On the surface, Washington Mutual's seizure and sale on Thursday didn't seem to hurt business at the failed thrift's 34 Sacramento-area branches.

Customers on Friday made deposits and took money from ATMs that spit out receipts bearing the failed bank's name. WaMu signs still hung on the buildings. At one Elk Grove branch, an early morning customer filled out forms for new accounts.

But local community and small regional banks and credit unions say the meltdown of Seattle-based WaMu, one of the nation's biggest mortgage lenders, has pushed more business their way. And some have seized on the crisis gripping Wall Street to sharpen their conservative, safe and service-oriented image.

"We've benefited," said Terry Halleck, president and chief executive of The Golden 1 Credit Union. "We've had new people coming in because of what's happened."

WaMu's seizure by the Federal Deposit Insurance Corp. and subsequent $1.9 billion sale to JPMorgan Chase & Co. added to the troubled financial landscape and fed rhetoric on Capitol Hill about a multibillion-dollar plan to stem losses.

The federal government in recent weeks has seized mortgage giants Fannie Mae and Freddie Mac and taken control of global insurance firm American International Group. Several large mortgage companies have been sold. The five largest independent investment banks have changed business models or shut down.

WaMu's failure, however, was the first during the current crisis for a large bank funded mostly by deposits.

Many customers at Washington Mutual's Kiefer Boulevard branch treated Friday as just another day, despite the news.

"As long as the money's there, I'm fine. I couldn't tell any difference," said Derrick Weaver, a tour bus driver from Elk Grove and a Washington Mutual customer for four years. "I go to this branch, Elk Grove and Carmichael, and it's no different."

Macellina Amonoo, a 23-year-old student at California State University, Sacramento, stopped at the Kiefer Boulevard branch to check on her account and deposit her paycheck.

"So far, everything's the same," she said. "I was afraid I'd have to rush over and pull my money out."

At the thrift's El Camino Avenue branch, customer Michelle Jenkins said she's worried less about her money's safety than about how service will change under the new ownership.

"It's too early to tell," she said.

The uncertainty in the banking industry will probably continue. Wachovia Corp. is reportedly in sales talks with several banks. The Charlotte, N.C.-based firm has 10 offices in the Sacramento area.

Unlike their bigger rivals, small banks didn't get into the kind of risky home lending and mortgage securities investments dragging down Wall Street, said Keith Leggett, chief economist for the American Bankers Association in Washington, D.C.

"Regional and community banks and credit unions in Sacramento and elsewhere are the bedrock of their communities," Leggett said. "Many have been around for a very long time, they've seen a number of cycles and they know their customers and cities intimately."

Personal service and safety are powerful marketing messages for small banks in good times, Leggett said, made stronger when consumers see some big banks in crisis.

"We've run some ads that address this situation," said Lani Hayward, spokeswoman for Portland, Ore.-based Umpqua Bank.

One example hung Friday in the window at Umpqua's Elk Grove office on Bruceville Road and Elk Grove Boulevard: "Safe and sound for over 50 years. It's time to change. Come by and talk to an associate today."

Hayward said Friday that the bank, which operates on the West Coast, has "had close to triple the account openings last week and into this week." Umpqua has eight branches in the Sacramento area.

Golden 1's Halleck said that the 600,000-member credit union is targeting consumers looking for a new home for their money with promotions like a free first check order with new checking accounts.

"We are definitely making an effort to capture more of the market," she said.

River City Bank, also based in Sacramento, is highlighting its stability. Visitors to its Web site, www.rcbank.com, can click on links to a government-produced video about federal deposit insurance and read specifics on the bank's stability.

"We're trying to inform the public of our strengths," River City President and Chief Executive Stephen Fleming said Friday, "so that they'll be comfortable moving their money to our bank."

Call The Bee's Jon Ortiz, (916) 321-1043.