Without audience targeting are Google Ads Dead? Think again…
Early this month Google announced new restrictions for targeting specific audiences. The restrictions apply to content related to housing, employment, credit, and those who are disproportionately affected by societal biases. The news of these restrictions created quite a stir among industry brokers and lenders who heavily rely upon targeted Google ad campaigns. All which may have you asking if these changes will kill future reverse mortgage advertising on the world’s most popular search engine. In just a moment we’ll hear from our online SEO expert Josh Johnson to find out.
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Google’s restrictions are not necessarily novel nor unexpected. It was just over two years ago Facebook faced scrutiny from federal regulators for allowing those offering credit or housing finance to restrict ad audiences by race or religion among other questionable metrics that would violate HUD’s fair housing rules. An investigation by ProPublica broke this news in October 2016. It was nearly two years later in August 2018 that HUD filed a formal complaint against the social media giant for discriminatory advertising practices. Seven months after HUD’s complaint Facebook announced sweeping changes. Both Facebook and later Google, took a blunt approach much to the chagrin of lenders and service providers.
What ad filters are going away? In its official release Google revealed, “credit products or services can no longer be targeted to audiences based on gender, age, parental status, marital status, or ZIP code.”
Is this the end of Google ads for reverse mortgages? To answer that question I reached out to Josh Johnson who heads up Reverse Focus’ Online Dominance SEO program and Google marketing. Here’s his explanation.
Here’s what makes Google unique from other platforms and why reverse mortgage Google ads will continue to reach the intended audience.
To summarize, older homeowners are intentionally seeking out reverse mortgage information on Google which means, yes-your ads will be seen by your target audience, even though you can no longer target specific age groups.
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Older homeowners are sitting on a goldmine
It’s not boom or doom when it comes to the housing market. While Americans are getting priced out of the housing market millions of savvy older homeowners are sitting on a goldmine. Not just a motherlode of equity but a potential source of cash flow that could be mined to help temper the impacts of inflation and as a hedge against financial shocks.
Low interest rates and government stimulus are akin to the 19th-century expansion of the railroads that helped create boomtowns. While the property values surged in such an environment history has taught us such ideal conditions are transitory.
Last spring as the Covid-19 emerged began HECM application activity as measured by case number assignments began to surge. While one could argue such an expansion shows more homeowners are seeking to tap into their record home values the data doesn’t support such a conclusion. Case numbers for
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HECM-to-HECM refinances account for 43% of all HECM case numbers recorded in June. While existing HECM borrower’s decision to harvest more of their home’s value is certainly legitimate it doesn’t expand our market footprint.
However, some lenders are seeing an increase in overall HECM application volume. “While we have done some rather successful refinance campaigns this year, it hasn’t been our primary focus. Our overall applications per loan officer are the highest we’ve seen in our company history and that includes higher than normal refinance applications”, AAG senior vice president of retails sales at AAG told Reverse Mortgage Daily.
Despite the prevalence of refinances, some lenders are seeing an overall increase in reverse mortgages from first-time borrowers. Scott Harmes, C2 Reverse National Manager told RMD the bulk of their business is from new borrowers. “We’re getting anecdotal refinance business, but the bulk of our business is in new borrowers”, said Harmes. Other lenders like High Tech Lending and Open Mortgage reaffirmed to RMD the importance of having a mix of both new and existing borrower applications.
So what could dampen the gold rush of home values? An interest rate hike by the Federal Reserve is one. On August 9th Reuters reported two Federal Reserve officials who said that the U.S. economy is growing rapidly and that while the labor market still has room for improvement, inflation is already at a level that could satisfy one leg of a key test for the beginning of interest rate hikes. The Fed estimate of 3.5% annual inflation exceeds the central bank’s inflation target of two percent. Should inflation surge the Fed could find itself painted into a corner to use their primary tool to slow inflation.
An imminent rate hike? No. But a move toward a serious discussion to do so? Yes. What’s more likely is a tapering of the Fed’s bond purchasing, which we reported on last week. The Federal Reserve isn’t the only one showing reluctance. Potential homebuyers are increasingly choosing to stand on the sidelines and save their cash being unwilling to purchase a home in an artificially inflated market. This certainly won’t push home values down quickly but it certainly may dampen the growth of home appreciation.
In the meantime, older homeowners may want to cash in on part of their claim and transform some of their home’s value into cold hard cash.
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Saying the pledge of allegiance to the American flag does not make everyone a “loyal” American. It is no different when we hear that so and so is for HECM penetration into the senior market for those who do not have reverse mortgages. Let us look at the breakdown that HUD provides on HECM CNAs (Case Number Assignments).
Using HUD’s latest posted data on HECM CNAs (June 2021), HECM Refi CNAs for the twelve month period ended June 30, 2021 are up 16,908 over the HECM Refi CNA count for the 12 month period which ended June 30, 2020. Comparing the total Traditional HECM CNAs for the same two periods, Traditional HECM CNAs are down 4,303. Total H4P CNAs are about unchanged when comparing the same two time periods. Total HECM CNAs in the two same time periods are up just 11,781.
Look at any time period of 12 months or less that end in November 2020 through June 30, 2021 and the story is the same for CNAs. The increase in total volume is up but the increase in HECM Refi volume is up even more.
So if everyone is taking the HECM penetration pledge, who is accounting for the loss in Traditional HECM CNA volume? Who are the “traitors?”
What is “anecdotal refinance business?” Anecdotal is defined by Google as follows:
adjective
(of an account) not necessarily true or reliable, because based on personal accounts rather than facts or research.
“while there was much anecdotal evidence there was little hard fact”
There is plenty of hard facts on a national level as posted by HUD in its monthly FHA Production Reports.