Understanding the Unique Needs of Today’s Home Buyers: Part Two

April 2025

In Part One of this month’s newsletter series, we discussed what homeownership looks like today and how credit unions are uniquely positioned to help their members become homeowners. Now that we have a better idea of who is buying homes and what they might need, let’s focus on the role of the credit union in meeting those needs.

What is the credit union’s role in home ownership? Let’s look at three key contributions a credit union can make to members.

A Member Focused Experience

Credit unions have the advantage of knowing their community intimately because members live and work in locations where they operate. This unique understanding of what the community needs helps credit unions to tailor their mortgage education, products, and services directly to the members they serve. In a world where personalized service is largely a thing of the past, credit unions offer individualized care. As a local lender, credit unions can offer more flexibility in their criteria and offerings that appeal to many first-time home buyers as well as those looking to refinance. Statistics show that refinancings increased in the last three quarters of 2024 in spite of rising rates. A credit union knows what members need most in the current home ownership landscape.

Personalized Care

Homeownership can be an emotional process and a significant milestone in a member’s life. It’s about more than the loan product and mortgage application. According to Kristi Hardy, EVP, area manager and senior loan officer at the Virginia-based Atlantic Coast Mortgage, the real estate market is very competitive so customers need to feel that their lender values them, cares about their future, and wants to build a long-term relationship not just complete a single transaction. This deeply personal process aligns well with the credit union philosophy of serving their members and their communities. Knowing they are working with a local institution that cares about the well-being of the community can offer emotional reassurance during a potentially stressful process.

Community Investment

A credit union’s services go beyond the individual; they are focused on a smaller geographic region where their shareholders live and work. Because credit unions are member-owned, profits stay local and money is reinvested in the community. Homeownership is still a big factor in obtaining and growing wealth, which is important for smaller communities to thrive. Homeowners are less likely to move frequently, which can help foster long-term relationships among community members, and also fosters relationships with local service providers like credit unions. If a credit union is focused on impacting and serving the local community and meeting members needs, then offering mortgage services is key to a healthy community of home buyers.

For more practical pointers, see these 4 tips for building trust and providing value when marketing mortgage products. Need helpful advice on how to care for future homeowners during an emotional time? Read our article on how to lead with heart on your members’ homeownership journeys.

Are you a credit union who would like to offer mortgage services to your members? MAM provides expertise, staff, and resources to credit unions without the need for an internal mortgage department. Our support and proprietary tools can help you serve your members better.

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 we’ll be in touch shortly.

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

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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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