Are we working with the right data vendor(s)?

• Are we sourcing ITA lists from multiple vendors to test quality?
• Are we verifying how each vendor sources their data?
• Are we requesting sample records to evaluate data completeness before purchase?

Are we accounting for missing or inaccurate borrower data?

• Are we identifying gaps in key variables (income, LTV, rate, property type)?
• Are we supplementing ITA data with third-party property and income verification sources?
• Are we excluding records with incomplete or unreliable data?

Are we structuring list selection to maximize response rates?

• Are we segmenting lists based on rate sensitivity and loan balance?
• Are we testing different list criteria rather than relying on a single dataset?
• Are we refining list selection based on past response trends?

Are we tracking list performance over multiple campaigns?

• Are we analyzing response rates by vendor, segment, and geography?
• Are we adjusting list selection criteria based on actual application rates?
• Are we running re-engagement campaigns for non-responders?

Are we properly testing modeled ITA lists based on propensity scores?

• Are we comparing propensity-modeled lists against standard bureau-sourced triggers?
• Are we tracking incremental response lift from modeled data?
• Are we validating the accuracy of propensity scoring over multiple campaigns?

Are we setting realistic expectations for response rates?

• Are we using historical benchmarks to set goals?
• Are we adjusting performance metrics based on loan type and borrower profile?
• Are we tracking cost per funded loan (CPFL) instead of just response rate?

Are we optimizing our direct mail creative and messaging?

• Are we using personalized loan offers instead of generic “You May Qualify” messaging?
• Are we A/B testing different CTAs and offer structures?
• Are we making it clear how borrowers can easily apply (QR codes, short URLs, personalized landing pages)?

Are we running multi-touch follow-ups for non-responders?

• Are we using retargeting ads to reach borrowers who didn’t respond?
• Are we layering in call center outreach for high-value segments?
• Are we tracking engagement across multiple mail cycles instead of single drops?

Are we measuring real business impact, not just response rates?

• Are we tracking conversion rates beyond initial inquiries?
• Are we calculating the total cost per funded loan (list cost + mail costs + fulfillment)?
• Are we analyzing how retained ITA borrowers compare to other acquisition sources?

Are we refining our strategy instead of abandoning ITA too soon?

• Are we iterating based on real campaign learnings rather than giving up after a few lists?
• Are we building a structured testing framework instead of treating ITA as a one-off experiment?
• Are we incorporating ITA into a broader direct mail strategy rather than running standalone campaigns?