How Mortgage Lenders Can Grow in a Down Market

by Jenna Ostmann 3 min read November 22, 2022

Today’s mortgage market is challenging. Mortgage lenders and servicers will need to focus on product expansion to continue to grow their business. In a recent Q&A session, Susan Allen, Head of Product for Experian Mortgage, shared best practices for leveraging data for profitable growth.

Q: At a high level, how can mortgage lenders and servicers grow their businesses?
A: There are a lot of options to increase pipeline. One best practice we’re seeing now is to consider expanding both your product suite and your footprint. Very few lenders offer a comprehensive set of solutions in a national footprint. But demand is strong for solutions that go beyond traditional 30-year fixed-rate mortgages, including options to tap home equity. These types of products can help you grow your business by exposing you to new borrowers and broadening your relationships with clients. For example, we see several clients, even non-banks, venturing into credit cards and personal loans to meet their customers’ broader financial needs.

Q: You mentioned demand for home equity solutions is strong. What should lenders consider when it comes to home equity loan growth strategies?
A: The current record level of untapped equity makes home equity lines of credit (HELOCs) attractive for borrowers to use for debt consolidation, remodeling or to add to their rainy-day fund. For lenders to decide whether HELOCs would be profitable for their business, they should look broadly at data about borrowers, volumes and indicators of profitability, such as credit lines and utilization.

Q: It’s one thing to talk about the HELOC market, but does Experian have any home equity data to show what’s happening in this space?
A: Absolutely. We’re seeing several things when it comes to home equity data. First, HELOC volumes have doubled since January 2021, which indicates strong borrower interest.

Second, we know that home prices are at record highs across the board, and we see this record of “tappable” equity translating into credit lines well over $100,000. What’s more, we’re seeing borrowers drawing down consistently at $37,000 on average, which is a healthy and profitable utilization rate.

Lastly, greater than 90% of HELOC borrowers have a prime or super prime credit score. Our data shows HELOC borrowers have higher credit scores than new purchase borrowers.

Additionally, conventional wisdom says that HELOCs are for seasoned homeowners, but according to the data, the younger generation of homeowners has tripled their HELOC originations. I’ve been in this industry for a long time, and to be honest, this shocked me. This makes it clear that it’s always important (especially for industry veterans) to constantly update our understanding of current market dynamics.

Q: Wow, it sounds like expansion into home equity solutions is a no-brainer. What am I missing?
A: HELOCs are a strong and growing market segment. But it’s not sufficient to look only at opportunity. We must also use the best data at our disposal to evaluate risk. With HELOC performance impacted by property values, recent concern over the stability of home prices is causing some lenders to pause. Clients tell us they would like to expand their HELOC offerings but aren’t sure when or where to start.

Q: So, what’s the answer here?
A: Data is key to taking the guesswork out of decisions. When it comes to HELOC expansion, lenders voice concern specifically about home price forecasts. Although it is notoriously hard to forecast home prices, you can use actual, current data to inform decisions about where and when to expand a home equity portfolio. For example, lenders can use listing data to gauge markets shifting from a “seller’s market” to a “buyer’s market.”

Q: Susan, this has been a great discussion. Any final thoughts?
A: As I’ve shared, great opportunities exist. With best-in-class data and analytics, lenders can find these opportunities and propel their businesses forward. 

Be sure to read the other blog posts in this series:
Getting Ahead with a Proactive Mortgage Outreach and Engagement Strategy
Lead Conversion Through Tailored Messaging and a Multichannel Mortgage Marketing Strategy

To learn about Experian Mortgage solution offerings, click here.

