Centex Home Equity Uses Database Marketing to Determine the Best Prospects for Its Products By Alicia Orr How does a provider of second mortgages and home equity loans find the right prospects for its products—people who are in need of ready cash but also will have the ability to repay? The answer is: by using smart database marketing to help it cost effectively target prospects most likely to generate profitable home equity loans. That's the strategy Dallas-based Centex Home Equity Corp. has used to enable it to grow despite a tough year for some in the sub-prime home equity lending market. The sub-prime
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