Greg Sultan How Data and Analytics Help Lenders Better Target Fresh Leads

Data is nothing new for the mortgage industry, but the types of data lenders and servicers now have access to, and the volume of seemingly irrelevant information available about borrowers and leads is altering how the industry can and should conduct business . Before the meltdown in 2008, lenders sent direct mail pieces by the ton, with invitations for consumers to apply for both purchase and refinance loans.

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