MEMBER PERSONA Individuals who want to make home improvements to increase long-term value.

STRATEGY Encourage members to open a HELOC with your credit union or to utilize their existing HELOC to boost and maximize their #1 asset’s value.

TARGET AUDIENCE Members who made a minimum number of mortgage payments over a predetermined period or those with underutilized HELOCs.

MEDIUM Glossy, eye-catching postcards with personalization and targeted payment examples to resonate with members. Follow-up with a matching email.

MESSAGE Take advantage of variable or fixed-rate lines of credit to fund renovations.

OFFER/INCENTIVE Low fixed rate, no closing costs, and interest may be tax-deductible.