Stop Marketing Mortgages, Start Marketing Homeownership

Most prospective buyers spend months, or even years, preparing to purchase a home.

Whether members are improving their credit, saving for a down payment, or evaluating neighborhoods that fit their budget and lifestyle, credit unions can provide the education, guidance, and support they need.

The takeaway is clear: Credit unions must recognize this and start the homeownership conversation with members long before they’re ready to hit the ground running and complete a loan application.

“Remember, for most people, buying a home is not simply about securing a mortgage. It’s about achieving one of life’s most significant financial milestones and building the potential for generational wealth,” said John Fischer, Senior Executive Vice President and Chief Growth Officer at Golden 1 Credit Union.

By starting the engagement as early as possible, credit unions can become trusted partners throughout the process while helping members better understand and manage the many risks of buying a home.

How to reach potential homebuyers earlier in the journey

If a credit union’s first homeownership conversation with a member starts when they’re actively comparing rates, they’re too late.

The key is to provide information and resources before this step.

“By the time future homebuyers are actively searching for information, credit unions may have already missed an important opportunity to build trust,” Fischer said.

Think about it. Early on, many buyers are wondering how much they need to save, whether their credit is strong enough, or whether it’s the right time to buy. Credit unions can step in and answer those questions right off the bat through educational content, financial wellness programs, workshops, and one-on-one guidance.

“By sharing relevant resources at the right stage of a member’s financial journey, trust is more likely to be built when it matters most. When members are ready to purchase, there’s a good chance they’ll turn to a credit union they’re already comfortable with,” Fischer added.

The power of personalized member education

Knowledgeable loan officers are essential for helping potential members achieve successful outcomes.

“Because homebuying can feel overwhelming, especially for first-time buyers, clear education and loan officer guidance help members feel informed, prepared, and confident throughout the process,” Fischer explained.

Credit union mortgage departments can provide practical tools that address common questions about credit improvement, down payment savings, closing costs, affordability, and loan options.

However, support should be tailored to each member’s circumstances, since a first-time buyer may need different guidance than someone downsizing, relocating, purchasing a second home, or navigating a major life transition.

The more personalized and actionable the guidance, the more prepared members will be to make major financial decisions.

How to stand out from the crowd

One of credit unions’ greatest advantages is the strength of their relationships with members, community groups, and nonprofit organizations.

That’s why a mortgage should not be viewed as a one-time transaction.

“Instead, homeownership is one significant milestone in a member’s lifelong financial journey. It brings ongoing financial decisions, from using home equity for renovations to choosing whether to move, improve an existing home, or plan for future life goals,” Fischer said.

By providing education, personalized guidance, and financial wellness resources after closing, credit unions show they’re invested in members’ long-term success.

“As members’ needs change over time, from insurance and home equity options to financial planning, they can continue supporting them throughout their homeownership journey,” Fischer added.

To determine whether homeownership-focused efforts are paying off, Fischer encourages credit unions to track engagement rates with financial education resources and marketing content.

They should also monitor scheduled lender appointments, mortgage applications, member satisfaction scores, and relationship growth over time.

This data can help determine what’s working and where adjustments may be needed.

The information reported in this document, financial and otherwise, should not be construed as either legal or investment advice, nor does it represent the views of ACUMA, its Board of Directors, its staff or its members. The author presents information current at the time of publication and is designed to educate ACUMA members and others interested in the credit union mortgage lending industry.