Prior to technologies like Zillow, Trulia, Redfin and realtor.com (that came in the market less than 15 years ago), there was no product or service that prioritized the consumer in a real estate transaction. These technologies (along with the internet) have widened the home buying funnel at the top: changing how many homes a buyer initially vets, how many homes they visit, to how many homes they make an offer on. These prospective home buyers are leaving a 𝗱𝗶𝗴𝗶𝘁𝗮𝗹 𝗳𝗼𝗼𝘁𝗽𝗿𝗶𝗻𝘁 that mortgage lenders can leverage to identify who is in the market to buy a home before they connect with a realtor who will probably steer the buyer to their preferred mortgage lender. Although consumer behaviors have changed, Credit Unions (as an industry) have not changed their primitive marketing and advertising strategies: TV, Radio, Billboards, Newspapers, Direct Mail, etc. This has created a brief window where mortgage lenders can dominate the digital space before the competition catches on. While the competition is asleep at the wheel, my clients and I (through digital advertising) are moving prospects (step-by-step) through the complex home buying journey "no matter where they enter the conversation" and we are seizing both the market and member shares. Instead of hoping that your customers don't shop around for a mortgage lender (or even worse, go to another institution), wouldn't you rather predictably and consistently originate new home loan applications from your website every day? What if you could originate said home loan applications at a third of the industry average cost per completed application? Would that increase borrower share, your pull-through rate, and velocity? ... I help Credit Unions track the digital footprint of their customers & non-members so that my clients can put their message(s) in front of prospective customers when they are in the market to buy a home.