Piggybacking on BoomCat, identify the penetration into your assessment area. If the bank does 2% of all the apps in the AA, they if it significantly less than 2% in any tracts, they would be underrepresented. In some cases like BC mentioned there is a plausible explanation, distance from branches, have to pass by 25 other lenders before they get to you, etc.
Look at composition of the tracts. Investment property multi-family and rental homes are going to be underwritten and marketed differently (you would not be dealing with the people living there. Identify your competition. Quicken, Rocket, BoA, Wells can flood an area with expensive air time, you don't have that luxary.
Integrity. With it, nothing else matters. Without it, nothing else matters.