Using Modeled Credit Data to Target Water Quality Prospects

January 27th, 2025 by

One of the great things about marketing is having options. In the water quality industry, we all know that homeowners are our prime target. But not all homeowners are the same, and if you’re investing in marketing, why not focus on the best prospects—those who can afford a water filtration system? That’s where modeled credit data comes into play, offering a smart and efficient way to identify households most likely to say “yes” to your products and services.

Credit scores are a valuable indicator of purchasing potential. However, obtaining bona-fide credit scores often involves navigating a maze of approvals and restrictions. That’s where modeled credit data comes in—it offers a practical, compliant way to target households based on likely credit behavior.

For the water quality industry, understanding what’s considered “good” or “bad” credit can help you focus your marketing efforts effectively.

 

Defining “Good” and “Bad” Credit:

Let’s start by defining credit score categories based on FICO’s scoring model (Source: MyFico.com):

Score Classification
300-579 Poor
580-669 Fair
670-739 Good
740-799 Very Good
800-850 Excellent

While these categories reflect actual FICO scores, modeled credit data can identify households likely to fall within similar ranges, helping you refine your marketing strategy.

 

Why Using Credit Score Data Matter for the Water Quality Industry:

Households with “Good” to “Excellent” credit are more likely to:

  • Qualify for financing programs to purchase water filtration systems.
  • Respond positively to promotions for premium services or add-ons.

Conversely, those in the “Fair” to “Poor” credit range may still respond well to entry-level or essential services that address urgent water quality needs.

 

How Modeled Credit Data Can Help:

Using Modeled credit data allows water quality dealers to:

  1. Target Ideal Customers: Focus on households likely to qualify for financing options, making it easier to close high-ticket sales.
  2. Diversify Marketing Efforts: Craft separate campaigns for different credit segments, such as high-credit households for advanced systems or low-credit households for basic setups.
  3. Boost ROI: Save resources by concentrating your efforts on prospects most likely to convert.

 

Compliance and Ethical Considerations:

Unlike accessing actual credit scores, modeled credit data does not require jumping through regulatory hoops. It adheres to strict privacy standards while still providing actionable insights.

 

Tips for Effective Marketing:

  1. Pair Data with Offers: For households with “Very Good” or “Excellent” credit, highlight financing promotions or premium packages.
  2. Educate Consumers: Use educational content to demonstrate the importance of clean water, regardless of credit standing.
  3. Leverage Multichannel Campaigns: Combine direct mail and email marketing for higher engagement and response rates.

Bottom Line:

Modeled credit data is a game-changer for water quality businesses. By understanding and leveraging credit behavior, you can create targeted campaigns that resonate with prospects and drive results.

Are you ready to enhance your marketing strategy? Explore the benefits of modeled credit data today!