Borrower and community analysis
See the households behind the loans.
Lending activity tells you what happened. Community data tells you who lives there, what they earn, how they own, and who is moving in. Put the two side by side at the census-tract level and the gaps between demand and origination become visible, tract by tract.
HMDAVision and CensusVision, together. Any state, county, ZIP or census tract.
Homeownership by census tract · sample county
Illustrative rendering. In CensusVision the map is interactive down to the neighborhood level, with lending activity from HMDAVision layered on the same geography.
Two lenses, one geography
Loan data alone shows you half the market.
Every lender sees originations. Few see them next to the households those originations came from. The pairing is what turns a lending report into a market understanding.
What was originated
Loan-level mortgage activity: products, pricing, applicants, outcomes and lender shares, from the nation down to the census tract. This is the lending layer.
Who lives there
Households, incomes, ages, homeownership, movers and multigenerational living, down to the neighborhood. Statistical records for 335 million people and 131 million households. This is the demand layer.
Where the two layers diverge is where the opportunity sits: tracts full of qualifying households that few lenders are serving, and segments growing faster than anyone’s pipeline reflects.
Demand next to lending
Where households and loans diverge.
Put a segment’s share of households next to its share of loans and the gaps name themselves. Three examples from a sample market.
Share of households vs. share of loans · sample county
9%
6%
17%
Sample data for illustration. In Polygon Vision the comparison runs on your market’s actual figures, for any segment and any geography.
The layers underneath
Built on the public record, at full depth.
Both layers come from public data, modeled to the same geographies so they can be analyzed together.
What the analysis answers
Questions that take minutes, not a research project.
Each of these is a filter and a view in Polygon Vision, answerable for any geography you serve.
Which areas have the highest homeownership potential?
Homeownership rates, household counts, incomes and household size by area, next to current lending volume.
Should we build for multigenerational buyers?
The size and five-year growth of multigenerational households in your market, and whether anyone is serving them.
Is there a home equity opportunity here?
The prevalence of homeowners with second mortgages by area, cross-referenced with lending activity.
Which segments are underrepresented in our pipeline?
Your origination mix against the market and against the households actually living in your footprint.
Who is moving in, and from where?
Mover counts and demographics by area, the earliest signal of tomorrow’s purchase demand.
What should our MLOs tell their agent partners?
Property values, buyer ages and financing patterns by ZIP, packaged as intelligence an agent actually wants.
POLYGON RESEARCH
MARKETING
WORKBOOK
The companion workbook
Turn the analysis into a marketing strategy.
The Mortgage Marketing Workbook walks the full path from market analysis to campaign: the 5C’s framework applied to mortgage lending, segmentation that stays inside fair lending rules, and task-by-task checklists that name the exact dashboard and view for each question.
5C’s market analysis checklists, tool by tool
Segmentation, targeting and positioning for loan products
A worked refinance opportunity use case with real thresholds
A break-even refinance calculator in Excel
Common questions
Borrower and community analysis, briefly.
Why use Census data with HMDA?
HMDA describes lending activity; Census data describes the households that activity comes from. Lending data alone cannot tell you whether a quiet tract is quiet because demand is absent or because lenders are absent. The household layer resolves that question, which is the difference between walking away from a market and winning it.
Can this analysis identify individual borrowers?
No. Both layers are aggregated and anonymized public data, analyzed at the geographic and community level. The analysis describes tracts, ZIP codes and segments, never individuals, and contains no consumer information.
Is borrower and community analysis the same as fair lending review?
They share data and reinforce each other, but the purpose differs. Fair lending review examines outcomes for compliance. Borrower and community analysis examines demand for strategy. Run together, they align growth with compliance: the underserved segments a fair lending review surfaces are often the same segments a growth analysis identifies as opportunity.
Turn local insight into a campaign your team can use.
Choose an audience, understand its market and give MLOs, partners and leadership a shared local plan.