As mortgage industry experts continue to forecast the lending landscape for 2025, our team at Usherpa has been closely following the emerging trends. 

A recent article by Ryan Varner at Mortgage Cadence, published in Scotsman Guide, caught our attention, highlighting the significant opportunity for credit unions to expand their mortgage market share. 

We couldn’t agree more with this assessment. In fact, we see how correct Varner is because our marketing automation solutions are already helping credit unions capitalize on this opportunity.

The Credit Union Advantage

Credit unions have always differentiated themselves through member-focused service. This approach has proven tremendously successful in auto lending, where credit unions have established strong partnerships with dealerships, effectively turning finance managers into frontline sales representatives for their institutions.

However, as Varner points out, credit unions have historically captured only about 10% of the mortgage market. This limited penetration isn’t due to a lack of commitment to member service but stems from the complexity of real estate transactions and stringent compliance requirements.

The landscape appears to be shifting. 

Despite the prolonged market downturn, credit unions demonstrated their commitment to mortgage lending through strong attendance at industry events like the ACUMA conference. This dedication signals that credit unions recognize the mortgage’s importance as a financial tool for their members, regardless of market conditions.

The Awareness Challenge

One of the most significant hurdles identified in the article is awareness. Many credit union members simply don’t know their institution offers mortgage products. 

This represents a tremendous untapped opportunity that aligns perfectly with Usherpa’s specialty: targeted, relationship-based marketing.

At Usherpa, we’ve spent decades perfecting marketing automation systems specifically for mortgage professionals. Our CRM platform offers several advantages that directly address the challenges credit unions face:

1. Member Education: Our automated marketing campaigns can help credit unions inform their 138.8 million potential borrowers about mortgage offerings through timely, relevant content about home affordability and financing options.
2. Relationship Nurturing: Unlike generic marketing platforms, Usherpa was built by and for mortgage professionals. Our system preserves the personal relationship-based approach credit unions value while automating routine communications.
3. Digital Experience Enhancement: Credit union executives have identified achieving a fully digital experience as crucial for winning mortgage business. Usherpa’s platform bridges the gap between high-tech and high-touch, allowing loan officers to maintain personal connections while leveraging digital tools.
4. Portfolio Promotion: Many credit unions hold mortgages in their portfolio, potentially offering more affordable options for members. Our targeted marketing tools can help promote these unique advantages to the right audiences at the right time.

Credit unions already have what many mortgage lenders covet: established relationships with millions of members. With Usherpa’s intelligent marketing automation, credit unions can leverage these relationships without sacrificing the personal touch that differentiates them.

As interest rates eventually moderate and homebuying activity increases, credit unions have a unique opportunity to capture a larger share of the mortgage market. Those that effectively communicate their mortgage offerings, streamline the application process and maintain their relationship-focused approach will be well-positioned to grow.

The credit union’s advantage in member service, combined with Usherpa’s expertise in mortgage marketing automation, creates a powerful partnership for growth in 2025 and beyond. To find out more about what automated marketing and a SmartCRM can mean for your business, reach out to us today.