It's astonishing with all that's happened to the mortgage markets in the past 12 months that members, Realtors, builders and our communities remain unaware that credit unions are some of the most stalwart lenders in the industry. It’s time to change that. Past time, in fact.



First things first. Standard awareness advertising, where we market general messages to the general public, is not enough. We must begin engaging in highly targeted housing finance marketing campaigns to those members we know to be homeowners. Not only can we know who among them own homes, we can know who they financed with, the type of loan they have, the interest rate they are paying. With this almost perfect knowledge, we can put an almost perfect, custom offering in front of every one of our home owning members. Prime Possibilities, offered in collaboration with MGIC, is the solution for this highly targeted activity.



Second, it's time we market ourselves to the Real Estate Community and other transaction influencers. Strategy #15 addresses this very need. Creating awareness of our capabilities while establishing relationships with those that influence our members’ financing decisions is absolutely essential to our long-term success as mortgage lenders.