A nonpartisan group is asking Congress to issue another round of $1,400 stimulus checks, and this time the payments would go just to older Americans.
Continue readingA Housing Bubble or Cool-Down?
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 government-sponsored loan that’s ignored
The appeal and eligibility of reverse mortgages for older homeowners are largely driven by home values and interest rates. And there are signs that the housing market may be beginning to falter. First new home sales rose in June and July but that’s only the second increase in the last six months. Second, new home sales have steadily fallen since March with only a modest increase in July. Third, housing inventory began steadily increasing this spring, a trend that’s expected to continue now that the eviction bans have ended. Keep in mind evictions and sales of rental properties will lag several months as landlords step through the arduous eviction process so don’t expect an immediate surge for several months.
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What we are witnessing is an artificially inflated housing market spurred by slashing interest rates and government stimulus. The question is how long can this continue? After all, today’s low interest rates that have skyrocketed a homebuyer’s purchasing power are unlikely to go lower. So what happens when banks can foreclose, landlords can sell rentals, and banks increasingly tighten credit and strengthen their cash positions. Truth be told, this ‘irrational exuberance’ to quote Alan Greenspan will be paid for. So are we in a housing bubble or simply a boom in prices? Core Logic’s Chief Economist Frank Nothaft expects a boom rather than a bubble. Nothaft says I don’t expect we’re going to see a housing price crash. I don’t think we’re in a bubble.”
What would sustain today’s record home values? Continued constraints in housing supply, and continued low interest rates. What could trigger a housing bubble? CNBC real estate correspondent Diana Olick says “you need a catastrophic economic event to make a housing bubble pop. You can definitely have a pullback in the heat in the housing market. But to really have that market crash there needs to be that event”. In 2008 that catastrophic event was the failure of investment banks and investment losses from subprime-related investments to name a few.
So barring any sudden economic crisis or a sudden several of the Federal Reserve’s interest rate and inflation strategy we’re more likely to see the housing market cool down. And truth be told that would be the ideal outcome with far less damaging consequences for homeowners and the U.S. economy.
Certainly, evictions and foreclosures will increase overall inventory but not enough to offset a decade of lackluster new home construction. This is good news for reverse mortgage professionals and their future borrowers. Elevated home values and low rates will provide increased borrowing power allowing many homeowners to retire their existing mortgage and perhaps secure a line of credit for these most uncertain times.
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Fact-checking Dave Ramsey’s RM Claims
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EPISODE #686
Fact-Checking Dave Ramsey’s reverse mortgage claims.
Fairway Independent Mortgage’s Harlan Accola corrects several statements syndicated radio host Dave Ramsey has made about reverse mortgages. Here are just a few…
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The Reverse Mortgage PARADOX
Despite being a government-sponsored and supervised loan reverse mortgages are rarely mentioned by housing agencies when discussing senior housing insecurity, foreclosure risks, and quality of life. It’s the reverse mortgage paradox.
Continue readingThe 10 Most Overvalued Cities in the U.S.
These are the ten cities with the most over valued housing markets…
Continue readingOriginators speak out on the HECM for Purchase
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EPISODE #684
Originators speak out on the HECM for Purchase
Just how is the HECM for Purchase performing? That’s a question that RMD addressed last week sharing the perspectives of several industry lenders.
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Reverse Market Insight’s Market Minute
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The housing boom could be losing steam
Nearly 1 Million Older Homeowners Face Foreclosure
As of July 2021, 682,400 homeowners 65 and older were behind on their mortgage payments.
Continue readingThe Wild West Housing Market
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.
Continue readingHouse rich- Cash Poor. Should I get a reverse mortgage?
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EPISODE #683
Should I stay or should I go?
A 69-year-old unemployed nurse wrote a financial columnist, “I need cash. Should I try a reverse mortgage or just move?” Here’s the response…
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NRMLA’s Annual Meeting will remain virtual
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Former Live Well CEO blames attorney, seeks acquittal or new trial as sentencing loom
FHA Case Numbers Surge in June
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EPISODE #682
HECM FHA Case #s Surge in June
The FHA Single Family Production report was released late last Thursday. Here are some of the key takeaways from the report…
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Malaysia: Reverse mortgages: a godsend or a millstone?
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Nearly Half of Seniors Expect To Work After Retirement but there’s a better way