As demand for home-equity lending surges across the country, one question dominates the minds of banks, credit unions, and fintech lenders: Where are the most qualified, ready-to-act homeowners spending their time?
A new industry study makes the answer unmistakable: they’re listening to the radio.
And more importantly, they’re listening to 77 WABC.
Homeowners are tuning in more than ever, and radio has become one of the most powerful channels for reaching consumers actively considering financial products—especially home-equity lines of credit (HELOCs).
Over 344,000 WABC listeners are homeowners, making the station one of the strongest media touchpoints in the market for reaching established, equity-rich adults.
These are the exact consumers financial institutions WANT:
- Stable homeowners
- Long-term residents
- High-equity households
- Adults aged 35–64 engaged in financial decision-making
In other words: the perfect HELOC target.
WABC listeners are 87% more likely than the average consumer to have or use a home-improvement loan or home-equity loan.
When consumers are making major financial moves, trust and clarity drive behavior—and that’s exactly where WABC excels.
WABC isn’t just reaching homeowners—it’s reaching the right homeowners: established, equity-rich, financially active adults who are exactly the customers lenders need during this surge in home-equity lending.
For any bank, credit union, or fintech looking to grow HELOC applications, 77 WABC is one of the most effective platforms you can invest in!
Source:
Nielsen Audio, New York Metro, SCARBOROUGH R2 2025: AUG24-AUG25, A18+
