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Expert Opinion

Mortgages Are Key to Member Retention – but Often a Missed Opportunity

Reach out to members, who already hold trust in their credit union, at the right time with a specific mortgage offer.

By Louis Zitting | December 30, 2021 at 09:00 AM
frame of house with bags of money inside Source: Shutterstock.

The late American radio and television commentator Andy Rooney once remarked that opportunities are never really lost, only that “someone else will take the ones you miss.” As someone who specializes in marketing, I see this concept playing out every day in the financial services industry. And many credit unions have become perfect examples.

Credit unions measure themselves by how much of the member’s wallet share they retain. Yet they often pay little attention to originating mortgages, which is one of the best ways to increase wallet share and get members to make larger deposits. However, there is a pretty inexpensive and effective way to start changing the picture.

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