Signals are indications that a person or small business is in the market – or soon will be – for a mortgage, car loan or other product. They can be active or passive and include actions such as clicking on ads, conducting online searches or paying down a loan. We look to three primary types of signals:
- Behavior-based: These occur when consumers act in a certain way such as searching for a product online or applying for credit. Even a change of address is worth noting as it can indicate the opportunity to offer a line of credit.
- Event-based: A slightly more passive signal, this includes scenarios such as an auto lease expiring or a child going off to college that may indicate a major financial shift and the possible need for a new loan.
- Predictive: Using data and models, we find consumers who don’t show intent but are sending passive signals such as having debt that could benefit from consolidation or a mortgage with a very high interest rate.
Using enhanced modeling and advanced analytics, we can identify these triggers and help you reach individuals and small businesses at the right time with the right message. And we can do so with data from all three credit bureaus, giving you a more complete picture of the market. Those relevant and timely offers can lead to higher response, better conversion rates, and increased customer loyalty.