About North Bay CapitalThe premiere brokerage in Sonoma County.
We see real estate as a durable asset that people have used through time to build lasting wealth. Whether you're a first-time buyer or a seasoned investor, we treat you with the utmost care — and we shop many lenders so the loan fits you, not the other way around.
Jesse Gonzalez — President & Founder
Jesse is the President and Founder of North Bay Capital, with over 20 years of experience in mortgage and real estate. He is licensed in California, Colorado, Florida, and Alabama, holds a California broker designation (CA DRE #01855372) and NMLS #278103, and spent eight years as Vice President of Mortgage at a Northern California wealth-management firm — so he understands lending from a financial-planning perspective.
He holds regular public education seminars for seniors on the FHA HECM reverse mortgage, is an approved continuing-education provider with the Colorado Department of Real Estate, and is a member of the Financial Planning Association and the National Ethics Association. He has served on the board of Senior Advocacy Services and the Financial Abuse Specialist Team in Sonoma County.
Marisol Palafox — Loan Officer
Marisol is fluent in both English and Spanish and began in the mortgage industry in 2016. She passed both the Real Estate License and Mortgage Loan Originator exams on her first attempt, and she's known for honest, patient guidance that walks clients through the process from start to finish.
Frequently asked
Is North Bay Capital affiliated with True Blue Lending?
No. North Bay Capital is a separate, independently licensed mortgage brokerage based in Santa Rosa, California (NMLS #1279902). It is led by Jesse Gonzalez (NMLS #278103), who also runs True Blue Lending Corporation as a separate entity. The two companies share a personal-brand YouTube channel; otherwise, the licensing, pipelines, and operations are distinct.
What does North Bay Capital do?
North Bay Capital is a Sonoma County mortgage brokerage that shops residential and commercial loans across many wholesale lenders to find the structure that fits the borrower. Specialties include FHA construction loans, HECM reverse mortgages, and California first-time-buyer programs.
Where is North Bay Capital located?
1000 Clark Street, Santa Rosa, California 95404. We serve Sonoma County, the North Bay, and the rest of California for residential loans, and the U.S. broadly for commercial loans.
Have a scenario? We'd love to hear it.
No pressure, no call center — just a straight answer from someone who picks up the phone.