All posts by Robin Gray

In 2025, home equity lending has re-emerged as a central theme in the American financial landscape—an evolution not driven by hype, but by hard data, economic realities, and consumer behavior. As homeowners grapple with inflation, rising consumer debt, and a persistent affordability crisis in housing, the home equity line of credit (HELOC) is gaining traction as a practical, flexible, and often misunderstood financial solution.

First mortgage delinquencies and foreclosures are increasing, particularly in later stages of delinquency. Home equity delinquencies remain low, signaling stability in that segment. Mortgage originations are up, with refinances beginning to recover. HELOC direct mail offers have surpassed first mortgage offers, driven by aggressive marketing and AVM-based personalization. Lenders using property data in marketing outperform peers relying on volume alone. Strategic focus for lenders: tighten risk analytics, integrate data into marketing, and adopt AVM-based personalization.