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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Dan Hultquist Demystifies Reverse Mortgage Occupancy Misconceptions
What are the actual occupancy rules for Home Equity Conversion Mortgages? The answer may surprise you as Dan Hultquist explains.
Contact Dan with your questions
Suggested guidelines for absences from primary residence
5 Comments
Dan Hultquist always provides a wealth of information. Great interview!
Good to know!!
Then there is the dirty laundry of servicing. What percentage of homes with HECM mortgages are occupied by third party renters and generally for how long?
One originator had a hard time reaching some prospects who could really use a HECM Refi by phone and went visiting their homes. He was shocked by how many renters who have been living in the homes he was visiting had unrelated third party tenants. These renters had been in the home for years.
His experience was purely anecdotal but it shows that current HUD policy needs revising as well as the clarity that Dan shared.
HECM endorsements occur approximately four months after closing (on average). Looking at CNAs, it seems as if total monthly HECM endorsements will be dropping by April, if not earlier. Predicted rising interest rates and slowing growth in the appreciation of existing homes may help explain why.
Our industry is still in secular stagnation when it comes to first time HECM borrowers. Remember how reaching out to financial advisers was going to change that trend but facts are facts. When first ttime borrower numbers are in stagnation, it is hard to make the argument that our financial adviser outreach is all that effective.
The non borrowing spouse exceptions Dan mentions ONLY applies to qualified NBSs.