4 New Ways to Use Property Data: Unlock Lending Efficiency, Smarter Campaigns, and More Funded Loans

Every day, lending and marketing teams miss opportunities hiding in plain sight—not because they lack effort, but because they lack context.

The problem? Most banks and credit unions don’t have a complete picture of the homeowner. Staff are expected to identify lending opportunities using outdated systems that rely heavily on credit data and surface-level deposit history. Chimney changes that.

By enriching every contact with real-time property intelligence—like equity, mortgage status, valuation, and loan terms—you can equip your frontline, your marketers, and your underwriters with data that’s actually actionable.

Why It Matters: Operational Efficiency + Lending Impact

Let’s face it: your team is stretched. You don’t need more data—you need better data that leads to better outcomes:

Without Chimney, teams waste time manually searching for property data, building campaigns on incomplete profiles, and cold-calling from generic lists. With Chimney, real-time property insights auto-populate into your systems, powering smarter segmentation and targeting high-intent borrowers with precision.

The result? Faster deal cycles, sharper campaigns, and fewer missed opportunities.

Real Use Cases for Lending & Marketing Teams

1. Data Enrichment Across All Systems

Chimney’s property layer fills in the blanks everywhere:

• Append address, owner name, AVM, equity %, and mortgage details to any record—even if all you have is an email.
• Push updated insights into your core, CRM, marketing automation, or LOS to keep everything aligned and usable.
• Clean, enriched records drive better campaign performance and more effective outbound efforts.

2. Predictive Lending: Know Who's Ready Before They Apply

Our proprietary models score each contact’s likelihood of taking out a loan in the next 3, 6, or 12 months—covering:

• Refinance: Is their rate well above market? Equity growing? Loan age past 3 years?
• Home equity: Do they have tappable equity and signs of big expenses coming?
• First mortgage: Are they renters with a new life event like a wedding or new baby?

These scores help your teams work smarter. One credit union using Chimney’s models saw a 5× lift in campaign response rates compared to traditional targeting.

3. Market Intelligence for Expansion

Launching in a new county or looking to grow in an underserved region?
Chimney gives you:

• County-level insights on home values, equity levels, LTV trends, and origination volume
• Household-level targeting within those counties
• Data to size the opportunity before deploying resources

4. Competitive Insights & Wallet Share

Chimney shows you which members already hold loans elsewhere—and when those loans might be ready for renewal. Your team can:

• See current lien holder, original loan balance, and estimated payoff date
• Trigger retention or win-back campaigns proactively
• Quantify your true wallet share across mortgage and home equity

Credit Data Alone Doesn’t Cut It Anymore

Here’s the reality: most financial institutions still rely on credit bureau data or mortgage “trigger” alerts. But:

• Credit-only data is reactive. It tells you what someone did, not what they need next.
• Trigger leads are too late. By the time the alert hits, your member may have already pre-qualified elsewhere—and is getting flooded with spam calls from competitors.
• Branch and call center staff are flying blind. Without property data, your team can’t see if a member owns, how much equity they have, or whether their current rate is above market.

This isn’t just a data problem—it’s a revenue leak. Your team is missing high-value opportunities every single day.

A 400-Point Homeowner Profile at Your Fingertips

Chimney aggregates the most complete view of the homeowner on the market:

• Mortgage & loan data: term, rate, origination date, balance, lien position
• Equity & valuation: AVM, appreciation trends, equity % and dollar amount
• Home characteristics: square footage, year built, property type
• Signals & risk: MLS activity, permit activity, natural hazard zones

This data powers better segmentation, stronger offers, and better borrower conversations.

Chimney's Data Dictionary - See the various types of data you'll get access to here.

The Takeaway

Chimney closes the homeowner data gap that credit bureaus can’t. When you add this intelligence to your digital tools, marketing workflows, and lending conversations, you unlock:

• Higher campaign conversions
• Shorter time to fund
• Smarter market entry decisions
• Proactive wallet share growth

Want to see how it works for your portfolio? Let’s talk. The future of lending isn’t just about credit—it’s about context.

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