LAS VEGAS — The best-kept secret in financial services is also the best-kept secret in mortgage providers: credit unions. But that notion has some chinks in its armor, as ACUMA, the American Credit Union Mortgage Association has been tapping away at realtors' unfamiliarity with CUs as home lenders for several years now by having a booth at the National Association of Realtors Annual Conference & Expo on Nov. 13-16.

This year's booth will have four working slot machines available for play. As realtors leave a business card, they take a pull for a chance to win a DVD player and other prizes. "I had to get the permission of the Las Vegas Gaming Commission in order to have the slots," said ACUMA President Bob Dorsa, "but it was worth it." Dorsa said that the idea is simply to create lead generation for credit unions. "All attendees at the NAR get a magnetic ID card, so swiping it gives us all the information we need to contact them later on."

This year, with so many lenders going out of business and with credit standards and first mortgage money getting tight, realtors are more open than ever to learning of lending opportunities from credit unions. "Before, realtors had their pick; now I think they'll welcome the fact that credit unions have liquidity, expertise and willingness to step up their mortgage lending. This is our big chance."