The cost per funded loan is a number every mortgage leader is watching closely. As 2026 planning is in full swing, that number tells a clear story: traditional marketing channels are crowded, expensive, and at times producing diminishing returns. The days of casting a wide net and hoping for qualified leads are fading.
That’s the challenge many lenders are facing as they look back on 2025 results and start shaping a stronger, more efficient pipeline for the year ahead. For a long time, most strategies revolved around one thing—lead generation. But chasing consumers who have already raised their hands has become a reactive and costly approach.
So where will the smartest lenders find their next wave of borrowers in 2026? They’ll focus less on lead generation and more on anticipating opportunities before they appear.
The Difference Is in the Data
Traditional lead generation finds people who are already looking. Opportunity anticipation identifies homeowners who are likely to make a move, often before they realize it themselves.
In past years, many lenders used Automated Valuation Models (AVMs) to identify homeowners with high equity. That remains a powerful tactic, but it’s really the starting point. The next step is using that same data at scale—not just to find individual leads, but to forecast and pinpoint entire clusters of opportunity across a market, a portfolio, or an existing customer base.
It’s the difference between searching for a shiny needle in a haystack and knowing exactly where to look – target.
3 Ways to Put Opportunity Anticipation into Practice
- Turn Equity into Actionable Insight
It’s no longer enough to know who has equity. In 2026, the advantage will belong to lenders who can predict behavior. With a marketing-grade AVM, you can analyze your CRM or a target neighborhood to identify homeowners with both high equity and mortgage rates above the current market. Those are ideal HELOC or cash-out refinance prospects and a great starting point for personalized outreach that offers immediate value. - Identify Listing Deserts and Hotspots
Every loan officer wants to be first in line when new listings emerge. Opportunity anticipation helps you get ahead of the curve. By running large-scale valuation analyses, you can identify neighborhoods where home values are appreciating quickly. That insight allows you to focus marketing efforts in areas poised for activity, positioning your brand as a trusted partner before the “For Sale” signs appear. - Stay in Step with the Market
For lenders and investors managing portfolios, reacting to change isn’t enough in today’s world. Anticipating it creates a competitive edge for businesses. The ability to revalue thousands of properties in a short time provides a real-time picture of your collateral, transforming data from static reports into an active tool for identifying risk, uncovering acquisition opportunities, and guiding capital decisions.
The Tool for a Proactive 2026
A forward-looking strategy requires the right technology—something accurate, scalable, and cost-effective enough to use across both strategic planning and underwriting.
That’s where VeroMARK™ and VeroVALUE Portfolio comes in.
Built on the same trusted foundation as VeroVALUE®, VeroMARK™ and VeroVALUE Portfolio are designed for opportunity anticipation. It moves beyond one-off valuations and delivers portfolio-level intelligence that helps lenders plan with precision and act with confidence.
As you finalize your budget for 2026, think about where your marketing dollars are going. Instead of relying solely on traditional lead generation methods, invest in insights that help you reach the right borrowers first.
Ready to build a smarter, opportunity-driven strategy for 2026?
Let’s talk about how Veros can give you the visibility and confidence to stay ahead of the market. Contact us today.
