74% Above Goal: How One Bank Reached $87M in HELOCs

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Smarter HELOC Growth Starts With Identifying The Opportunity

For one $9 billion financial institution, the goal was clear: generate $50 million in HELOC line increases.

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WordCom helped the institution build a four-wave program designed to find opportunity within its existing customer base first, then expand strategically to additional high-potential households.

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Using customer data, predictive modeling, personalized offers, and coordinated multi-channel outreach, the campaign ultimately generated more than $87 million in HELOC line increases.

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Let's Talk HELOC Strategy

The Challenge

HELOC opportunities can shift quickly as rates, home values, and customer needs change. For marketers, long lead times for creative, list development, and approvals can mean missing the window when a household is most likely to borrow.

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At the same time, broad prospecting can become expensive fast, especially when average response rates may hover around 0.1%. The institution needed a faster, more precise way to identify the households with the strongest potential, reach them with relevant offers, and build a repeatable approach that could improve from one campaign wave to the next.

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Discuss Your Next Campaign

The Strategy

WordCom started with the institution’s existing relationships.

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Mortgage and HELOC data helped identify customers with available equity or underutilized lines. Additional data and predictive modeling were then used to identify non-equity households most likely to have a need for home equity.

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Messaging was personalized to the opportunity. Existing HELOC customers could see their actual available line amount, while other households received messaging based on their potential equity and relevant borrowing needs.

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The audiences were reached through a coordinated mix of direct mail, email, paid social, display, USPS Informed Delivery, and retargeting.

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Each wave provided new performance data that could be used to refine targeting and improve the next round of outreach.

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Let's Talk Strategy

The Results

After all four waves, the program delivered measurable balance growth and finished well beyond the institution’s original goal.

74%

Above the original $50 million goal set by the client

$87,013,883

In total HELOC line increases

Why It Matters

Growing HELOC balances does not always require starting with more prospects.

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In this campaign, some of the strongest opportunity was already inside the institution’s customer base. In fact, customers with less than 25% original HELOC utilization accounted for more than $54 million, or 62%, of the total increase.

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By combining customer intelligence with predictive modeling and coordinated outreach, WordCom helped the institution prioritize opportunity, personalize the message, and turn existing relationships into measurable balance growth.

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Find More Growth Within Your Customer Base

Your next balance-growth opportunity may already be in your data. WordCom helps banks and credit unions identify high-potential households, prioritize outreach, and build targeted campaigns around the customers most likely to respond.

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