The housing market remains a challenge for many would-be buyers, constraining purchase activity and prompting credit unions to think creatively about how to help current owners reap the benefits of their untapped equity.
HELOC BALANCES AND UTILIZATION
FOR U.S. CREDIT UNIONS
SOURCE: CALLAHAN & ASSOCIATES
Home equity loans and lines of credit were key drivers of credit union growth in the first quarter of 2026, according to remarks in Callahan & Associates’ latest Trendwatch webinar, and credit unions are taking different approaches to capture that demand.
Eras And Roots
Baton Rouge Telco Federal Credit Union ($456.4M, Baton Rouge, LA) has reported a 20% lift in home equity lending in the past several years. The southern credit union offers only HELOCs and does not provide closed-end home equity lending.
Although the demand has been steady, HELOC requests have by no means exploded, says Katie Guylette, the credit union’s chief lending officer. That’s partly by design.
The credit union focuses on auto lending — indirect auto makes up the majority of its loan portfolio — and promotes its home options twice a year. It runs a purchase campaign in the first half of the year and a HELOC campaign in the second half.
Telco used to combine its purchase and HELOC campaigns but found those member segments’ needs were different enough to require independent, tailored outreach.
“We’ve developed a strategy of trying to get much more specific and targeted with our messaging,” says Kristin Romero, chief experience officer.
The credit union is still crafting this year’s HELOC campaign, but it typically focuses on digital channels to raise awareness with existing members. It’s also got a wildly successful past campaign to draw on.
In 2024, Telco leaned into the cultural phenomenon of Taylor Swift’s Eras Tour to promote HELOC opportunities. That campaign proved to be the credit union’s most successful ever, Romero says, crediting a mix of smart timing and a more playful tone.
The credit union’s 2026 mortgage campaign highlights strong roots and smart financing, and the HELOC campaign is likely to take its cues from that, possibly with a “grow your roots” theme, Romero says.
“You’ve planted roots, now leverage that so you can achieve your dreams, that kind of thing,” she says.
Regardless of the campaign, one of Telco’s biggest lessons has simply been to offer a straight-forward product and communicate the benefits to members.
“Because we’re a bit smaller, members can feel like they’re getting that personal service and handholding with something that can be stressful,” Romero says.
Same Product, New Messaging
Home equity lending at TAPCO Credit Union ($719.3M, Fircrest, WA) has increased in the past 18 months, with demand shifting from open-ended HELOCs to termed home equity loans.
The credit union processes roughly an equal number of both, but HELOC borrowers typically access only $300,000 or so of available equity, compared with roughly $3 million issued at once in closed-end home equity loans, says Jeremy Mandery, chief retail and lending officer.
In the past, edgy campaigns like its 2022 “Big Deck Envy” helped TAPCO attract local attention, borrower business, and industry recognition, but as the economy has shifted and consumer sentiment has fallen, the credit union has altered its tone to focus more on community.
TAPCO is delivering much of its latest messaging through online banking and other digital channels, which tend to provide more consistent exposure to members than a one-off promotional email, says Jacob Rose, director of marketing.
The lending team has also worked with title companies and other vendors to identify direct mail prospects who have equity in their homes and live in the vicinity of a TAPCO branch. The credit union then sends a postcard with a scannable QR code that provides information.
The toned-down messaging and focus on community is also the result of a stronger market presence. Back when it launched Big Deck, it was trying to attract attention.
“People see us now,” Rose says. “The community sees us. We don’t need to be as splashy with some of that marketing.”
Mandery also credits CEO Justin Martin with shifting TAPCO’s overall approach.
“Over the past four years, we’ve had 25% asset growth and we’ve gotten back to the roots of what credit unions do,” Mandery says. “We are certainly outspent by some credit unions and regional banks in our area, but when it comes to boots on the ground, we’re there. That puts us in the room for opportunities we wouldn’t otherwise get.”
Visions Of Success
Across the country, demand for home equity products at Visions Federal Credit Union ($5.3B, Endwell, NY) has been high for the past few years but was flat in the early months of 2026. According to the credit union, seasonality is at play, and it is taking steps to boost interest.
“The demand is out there, but it’s been a sleepy start to the year,” says Mandy DeHate, chief marketing officer. “We’re starting to get more to our stride in terms of applications.”
Visions offers closed-end home equity loans and open-ended lines of credit, although DeHate says the latter tends to be more popular. To promote its products, the northeastern credit union has embraced digital marketing in a year filled with major sporting events. Over the top — or OTT, for short — ads served direct to audiences over the internet are helping the credit union capture eyeballs during high-profile sporting events like the Super Bowl, March Madness, the Winter Olympics, and this year’s FIFA World Cup. That effort works alongside Google Performance Max campaigns to increase Visions visibility across the broader Google network.
“We’ll get [consumers] while they’re searching, we’ll get them while they’re watching YouTube, we’ll get them as they’re going about their day,” DeHate says. “Those multiple touchpoints drive home the fact we’ve got this product, and I think it leads to faster decision-making and stronger credibility of our brand.”
That same approach extends to audience targeting. The credit union is running Spanish-language digital campaigns tailored to its Hispanic communities and ran a successful geofencing campaign in 2025 to target members visiting retailers like Lowe’s and Home Depot located near one of Visions’ 61 branches. That campaign drove branch traffic, DeHate says, but it tracked visits rather than whether members ultimately opened a HELOC or completed another transaction.
Ultimately, although these efforts can attract new members, most HELOC applications at Visions still come from existing members — underscoring the importance of staying visible across channels and meeting members where they already are.
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