Connecting through culture Oscar Reto, branch manager at New American Funding in Charlotte, N.C., emphasizes the power of culturally relevant outreach. “Social media plays a big role,” he explains. “Facebook reaches a seasoned audience, while Instagram and TikTok connect with younger buyers.” How Latino loan originators are helping shape the future of homeownership By Oralia Herrera T
he Hispanic homeownership market is one of the fastest-growing segments in the U.S. housing industry. According to the National Association of Hispanic Real Estate Professionals (NAHREP), Latinos accounted for more than 50% of homeownership growth in recent years, and projections suggest this trend will accelerate. By 2025, Latinos are expected to represent a significant share of first-time homebuyers, driven by demographic growth, strong family values and a cultural emphasis on homeownership as a cornerstone of financial stability. Government data and think tank studies echo this optimism. The Urban Institute predicts Latinos will comprise the largest share of net new homeowners over the next two decades. This surge is fueled by a young median age — about 30 years old — compared to 41 for non-Hispanic white homeowners, and a labor force participation rate that outpaces other groups. Yet, despite these promising indicators, barriers remain. Limited access to credit, nontraditional income sources and language or cultural gaps often complicate the path to homeownership. To better understand how these challenges are being addressed, we asked three Latino loan originators who are on the front lines of this transformation to share their insights. They revealed a com- mon theme: Success lies in culturally relevant outreach, education and trust-building. From leveraging social media to hosting bilingual workshops and tailoring mortgage solutions, these professionals are not just closing loans — they’re opening doors to generational wealth.
Beyond digital channels, face-to-face engagement remains vital. Reto organizes first-time homebuyer seminars, partners with church groups and collaborates with local organizations to meet families where they are. However, outreach alone isn’t enough. Many Latino buyers act impulsively, he says, relying on advice from friends and family rather than professional guidance. This often leads to insufficient preparation — low credit scores, inadequate savings and limited understanding of the process. Reto advocates for a six-month to one-year preparation period when buyers can improve credit if needed, build funds and learn the steps involved.
It also makes a difference to hire staff who share cultural backgrounds. “Knowing the language is good, but sharing the culture is paramount,” he says. From navigating cash-on-hand issues to explaining tax complexities for self-employed clients, cultural com- petence fosters trust and smooths the path to homeownership. ⊲
28
Scotsman Guide | February 2026
Made with FlippingBook interactive PDF creator