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71 71 propensity to be interested. Besides generating more qualified leads as well as up- and cross- sell opportunities, messaging relevancy to the homeowner's mortgage situation also strengthens customers engagement throughout the mortgage servicing journey. Lenders can deepen the relationship they have with their customers by showing them all the opportunities they have to advance their financial situation and maximize the ownership of their home with their servicer. On the homeowner side, consumer marketplaces are increasing in popularity. ey target very specific, loan-based ads by leveraging supplemental data obtained from consumers about their financial objectives. For example, a customer might indicate that within the next number of years, they are planning to move, purchase a car, renovate a home, seek better homeowners' insurance, shop for solar panels, or send children to college. It's in those major life moments where there are large financial goals that cause customers to consider tapping into the equity of their home or learning what the financial institution who owns their loan may offer. Again, it's about deepening and broadening the relationship that clients have with their customers. Personal financial data drives the offer that, in turn, drives the relationship. e more customers' objectives can be catered to by a financial institution, the more they will feel like they have a partner in the financial asset management process. After all, their home is the largest investment they will likely make in their lifetime. And through these marketplaces, lenders and servicers can demonstrate that they fully understand that financial commitment. THE TECHNOLOGY-DRIVEN SERVICER WILL LEAD DURING ECONOMIC SHIFTS COVID-19 forbearance and the administration of the CARES Act caused servicers to either sink or swim—there was no middle ground. e process was strenuous and required an immense amount of teamwork between the servicers, as well as with government entities like the Consumer Financial Protection Bureau (CFPB). e servicers that swam were able to track where loans were and how the regulatory changes impacted them, greatly reducing risk while assisting customers through a significant life event of uncertainty. Visibility into a system was necessary to understand exactly where loans were and how they were performing to be able to move quickly. What was standard for years had been completely disrupted. Simply put, when things are changing so much and so quickly, servicers that don't have automation and data will not be able to ebb and flow fast enough. e future is now. Data-driven technology is here. Harnessing it to provide the single source of truth, employee empowerment, and collaboration through transparency will advance outcomes across the mortgage servicing spectrum. Jerry McCoy is SVP of Performance Management at LoanCare. In this role, McCoy provides strategic direction for transforming performance reporting, portfolio insights, and capabilities in data analytics. McCoy has over 25 years' experience in developing data-driven solutions for the financial services industry. Previously, McCoy held leadership positions with Nationstar Mortgage, JPMorgan Chase, and Fannie Mae. The future is now. Data-driven technology is here. Harnessing it to provide the single source of truth, employee empowerment, and collaboration through transparency will advance outcomes across the mortgage servicing spectrum.