"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.

"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."