HOME EQUITY LENDING MONITOR 2017 (Nov 2017)

Activation, Retention, and Re-Marketing

Product Features and Pricing

Marketing Channel Mix

Key Finding from the Report:

Findings from Phoenix Synergistics previous reports in the Home Equity Lending Monitor Series (2006 to 2016) revealed that the proportion of homeowners who have
home equity credit has been stable.

Research Description and methodology

The Home Equity Lending Monitor was launched in 2001 to track and measure important issues in the home equity lending market.  This current project is the seventeenth in the series. The Monitor features a number of multiphase research elements including an extensive national consumer survey, a client presentation, and a strategically oriented project report.  This annual monitor will benefit the entire home equity team including market research, product management, database marketing, communications and advertising, and risk management.

National Internet Survey – 2,500 total online interviews with homeowners including 1,125 equity loan/line holders and 375 equity loan/line prospects.

Key Dates

May 26, 2017 – Charter fee/Intro pricing ends.

May 26, 2017 – Final acceptance of comments on questionnaire.

October 2017 – Initial results available.

November 2017 – Project Report available.

Strategic Objectives

  • Size the home equity market and evaluate trends in a changing environment.
  • Assess the impact of the housing and credit markets on consumer behavior.
  • Determine provider selection factors and measure satisfaction with current and/or past equity loan providers.
  • Identify key target markets.
  • Monitor the changing mix of marketing and distribution channels used for home equity lending.
  • Evaluate product features, new product concepts, and pricing structures.
  • Examine the consumer decision making process regarding home equity credit and competing credit products.
  • Identify strategies for acquisition, activation, retention, and remarketing.

Research Issues

  • For retail banks, the home equity market is extremely important.  It is an attractive market in terms of the types of borrowers it draws – serious, upper- income consumers.  Delinquencies are low compared to other forms of lending.  For both borrowers and lenders, it is a win-win.
  • This monitor has tracked ongoing trends and new developments in the home equity credit market annually since its inception in 2001.  A primary objective each year is to gauge the overall size of the market – as defined by current users and prospects.  Recent findings have suggested an improving market in conjunction with a recovering housing market.  However, rising interest rates may impact this market going forward.  Ongoing analysis of these trends is of critical importance.
  • Key measures assessed over time include activation and utilization rates of revolving equity lines, the purposes of using loans and lines, important criteria in choosing providers and products, response to fees and other pricing, and channel usage for marketing, acquisition, and customer service.  Of special interest is ongoing analysis of the perspectives and intentions of equity credit ex-users, with an emphasis on strategies and tactics for re-marketing. Phoenix Synergistics survey will provide a greater understanding of the consumer perception and usage of home equity credit.