Growing Our Comunidad

In honor of National Hispanic and Latinx Heritage Month (HLHM), three Hispanic team members share their journey to Rocket Mortgage^® and the company’s efforts to connect to our Latinx/Hispanic community.

Wilson, born and raised in Puerto Rico, is part of the Rocket Mortgage® Marketing team as a Senior Multicultural Campaign Manager for the brand. He was hired 7 years ago while working in Puerto Rico in a nonprofit bank. 

“The story of Detroit and how Dan Gilbert was impacting the city helped me make the decision to accept the offer and move to Michigan,” Wilson said. The senior leader started as a banker helping Spanish-speaking clients reach their American dream and now, he strategizes and creates Rocket Mortgage’s campaigns for Hispanic/Spanish-speaking audiences.

Over the last three years, Wilson has led Rocket Mortgage’s fifth Hispanic campaign, Rocket Puede^TM  (RP). RP focuses on important cultural situations that push Hispanics to think about a purchase or a refinance of a home. “We center on the importance of women and our elders at the center of the family,” Wilson explained. “Cultural passion points like futbol and music are integrated into the campaign. We wanted to make sure that Rocket Puede spoke to Hispanic people from all parts of the world.” 

Our growth with this community has been huge and we continue working to make sure that we support them the right way by making sure that whenever a Hispanic person thinks about refinancing or purchasing a home, Rocket Mortgage is the first thing that comes to mind. 

Rocket Puede scored the Best-In-Culture performance in Hispanic English Media Viewer’s most recent Cultural Insights Measure™ report. Findings also show that the Rocket Puede campaign connected with Black and Hispanic audiences at an exceptional level. 

Lucero began her career at Rocket Companies^® with Rock Connections as a Communication Specialist. Soon after, she became part of the Hispanic Campaign, dialing out to clients and speaking with them in both Spanish and English. In 2019, Lucero embarked on her journey into a career in technology by completing one of our educational benefit programs, After-Hours C# .NET Coding Bootcamp with Grand Circus. Afterward, she was able to complete one of Rocket Careers’ internal programs DevBuild, a bootcamp for team members who want to become software engineers, officially transitioning into her role as a Software Engineer at Rocket Central.

Since joining our Technology team, one of the things Lucero missed the most was the culture of her team in Rock Connections. Trying to find a place to belong, she became involved with the Team Member Resource Network (TMRN) Diversity STEM Champions where she found the inspiration to create something representative of her community. Gathering other team members, she created the TMRN, Mi Gente, which translates to "my people.” 

Mi Gente currently has 429 active members and continues to help team members connect with one another and find their people in a company with 26,000+ team members. 

Jose, a native Detroiter, started his career at Rocket Mortgage in April 2013 when there were only five bilingual bankers on the Spanish team. He was the first Spanish Purchase Banker and was the first to be promoted to President Club Bilingual Purchase Banker in April 2016. In 2022, he became the first Rocket Partner in the Spanish Channel currently working in the Partnership region.

"When I walked into my first interview with Rocket Mortgage, the culture, the excitement, the colors, the light that was there, it was like I was home. This is where I belonged," Jose shared. “The opportunity was great, and it’s even better now because of where we are going, especially with the Spanish section. The growth that we are having now is because we are able to grow.”

Jose also shared an experience he had with his team early in his career when CEO Jay Farner stopped by.

"He talked to us about building up our own team of Spanish team members who could really reach out and build trust with Hispanic and Latino clients," said Jose.

Jose further explained how Farner emphasized the importance of cultivating a team with culture and following through with company promises. “It’s not about who is right, it’s about what is right.”

"I remember sitting around and dreaming, with the bankers and leaders, about eventually seeing Rocket Mortgage Latino in our Family of Companies," Jose mused. "Now, we have our special group. I'm excited about our future."

In less than 10 years, the Spanish region has grown to 69 team members, 26 Spanish-speaking purchase bankers, 43 Spanish-speaking refi bankers and looking to grow even more.