACK IN THE MORTGAGE BUSINESS, PROVIDING TRUMP LUXURY SERVICE TO ALL OF HIS BORROWERS AND CLIENTEL."

By bringing the "suit and tie" back, Mr. Trump's old school style could be a taken as a swipe against the Internet mortgage companies, like LendingTree.com  read more »

- Michael Calderone