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Home equity borrowers today are financially stable, digitally fluent, and evaluating more than just rates—they’re evaluating the experience.

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The 2026 Home Equity Positioning Report analyzes over 550 million marketing touchpoints to reveal how different lenders position home equity and how that positioning is shaping borrower expectations.

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Inside the report:

• How national banks and non-bank lenders dominate visibility and what that means for community lenders
• The borrower segments most heavily targeted in today’s market
• Key differences in messaging between lender types
• Why messaging reflects operational confidence, not just marketing strategy
• What community lenders can do to compete without increasing spend

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If you’re evaluating how your institution is positioned in today’s home equity market, this report provides a clear, data-backed perspective.