A four-wave, data-driven HELOC program beat an annual $50M goal by wave three ($56M) and is pacing to $74M by starting with current customers, modeling likely needs, and orchestrating an omni-channel rollout that can pivot quickly.
$9B asset institution
Home Equity Lines (activation and line increases)
Four customer communication waves
Goal beat by wave three ($56M approved); tracking $74M by EOY
Start with existing customers → model non-equity need → extend to prospects → mail + digital + social + USPS Informed Delivery → retargeting
Right people, relevant numbers, right time, integrated outreach
Rates and home values are moving targets. Waiting weeks to brief creative, request lists, and route approvals risks missing windows and missing the households most likely to borrow.
Our client needed:
We didn’t just run a campaign; we ran a system. Our solution blended smart data, human insight, and cross-channel coordination to reach the right people with the right messages.
Mortgage holders: We unified mortgage data and calculated estimated equity to set eligibility and message relevance.
Under-utilized HELOCs: We identified lines with available capacity and triggered activation reminders. Re-engaging known users is faster and cheaper than net-new acquisition.
We leveraged each channel’s strength and let each amplify the others:
Why this matters: Studies consistently show that adding social + retargeting often delivers another ~30% lift in account openings.
Modular creative and data feeds meant we could swap offers/rates in hours, not weeks.
Measurement pipelines fed back into the model to improve scoring each wave.
Comprehensive profile: We appended compliant third-party attributes such as homeownership likelihood, mortgage amount, and estimated value to enrich the bank’s CRM.
Predictive profiling: We trained a model on existing equity customers to score non-equity households most likely to open a line.
Prospect extension: We applied the same scoring logic to a matched prospect list within the financial institution’s footprint to expand reach with confidence.
“Here’s your available line”: When messaging an existing HELOC, we included the specific available dollar amount, not just a generic “use your line.”
“Here’s what your equity could unlock”: For mortgage customers and modeled non-equity customers, we framed offers in terms of anticipated equity and common use cases (debt consolidation, home projects) with rate/fee details aligned to compliance.
$56M in approved line increases by wave three
Pacing to $74M by year-end. Exceeding the goal by 48% !
Higher utilization from existing lines and incremental originations from non-equity households, means a potential increase in share of wallet and stronger connection to the financial institution.
Focusing on current customers first reduced CAC and time-to-fund; modeled outreach kept prospect volumes targeted.
Leverage under-utilized HELOCs and mortgage holders before spending on broad acquisition.
Even a lightweight propensity model outperforms “good demographic fit.”
Coordinate mail + email + social + Informed Delivery so each touch references the others.
For HELOC activations, always show the exact available line. Specificity converts.
Pre-build creative variants and data feeds so rate changes do not derail timing.
WordCom specializes in helping financial institutions hit acquisition, retention, and balance goals with data-driven, targeted programs built for speed and measurable ROI. Banking teams come to us when they need analytics, modeling, and reporting that turn large, messy datasets into clear, actionable campaigns that can pivot with budgets and priorities.
If you’re planning a HELOC or balance-growth initiative, WordCom can plug into your data, build predictive scoring fast, and launch an omni-channel program that adapts as rates and demand shift - all while staying on budget.
