MOUNDS VIEWS, Minn. – Last month, Texans passed a constitutional amendment that, among its provisions, authorizes home equity lines of credit. Now Liberty Marketing Services wants to help credit unions take competitive advantage of the reform measure. The company, a division of Liberty Enterprises, has developed a Market Assessment and Action kit that allows credit unions to quickly pinpoint the HELOC market potential in their region, communicate with members by direct mail, educate members about the HELOC product, and target specific members and prospects based on credit and tax-record data. The Market Assessment and Action Kit includes a: member approval list; site analysis; direct mail campaign; point-of-sale features; opportunity management report; HELOC educational material; and home value data pack. "Passage of Proposition 16 will put intense pressure on financial institutions to get to market quickly with their HELOC offerings to capture market share. Financial institutions that are best prepared to quickly and effectively market their HELOC offerings stand the best chance of success," said Liberty Marketing Services' Tony Rizzo, director of sales and marketing.

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