Unlocking Home Equity: How Credit Unions Can Partner on Home Efficiency

The Home Equity Paradox

Record numbers of Americans are effectively "locked" in their homes today. With mortgage rates having risen significantly in recent years, many homeowners who secured rates below 4% are choosing to stay put rather than sell. Families are now making the most of homes they hadn't planned to occupy for this long.

While interest rates have created this "lock-in" effect, home values continue to climb—and with them, property taxes and insurance premiums (particularly in storm-vulnerable regions). This creates a financial squeeze for many homeowners.

However, there's a substantial silver lining: home equity is surging alongside these rising values. According to the Harvard Joint Center for Housing Studies, the average homeowner gained nearly $200,000 in equity between 2019 and 2024—an unprecedented wealth-building opportunity.

HELOCs: A Smart Way to Leverage Rising Equity

Home improvement consistently ranks as the #1 use case for Home Equity Lines of Credit, and for good reason. Investing borrowed equity back into the property that generated it creates a virtuous cycle of value creation.

While homeowning members may traditionally think of kitchen renovations or home additions when considering a HELOC, energy efficiency projects represent an underutilized opportunity.

Energy-focused improvements offer a distinct advantage over purely aesthetic renovations: they deliver immediate financial returns through reduced energy bills while simultaneously increasing home comfort and value.

The Homegrown Advantage: Supercharging Your HELOC Campaigns

By partnering with Homegrown, your credit union can strategically boost HELOC draw activity through targeted energy efficiency initiatives.

Data-Driven Member Targeting

You already have data targeting for your members (for example, perhaps you know homeowners over 50 are most likely to leverage HELOCs).
Homegrown’s analytics can stand alone or add to you existing segmentation by identifying which member homes are ideal candidates for specific efficiency upgrades
Our analysis provides custom project savings estimates and identifies available rebates and tax credits, for you and your members to assess opportunities.

Member-Centric Experience

Members value personalization and convenience, and tools that help them cut through the noise.
Our lightweight online tools visually demonstrate how energy projects impact their specific homes, allowing personalization of information.
Members gain the knowledge and confidence to make informed decisions.

Complementary Expertise

You maintain complete control over your financial products and member relationships
We provide the specialized energy expertise: home analysis, utility savings projections, and rebate navigation
Our insights supplement your campaign reporting with energy-specific metrics and outcomes

With Homegrown as your partner, you'll differentiate your HELOC offerings in a crowded market, help members unlock meaningful savings, and position your credit union as a forward-thinking financial ally in home efficiency—all while driving increased HELOC activity.