On a recent ACUMA Inside Track webinar, I took credit unions through a practical strategy they can use to uncover the mortgage growth opportunities within their existing markets. To bring the approach to life, we explored the Minneapolis metro area, using local market data to identify neighborhoods where homebuyer demand is rising but credit union market share remains relatively low.
Many credit unions assume that expanding mortgage production requires entering entirely new markets. In reality, significant opportunity often exists within the communities they already serve. The key is understanding not only where homes are closing today, but also where future mortgage demand will occur—and how to focus outreach in those areas.
That’s where the concept of mortgage opportunity zones (MOZs) comes in. MOZs are defined geographic areas where credit unions can concentrate their efforts to increase market share, develop relationships with housing professionals, and strengthen ties to the community.
The framework offers a structured way for credit unions to evaluate their markets, prioritize outreach, and translate insights into action.
Step 1: Start with the Data
Effective mortgage growth strategies begin with a deeper understanding of market data.
Credit unions already have valuable internal insights, such as where loans have originated, where members live, and where branches operate. But when that information is combined with external market forecasts, it becomes much easier to see how lending activity aligns with projected opportunity.
In the Minneapolis example, mapping internal production data alongside forecasted mortgage demand reveals neighborhoods where purchase activity is expected to grow. Looking at the market at the census-tract level makes it possible to pinpoint specific areas where opportunity is concentrated rather than relying on broader county-level trends.
Below, the blue circles represent 2025 purchase originations closed by ABC Lender. The loan data includes the property address, loan officer, and details about the transaction. Meanwhile, areas of higher mortgage opportunity are mapped in yellow, orange, and red.
This level of visibility helps credit unions understand whether their current lending footprint matches the areas where demand is likely to emerge.
Step 2: Locate Gaps in Coverage
Once market data is visualized geographically, the next step is identifying where a credit union’s presence may be limited compared to the opportunity available.
In our example, one of the orange and red areas that stands out is an area around Rogers, Minnesota, located northwest of downtown Minneapolis. iEmergent’s 2026 forecast suggests the area will generate a significant number of purchase transactions, yet ABC Lender has historically had little activity there.
The graphic below shows a closer look at the Rogers area, where we project that ABC Lender will capture less purchase activity than in areas closer to Minneapolis’ urban core.
Situations like this are common across many credit union markets. Even institutions with strong community roots may discover neighborhoods within their footprint where they have account-holding members but limited mortgage lending activity.
Recognizing these gaps provides a starting point for targeted growth strategies.
Step 3: Create MOZs
After identifying high-potential areas, credit unions can narrow their focus by defining MOZs. Focusing on these smaller geographic markets allows credit unions to direct their efforts toward specific neighborhoods rather than spreading resources across an entire metro area.
In our Minneapolis example, we defined a MOZ that includes several census tracts in the Rogers area. In 2025, we estimate that ABC Lender originated 16 out of 2,962 total purchase loans in the MOZ—a share of less than 1%. In 2026, we forecast a total of 2,855 loans in the MOZ, meaning ABC Lender would need to originate 15 to 16 loans to maintain the same 1% share.
But with so much opportunity in a single MOZ, the real question isn’t how to maintain share—it’s how to capture a much larger share of the market.
When credit unions define MOZs, they create a clear target for outreach, relationship development, and marketing. Over time, these zones can become important drivers of mortgage growth.
Step 4: Capture the Competitive Landscape
Once a MOZ is identified, it’s time to get to know the local competitive environment.
With iEmergent’s market intelligence dashboards, users can view a list of top lenders, top-producing individual loan officers (including their company affiliation, number of loans originated in the MOZ, and average loan size), top real estate agents, and top builders in the area.
By identifying these players, credit unions can begin to develop strategies for relationship-building, whether that means recruiting, connecting with active real estate professionals, or exploring opportunities to collaborate with builders.
Step 5: Review the Inventory
Monitoring inventory also helps answer a question credit unions frequently ask: whether there are enough homes for sale in the markets they want to serve.
By mapping recent MLS listings, iEmergent’s tools help credit unions see which homes have entered the market and which agents are representing them. Loan officers can then reach out to agents already active in the area and introduce the credit union’s lending programs to potential buyers.
Below, the diamonds represent MLS listings in the MOZ that have been listed in the past 14 days. An MLO at ABC Lender can now check the Zillow link and call Max Menne to talk about ABC Lender’s products, programs, and pre-approved borrowers who might be interested in moving into this neighborhood.