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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Repeated reverse mortgage misinformation addressed
Perhaps you’ve seen them on television or heard their advice on the radio. Commentators dispensing financial advice in the most confident manner to millions of Americans seeking solutions. But are they getting honest and accurate advice? What if that advice is simply wrong, misleading, or even worse leaves the audience in a worse standing? Fact-checking the reverse mortgage claims of supposed financial experts is a long-established tradition among reverse mortgage professionals. And it continues to this day. Last week, one well-known industry leader took one of the largest nationally syndicated financial commentators to task. Case in point, the NASDAQ column “Fact-Checking Dave Ramsey’s Reverse Mortgage Claims” by Fairway Independent Mortgage’s Harlan Accola and…
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3 Comments
The dave ramseay article rocks. He is misleading senior homeowners. Keep the facts up and stop the bully (ramsey) from bad mouthing reverse mortgages.
Thank you so much for bringing this out. I did the same on my radio show last Friday by quoting you gust and doing my “rant” around this subject and the statements of your gust. Reminder: my show “The Educated Retirement” is on KMET every Friday at 3:00 P.M.
Thanks so much again, your videos and remarks are always GREAT!
Jay
I agree with Harlan.
We all know the answer to the question of losing title to the home by originating a reverse mortgage BUT a more fundamental issue that we as an industry fall to address is the following: Since title is protected and all reverse mortgages must be nonrecourse by the addition of federal law 15 USC 1602(cc) over 30 years ago, why is it that after the termination of a reverse mortgage do fewer than 10% (which is higher than the actual percentage) of title holders (including heirs) at the time of termination of the reverse mortgage retain title to the home? Is that not, in the vast majority of reverse mortgage originations, the pragmatic end of owning that home when the reverse mortgage is originated? While the law says no, the philosophical, pragmatic,
and logical answer is yes.