Lender expands outreach to Hispanic homebuyers

Certainly, the stress innate to buying a new home is not limited to ethnicity or race. Yet making the process more accessible to Hispanic consumers helps to mitigate some of that anxiety, Gauer explained: “First, for the Spanish speaking community, imagine making the biggest purchase of your life — your home mortgage — in a second language. We want to remove those barriers with dedicated tools that generate borrower confidence, from a new Spanish mortgage application to a focused Hispanic website,” she said. “So, it starts there with information and education in Spanish, but our support is much more than translation. We’re partnering with organizations focused on advancing Hispanic homeownership, we’re participating in Hispanic-centric events and we’re leveraging our own Hispanic loan officers to forge authentic inroads with this community.”

In a prepared statement, CrossCountry Mortgage’s chief brand officer, Laura Soave, noted the outreach efforts extend beyond translated materials: “This is personal,” she said. “We have hundreds of Spanish-speaking loan officers with deep roots in the community. We’re partnering with organizations focused on advancing sustainable Hispanic homeownership and are embedding ourselves within this community.”

In terms of its bona fides in the space, CrossCountry Mortgage officials noted their partnership with the National Association of Hispanic Real Estate Professionals, a trade association committed to advancing the economic mobility of Hispanics in the US, including homeownership. The organization is also part of the 2022 L’Attitude Conference, said to have fostered more advancement for Latinos than any other event in the world.

Gauer said the bank’s rank and file reflects its commitment to serving the Hispanic consumer: “We have hundreds of Spanish-speaking loan officers among our employee base, which makes support of the Hispanic community even more personal,” she said.