THE ADVANTAGE
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Three Steps for Making the Most of Member Mortgages
June 2025

What happens when a member takes out a mortgage with your credit union? Don’t overlook the full value mortgages can bring—to both your members and your credit union. When members apply for and are approved for a mortgage, consider following this three-step process so the experience is beneficial to both your credit union and its mortgage-seeking members.
Step One: Gather more information about members.
When a member applies for a mortgage, it gives your credit union more opportunities to gather information about them, so you can tailor communication and services to meet the member’s specific needs. This leads to greater member satisfaction when you understand what they both want and need.
According to an article by Defi Solutions about member strategies, information gathered from mortgage applications is powerful in the hands of credit providers because it helps you provide relevant offerings to your members like workshops, webinars, and additional financial resources.
Q4U: What key member information would a member application for a mortgage provide for your credit union?
Step Two: Form deeper and long-lasting relationships with members.
Once your credit union gathers more information about members to better understand their needs and creates relevant offerings, it opens up the possibility of forming deeper and longer lasting relationships with them.
Mortgages are long-term products that encourage members to stay with your credit union. Members with mortgages are more likely to open additional accounts such as checking, savings, and credit cards. If a member already has a mortgage with their credit union, they are also more likely to refinance or apply for a home equity loan. Studies show that companies are 60% to 70% more likely to sell additional products to an existing customer, so long lasting relationships are important for credit union growth.
Q4U: What specific benefit would your credit union see if you developed a deeper, lasting relationship with your members?
Step Three: Experience financial benefits as a credit union.
Once you have established a long term relationship with members through gathering information and responding to their needs, there are numerous potential benefits to your credit union.
Large, diversified, well-performing loan portfolios strengthen the financial position of the credit union. Mortgages also generate revenue for the credit union through gain on sale and fees. In addition to revenue benefits, diversifying the types of loans a credit union offers across sectors helps with risk management, provides multiple income streams, and helps credit union portfolios weather changes in various industries with greater resilience.
Offering mortgage services can help credit unions build a stronger, more resilient financial foundation.
Are you interested in offering mortgage services, but still need convincing about the benefits of these services? Our article “Homeownership is a Win-Win for Credit Unions and Members” offers an overview of the benefits with practical key takeaways. Check it out!
At Member Advantage Mortgage, we support credit unions in helping members achieve homeownership—always with your brand and values at the center. We think the best place to start is by listening. Let’s start with a confidential conversation; just reach out to me and we’ll be in touch shortly.
Jim Mitchell
(616) 466-7793
[email protected]
Editor’s note: While some of the articles may not fully reflect the way we typically position our message—and a few are a bit dated—they still capture the universal challenges that come with operating a full-service mortgage department. These complexities remain relevant today and help reinforce how the right CUSO partnership can bridge the gap—without placing additional strain on a credit union’s internal resources or staff—ultimately helping credit unions, regardless of size or resources, support their members’ homeownership goals.
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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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