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Dealerships pairing past purchase histories with household-level marketing are finding opportunities in nearby ZIP™ codes they didn’t know existed. Many of our dealers generate a 10-point lift in average closing rates using this strategy, as it yields a more relevant view of customers in their markets. Here’s a quick example: If you watched much TV this holiday shopping season, you probably saw a commercial where a successful 30-something husband bought a new pickup truck and a new SUV for himself and his 30-something successful wife. You probably asked “Who are these people and how can they afford to give Christmas presents like that?” It’s a good question. It’s also a question every auto dealer should be asking, because whoever sold these vehicles probably profited handsomely. Couples like those depicted in the ad are dealership-marketing nirvana. True, it’s just a television commercial, but these customers really do exist. Some are just a stone’s throw from your dealership. You’ve just got to know a little more about them to help you craft a surgical approach to find them. That’s where hyper-local advertising comes into play. It starts with some basic market demographics, such as age, gender, education, occupation, marital status, income and number of children. From there, consumers can be grouped into customer Mosaic profiles – groupings of people with similar attributes, down to the type of media they consume and the messaging likely to resonate with them. The successful 30-somethings depicted in the commercial could be Fast Track Couples in Denver, or maybe Couples with Clout in the Buckhead section of Atlanta. They are probably young professionals with college degrees who are into fine dining and international travel. Experian tracks more than 1,500 attributes at the household level. Knowing and applying these consumer profiles can help dealers better target their audiences, plan their media budgets and hone their messaging. Implementing this level of targeted detail in marketing and advertising initiatives has the power to increase conversion rates and sales, while being more cost effective in the long run. So, if you’re wondering who in your local market can buy a pickup and an SUV for Christmas? Piece together customer profiles against the rich local data from Experian. That power couple is out there. We’ll help you find them. To learn more, click here.

With the new year just days behind us, and as the uptick in holiday spending comes back down, debt consolidation will take precedence along with the making (and breaking) of new year’s resolutions. Personal loans were the fastest growing unsecured lending product for much of last year. From debt consolidation to major purchases, consumers are increasingly choosing these flexible, easy-access loans over credit cards throughout the course of the year. Recent Experian research highlighted the trends around this fast-paced lending product: Previously, while industry experts had predicted a leveling off of personal loans originations, Experian data shows steady growth. Additionally, there were 35.7 million personal loan trades in the second quarter, the highest number to date since Q1 of 2007. What is driving this growth? Observations suggest growth trends across the industry as a whole – not just in the personal loans segment. And the numbers prove it. Growth is occurring across the board. Experian statistics show: Consumer confidence is up 5.6% year over year Investor confidence remains high – up 18% year over year since 1987 Unemployment remains low and continued decrease is forecasted in the near future With increased confidence and increased spending often comes increased personal loans. More financial institutions are bringing personal loans under their roofs. As many consumers enter each new year as part of a “debt consolidation nation” per se, focus for many will be on personal loans as they seek to consolidate revolving debt. Since this is a known trend, lenders across the board – from traditional financial institutions to fintechs – need to be strategic with their marketing efforts in order to reach the right consumers with the right products at the right time. Consumers consider important factors in choosing the lender(s) for their personal loans including interest rate and the ability to apply online among others. These factors see differences across generations as well. These factors and others should influence lenders’ marketing strategies, on top of their best practices. Experian partnered with Mintel Group for their insights on the 2019 trends and best practices for digital credit marketing. Register for our upcoming webinar to learn more about Digital Credit Marketing 2019 Trends and Best Practices. Register for the Webinar

Subprime originations hit the lowest overall share of the market seen in 11 years, but does that mean people are being locked out car ownership? Not necessarily, according to the Q3 State of the Automotive Finance Market report.To gain accurate insights from the vast amount of data available, it’s important to look at the entire picture that is created by the data. The decrease in subprime originations is due to many factors, one of which being that credit scores are increasing across the board (average is now 717 for new and 661 for used), which naturally shifts more consumers into the higher credit tiers. Loan origination market share are just one of the trends seen in this quarter’s report. Ultimately, examining the data can help inform lenders and help them make the right lending decisions. Exploring options for affordability While consumers analyze different possibilities to ensure their monthly payments are affordable, leasing is one of the more reasonable options in terms of monthly payments. In fact, the difference between the average new lease payment and new car payment usually averages more $100—and sometimes well over—which is a significant amount for the average American budget. In fact, leases of new vehicles are hovering around 30 percent, which is one of the factors that is aiding in new car sales. In turn, this then helps the used-vehicle market, as the high number of leases create a larger supply of quality use vehicles when they come off-lease and make their way back into the market. On-time payments continue to improve As consumer preferences continue to trend towards more expensive vehicles, such as crossovers, SUVs, and pickups, affordability will continue to be a topic of discussion. But consumers appear to be managing the higher prices, as in addition to the tactics mentioned above, 30- and 60-day delinquency rates declined since Q3 2017, from 2.39 percent to 2.23 percent and 0.76 percent to 0.72 percent, respectively. The automotive finance market is one where the old saying “no news is good news” continues to remain true. While there aren’t significant changes in the numbers quarter over quarter, this signals that the market is at a good place in its cycle. To learn more about the State of the Automotive Finance Market report, or to watch the webinar, click here.


