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What the Bureaus Don't Want You to Know
Tips to Leverage Credit Bureau Data to Acquire Loans from New and Existing Account Holders
LKCS
Credit Prospecting Campaigns
• Credit Prospecting or Credit Pre-Screen Campaigns– Use credit bureau data to identify potential borrowers that
meet your INITIAL lending criteria.
– Market to prospects or existing account holders with specific demographic and credit-based traits.
– Can be broad reaching or pinpoint specific.
– Use for any type of loan – mortgage loans, home equity/HELOCs, auto loans, credit cards, or consumer loans.
• Unfortunately, no commercial lending data is available
About Pre-Screen Campaigns
• What they are:– PRE-screen campaigns using a group of credit
characteristics to target qualified individuals.
• What they are not:– There are no guaranteed approvals. Borrowers will still need
to APPLY and meet ALL of your underwriting criteria.
– Even when you tell a recipient that they are “pre-approved”.
Credit Prospecting Campaigns
• Extend pre-approved offers of credit to account holders and non-account holders based on actual credit score information.
– Set criteria to identify recipients that will qualify for a loan offer based on your specific pre-screen requirements.
– Send direct mail loan offers, e-mail offers, statement-based campaigns and make outbound phone calls to qualified account holder and non-account holder prospects.
– And, you can utilize LKCS’ DataFlex reporting engine to measure the results of these campaigns!
Credit Prospecting Campaign Examples
• Leverage credit data to generate loans.• These are just a few EXAMPLES.
– Be creative – brainstorm campaigns that make sense for your institution.
• ADJUST as needed.– Adjust the credit parameters, etc. as needed to fit your
lending guidelines and goals.
Potential Campaigns – AUTO REFIS
• Loan Payoff– Fico Scores 640+– Exclude auto lates/repo’s– 2-3 years left on their
loan– Minimum $XX savings on
monthly payment
• Lease Expirations– Fico Scores 640+ – Exclude auto lates/repo’s– 1-3 months left on their
lease
Potential Campaigns – MORTGAGE REFIS
• Conventional– Fico Scores 680-720 (or to
750 if possible)– Mortgage Balance $100K+ – No FHA/VA/reverse
mortgages– Age of loan 13-72 months– Minimum $XXX savings on
monthly payment
• Home Equity Refi(1st position)– Fico Scores 680-720 (or to
750 if possible)– Mortgage balance below
$150K– Less than 50% LTV– No 30-day lates in last 12
months
Potential Campaigns – CREDIT CARDS
• Balance Transfers– Fico Scores 650-720– Existing retail/credit card
debt over $5,000– No 30-day lates in last 12
months– No bankruptcies– No collections in last 24
months
Sample Campaigns
• The Offers:
First Time HomeBuyers Offer– Sent to Renters– Qualified by FICO
Score and other credit parameters
Revolving Debt Reduction Offer– Sent to
Homeowner’s– Available equity
over $xx,000– Revolving debt
over $xx,000– Qualified by FICO
Score and other credit parameters
Home Equity Offer– Sent to
Homeowner’s without YOUR Home Equity Loan/LOC
– Available equity over $xx,000
– Qualified by FICO Score and other credit parameters
Sample Campaigns
• Direct Mailer
First-Time Home Buyers Offer
Sample Campaigns
• Personalized Letter or Statement Cover Letter
Rev
olv
ing
Deb
t R
educ
tion
Off
er
Ho
me
Eq
uity
Off
er
Sample Campaigns
• E-Mail Marketing
Fir
st T
ime
Ho
me
Buy
ers
Off
er
Home Equity Offer
Using Credit Data
• Specify Your Lending Guidelines– Only market to prospects and account holders meeting your
specific credit criteria (ie – FICO Score, LTV, Credit History, etc.).
• Firm Offers of Credit– Credit data can only be used when you are extending credit
offers.
– Must be compliant with the Fair Credit Reporting Act.
– LKCS helps with this!
Firm Offers of Credit
• When using Credit Bureau data, marketing materials must include:
– Indications that the recipient is pre-selected, pre-screened, pre-qualified, or pre-approved .
– Terms and conditions; eligibility requirements.
