Tricor Expanding to Northern California

Tricor Mortgage Lending of Huntington Beach will expand beyond Southern California for the first time, opening an office in the San Francisco Bay area and launching an aggressive advertising campaign later this month.

Tricor is scheduled to unveil its expansion effort today.

The company said it will be open a branch office in June in Walnut Creek, and launch a million-dollar advertising and direct mail blitz next week to raise its profile in key markets, such as Contra Costa County, East Bay and the Silicon Valley.

The privately held direct lender said it generated more than $1 billion in loans last year.