Charter Title announced it has formed a Hispanic division and plans to grow that division so it can serve its other Nebraska branches.
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Last week Nebraska-based Charter Title announced it has formed a Hispanic division for its Omaha locations, and plans to grow that division so it can serve its other Nebraska branches as well. It's a smart move as Hispanics make up the fastest-growing demographic in the Omaha area and the company wants to provide the best experience for their customers.
Itzel Gonzalez will lead the division, but she sees her role as much more than just providing language translation. "I know the culture and how a lot of these customers and families will be feeling as they go through the process of buying or selling a home," Gonzalez said. "I take pride in working with people to make sure they understand the title and closing process so it can be part of a joyous milestone for them."
That kind of attention to the customer experience and what they will be feeling as they sign closing docs is often overlooked. Processes are usually built around getting through all the necessary forms and checking all the necessary boxes as efficiently as possible. While important, that kind of transactional experience misses the opportunity to build a relationship and provide the "joyous" feeling Charter is going for.
And the adoption of a Hispanic division is one that could be beneficial to title companies everywhere. The Urban Institutereported in January that, between 2020 and 2040, the number of Hispanic homeowners will grow the most of any demographic, by 4.8 million. That's a lot of potential customers to delight.
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