Mortgage Roadmap Webinar Series

From Gaps to Growth: A Data-Driven Mortgage Roadmap to Increase Loan Production

Episode 4: Rethinking Marketing Strategies with Data

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About the Webinar

Who: Executives and senior leaders, sales and revenue teams, marketing professionals
When: July 22, 2026 at 2pm CT (3pm ET)

What's Covered:

Episode 4 in our "From Gaps to Growth: A Data-Driven Mortgage Roadmap to Increase Loan Production" webinar series. Catch up on other episodes here.

Too many lenders are still marketing with broad, one-size-fits-all messaging that fails to reflect the realities of today’s borrowers and local markets.

In this episode, iEmergent CEO Laird Nossuli and COO Bernard Nossuli will explore how lenders can pair HMDA data with demographic insights and mortgage demand forecasting to better understand which borrowers are getting overlooked and why others stall out partway through the homebuyer journey. Attendees will learn how to create more effective, targeted marketing strategies that generate applications from underserved populations and drive pull-through by better identifying borrower readiness signals and matching borrowers with best-fit products.

Understanding the borrower journey also strengthens how lenders market to the broader housing ecosystem, including real estate agents, builders, broker networks, and other referral partners. When lenders understand who the borrower is, what they need, and where they are in the journey, they can more clearly communicate their value to the partners helping those borrowers move forward.

Key data-driven takeaways include:

• Understanding where borrowers fall out of the homebuyer journey and how marketing can help re-engage them
• Using data to tailor messaging based on borrower needs, affordability challenges, and market realities
• Better communicating affordability solutions and homeownership pathways
• Aligning marketing efforts with the unique characteristics of your local market
• Strengthening marketing to referral partners involved in the homebuyer journey

• Laird Nossuli, CEO, iEmergent
• Bernard Nossuli, COO, iEmergent

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