Propensity modeling and predictive analysis are methods of assessing what action a customer is likely to take based on available data.
This can help lenders identify “trigger” events likely to indicate a prospect on the market for a loan.
For example, historical data indicates that when a person gets married, they typically buy a house within three years. Other triggers might be a property listed for sale, high equity, or high-school-aged kids with parents considering refinancing to afford college tuition.
Propensity modeling and predictive analytics software can help mortgage lenders identify potential warm leads and then market to them directly.
For Mortgage Professionals
Propensity modeling and predictive analysis allow lenders to target messaging to demographics likely to take action, increasing their revenue per lead.
Software solutions in this space can help lenders identify milestones in the lives of their current clients so they can target them for repeat business.
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