From Hot Markets to Funded Loans.
The next chapter for CrossCountry Mortgage creates a unique window to win in top homebuying markets for 2026. Brkthru selected Charlotte and Columbus, two leading housing markets according to the National Association of Realtors. Brkthru translates that opportunity into scalable digital lead generation, clear reporting, and measurable new-loan growth across a distributed sales organization of more than 3,000 loan officers.
A CONVERGENCE OF GROWTH SIGNALS
The CCM footprint continues to grow, with the recent acquisition of Summit Funding and announced merger agreement with Two Harbors, which includes the RoundPoint Mortgage Servicing platform. These position the company as a more integrated mortgage company spanning origination through servicing. Simultaneously, NAR has identified two markets in the CCM expanding footprint as among the hottest homebuying opportunities in the country for 2026. The window to establish digital market leadership is now.
+14%
EXISTING-HOME SALES
NAR forecasts a 14% increase in existing-home sales nationally in 2026; a meaningful tailwind for purchase-focused origination.
~6%
MORTGAGE RATE TREND
Rates projected toward 6%, improving affordability and reactivating buyers who were sidelined in recent years.
+4%
HOME PRICE FORECAST
NAR forecasts a 14% increase in existing-home sales nationally in 2026; a meaningful tailwind for purchase-focused origination.
TOP 10
NAR HOT SPOT RANKING
Both Charlotte, NC-SC and Columbus, OH named among NAR’s top 10 homebuying hot spots for 2026.
CCM’S NEXT CHAPTER: INTEGRATED MORTGAGE AT SCALE
FROM ORIGINATION THROUGH SERVICING
The CCM acquisitions create a more integrated mortgage company with higher retention potential, recurring revenue streams, and meaningfully lower customer acquisition costs over the loan lifecycle.
This isn’t just a balance sheet story. It changes how CCM can approach customer relationships and how digital lead generation supports both acquisition and retention simultaneously.
WHAT THIS MEANS FOR GROWTH STRATEGY
- A more complete mortgage story to tell borrowers across the lifecycle
- Stronger rationale for brand investment in high-opportunity markets
- Servicing retention creates recurring re-engagement opportunities
- Lower CAC over time as the customer relationship deepens
- Field leadership now has a richer value narrative to activate locally
- Digital lead generation becomes a strategic complement to servicing continuity
CHARLOTTE & COLUMBUS: TWO MARKETS, ONE MOMENT
The NAR designation isn’t decorative. It reflects underlying demand drivers: population growth, job market strength, relative affordability, and buyer pipeline depth. These are markets where a well-executed localized digital strategy can generate qualified borrower leads at meaningful volume. Both markets reward field teams that show up with visibility, relevance, and speed.
A high-velocity market with strong in-migration, a robust financial services employment base, and a buyer population that skews toward first-time and move-up purchasers. CCM’s field presence here benefits from a digitally activated brand that matches the energy of the market. Localized targeting, Realtor® partner messaging, and buyer nurture sequences can move the needle on qualified lead volume.
One of the Midwest’s most consistent growth markets. Driven by a diverse economy, strong university ecosystem, and a younger buyer demographic actively entering homeownership. Columbus rewards mortgage brands that establish digital presence before competitors do. Targeted campaigns aligned to neighborhood-level demand signals and purchase intent data can give CCM loan officers a meaningful first-mover advantage.
WHY BRKTHRU
Every strong partnership is built on a foundation of clear communication. Brkthru was built to give enterprise clients deep digital infrastructure, expert execution, and transparent reporting. Without the capital risk of building every capability in-house. Here is what that looks like for CCM.
CLEAR COMMUNICATION
Proactive updates, visible reporting, and structured stakeholder cadences reduce confusion and build trust across leadership, marketing, and field sales. Strong communication isn’t a soft benefit — it accelerates execution.
SCALABLE EXECUTION
Brkthru functions as an extension of your internal team — absorbing overflow, managing seasonal surges, and launching quickly. Flexible capacity means CCM can stay focused on front-end growth and field enablement while Brkthru handles back-end execution.
25+ PLATFORM REACH
Brkthru works across more than 25 digital media platforms; matching strategy to audience, not to seat commitments. No platform minimum requirements means media decisions are driven by performance, not obligation.
REPORTING BUILT FOR ACTION
Clients access their own campaign performance dashboard with real-time visibility. Brkthru supports GA4-aligned measurement environments and translates data into recommendations. Campaign performance and reporting can be available before the first invoice.
PRIVACY & COMPLIANCE FLUENCY
Brkthru works across more than 25 digital media platforms; Brkthru plans and buys media with resilience in mind, staying current on the evolving privacy landscape, including the continued evolution of browser-level data environments and keeping clients informed as the ecosystem changes.
STREAMLINED WORKFLOW
Established operating processes accelerate setup, reduce friction, and improve execution from launch through optimization. Brkthru simplifies campaign management for complex, distributed organizations so CCM’s 3,000 loan officers’ benefit from coordinated support without creating internal bottlenecks.
THREE WAYS TO GO TO MARKET
Each package is designed around the CCM actual business challenge: how to generate qualified borrower leads in high-opportunity markets, support a distributed field organization, and measure success in new loans. Select a starting point; Brkthru can adapt from there.
