Overview
Each campaign profile is created based on the targeting goal of the campaign and the data type selected.
When a campaign uses Demographic Data, the profile is built using property characteristics, estimated mortgage information, household indicators, modeled income, and financial insights such as Debt Insight and Debt‑to‑Income Insight.
When a campaign uses Credit‑Based Data, the profile is built using verified credit attributes such as FICO score, mortgage trades, balances, payments, debt obligations, and income derived from credit obligations (DTI‑based income modeling).
The campaigns and attributes shown below represent our pre‑set targeting options for each data type.
TARGETING & EXECUTION
🎯DEMOGRAPHIC DATA CAMPAIGNS
This column lists the campaigns that can be run using Demographic Data, along with the attributes available to create profiles for each campaign.
Owner‑Occupied Refinance
- Owner‑occupied
- Estimated mortgage rate
- Estimated equity
- Loan age
- Modeled Income
- Debt Insight
- Debt‑to‑Income Insight
Investment Property Refinance
- Non‑owner‑occupied
- Investor flag
- Number of investment properties
- Estimated mortgage rate
- Estimated equity
- Modeled Income
- Debt Insight
Purchase (Conventional)
- Renters
- Length of residence
- Modeled Income
- Debt Insight
- Debt‑to‑Income Insight
- Marital status
- First‑time buyer indicators (if applicable)
FHA Refinance (Streamline)
- FHA loan type
- Loan age (210+ days)
- Estimated mortgage rate
- Estimated equity
- Modeled Income
- Debt Insight
- Debt‑to‑Income Insight
FHA → Conventional
- FHA loan type
- Estimated equity (20%+)
- Modeled Income
- Debt‑to‑Income Insight
- Debt Insight
- Married
FHA Purchase
- Renters
- Modeled Income
- Debt Insight
- Debt‑to‑Income Insight
- Married or engaged
- First‑time buyer indicators
Second Mortgage / HELOC
- Estimated equity (30%+)
- HELOC presence
- Modeled Income
- Debt Insight
- Debt‑to‑Income Insight
- Loan age
💬Credit based campaigns
This column lists the campaigns that can be run using Credit‑Based Data, along with the attributes available to create profiles for each campaign.
Owner‑Occupied Refinance
- FICO score
- Mortgage balance
- Credit‑verified mortgage rate
- Mortgage payment
- Mortgage age (months)
- Revolving debt balance
- Revolving monthly payment
- Installment debt balance
- Installment monthly payment
Investment Property Refinance
- FICO score
- Mortgage balance
- Revolving debt balance
- Revolving monthly payment
- Installment debt balance
- Installment monthly payment
- Mortgage age (months)
Purchase (Conventional)
- FICO score
- Revolving debt balance
- Revolving monthly payment
- Installment debt balance
- Installment monthly payment
- Student loan balances
- Student loan payment
- Aggregate non‑mortgage balances
- Income based on DTI
FHA Refinance (Streamline)
- FICO score
- FHA mortgage balance
- Mortgage payment
- Mortgage balance
- Mortgage age (months)
- Revolving debt balance
- Revolving monthly payment
- Installment debt balance
- Installment monthly payment
- Derogatory trades
- Income based on DTI
FHA refinance→ Conventional
- FICO score
- Mortgage balance
- Revolving debt balance
- Revolving monthly payment
- Installment debt balance
- Installment monthly payment
- Aggregate monthly payments
FHA Purchase
- FICO score
- Revolving debt balance
- Revolving monthly payment
- Installment debt balance
- Installment monthly payment
- Student loan balances
- Student loan payment
- Income based on DTI
Second Mortgage / HELOC
- No HELOC present
- Mortgage LTV
- Revolving debt balance
- Revolving monthly payment
- Installment debt balance
- Installment monthly payment
- Aggregate monthly payments
- FICO score
Custom Campaign Options
The campaigns and attributes listed above represent our pre‑set targeting profiles for both demographic and credit‑based data. These are the standard combinations used to identify strong refinance, purchase, and equity‑based opportunities.
Additional combinations of attributes can be used to create custom campaigns based on what the agent or client wants to target. Campaigns can be built around QM or Non‑QM loan products, as well as first‑lien or second‑lien loans, depending on the borrower profile and the lender’s goals.
If you have a specific audience in mind or want to build a custom targeting strategy, we are happy to help create any profile or campaign the client needs.
Contact
For additional information, please email
hoshang@1to1mortgage.net
or call 415-577-4942.