The United States is in the midst of a housing crisis. The lack of affordable housing, rising finance costs, and a growing gap between supply and demand have created a market in which homeowners are stuck and would-be buyers can’t break in. For credit unions, mortgages are a critical growth area. The challenge in credit union mortgage lending lies in balancing the needs of members and the cooperative, reaching members with relevant messaging, and standing out in a crowded digital space.
In response, credit unions are sharpening their mortgage strategies with a mix of data, digital tools, and targeted outreach. From optimizing repricing programs to reaching first-time buyers in high-cost markets, these five stories highlight how credit unions are making smart moves in today’s housing environment — innovating with purpose and executing with precision.
Repricing With Precision
Repricing can be a double-edged sword, but for Wings Financial Credit Union ($9.4B, Apple Valley, MN), it’s a strategic lever. The Minnesota-based cooperative adds some pizazz to its repricing program with competitive rates and other perks but can easily tweak its approach to target different member segments, adapt to evolving needs, and maintain a balance between competitiveness and profitability.
Best of all, the program has not only drawn in borrowers but also increased overall member satisfaction.
“Some stated if they had not received this offer, they would not be purchasing a new home,” says Lia Patino, vice president of mortgage lending at Wings. “That was what we were hoping for — an offer that positively impacts our members’ lives while also benefiting the organization.”
Or watch this webinar clip to hear more about this program straight from Patino herself.
Millennials Take On Mortgages
Millennials are moving into the housing market, and credit unions are ready to say, “welcome home.”
At Liberty Federal Credit Union ($4.2B, Evansville, IN) and Veridian Credit Union ($8.0B, Waterloo, IA), borrowers between the ages of 25 and 34 made up roughly one quarter of all mortgages originated in 2023 — approximately 1,000 and 1,500 loans each for that age bracket, respectively.
Jeff White, senior vice president of mortgage lending for Liberty FCU attributes his credit union’s success to having the right people, products, and delivery channels.
“Our overall membership does skew younger,” he says. “At 46, our average member age is below that of the average U.S. credit union. We attribute some of this to our products and services on the retail side.”
Kara VanWert, chief lending officer for Veridian Credit Union, also notes the importance of having the right product and adds the right partnerships to the mix.
“Veridian’s mission is to partner with our members to create successful financial futures,” she says. “We partner with several organizations working toward a similar purpose. For example, we partner with Iowa Finance Authority (IFA), who offers a FirstHome program that only requires 3% down. That, paired with our option for 100% financing, can help make home ownership more attainable and affordable.”
Learn more about how Liberty and Veridian are meeting younger buyers where they are, from digital-first experiences to flexible products
Geofencing, Upgraded
Northern Credit Union ($634.2M, Watertown, NY) uses geofencing to engage homebuyers at the moment of intent — whether they’re at an open house or scrolling Zillow.
Geofencing uses GPS or RFID technology to create a virtual boundary that triggers a response when a mobile device enters or leaves the perimeter. It allows marketers to reach an intended geographic audience with the right messaging at the right time to increase loyalty and engagement. Today’s higher rates, soaring prices, and low stock have nudged Northern to revamp its geofencing strategy with new locations (in addition to its own locations, Northern also has geofenced many of its competitors’ branches), enhanced outreach (Northern uses push notification to promote home loan options and education), and stronger real estate agent partnerships (push notifications also inform members of open houses).
With smarter targeting and real-time follow-up, Northern is marrying digital marketing with member service.
Read more.
Affordable Homes, Creative Paths
Credit unions across the country are tapping into state programs and employer partnerships to help members find affordable housing. These efforts go beyond lending to serve long-term financial wellness and community stability.
In Vermont, Heritage Family Credit Union ($772.9M, Rutland, VT) has teamed up with the City of Rutland and the Vermont Treasurer’s Office to increase affordable housing in the community. The cooperative kicked off its Roofs Over Rutland initiative in October 2024 with an $8 million investment the state made available to the credit union at the low rate of 1%. In turn, Heritage Family is lending that money back out via programs that range from construction and renovation loans to HELOCs and business lines of credit.
“We’ve had pretty exciting results with nearly $6 million in requests thus far,” Chris Gomez, CEO of Heritage Family, told CreditUnions.com earlier this year. “We’re optimistic in another month or so we’ll have our first ribbon cutting where we’re taking an offline house online.”
A Masterclass In Mortgage Marketing Conversion
What makes a mortgage page effective? Clear calls to action, tailored messaging, and mobile-first design. This visual showcase of high-performing credit union mortgage landing pages shows how three credit unions are turning clicks into closings with well-crafted digital journeys, proving great design and great results go hand in hand.
These articles aren’t just from the archives, they’re from the front lines of innovation.
In a lending environment that demands both agility and empathy, these stories show that credit union mortgage success isn’t about housing and rates — it’s all about people and strategy. Whether it’s refining pricing models, refreshing marketing, embracing new tech, rethinking how to connect with younger members, or leading with member impact, credit unions are proving there’s more than one doorway to meaningful mortgage growth.
So if you missed them the first time — or just need a fresh dose of inspiration — now’s the perfect time to dive in.
📬 Have a favorite credit union mortgage article of your own? Share it with us during Mortgage Theme Week using #CUMortgageWeek.