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.
Why HELOCs will disappear…again
It was just two short years ago that several major banks stopped offering HELOCs or home equity lines of credit. Wells Fargo and JP Morgan Chase were the most notable lenders who cited an uncertain economy in the early days of the Covid-19 pandemic as the rationale for hitting the pause button on home equity loans. While the pandemic may be behind us we may see HELOC lending suspended again.
Today banks remain wary of the risks of home equity loans, especially those that are in a second-lien position which exposes them to the increased risk of loss should their borrowers suffer a financial setback that makes repayment impractical or impossible. The previous curtailment of HELOC lending has been a minor inconvenience with most opting instead for cash-out refinances. However, with mortgage rates two percentage points higher than they were a year ago, cash-out refis are no longer practical.
Suspended HELOCs
Even homeowners who’ve already secured a HELOC are at risk of…
3 comments
Shannon,
Very valuable information, good job, this is very important, especially for the reverse mortgage industry.
Thanks for the broadcast,
John A. Smaldone
Shannon,
Why do so many seniors keep exposing themselves to potential cash flow problems by originating or refinancing mortgages that require monthly payments of interest and principal. Some even require require monthly payments of PMI or MIP as well.
Cash outflow can be a cruel and ruthless tyrant in retirement.
Great subject matter!
Thank you Cynic.