Case Study: First Merchants Bank Leverages iEmergent to Expand Community Lending Activity into Racially Diverse Markets

Since 1893, First Merchants Bank has provided homebuyers with financial services delivered locally by bankers who are known and trusted within their communities. Though most of its mortgage business is in Central and Northern Indiana, in recent years First Merchants Bank has expanded its footprint into Chicago; Columbus, Ohio; and Southeast Michigan. Strong performance in these newer markets prompted the bank to explore opportunities to share its competitive mortgage products and services to even more of the Midwest.

To inform its growth strategy, First Merchants Bank sought out a market intelligence solution that could help its 14 Community Lending and Development loan originators (LOs) identify and better understand mortgage opportunities in emerging markets.

“As I was shaping my go-to-market strategy, I didn’t just want to know where mortgage opportunities are today. I also needed to be able to forecast where they are going to be and identify top performers in those markets so we could expand confidently and sustainably,” says Senior Vice President and Director of Community Lending and Development Jadira Hoptry. “Mortgage MarketSmart has been an invaluable resource in helping my team find and track the diverse clientele that First Merchants Bank is committed to serving.”

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