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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The number of HELOC of Home Equity Line of Credit loans originated surged 41% from the second quarter of 2021 to the second quarter of this year according to a report from TransUnion. While year-to-year comparisons provide insight the surge in home values that peaked in June for most markets must be considered. Also, interest rates remained at historic lows during the same time period. Earlier this month the average rate for a HELOC jumped up 1.38% from late July due to the Federal Reserve increasing its short-term interest rates.
Despite the headwinds of softening home values and rising rates, several lenders have expanded their product portfolio to include home equity loans according to an August 1st column in Housing Wire. New entrants into the HELOC market include…
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Rocket Mortgage, the nation’s largest lender. Loan Depot announced its plans to launch an all-digital HELOC in the fourth quarter of 2022. With the purchase and cash-out refinance volume tanking lenders are moving quickly to find new sources of revenue, and HELOCs appears to be the popular choice.
However, the future of HELOC originations is tenuous at best. Month-to-month housing market data shows home values are dropping on average by 13.5% in a number of markets and Fortune report that housing inventory has spiked by 100% in 137 regional housing markets. Consequently, despite the present bullish outlook, HELOCs may not be an option for most homeowners by the end of this year. Nevertheless, one thing is clear. Homeowner interest in extracting home equity is on the rise.
The question remains as to how strong the desire to extract home equity is among age-eligible potential reverse mortgage borrowers. The opportunity is certainly there. “I think it speaks to consumer interest in using home equity for their cash flow across the age spectrum as it continues to be the largest source of potential funds for most households,” said John Lunde, president of Reverse Market Insight in a recent Reverse Mortgage Daily column. Yet, reluctance among older homeowners to tap into their equity is strong.
Finance of America’s Home Equity Survey taken in early June found that 94% of homeowners born between the years 1928 and 1945 resisted the idea of tapping into home equity. And 89% of Baby Boomers born between 1946 and 1964 said they were unlikely to consider any home equity product. FAR’s survey concluded that 90% of respondents across all age groups expected their financial advisor would recommend tapping home equity if it was appropriate.
“While the reverse industry, by and large, has focused our efforts on educating folks on the benefits of reverse mortgages in recent years, there is far more education needed,” said Steven Sless, who heads the reverse mortgage division at Primary Residential Mortgage in Reverse Mortgage Daily. “Particularly to those in the financial services industries and even to local bankers who are finding themselves talking to more potential reverse mortgage candidates but often do not offer reverse mortgage products.”
In the final analysis, while HELOC availability is likely to fall off as the housing market continues to reset, HECM reverse mortgage loans will remain regardless. Where investors and lending institutions may choose to suspend HELOCs older homeowners will find Home Equity Conversion Mortgages as the more flexible choice that continues to offer favorable terms with no required principal and interest payments, and especially no payment shock found in HELOCs at the end of the draw period. Also, unlike a HELOC the HECM’s line of credit cannot be frozen or suspended when home values fall.
HELOCs may be the popular choice for many homeowners but it’s a vulnerable choice considering the loan’s vulnerability to a volatile housing market.
Additional reading:
[Reverse Mortgage Daily] What does a HELOC resurgence mean for reverse mortgages?
[HousingWire] HELOCs are now “raging back”
{Next Advisor] Half of Mortgaged Homes Are ‘Equity-Rich,’ But Borrowing With a HELOC Just Got More Expensive
[HousingWire] Rocket gets into the home equity game, joining rival nonbanks
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