Tapping Into Equity: A Credit Union Advantage

August 2025

More homeowners are applying for a Home Equity Line of Credit (HELOC) in 2025 — what some are calling a “HELOC boom.” With first mortgages locked in at historically low fixed rates, many homeowners have built significant equity without moving. In fact, recent studies show there’s nearly $29 trillion in untapped equity nationwide.

This creates a pivotal opportunity for credit unions. Members are asking questions: How can I access my equity? Should I use it to improve my home, consolidate debt, or prepare for my next purchase? Without guidance, many will look to banks or brokers for answers.

Credit unions are uniquely positioned to step into that role. By educating members about HELOCs, offering guidance on when and how to use them, and providing member-first solutions, credit unions can build lasting relationships that go well beyond a single loan. Even if a member isn’t ready to purchase their dream home today, this kind of relationship keeps your credit union top-of-mind when the right opportunity comes along.

Meanwhile, the broader housing market is showing signs of easing. HousingWire reports that mortgage rates have edged down for the third week in a row, with the average 30-year fixed at 6.79% and FHA loans at 6.49%. If this trend continues, members will be watching closely for their chance to act.

Why this matters:

Credit unions that remain flexible, proactive, and member-focused will be best positioned to help their members seize these opportunities.

At Member Advantage Mortgage, we work exclusively with credit unions — whether you have a fully staffed mortgage department or no program at all. Our role is to equip you with branded educational content, a full suite of mortgage products, and supportive technology so you can stay focused on your members while we help carry the mortgage load in the background.

The market is shifting. Members have equity and the desire to use it. The next generation of homeowners is looking for guidance. Let’s make sure they find it with you.

MAM meets credit unions where they are by delivering full-service mortgage solutions including:

24/7 branded educational content that positions your credit union as the go-to mortgage resource for members.
A full suite of mortgage products to meet diverse member needs.
Supportive technology designed to integrate seamlessly with your existing systems, branded to reflect your credit union’s voice.
Credit union–branded marketing strategies that keep you top-of-mind with members when they’re ready to act.

Our solutions help credit union members move from dreaming of a home to owning one. The market is shifting and members have equity and the desire to use it. The next generation of homeowners is looking for guidance–let’s make sure they find it with you.

Credit unions need to remain flexible as changes arrive in the housing market. Check out our latest tips for staying mortgage ready and helping members prepare for market shifts.

Member Advantage Mortgage helps make credit unions the hero of their members’ homeownership journey, regardless of their size. We think the best place to start is by listening. Let’s start with a confidential conversation; just reach out to me and I’ll be in touch shortly.

Jim Mitchell
(616) 466-7793
[email protected]

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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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