Step 2: Locate Gaps in Coverage
Even well-established credit unions often discover coverage gaps in their footprint. For Westerra and Ent, iEmergent identified two areas of untapped potential: Aurora on the east side of Denver and Castle Rock to the south.
By overlaying branch locations, current loan production, and demographic trends, both credit unions could clearly see where they were underrepresented and where adding staff, marketing, or partnerships could pay dividends.
Yellow stars: Westerra’s branches
Green stars: Ent’s branches
Step 3: Create MOZs
Once the data reveals where the opportunities lie, credit unions can define their own, unique MOZs—for instance, the territories where purchase potential is strongest and institutional penetration is lowest.
In Aurora, where there were 2,851 purchase units in 2024, Westerra captured just 10 units (0.3% of the market) and Ent only 24 (0.8%). With 2025 projections calling for 3,587 loans in Aurora this year, both credit unions would need to increase activity to maintain share; Westerra would need 13 loans, and Ent would need 31.
The story is similar in Castle Rock. In 2024, there were 3,120 purchase units; Westerra had 28 of them (0.9%), and Ent had 53 (1.7%). In 2025, we forecast 4,017 purchase units, so to maintain share, Westerra would need 36 units, and Ent would need 69.
Step 4: Analyze the Competitive Landscape
Once target zones are established, it’s time to understand who’s active in them. In Aurora, United Wholesale Mortgage, Rocket Mortgage, and Lennar Mortgage are among the top lenders. With iEmergent’s market intelligence dashboards, users can also view a list of top-producing loan officers, including their company, how many loans they’ve originated in the MOZ, and their average loan size, as well as top agents and builders in the area.
Mapping this competitive environment helps credit unions see who they’re up against and where collaboration may be possible. For example, builders like Lennar and Meritage Homes have preferred lending partners. Understanding these connections can help credit unions design relationship strategies that expand access to builder business.
Step 5: Track Active Inventory
By overlaying real-time MLS listings, iEmergent’s tools show where homes have recently hit the market. Loan officers can then reach out to agents and homebuyers already active in those neighborhoods, aligning outreach with actual demand. This hyper-local visibility transforms prospecting from guesswork into targeted, relationship-based engagement.
Below, the diamonds represent MLS listings in the MOZ that have been posted in the past 14 days. A mortgage loan originator at either Westerra or Ent can now call Krista Ingram to talk about their products, programs, and pre-approved borrowers that might be interested in moving into this neighborhood.
Turning Insights Into Action
The MOZ framework offers a clear, repeatable path to growth. By combining precise analytics with community engagement, credit unions can drive sustainable mortgage growth while continuing to serve members’ best interests.
Ready to discover your credit union’s MOZs? Schedule a demo today to learn how iEmergent’s data and forecasting tools can help you identify, measure, and act on your next growth markets.