LOS ANGELES: GMAC Mortgage has launched an integrated effort to recruit bilingual employees to serve its rapidly growing Latino customer base.
Efforts include recruitment events across the US, as well as the launch of www.pepitosentme.com, a website tied to an advertising campaign produced by Pasadena, CA-based AOR Valencia, P?rez & Echeveste.
"There is heavy competition for people who are bilingual," said GMAC Latino initiatives director Irma Munoz. "There are simply not enough loan officers."
Latino consumers often prefer to handle transactions in Spanish, and many financial institutions are having a hard time meeting demand.
The National Association of Hispanic Real Estate Professionals projects that, over the next 10 years, approximately 40% of all first-time homebuyers will be Latino.