How did a leading home equity lender achieve the twin goals of attractive CPA and higher line utilization?

Situation 

One of America's leading home equity lenders was seeking to acquire consumers who would quickly utilize the loan―so as to avoid the trap of expensive, inactive loan accounts.

Solution 

Rosetta's Personality Marketing System^SM was used to:

• Isolate 3 distinct Lending Personalities^SM, each with different consideration and purchase hot buttons
• Score the mail file for each target Personality segment
• Tailor direct mail treatments to each target Personality's consideration and purchase drivers

Impact 

• Application rates increased 117%
  
• Loan balances per marketing dollar increased 131%