SCOTTSDALE, Ariz. — When a CUSO sends e-mails directly to a credit union's members, does that help communication or create confusion?
CU Realty Services, a real estate brokerage CUSO, suggests that sometimes those direct communications from the CUSO perplex members. That's why it has partnered with the Washington, D.C.-based CUSO DigitalMailer to co-brand e-mail messages with the credit union's name as well as its own.
"Members see their credit union as their trusted adviser," said Tina Powers, CU Realty COO. "So when they get these e-mails from us that are co-branded with their credit union's name, they understand the credit union is partnering with us and not sending them off to some third-party vendor."
Ron Daly, CEO of DigitalMailer, emphasized that co-branded messages strengthen credit unions' relationships with members, solidify their brand, and prevent members from "being caught off guard. They're not asking, 'Who is CU Realty?'"
The partnership also consolidates communications members receive regarding the realty services. Daly explained that often CU Realty was sending members five to six e-mails and the credit union was doing the same thing. "Instead of 10 or 12 messages, now it might be eight," Daly said.
Keeping the credit union's name in front of members is always important, Daly reminded, stressing that it can be even more critical with mortgage services. "Home buyers and sellers are being chased by financials and brokers all the time," he said. "With co-branded messages the member better understands they can get everything they need to buy and sell their home from the credit union and CUSO."
CU Realty is delivering the message that their partnership with the credit union gives members a "one-stop shop. Whether the member wants to find a home, a Realtor, or apply for a loan, they can get everything in one place," said Powers, who added that CU Realty serves 86 credit unions nationally, and keeps 75% of members who use their services in credit union financing.
At the heart of the agreement between the CUSOs is DigitalMailer's Automatic Relationship Builder, an e-mail engine that targets members with customized e-mail messages based on their in-market actions, needs, or customer profiles. DigitalMailer is an e-marketing firm serving credit unions nationwide.
Daly emphasized the value that two CUSOs partnering brings to the industry, extending best practices and economies of scale to many more credit unions at a time when watching the budget is paramount. "We are bringing what we have already built, designed, and shared with many other credit unions," Daly explained. "So fewer credit unions are having to build their own programs."
