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In the fourth quarter, lenders send more direct mail offers for unsecured loan and credit line products than for secured loan and line products, according to a study by market researcher Mintel Comperemedia.

Overall, companies sent approximately 522 million unsecured loan and line mailings to consumers versus 468 million for mortgages and home equity products.

Unsecured loan and credit line products--those which do not require the collateral of a house or automobile--have become much more appealing as the housing market crashes and consumer credit tightens, the study said.

"Many people have already tapped their home equity and they're now struggling with credit card debt," said Farah Huq, senior research analyst, in a statement. "Personal loans and lines of credit are another way for them to get money for daily expenses."

Throughout 2007, mailers cut their total offers for mortgages
and home equity products by 42% from 807 million in the first quarter to 468 million in the fourth quarter.

At the same time, they increased mailings for personal loans and unsecured credit lines by 17% from 447 million in the first quarter to 522 million in the fourth quarter.

"Unsecured loans and lines of credit have become quite valuable to lenders," noted Huq. "Rather than send out mortgage and home equity offers to consumers who can't use them, companies are advertising these products to drive business. They're responding to issues in the marketplace and giving people what they really want and need."