Marketing to HARP 2.0 leads should generate a high response among responsible homeowners that were unable to have access to today's low interest rates because of LTV requirements. These homeowners have faithfully paid their mortgage payment and haven't had to look far to see other homeowners that were struggling to make their payments, only to modify their loan or get from underneath their home through a short sale. Those frustrated, responsible homeowners have beeen hungry for information on relief, but have been told time and time again that they simply don't qualify for assistance because of LTV restrictions. Enter the HARP 2.0 program which removes the LTV hurdle and the floodgates are opened to these responsible underwater homeowners.
An application that is not funded is a total waste of time and money. It's not enough for mortgage marketers to generate response, but to get a response from QUALIFIED consumers that can survive underwriting. You can spend a lot of money to get in front of homeowners that are interested in refinancing, but have no chance of getting approved. For this reason, traditional marketing lists and "leads" have been costly when at the end of the day, applications go unfunded. Using soft credit data through the credit reporting agencies, you can segment homeowners on precise credit and mortgage attributes, ensuring that an application sails through underwriting and closes quickly.
Who's your niche audience? I'd be happy to do some research in your market.