When mortgage professionals need better prospects, better timing and better targeting, they turn to Dataman Group Direct.

Today’s mortgage market isn’t easy. But there are still opportunities for lenders who know where to look.

Purchase activity remains challenging. Traditional refinance activity is selective. But homeowners are sitting on record levels of equity — creating opportunities for cash-out refinance, HELOCs, home equity loans, renovation lending and other mortgage products.

Whether you’re marketing refinance offers, equity products, reverse mortgages, renovation loans or first-time buyer programs, the goal is the same:

Reach the right households with the right offer at the right time.

That’s where targeted mortgage marketing lists come in.

Data Dale’s Mortgage Trends – Fall 2026

Here’s my take: this is a precision prospecting market.

Mortgage rates remain high enough that we’re not seeing an automatic refinance boom. Freddie Mac reported the average 30-year fixed mortgage at 6.95% on September 17, 2026.

But that’s only part of the mortgage story.

Homeowners are sitting on record amounts of equity. ICE reported that mortgage holders reached $18 trillion in total equity in the second quarter, including $11.7 trillion considered tappable. Approximately 47.5 million mortgage holders have tappable equity, averaging about $212,000 per borrower.

And homeowners are using it.

ICE reported earlier this year that first-quarter home equity withdrawals reached their highest level since 2021, while second-lien withdrawals reached an 18-year high. One reason: homeowners with lower-rate first mortgages may prefer a second lien or HELOC rather than replacing that first mortgage.

Meanwhile, the purchase market remains competitive. Existing-home sales fell to a seasonally adjusted annual rate of 3.98 million in August, although inventory increased to 1.62 million homes.

My takeaway: mortgage opportunities haven’t disappeared. They’ve become more specific.

Lenders who rely only on inbound leads are going to feel the squeeze. Lenders who actively target homeowners by equity, mortgage characteristics, property profile, modeled credit, geography and life stage still have opportunities to start conversations.

Mortgage marketing in 2026 is a precision prospecting business.

Why Mortgage Professionals Still Need Targeted Prospecting

When rates were ultra-low, borrowers came looking.

That’s not today’s environment.

Mortgage companies that want more business need to market for it.

Direct mail remains particularly well suited to mortgage marketing because it provides room to explain an offer and establish credibility. It can also be supported with phone, email and digital follow-up.

In a competitive market, visibility matters.

But precision matters even more.

Where Are the Mortgage Opportunities Right Now?

1. Home Equity & Cash-Out Opportunities

This is one of the biggest stories in mortgage marketing right now.

Many homeowners may not want to give up a favorable first-mortgage rate. But that doesn’t mean they aren’t interested in accessing their equity.

Homeowners may be considering equity for:

• Debt consolidation
• Home improvements and renovations
• Major purchases
• Education expenses
• Retirement planning
• Greater financial flexibility

Dataman Group can help lenders identify homeowners based on available equity, mortgage and property characteristics and other demographic selections.

Cash-out refinance, HELOC and home equity prospects should be an important part of today’s mortgage marketing conversation.

2. Refinance Prospects

This isn’t the broad refinance market of 2020 or 2021.

That doesn’t mean refinance opportunity is gone.

Depending on their existing mortgage, equity position, financial objectives and loan profile, individual homeowners may still have reasons to refinance.

The difference today is targeting.

Instead of mailing everybody and hoping rates create demand, lenders can focus marketing on homeowner and mortgage characteristics that fit the programs they’re promoting.

3. Debt Consolidation Prospects

Higher consumer borrowing costs can create another reason for homeowners to investigate their mortgage and home equity options.

Dataman Group does not provide actual consumer debt or delinquency information.

We can help mortgage marketers build targeted audiences using available homeowner and property information, mortgage characteristics, equity and modeled credit score ranges.

4. FHA, VA & Assumable Mortgage Prospects

Government-backed mortgages can create specialized marketing opportunities.

FHA and VA mortgages may be assumable when applicable requirements are satisfied, making existing loan type an interesting targeting variable in a higher-rate environment.

Dataman Group can help mortgage marketers identify FHA and VA mortgage holders for targeted campaigns.

5. First-Time Home Buyer Prospects

First-time buyers haven’t disappeared — but the profile has changed.

Today’s potential first-time buyer may be older, more established and more payment-sensitive than the traditional image of a young starter-home buyer.

Dataman Group enhances renter data using available criteria including:

• Age
• Income
• Marital status
• Length of residence
• Modeled credit
• Geography

This helps mortgage marketers narrow broad renter audiences into more targeted potential first-time buyer prospects.

6. Reverse Mortgage Prospects

Reverse mortgage marketing remains an important niche for lenders serving older homeowners.

HUD’s Home Equity Conversion Mortgage program is available to eligible homeowners age 62 and older.

Dataman Group can help lenders target age-qualified homeowners using age, property and other available demographic criteria.

Our suggestion: keep education at the center of the message. Reverse mortgage marketing works best when consumers understand what the product is — and what it isn’t.

7. Renovation Loan Prospects

Not every homeowner wants to move.

Some want to improve the home they’re already in.

Target established homeowners for financing related to remodeling, home improvements, accessibility improvements and aging-in-place projects.

Home equity, length of residence, property characteristics, homeowner demographics and geography can all help narrow the audience.

Mortgage Prospect Lists for Today’s Market

• Home Equity / HELOC Prospects
• Cash-Out Refinance Prospects
• Refinance Prospects
• Debt Consolidation Prospects
• FHA / VA Mortgage Holders
• Assumable Mortgage Prospects
• Reverse Mortgage Prospects
• Potential First-Time Home Buyers
• Renovation Loan Prospects
• Invitation to Apply / Modeled Credit Prospects
• New Mortgage Holders
• Private Note / Seller Carry-Back Prospects
• Mortgage Protection Insurance Prospects

Target Your Mortgage List

Depending on the database and campaign, mortgage prospect lists can be selected using criteria such as:

Geography • Mortgage Type • Loan Amount • Property Value • Estimated Equity • Sale Date • Length of Residence • Homeowner Age • Household Income • Modeled Credit Score • Property Characteristics

Phone and email enhancement options are also available for qualifying campaigns.

Why Dataman Group?

We’ve been helping mortgage professionals use targeted data to find prospects for decades.

We don’t believe the answer is simply more names.

It’s finding the right names for the product you’re marketing.

Whether you’re promoting home equity, cash-out refinance, FHA/VA programs, reverse mortgages, renovation lending or first-time buyer programs, we’ll help you determine which targeting criteria make sense for your campaign.

Better Data. Smarter Marketing. Stronger Results.

Request Your FREE Mortgage List Count

Tell us what you’re marketing and where you want to market.

We’ll help you determine the audience and targeting options available for your campaign.

Call (800) 771-3282