Competing on More Than Rate: What 550 Million Home Equity Touchpoints Reveal

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Community lenders will never match the marketing budgets or national reach of non-bank lenders and large banks. But that doesn't mean they can't win in home equity.

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After analyzing an estimated 550 million home equity marketing touchpoints in 2025 across credit unions, community banks, national banks, and non-bank lenders, a clear pattern emerged: the lenders gaining share aren't just marketing differently - they're operating differently.

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In this webinar, Betsey Vold, Director of Marketing at Coviance, will explore:

• Who today's home equity borrowers are - and why they likely mirror your membership base
• How non-bank lenders position speed, access, and certainty to drive response
• Why messaging gaps often reveal operational constraints
• What it takes to confidently compete on more than rate

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If your institution is competing primarily on rate for your home equity products, this session will challenge you to rethink not just your marketing strategy… but the experience behind it.

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To learn more about how Coviance can improve lending experiences for community lenders, reach out to our team today.