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MortgagePoint » Your Trusted Source for Mortgage Banking and Servicing News 18 June 2025 F E A T U R E S T O R Y THE RISE OF HISPANIC AMERICAN HOMEOWNERSHIP Today's homebuyers expect communications to be hyper-personalized and relevant, and failure to meet these expectations means missing the chance to build trust and long-term loyalty. B y DA N C A T I N E L L A L enders take note: Hispanic Americans are purchasing homes at historic levels—and this often-underserved commu- nity now leads all racial and ethnic groups in homeownership growth. But as these buyers work to make their homebuying dreams a reality, they face volatile interest rates and affordability constraints. For lenders, this presents both a challenge and an opportunity. Hispanic Americans are showing a strong and growing readiness to pursue homeown- ership, and lenders need to deliver the right education and education strategies to make the kind of authentic connec- tions necessary to support and grow along with this vital demographic. In a recent conversation, Jason Madiedo, Co-Founder and CEO of Pan- orama Mortgage Group, shined a light on this topic and explained how it's not a sudden change or passing trend. And Madiedo is no stranger to this specific issue: 70% of PMG's business comes from the Hispanic American market. "If anyone is looking to serve this specific community, it has to be a 360-de- gree approach," he told me. "It needs to extend throughout the organization, from top to bottom and from the bottom up. Leaders need to have a real passion for understanding their needs and show their dedication to meeting them with the right messages and offers." To truly support Hispanic American homebuyers, lenders must respond with tailored, empathetic outreach that builds trust and keeps borrowers engaged as they navigate the homebuying process. Here's how. Breaking It Down From a Lender's POV T he surge in Hispanic American homeownership is rooted in broad- er demographic growth and improving financial conditions within the commu- nity. Young Hispanic families are driving this shift. They are seeking stability, long-term financial growth, and spaces to nurture their families. In 2024, Hispanic homeownership reached a record 9.8 million households, including 238,000 new households added in the prior year. For mortgage lenders, this trend presents a substantial opportunity. Not only can they tap into a rapidly ex- panding market—they can also provide meaningful support to a demographic that has historically trailed others in homeownership rates. Especially in regions with high populations of His- panic Americans, lenders have a unique chance to support an underserved market. But the path forward is not simple. Hispanic Americans are not a homogeneous group. They represent a varied population with diverse financial needs, cultural differences, and lived experiences. To best serve this market, mortgage lenders need to invest more in their outreach and customer engage- ment strategies with tailored communi- cations that support the development of strong, authentic relationships. With more than 20 years of experience in mortgage technology, D A N C A T I N E L L A has actively helped dozens of lenders make the move toward more tech-enabled operations. As Chief Lending Officer for Total Expert, he keeps his finger on the pulse of the ever-changing fintech landscape, helping lenders develop high-impact innovation strategies that apply proven and emerging technologies to drive toward lenders' busi- ness goals and growth priorities.