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MortgagePoint » Your Trusted Source for Mortgage Banking and Servicing News 20 June 2025 F E A T U R E S T O R Y "Many Hispanic American house- holds are multigenerational, which can shape their financial priorities and home- buying decisions," Madiedo explained. "There are a lot of moving parts in the familial unit of a Hispanic consumer. Lenders need to recognize that, build that knowledge into their customer relation- ships, and demonstrate that understand- ing in the customer engagement." Leading With Empathy (and Strategy) U nderstanding your customer has always been fundamental to strong customer relations and sales. But devel- oping this empathetic approach is often easier said than done. Especially when it comes to guiding customers through purchases as significant as a house, it is critical to ensure that your understand- ing of each customer's needs goes well beyond "They want to buy a house." Diversity is not just a box to check— it is an opportunity to better serve com- munities. But many lenders fall short in ensuring that they are prepared to serve the various demographics in their communities. Madiedo put it bluntly: "If you just hire Hispanic salespeople thinking that's all you need to attract Hispanic home- buyers, you are going to be frustrated." And he's absolutely right. While shared backgrounds can enhance client relationships, token gestures don't replace the genuine connections made possible by a company-wide com- mitment to understand and meet the specific needs of every homebuyer. Other lenders limit their outreach to generic messaging that ultimately miss- es the mark. Today's homebuyers expect communications to be hyper-person- alized and relevant. This is as true for Hispanic Americans as it is for any other demographic. Failure to meet these expectations means missing the chance to build trust and long-term loyalty. "You need to take a 360-degree approach," Madiedo said of the right leadership mindset. "You need to be fully committed or not at all." Lenders Must Combine Empathy With Strategic Execution L enders should view the customer journey holistically, identifying points where potential buyers disengage. This genuine, comprehensive approach en- ables lenders to adjust and enhance their outreach for better outcomes. Consider a prospective buyer explor- ing homeownership while dealing with affordability challenges. Generic out- reach will not resonate. The buyer may feel the messaging is meant for someone with fewer financial constraints and eventually fall out of the funnel. Later, when they are ready to buy, they may choose a lender who showed up consis- tently during their journey. Conversely, if the same buyer receives ongoing, tailored content— like educational resources on credit improvement, debt reduction, or savings strategies—they will have spent the runup to their big purchase gradual- ly building trust with you. They will remain engaged and come to view you as a reliable guide and homebuying resource, so when they're ready to buy, you'll be the natural choice. This is equally true for buyers in more typical situations—they need nurtur- ing as well. Post-pandemic, the average homebuying cycle has lengthened from three to six months, to six to nine months, or longer. To stay competitive, it is crucial that lenders keep customers continuously engaged with communications and re- sources that speak to their specific needs. Strengthening Engagement With the Right Technology A t this point, many lenders might be asking: How can I deliver this level of personalized, sustained outreach without a large team or unlimited resources? The answer lies in modern customer engagement platforms. The right tech- nology can significantly enhance both the reach and authenticity of your outreach— but only if it is equipped with tools that tailor customer journeys according to highly specific, targeted criteria. "We needed a platform that could take customer relationships, internalize the specifics, and turn that information into outreach and marketing campaigns that work," Madiedo said of his mindset when choosing a customer engagement tool. Specifically, lenders should seek platforms offering three key capabilities: • Automated journeys: Marketing and sales teams can build out omnichan- nel customer journeys that leverage automation to continuously nurture customer relationships without the need for human intervention or coding knowhow. • Heightened data intelligence: In addition to a 360-degree view of cus- tomer data across your database, the right tool will enable a deeper look into customer intent signals (getting married, changing jobs, etc.) that can set off customized outreach flows. • Advanced customization: Commu- nications can be highly customized based on language preferences or self-identified level of financial litera- cy for maximum impact. Stronger Relationships Lead to Smarter Growth H ispanic Americans are achieving their homeownership dreams in greater numbers than ever before. Mortgage lenders have a unique chance to support this encouraging trend while also boosting their businesses. But to fully realize this opportuni- ty, lenders should look closely at how current customer journeys align with emerging needs. Without a strategic, empathetic approach to customer en- gagement, lenders may miss the chance to build lasting relationships with a new generation of homeowners. Now is the time to evolve using a deep understanding, smart strategy, and the proper tools capable of making it all happen.