THE ADVANTAGE
Your monthly recap of the most important mortgage-related news, perspective, and advice
June 2026
Opportunity Hidden in Plain Sight?
A recent industry article suggested the average credit union member is now in their early 50s. Whether that number is exactly right for your institution isn’t really the point.
Most credit union leaders would agree that attracting and engaging the next generation of members remains an important strategic priority. At the same time, the average age of a first-time homebuyer has climbed to nearly 40.
The question isn’t whether those trends are connected. The question is whether we’re paying attention to where they intersect.
For many younger consumers, the journey toward homeownership has become longer and more complicated than it was for previous generations. Rising home prices, affordability challenges, student loan debt, and changing household economics have pushed homeownership further down the road for many would-be buyers.
Yet the desire to own a home remains remarkably strong.
Recent research from the National Association of Realtors continues to show that homeownership remains one of the most important financial goals for many Americans despite the challenges they face along the way.
The challenge for credit unions is that many prospective members begin searching for mortgage information long before they are ready to complete an application. They are looking for answers, guidance, and confidence. Unfortunately, much of the information they encounter is transactional in nature—focused on rates, approvals, and applications rather than preparation and planning.
That’s where credit unions have an opportunity to differentiate themselves.
Today’s financial marketplace offers no shortage of digital tools, online applications, and instant decisions. But when the answer is “not yet,” people don’t just need a decision. They need a plan.
Helping people move from “not yet” to “ready” has long been part of what credit unions do best.
Whether it’s improving credit, reducing debt, building savings, understanding affordability, or simply creating a roadmap toward homeownership, these conversations create opportunities to establish trust long before a mortgage application is submitted.
And trust matters.
Consumers increasingly value guidance, education, and transparency when making important financial decisions. Institutions that are willing to invest in those relationships often create deeper and more meaningful member connections over time.
Many consumers begin their journey focused on buying a home. Along the way, they often discover something more valuable—a trusted financial partner.
Perhaps homeownership isn’t just a lending opportunity. Perhaps it’s a relationship opportunity hiding in plain sight.
At Member Advantage Mortgage, we work exclusively with credit unions to help them support their members with competitive mortgage solutions. If you’d be interested in exploring options to enhance your mortgage offerings without impact to your cost structure, let’s connect.
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Additional Resources:
- National Association of Realtors – Profile of Home Buyers and Sellers
https://www.nar.realtor/research-and-statistics/research-reports/highlights-from-the-profile-of-home-buyers-and-sellers - Edelman Trust Barometer
https://www.edelman.com/trust/trust-barometer - Fiserv Credit Union Insights
https://www.fiserv.com
Disclaimer:
This information is solely for credit union and mortgage professionals and should not be distributed or provided to consumers or the general public. This is not an offer for extension of credit nor a commitment to lend. Programs, rates, terms and conditions are subject to change without notice. Certain restrictions may apply. All approvals subject to underwriting guidelines. Not all applicants will qualify. Member Advantage Mortgage, LLC is an Equal Housing Lender. We do business in accordance with the Federal Fair Housing Law and the Equal Credit Opportunity Act.
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