Related Posts

Rethinking Charged-Off Portfolio Prioritization

Experian’s new Recovery Scores model turns portfolio intelligence into more focused recovery strategies, helping organizations improve returns, direct effort and accelerate speed to cash. The challenge isn’t simply working more accounts. Whether a debt buyer is evaluating an acquisition, an agency is deciding where to assign collector time or a lender is managing its own post-charge-off accounts, the question is similar: How can limited capacity be directed toward accounts with the greatest potential for recovery? Prioritizing accounts mainly by age, balance or when they were last worked may not show which ones are most likely to generate a recovery. With the new Recovery Scores model, organizations can rank charged-off accounts by expected collectability, providing a consistent signal to inform placement strategy and treatment decisions across the recovery lifecycle. Make collector capacity a strategic resource Working every account with the same level of attention isn’t always practical. The more useful question is: Where should teams focus first to protect speed to cash? Our model performance analysis found: 80% of recovered dollars come from the top 40% of accounts worked. The value isn’t simply a better ranking. It’s how organizations can use it for collections optimization. Score bands can inform different strategies for placement, outsourcing, auction and legal channel treatment rather than applying the same approach across an entire portfolio. For debt buyers: The scores can inform acquisition pricing and how a newly purchased portfolio is divided across internal collections, legal channels and resale. Expected collectability can shape debt portfolio analysis, including how a portfolio is valued and segmented before collection work begins. For agencies: Score bands can help teams focus collector resources on accounts with stronger recovery potential. For first-party lenders: Managing recovery internally, the scores provide another signal to help structure decisions about which accounts to work and in what order. Look beyond collectability alone Prioritization rarely comes down to a single variable. Consider two accounts that both rank highly for expected collectability, but one has a substantially larger balance. Their recovery likelihood may be similar, but the potential dollars recovered are not. The Recovery Scores model uses debt collections analytics by combining Experian’s bureau-based score with current balance information. This helps organizations consider both the likelihood of recovery and the potential dollars at stake, while sensitive balance information remains within the organization’s working environment. Monitor accounts as they change The first decision about an account is rarely the last. Teams continually make choices about treatment, placement and resource allocation as accounts move through the recovery process. Recovery Scores is also available as a trigger. When underlying information changes, teams can receive an update and reconsider an account’s placement without waiting for the next portfolio-wide re-score. An account that shows lower recovery potential today may have a different recovery outlook later. Turn recovery potential into a portfolio strategy When portfolios contain more accounts than teams can work at once, the question isn’t simply, “How many accounts can we work?” It is, “Where can our resources have the greatest impact?” The latest Recovery Scores model helps organizations sharpen placement and treatment decisions. It gives debt buyers a way to price and segment portfolios with greater confidence and gives lenders another tool to direct limited collector time across their own post-charge-off portfolios. Learn more about Experian Recovery Scores

November 10, 2026 by Zohreen Ismail
What Is a Third-Party Breach? How to Prepare for and Respond to Vendor Incidents

Learn what a third-party breach is and steps to prepare, contain risk, and support affected customers. Read more!

November 9, 2026 by Laura Burrows
Mortgage Underwriting Moves from Modernization Talk to Action 

Mortgage underwriting is entering a new phase. In a recent conversation with HousingWire’s Allison LaForgia, Michele Bodda, Group President of Experian Housing, Verification Solutions, and Employer Services, discussed how modern credit scores, alternative data and verification tools are changing how lenders evaluate borrowers.  Lenders can now judge modernization by its results, Bodda said. “Now we’re actually letting more modern scores get into underwriting to help price loans and go all the way through to securitization,” she told HousingWire. “We’re letting the scores and the data actually speak for itself instead of just talking about it.”  The Right Data at the Right Time  Modernizing underwriting means providing useful information at the right stage, rather than giving lenders everything at once. “You don’t need everything all at once. You don’t need everything on initial pull,” Bodda said.  Alternative data, such as rental payments and buy now, pay later activity, can help show how consumers manage obligations, especially those with thinner credit files. A thin credit file does not necessarily mean someone has a thin financial life.  “It’s our responsibility as one of the primary data providers to make sure we can make all of that available, so that we’re best representing the consumer,” Bodda said. A fuller view of data may help lenders identify creditworthy applicants who might otherwise be difficult to assess.  Simplifying Verification and Reducing Friction  Bodda also shared how Experian is making credit information more easily accessible and reducing unnecessary costs during the originations process, explaining that new enhancements to Experian’s Power Profile Plus allow lenders to pull credit data at the start of underwriting and request another score later without repurchasing the data.  “You can pull it later and not pay for the credit data again,” Bodda said.   Experian is also investing in income and employment verification, including through a new partnership with Workday. Bodda explained that Experian will continue to focus on process improvement, competition and innovation across the mortgage ecosystem.  A Broader Path to Homeownership  As consumer expectations and underwriting capabilities evolve, borrowers want a process that reflects their financial lives, while lenders seek greater efficiency. Modern scores, relevant data, and streamlined verification can help lenders assess applications with more context—and may help more people pursue homeownership.  “If we as an industry can open this up and bring more people into the process, then we’re going to thrive,” Bodda said in the interview.   Watch the interview and hear all of Michele’s insights, and more here.  

November 6, 2026 by Caroline Basile

Subscribe to our Newsletter

Enter your name and email for the latest updates.

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Subscribe to our Newsletter

Don't miss out on the latest industry trends and insights!
Subscribe