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Bob Dorsa, ACUMA President

Our First Blog - Penetration of Existing Member Mortgage Loans

Good day...

Welcome to the first of our ACUMA Blogs...ACUMA takes another big step in the world of Credit Union mortgage lending networking...

I would like to begin with the topic of CU Mortgage Loan Penetration Percentage. For as long as I can remember CUs measure our mortgage loan productivity based on market share. This percentage has been around 2% for many years and for the first time ever nearing 3%. My question...How relevant is this for our efforts?

I fear we may be placing too much emphasis on this relatively low percentage instead of viewing what really counts. By this I mean what is the mortgage loan penetration percentage for those Credit Unions committed to mortgage lending, those that do more than one or two loans each month? The answer to this question should prove quite interesting.

Based on our goal of 10% penetration by 2010 is it really fair to burden our math calculation by applying this to a total CU industry level?  It make more sense to refine our view and measurement to focus on ONLY active mortgage lending CUs and see if they can reach at least a 10% penetration for their members. Actually you may already be there or very close. Please post or report your mortgage penetration percentage so we can have a feel for where active mortgage lending CUs stand. Next we will look at the steps and measures required to increase your market share with your existing members which we have discussed for many years. We will also include some strategies to address new business from Realtors and Builders! 

Thanks in advance and I thank you for your time and contribution to our new ACUMA mortgage lending networking tool.

Sincerely,

Bob Dorsa

Comments

 

Shelly Calhoun said:

IBM Southeast Employees' FCU in South Florida has this to post.  Out of 65,000 members who have first mortgages, 11% of them have their first mortgage with us.

Thanks for the opportunity to post.  I'm very interested in the other credit union data.  

March 14, 2008 1:58 PM
 

Carlos Mirmontez said:

O.K. Mr. Dorsa,

I have some questions on your question.  First when you say "what is your CU's mortgage loan share," are you referring to first mortgages, junior mortgages, or both?  We track them both.  Our penetration of member households (not members, that would be a whole different number) that have a first mortgage with us is around 5%.  Our penetration of member households for first and junior mortgages is around 10%.  But do either of these numbers represent our mortgage loan share?  One could argue that not all of our member households are in the market for a loan because only some of them own a home, others may own their home free and clear.  If the MBA's statistics are representative of our member households only about 69% of our households own a home.  So only they are in the market for a mortgage is that our marketplace to calculate our loan share?  Or should we be looking at the marketplace of our filed of membership?  That number would be huge, particularly for a community credit union.  That percentage may not look very attractive however.  I guess my point is that you may need to define what you mean by "mortgage" and "loan share."  If not, you will get a number of responses based on how they may interpret your question.

Carlos

March 16, 2008 5:35 PM
 

Curtis Cole said:

Carlos really has a valid point, one that we have pondered over often here at AAFCU. We have stated that we have anywhere from 1% to 10% penetration of our membership depending on how you bake the pie and then slice it. All the different measurements can be relevant (and useful), but it needs to be defined when trying to make comparisons or broad statements. On a side note, I think it is important to keep in mind what and how we have traditionally approached the mortgage business, growth for growth's sake is at the root of the problem of the industry as a whole. We are first and foremost here for the benefit of our members.

March 19, 2008 6:56 AM

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