HECM Refis: Are they Peaking?

by Shannon HicksJuly 12, 2021July 9, 2021

<span data-mce-type="bookmark" style="display: inline-block; width: 0px; overflow: hidden; line-height: 0;" class="mce_SELRES_start"></span><span data-mce-type="bookmark" style="display: inline-block; width: 0px; overflow: hidden; line-height: 0;" class="mce_SELRES_start"></span><span data-mce-type="bookmark" style="display: inline-block; width: 0px; overflow: hidden; line-height: 0;" class="mce_SELRES_start"></span><span data-mce-type="bookmark" style="display: inline-block; width: 0px; overflow: hidden; line-height: 0;" class="mce_SELRES_start"></span><span data-mce-type="bookmark" style="display: inline-block; width: 0px; overflow: hidden; line-height: 0;" class="mce_SELRES_start"></span><span data-mce-type="bookmark" style="display: inline-block; width: 0px; overflow: hidden; line-height: 0;" class="mce_SELRES_start"></span></p> <h2 class="p1"><span data-mce-type="bookmark" style="display: inline-block; width: 0px; overflow: hidden; line-height: 0;" class="mce_SELRES_start"></span>Without audience targeting are Google Ads Dead? Think again…</h2> <p class="p1"><span class="s1">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.<span class="Apple-converted-space"> </span>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.<br /> </span></p> <p class="p1"><span><a onclick="read_toggle(348545357, 'Read More', 'Read Less'); return false;" class="read-link" id="readlink348545357" style="readlink" href="#">Read More</a></span> <div class="read_div" id="read348545357" style="display: none;"></p> <p class="p1"><span class="s1">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.</span></p> <p class="p1"><span class="s1">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.” </span></p> <p class="p1"><span class="s1">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.</span></p> <p class="p1"><span class="s1">Here’s what makes Google unique from other platforms and why reverse mortgage Google ads will continue to reach the intended audience. </span></p> <p class="p1"><span class="s1">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.<br /> </span></p> <p><img class="wp-image-21372 alignnone" src="https://hecmworld.com/reverse-mortgage-news/wp-content/uploads/2020/09/In-post-pix.004-300x169.jpeg" alt="" width="691" height="389" srcset="https://hecmworld.com/reverse-mortgage-news/wp-content/uploads/2020/09/In-post-pix.004-300x169.jpeg 300w, https://hecmworld.com/reverse-mortgage-news/wp-content/uploads/2020/09/In-post-pix.004-768x432.jpeg 768w, https://hecmworld.com/reverse-mortgage-news/wp-content/uploads/2020/09/In-post-pix.004-1024x576.jpeg 1024w, https://hecmworld.com/reverse-mortgage-news/wp-content/uploads/2020/09/In-post-pix.004-960x540.jpeg 960w, https://hecmworld.com/reverse-mortgage-news/wp-content/uploads/2020/09/In-post-pix.004-711x400.jpeg 711w, https://hecmworld.com/reverse-mortgage-news/wp-content/uploads/2020/09/In-post-pix.004-585x329.jpeg 585w" sizes="(max-width: 691px) 100vw, 691px" /><img class="alignnone wp-image-21373" src="https://hecmworld.com/reverse-mortgage-news/wp-content/uploads/2020/09/In-post-pix.001-1024x576.jpeg" alt="" width="681" height="383" srcset="https://hecmworld.com/reverse-mortgage-news/wp-content/uploads/2020/09/In-post-pix.001-1024x576.jpeg 1024w, https://hecmworld.com/reverse-mortgage-news/wp-content/uploads/2020/09/In-post-pix.001-300x169.jpeg 300w, https://hecmworld.com/reverse-mortgage-news/wp-content/uploads/2020/09/In-post-pix.001-768x432.jpeg 768w, https://hecmworld.com/reverse-mortgage-news/wp-content/uploads/2020/09/In-post-pix.001-960x540.jpeg 960w, https://hecmworld.com/reverse-mortgage-news/wp-content/uploads/2020/09/In-post-pix.001-711x400.jpeg 711w, https://hecmworld.com/reverse-mortgage-news/wp-content/uploads/2020/09/In-post-pix.001-585x329.jpeg 585w" sizes="(max-width: 681px) 100vw, 681px" /></p> <p><img class="alignright size-large wp-image-21374" src="https://hecmworld.com/reverse-mortgage-news/wp-content/uploads/2020/09/In-post-pix.002-1024x576.jpeg" alt="" width="1024" height="576" srcset="https://hecmworld.com/reverse-mortgage-news/wp-content/uploads/2020/09/In-post-pix.002-1024x576.jpeg 1024w, https://hecmworld.com/reverse-mortgage-news/wp-content/uploads/2020/09/In-post-pix.002-300x169.jpeg 300w, https://hecmworld.com/reverse-mortgage-news/wp-content/uploads/2020/09/In-post-pix.002-768x432.jpeg 768w, https://hecmworld.com/reverse-mortgage-news/wp-content/uploads/2020/09/In-post-pix.002-960x540.jpeg 960w, https://hecmworld.com/reverse-mortgage-news/wp-content/uploads/2020/09/In-post-pix.002-711x400.jpeg 711w, https://hecmworld.com/reverse-mortgage-news/wp-content/uploads/2020/09/In-post-pix.002-585x329.jpeg 585w" sizes="(max-width: 1024px) 100vw, 1024px" /> <img class="alignright size-large wp-image-21375" src="https://hecmworld.com/reverse-mortgage-news/wp-content/uploads/2020/09/In-post-pix.003-1024x576.jpeg" alt="" width="1024" height="576" srcset="https://hecmworld.com/reverse-mortgage-news/wp-content/uploads/2020/09/In-post-pix.003-1024x576.jpeg 1024w, https://hecmworld.com/reverse-mortgage-news/wp-content/uploads/2020/09/In-post-pix.003-300x169.jpeg 300w, https://hecmworld.com/reverse-mortgage-news/wp-content/uploads/2020/09/In-post-pix.003-768x432.jpeg 768w, https://hecmworld.com/reverse-mortgage-news/wp-content/uploads/2020/09/In-post-pix.003-960x540.jpeg 960w, https://hecmworld.com/reverse-mortgage-news/wp-content/uploads/2020/09/In-post-pix.003-711x400.jpeg 711w, https://hecmworld.com/reverse-mortgage-news/wp-content/uploads/2020/09/In-post-pix.003-585x329.jpeg 585w" sizes="(max-width: 1024px) 100vw, 1024px" /></p> <p class="p1"></div> <p> </p> <p><span data-mce-type="bookmark" style="display: inline-block; width: 0px; overflow: hidden; line-height: 0;" class="mce_SELRES_start"></span><br />

Your News Roundup for July 12th

Shannon Hicks

Shannon Hicks - Shannon is the President of Reverse Focus, Inc. He draws from his experience as a reverse mortgage originator and prior work in the financial services industry. Shannon has been covering reverse mortgage news stories since 2008 when he began podcasting and in 2010 with weekly video updates. He has spoken nationally at industry events and is host of the nation’s only weekly podcast for reverse mortgage professionals “Reverse Focus Weekly”. For more information, call 1.800-805-9328 x 3-3 or visit www.ReverseFocus.com .

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