• Including why credit may not be extended after all. (Remember, potential borrowers still go through your full application and approval process)
– Minimum dollar amount for which the recipient has been qualified.
– Opt-out notice and disclosure.
Obtaining Credit Bureau Data
• Two options:
1. Purchase data from one or more of the credit bureaus directly
2. Purchase data from a 3rd party such as LKCS
Why would you purchase the credit bureaus’ data from a 3rd party?
THAT’S WHAT THEY DON’T WANT YOU TO KNOW!
Reason #1: Better Customer Service
• The credit bureaus primarily want to work directly with the largest financial institutions.
– This is not the case at LKCS. We look forward to working with you: large, small or in-between.
• Counts and estimates often take several days (at best) to get back from the bureaus.
– LKCS utilizes an online interface to query data from the bureaus. We can run most counts and estimates in minutes.
• LKCS speaks in plain English.
– We explain and walk you through the process without complicated jargon or cryptic regulations.
#2: Campaign Development & Fulfillment
• One call does it all!
– We do more than sell credit data.
– LKCS has in-house design, printing, mailing, and web services.
– All campaigns are custom designed. LKCS does not make you select a template.
– So we can write and design the campaign materials and then print/mail any direct mail campaigns and send any e-mail messages.
– We have lots of experience with pre-screen campaigns. We ensure your materials meet all FCRA requirements and get them approved for you by the credit bureaus.
Reason #3: Results Reporting
• We’ll stick around after the sale
– Marketing departments need to measure Return on Investment. And LKCS can help.
– We can work with you after the campaign ends to help you measure exactly how many new loans you closed as a result of your pre-screen campaign, who opened them, and the loan balances obtained.
– Then, we’ll help you tweak and refine your next campaign to hopefully do even better.
Reason #4: Better Data Availability
• Tri-Bureau Sourcing
– Credit data is private information. And the credit bureaus don’t share it with just anyone. In fact, they don’t even share it amongst each other.
– Not all bureaus have information on all people – it is important to source data from multiple bureaus.
– LKCS has relationships that enable us to provide data from any or all of the three major bureaus.
– Up to 70% increase in leads when pulling data from three bureaus as opposed to one.
– There is no additional cost to obtain data from multiple bureaus.
Reason #4: Better Data Availability (continued)
• Demographics, Real Estate, and Specialized Datasets
– LKCS layers non-credit datasets with the credit bureau data to create a very unique compilation of available criteria.
Reason #5: Lower Minimum Charges
• Credit bureau data is a volume business
– Did we mention that the bureaus really only want to work with the largest financial institutions?
– We’ve seen credit bureau minimum charges routinely that are $2,000 - $2,500 PER CAMPAIGN.
– LKCS has negotiated much lower minimum commitments.
• $750 minimum for all data purchased within a CALENDAR MONTH
• Purchase data for multiple campaigns within the same month to fulfill the commitment
• No campaign is too small – take advantage of pinpoint accurate targeting (remember those leases coming due?)
Reason #6: Reduced Data Costs
• Easy to Understand Pricing
– We’ve seen pricing grids from the bureaus that we don’t even understand.
– Forget about pricing based on the number of attributes, different pricing for each data field, output costs, etc.
– LKCS’ pricing is straight-forward and easy. Pricing is based on the quantity of records you purchase (the number of people that meet your pre-screen requirements).
What’s the Cost?
• Credit Prospecting
– Pricing depends on a few factors including:
• Number of records purchased
• Demographic selects purchased (rarely affects pricing, but it can by a few cents per record)
• Credit bureau minimum charges
– A good guesstimate: $0.25 per record purchased (ie per person that meets your pre-screen requirements)
LKCS Also Offers
• FREE List Counts and Estimates
• LKCS will run counts at no charge to determine feasibility and cost of your next pre-screen marketing campaign.
• Find out exactly how many account holders or prospects meet your pre-screen credit criteria.
• Get the costs to execute a direct mail and/or e-mail campaign to attract new loan business with a pre-screen campaign.
Thank You!
Sid HaasVice President of Business Development
Direct: 815-220-3904E-Mail: [email protected]
www.lk-cs.com