The Market Overview
Atlanta, GA – The Atlanta Metro mortgage market, covering 32 North Georgia counties (from the South Carolina border on the east, north to Tennessee and west to Alabama) will generate close to 155,000 loans and $25 Billion in purchase mortgages in 2006 (see Figure 1). With a household growth rate of over 2% per year and a Purchase Mortgage Conversion Rate ((PMCR) or the rate at which markets generate purchase mortgages) of close to 9.0, the market offers a deep well of opportunity for the 1,400+ mortgage lenders that compete throughout the area. Yet, below the surface of the huge Atlanta Metro mortgage market are hundreds and thousands of distinct local communities and zones. Each of them is unique, diverse, and constantly changing in growth, mortgage behaviors and demographic profiles.

The Situation
A mortgage lender’s Branch Office lease was up for renewal. The current office, just inside the I-285 beltway on the east side of Atlanta, had not been as successful as they had hoped in the past three years - in terms of volume growth, sales recruits, new referral sources, earnings, or lending to the African-American community. A different location was desired. The new office not only had to grow its total volume by 20% in the upcoming year, but also needed to increase its African-American lending by 30%.

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