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Local Business Spotlight: Cher Cruz

Updated: Jun 26



This month's local business spotlight features Charissa "Cher" Cruz, an amazing loan officer with Guild Mortgage who I am so honored to get to work with regularly! Cher assists clients from the start of the home buying process, helping them find the right loan, educating them about different loan types, and providing home purchase options.


Cher guides her clients through the loan process with the aim of building wealth. One of my favorite parts about working with Cher is how she ensures clients understand the power of appreciation and investment, offering ample education. She believes buying a home is the best investment and strives to help clients achieve this milestone. Cher's job does not end at the closing table. She likes to say, "our relationship begins at the closing table.” Cher and her team provide numerous educational tools throughout the entire loan process, including presentations, home valuation tools, and post-closing assistance.


With 25-30 years of experience in finance, Cher is no newcomer to the lending and finance world. Prior to lending, she worked for two different banks, serving as the Director of Latin American Equity Sales in New York and Latin America, and as the Director of Asian Equity Sales in Hong Kong and New York. Cher spent an amazing five years exploring Hong Kong. She then began with Academy Mortgage in 2010, which merged with Guild Mortgage earlier this year (2024).


Cher truly loves her job as a loan officer, which is evident through her work ethic. Like myself, she strives to educate, empower, and elevate her clients. Cher enjoys helping people realize their dreams of homeownership and works to achieve them. She loves making new connections in the community and getting to know each client she works with. Cher provides tools and education to improve her clients' confidence in their aspirations. "Overcoming doubt and uncertainty and taking the leap can change everything," Cher states.


Cher’s passion lies in first-time buyers and down-payment assistance programs. She is highly knowledgeable about various loan and grant programs available. She is also committed to assisting first-time home buyers find the best scenarios and hidden jewels within these programs, often combining programs for the best outcome. Cher and her team strive to provide top-notch customer service for each client. They are extremely timely, professional, and focused on building long-term relationships. Cher prioritizes bringing calmness to the lending side of the home buying process to alleviate stress. They can also help clients analyze their monthly debt, consolidate debt, and determine financial goals. The more education and resources they provide, the better clients understand the nuances of the market.


I met Cher over five years ago through a past client and have truly enjoyed getting to know her better over the years. I always have the utmost confidence when we work with Cher as our lender for a deal and our clients absolutely rave about her.


Cher is very active in her community. She is a member of the local Rotary Club, where they provide scholarships for students. She is also active in the Permaculture program with the Foothills Parks and Recreation Department, educating people on pollinator plants and restoring parks to their natural habitat.


Interested in talking to Cher and seeing how she can help you? Give her a call or email! Her contact information is below!


Charissa "Cher" Cruz

Loan Officer, Guild Mortgage

Phone: (720) 226-6651


Left photo: Cher beekeeping; Middle photo: gratitude for the mountans; Right photo: Cher's pot-bellied pig, Hamilton

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