E Households -- Upscale "Downer" 

PRODUCT:
Home Equity Loan or Home Equity Line of Credit

OBJECTIVE:
Move Unprofitable E Households to More Profitable HH

TARGET:
Upscale E HHs with no HE Loan or HELOC

STEPS:

1. Find Upscale E HHs less than 55 years old with  no HE Loan or HELOC products

2. Direct Mail HE Loan / HELOC offer

3. Follow-up with phone call from sales staff

4. Close HELOC or HE Loans

Note: Appending Home Ownership to your files will help identify better prospects