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Pre-Conference Workshop Masterclass:

Culture is More Than a Buzzword

for Loan officers within credit unions

This presentation, delivered at ACUMA MYM Annual conference 2025, outlines practical strategies to help credit unions strengthen their mortgage divisions by building a values-driven sales culture through their loan officers.

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Why Leaders Can’t Ignore Culture

Credit unions today face rising member expectations, industry fatigue, and rapid tech disruption. Culture is no longer just a slogan - it’s the competitive edge that drives performance, engagement, and member satisfaction.

This presentation will help your team:

  • Define culture clearly
  • Shape it through core values
  • Align mortgage subcultures
  • Overcome blockers
  • Build a performance-driven sales culture

Why build a sales culture within the mortgage division of a credit union.

Why Building a Sales Culture Isn't "Bad"​

  • Serving Member Needs
  • Financial Health of the Credit Union
  • Competing in the Market
  • Professional Development

Why Credit Unions Struggle with "Sales"

  • Member-First Ethos
  • Perception Issues
  • Skill Set & Training
  • Fear of Diluting Trust
  • Terminology Matters

Our framework through the 5-Habits of Highly Effective Credit Unions.

Habit 1: Turn Your Pitch into Money

Habit 2: Proactive Prospecting

Habit 3: Follow-up to Close

Habit 4: New Client Onboarding

Habit 5: Status Sells Marketing

CASE STUDY

Kitsap Credit Union​

Kitsap Credit Union is deeply committed to their members financial wellbeing and quality of life. We’ve worked with loan officers and managers at Kitsap since 2022.​

Elevations Credit Union

Elevations is a top mortgage lender in Colorado with award-winning lenders. Dr. Bruce has worked with Elevations forseveral years including loan officer coaching and workshops.

Truity Credit Union​

Truity Credit Union is headquartered in Bartlesville and is the 5th largest credit union in the state of Oklahoma. It is also the 398th largest credit union in the nation.

Questions? Let's Talk!

Click the bottom right button to connect with our coach on call for live support or send us an email.

[email protected]

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