2007 and '08 when bad loans began to kill off giant lenders like countrywide, american home, and wachovia. >> evil. they've been defined by greed. they are defined by lack of integrity, by putting families into loans they couldn't afford. >> despite the chaos, though, crawford sensed an opening. he wanted to build a mortgage business that would help keep people within their means. >> think about warren buffett, time to get in the market is always in the midst of chaos, when the blood is running in the streets. >> of course, he didn't know how to start a mortgage bank, so he did what anyone would do, he googled it. >> jumped on google, how to start a mortgage bank. >> a year later in september 2008, crawford's mortgage company, about 20 people, opened for business. >> we had a full 30 days before october of 2008, just a whole financial world totally comes collapsing down. i spent about 60 days sucking my thumb in a closet trying to explain to my wife why this was a good idea a year earlier. >> slowly things did get better. in 2009 they did about $180 million worth of loans. now the company

the guy who came on from wachovia was an old friend of mine who helped hire me. >> jon: honest or not in world, in what world is a 35 to 1 leveraged position sane. >> the world that made you 30% year after year after year begining from 1999 to 2007. and it became very difficult to --. >> jon: but isn't that part of the problem selling this idea that you don't have to do anything. any time you sell people the idea that sit back and will you get 10 to 20% on your money. don't you always know that that is going to be a lie? when are we going to realize in this country, that our wealth is work. that we're workers. and by selling this idea of hey, man, i will teach you how to be rich, how is that different than an infomercial? >> well, i don't think -- i think that your goal should always be to try to expose the fact that you -- there is no easy money. i wish i had found madoff. >> jon: but the slow is called fast money. >> i think that people, there is a market for it. and you give it to them. and i think --. >> jon: there is a market for cocaine and hookers. (laughter) >> interesting edi