Kudos to Callahan & Associates for acknowledging creditunions' first-quarter record 8% U.S. mortgage market share andchallenging the industry to increase that share even more, asoutlined in the page 3 article in the Aug. 15 issue, “Leaders Callfor a Push For More CU Market Share.” Indeed, with fewer lendersnow offering mortgages and near-record low interest rates forconsumers, it's optimal timing for credit unions to launch or growhousing finance programs.

Like those cited in the article, I agree that today's creditunions should more actively pursue mortgages and also believe inthe benefits of working with CUSOs and other third parties to helpget credit union programs off the ground. Whether they assist withunderwriting, add expertise to supplement staff abilities orprovide innovative marketing methods, support from credit unionCUSO partners can the fill gaps in mortgage programs.

One way we've seen credit unions successfully enhance theirmortgage business is by developing relationships with their localreal estate agents. When buying or selling a home, most consumerscontact a real estate agent early on for recommendations for otherrelated services, such as lenders or insurance providers. Creditunions that have built relationships with Realtors can greatlybenefit from these recommendations. 

I'm sure there are others with ideas to share that can help theindustry grow its mortgage market share, as the current homelending environment offers a good opportunity to meet consumers'financing needs. And with others still pulling back on mortgages,no one is better positioned to do that than creditunions. 

Tina Powers
Chief OperatingOfficer
CU Realty ServicesLLC
Scottsdale, Ariz.