SCOTTSDALE, Ariz. – CU Realty Services (CURS) has recruited David Gray to serve as chief experience officer (CXO).

David Gray

This new leadership position was created to help CU Realty deliver a higher level of value to credit unions and give members optimal experiences with its signature service, HomeAdvantage, the company said.

As CXO, Gray’s focus will be to ensure CU Realty’s products and services give credit unions a competitive edge when it comes to earning their members’ purchase mortgage business. He is responsible for improving member experience through process, product design and software development for the CUSO’s turnkey real estate marketing platform, HomeAdvantage. Designed to help credit unions attract and engage members interested in buying or selling a home, the platform offers members online access to property listings, market research tools, connections to certified real estate agents, and cash back at closing, the company said.

HomeAdvantage serves both credit unions and their members, so meeting and going beyond the needs and expectations of both audiences is an ongoing strategy for CU Realty. According to Mike Corn, chief executive officer of CU Realty Services, “I was impressed by recent research indicating that filling the CXO position delivers significant improvements in both customer satisfaction and revenue creation. One study indicated that providing good customer experience makes a person five times more likely to recommend a company and more likely to purchase in the future—an outcome that bodes well for CU Realty and the credit unions we serve. We’re excited to bring someone of David Gray’s caliber on board to work with our team and clients to achieve these goals.”

Gray brings over 25 years of leadership experience in real estate, technology and finance organizations to this new role. Prior to joining CU Realty, Gray was with Xome Inc, a subsidiary of Mr. Cooper. As vice president of product development, he oversaw development of digital transaction management, customer relationship management (CRM) and real estate agent mobile platforms. He also served as vice president of client development, managing relationships with loanDepot, Bank of America and Mr. Cooper to support their purchase mortgage and customer retention strategies. Gray has held leadership positions at Prudential Real Estate Affiliates, Move.com (Realtor.com) and participated in a number of start-up ventures.

“The real estate industry is experimenting with a variety of value positions for consumers and I’m excited to join a pioneering company that streamlines the purchase of a home while saving members money,” says Gray. “I am completely focused on delivering solutions that help support members in their quest to buy or sell a home and give our clients the tools and data they need to retain and grow their membership.”