HELOC Surge Creates Major New Revenue Path for Radio

RADIO ONLINE | Monday, November 24, 2025 | 1:03pm CT

The Media Audit

Home equity lines of credit -- long overshadowed by low mortgage rates and slower lending demand -- are surging back, and new data suggests the trend could represent a significant revenue opportunity for radio.

According to Jill Medina, Regional Manager for The Media Audit, rising home values, locked-in 3% mortgages, and steep credit-card APRs have pushed homeowners to re-evaluate their financial options. "This is a great revenue growth opportunity for radio," Medina said. "The Media Audit shows 58% of general market adults own their home, and 63% of those homeowners spend more than 15 hours a week with radio."

The data indicates that 5.2% of radio listeners currently have a HELOC, a figure 13% higher than the general market. With the Mortgage Bankers Association forecasting continued HELOC demand growth through 2025 (9.8%) and 2026 (9.5%), Medina says the timing is ideal for banks, credit unions, and fintechs to use radio to reach consumers considering home-equity borrowing.

"Today's borrower is pragmatic," Medina said. "They're using home equity to stabilize the household balance sheet, not splurge on a vacation."

Radio's audience remains highly homeowner-heavy, especially formats such as News/Talk, AC, Classic Hits, Country, and others that over-index among homeowners ages 35-64 -- the prime HELOC demographic. Medina notes that radio ranks second only to newspapers in percentage of adults with a HELOC.

She adds that listeners who have lived in their homes for 10 or more years -- the group most likely to tap equity -- are especially well represented in radio's core audience.

Medina argues radio offers unique advantages: trusted long-time personalities, local context tied to home-related issues, and a platform built around storytelling -- essential for explaining complex financial products. "While 5% of radio listeners have a HELOC, 95% don't," she said. "That is a huge potential for HELOC marketers."

The pitch to lenders, Medina says, should focus on growth. "Walk in with a one-pager on rising home prices, credit-card pressures, and ask what their goals are," she recommended. A three-part package -- talent-led spots, online education, and retargeting tools -- can help lenders move prospects from awareness to application.

The Media Audit provides syndicated market data across 40 plus U.S. markets to help media match their strengths with advertiser needs across hundreds of categories.