Abstract: A financial institution may determine a first mortgage opportunity for a banking center within a market from market-level data. The market-level data for a market geographical area is obtained for customers originating a first mortgage within a predetermined time period and is typically anonymous while providing a credit score and indicator whether the associated customer is a customer of the financial institution and has conducted a transaction within a predetermined time duration. The market geographical area typically contains a plurality of financial centers for the financial institution. The market-level data is then filtered in order to determine a total mortgage opportunity for the financial institution. From information about the financial centers, the total mortgage opportunity is apportioned among the financial centers in the market. Resources may then be allocated to a financial center based on the estimated mortgage opportunity for the financial center.