In an era of self-service mortgage tools, online calculators and chatbots, CrossCountry Mortgage was in a unique position to leverage its strength: human experts. Through strategic mergers and acquisitions, CrossCountry Mortgage has assembled the largest organization of local experts in the industry. To enable the more than 10,000 affiliates to offer a compelling difference in the marketplace, we built the brand on a people-first platform. We began by crafting their human-centered vision, mission and values. This set the stage for a big national launch.
Every successful affiliate on the CrossCountry Mortgage team has critical, market-specific knowledge and expertise in the regions where they compete. This is profoundly important for homebuyers. Because for most people, buying a home is the single largest purchase of a lifetime. It’s also one of the most procedural transactions they’ll ever undertake. So, to roll out the new brand, we created branded materials that affiliates could use to guide homebuyers through every step of the journey.
In addition to working directly with consumers, CrossCountry Mortgage provides services to specific industries through bespoke programs. The International Association of Fire Fighters among others have engaged CrossCountry Mortgage to be their preferred lender. This presented additional opportunity to demonstrate the flexibility of the campaign platform developed by PUSH 22.
At a time when interest rates are rising and the housing inventory is contracting, the mortgage industry is being squeezed at both ends. By helping more than 10,000 affiliates work collectively as one brand, with a clearly defined north star, CrossCountry Mortgage continues to grow.
The strategy is clearly paying off. Less than two years after the rebrand and faced with significant headwinds, CrossCountry Mortgage ranked #1 on Mortgage Executive magazine’s 2023 TOP 50 list of closely held mortgage companies.
