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.
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…