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MARKET LAUNCH
Single market: Charlotte or Columbus. Paid social, search, display/video, CRM nurture, and geofencing for active homebuyers. Localized audience strategy built around purchase intent signals. A clear reporting cadence tied to lead quality and new-loan contribution. Designed to establish digital presence quickly and give field leadership immediate visibility into campaign performance.
DUAL-MARKET GROWTH ENGINE
Charlotte + Columbus integrated rollout. Shared strategy with market-specific creative and targeting. A cross-channel media plan with centralized reporting dashboard. Quarterly business reviews, structured communication rhythm, and ongoing optimization. Built for CCM leadership that wants coordinated execution and executive-level accountability across both markets simultaneously.
ENTERPRISE SCALE
Two markets now, more to follow.
Launch in Charlotte and Columbus as a proof-of-concept, then expand using a repeatable market-entry playbook. Roll-up reporting plus market-level views. Broader field enablement for the distributed loan officer network. Designed for leadership thinking beyond the immediate markets toward a scalable demand generation infrastructure.
REPORTING BUILT FOR ACTION. METRICS TIED TO NEW LOANS.
Brkthru does not just report activity; it translates data into recommendations. CCM receives its own campaign performance dashboard with real-time visibility into market-level performance, channel contribution, and optimization insights. Every report is structured around the metrics that matter to mortgage leadership: not traffic, not clicks, new loans.
NORTH STAR METRIC
New loans generated. Every campaign, every market, every optimization decision is anchored to this outcome. Brkthru measures success the same way CCM does.
REPORTING MODEL
Campaign performance dashboards available before the first invoice. GA4-aligned measurement environments. Market-level and roll-up views. Structured QBRs with executive summaries and forward-looking optimization recommendations.
KPI Hierarchy
1 – NEW LOAN INQUERIES
Top-of-funnel demand signals indicating market reach and message resonance.
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2 – QUALIFIED BORROWER LEADS & APPLICATION STARTS
Mid-funnel conversion efficiency by market and channel – where lead quality is validated.
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3 – FUNDED LOANS & COST PER FUNDED LOAN
Bottom-line outcomes and efficiency ratios that speak directly to field leadership and executive stakeholders.
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4 – LOAN OFFICER ENGAGEMENT & RETARGETING PERFORMANCE
Field adoption metrics and nurture efficiency – supporting distributed sales accountability at the branch level.
A LOW-FRICTION PARTNERSHIP BUILT FOR ENTERPRISE
Brkthru brings a structured workflow designed to reduce internal burden on CCM teams while creating maximum visibility and accountability. From first conversation to ongoing optimization, the model is built around clear milestones, transparent communication, and fast execution.
DISCOVERY & PLANNING
Market audit, audience definition, goal alignment, KPI framework established
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MARKET BUILDOUT
Campaign architecture, creative strategy, targeting build, platform configuration, tracking setup
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LAUNCH & QA
Pre-launch review, dashboard access delivered, stakeholder briefing, go-live confirmation
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OPTIMIZATION & REPORTING
Ongoing performance management, real-time dashboard, regular reporting cadence, proactive recommendations
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QBR & EXPANSION
Quarterly business reviews, market-level insights, expansion planning, scalable playbook development
Brkthru handles planning, trading, tracking, optimization, and reporting — with dedicated team support and fast turnaround. CCM stays focused on field enablement and growth; Brkthru manages the digital engine behind it.
THE CHALLENGE. THE ANSWER.THE PARTNER.
THE CHALLENGE CCM FACES
The answer requires market-specific strategy, enterprise-scale execution, a flexible platform model, and reporting that earns trust from the field to the executive suite.
How do you support 3,000 loan officers with scalable, locally relevant digital demand generation in markets where buyer activity is expected to be strong and measure success by new loans generated, not vanity metrics?
WHAT BRKTHRU DELIVERS
- Market-specific digital packages built around Charlotte and Columbus
- Scalable execution across 25+ platforms — no minimum commitments
- Transparent reporting before the first invoice arrives
- KPIs anchored in new loans, not impressions or clicks
- A low-friction workflow that reduces internal burden on CCM teams
- A communication model that creates confidence across leadership and field sales
- A repeatable market-entry framework built to scale beyond the first two markets
Every strong partnership is built on a foundation of clear communication and service. Brkthru is built around that principle; from campaign setup through executive review.
THE CHALLENGE. THE ANSWER.THE PARTNER.
CCM’s next chapter is already in motion. The markets are identified. The growth forecast is favorable. The field organization is in place. What’s needed now is a digital partner that can activate measurable demand generation at the market level — with the reporting discipline and communication model to back it up.
Brkthru is ready to build that plan with you. Whether you start with one market or both, the path to measurable new-loan growth begins with a single conversation.
Request a Growth Plan
Share your market priorities and loan officer footprint. Brkthru will return a tailored package recommendation within 5 business days.
Talk Through the Packages
Not ready to commit? Schedule a working session to review package options, measurement frameworks, and the Brkthru operating model at your pace.
See Reporting First
Ask Brkthru to walk through a sample dashboard. Campaign performance visibility is available before the first invoice — that’s the transparency model CCM deserves.