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Merry Marketing!


The holiday season often brings great cheer and happiness. It also brings great debt and stress! The first few months of the New Year are huge for companies that are making firm offers of credit. Mortgage Lenders, Banks, Consumer Lenders, and Pay Day Loan Providers need to keep their eyes open for signs that the consumer is ready to borrow. Let’s take a look at some strategies and clues that will come in handy for lenders during the holiday season and throughout 2018!



Winter FICO Migration

Consumer FICO scores tend to fly South with the birds ahead of winter. Consumers are spending, opening new lines of credit, and racking up bills! December is the optimal time to start thinking about a direct-to-consumer targeting strategy that takes consumer spending into account. Consumers will be open to consolidating debt in the months following the holiday season. This is your time to make sure the right offers are getting to the right consumers at the right time. Get your mailers ready, because the new year means a new list of potential prospects!


New Year’s Resolutions

The New Year is the ideal time to market “Financial Health” to consumers. Consumers love to make changes in January. Changes in physical activity, diet, and finances are going to be top of mind for most target audiences. This makes January the perfect time to hit your audience with an offer they can’t refuse. They will have likely noticed a drop in their FICO over the holidays, and they will want to fix it fast. Maybe they are the perfect candidate to refinance their mortgage? Maybe it’s time for them to consolidate their credit card debt? Either way, with the right tri-bureau data and applicable attributes, you will be in front of them precisely when you need to be.


Cards Work (Even After the Holidays)

Direct Mail is the optimal approach for the offers discussed above. Do keep in mind that when targeting a consumer for a refi offer, a multi-channel approach is often preferred. The consumer should be mailed and called as soon as possible if they have triggered by pulling their credit with one of your competitors. Timing is everything. You should always aim to be first to the refi party! You should also make sure that you are getting the most up-to-date information on your current file while you are targeting new prospects. Stay in front of your customers by using live, tri-bureau credit data to supplement your direct mail campaigns. This will ensure loyalty all year long!


As always, Altair is here to help and guide you through the targeting process. Whether you are looking for ITA (Invitation-to-Apply) data, or Firm Offer Credit data, we have you covered throughout the holiday season and beyond!


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Emily Baxter

Written by Emily Baxter

Emily is a credit data guru. She enjoys researching and sharing best practices on direct-to-consumer marketing strategies in her weekly Altair blog.

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