Continued from part1

According to Jim Cachules, head of customer service in Sacramento, California - based American Credit Partners, the firm generation, which is used mostly late at night, and the margin of radio and television advertising for mortgage leads, only 46 Percent of respondents obtained as a result of massive campaigns in the mass media would be as subprime. "As the media sub-prime lenders in 1980 and 1990, America's Lending Partners decided that advertising, at the time of the day (usually low and late night slots) that could distort his response to the subprime, while promoting a debt consolidation and home improvement loans.

Kate Dyer, Senior Vice President and Langhorne, Pennsylvania - Resource Mortgage, which was acquired Hatboro, Pennsylvania - ContiMortgage founded in 1996, said that 8O percent of its business in line and only 20 percent before subprime started an extensive e-mail 1993, and tele-marketing programs in 1995. In early 2000, only 9 percent of our business in line, "said Dyer.

"[Sources] has been developed to subprime," said Dyer, "but we want a society that values the company at the time. We were in the middle of the refinancing boom, and the senior managers want to develop a culture where we can the financial needs of all borrowers, no Depending on your credit history. "

As a resource, many mortgage companies, that their companies could easily into the subprime simply by using their marketing mix.

The choice of the market space

In the event that the sub-prime lender to Marketing to achieve customer earth as a cost-effective as possible?

Figure 2 is divided into four quadrants, the most popular marketing vehicles placed in a room that best illustrates the consequences of this vehicle marketing. Y-AX is how long it takes to see the response to marketing. X-AX, probably class emergency loans of this type of marketing.

If you could build a perfect marketing campaign, your market is predictable, immediate and precise. Subprime lenders earn in all cases, they need financial performance of all its U.S. marketing costs (see upper left quadrant 2 for the best media vehicles) with the resources for the marketing of existing customers, which lists for sale. Among the creditors keep their marketing dollars (see in the upper right quadrant of the media more vehicles) to marketing resources, such as A-class existing customers cross-selling lists.

"The accurate and automatic data [in the creation of direct marketing programs] for financial products is your internal transaction data, after which the data on loans. Next is an individual and demographic data, the latest data," said Peter Harvey , President of the company IntelliDyn, Bethpage, New York, analytical services company specializing in direct to the consumer and risk management.