Industry discussion highlights how lenders can adapt to the Home Buyers Privacy Protection Act by strengthening borrower relationships, improving marketing strategies, and reducing operational costs.
As the Home Buyers Privacy Protection Act takes effect and reshapes how lenders access borrower information, mortgage industry leaders are reevaluating their marketing strategies and customer engagement models.
In a recent MBA Asks the Expert video, Katharine Loveland, SVP and General Manager of Volly, joined Mortgage Bankers Association Vice President of Communications Adam DeSanctis to discuss the impact of the new trigger leads legislation and what it means for lenders navigating today’s competitive mortgage landscape.
The legislation, which took effect in early March, limits how lenders can access trigger lead data and emphasizes borrower privacy protections. As a result, lenders must increasingly rely on trusted relationships, strong brand engagement, and proactive marketing strategies rather than reactive outreach driven by credit bureau alerts.
According to Loveland, the shift represents a fundamental change in how lenders generate and sustain business.
Rather than relying on volume-based marketing tactics, lenders must focus on building long-term borrower relationships, engaging customers earlier in the mortgage lifecycle, and maintaining consistent communication across multiple channels.
During the discussion, Loveland outlines how Volly, a member of the Williston Financial Group family of companies, helps lenders succeed in this new environment through:
- Advanced analytics that identify borrower readiness signals within CRM data
- Automated, personalized marketing campaigns delivered at the right time
- Long-term engagement strategies designed to nurture borrower relationships over several years
- Co-branded marketing tools that strengthen collaboration between lenders and real estate partners
Loveland also highlights how WFG Enterprise Solutions supports lenders beyond marketing by integrating Volly’s marketing automation platform, Valutrust’s valuation services, and WFG Lender Services’ title and closing solutions into a coordinated ecosystem designed to streamline the mortgage lifecycle.
By applying practical AI and intelligent process improvements, WFG Enterprise Solutions helps lenders reduce operational costs, increase efficiency, and deliver a better borrower experience, strengthening customer loyalty and referral relationships.
Watch the full MBA Asks the Expert video here. https://youtu.be/B03fO5Cqzus?si=0yi1ImMBe-GGzb4S
