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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7 takeaways from FHA’s report to Congress
Each November our industry eagerly awaits the release of FHA’s Annual Report to Congress on the status of FHA’s Mutual Mortgage Insurance Fund, and more specifically, the HECM’s performance. Today we will look at seven key takeaways from that report.
First- Over half of all HECMs were originated in 10 states.
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California is truly the golden state when it comes to HECM originations ranking in first place for all federally-insured reverse mortgages since 2009. According to the Independent Actuarial Review for Fiscal Year 2021, over half of all originations came from the following states: California, Florida, Arizona, Colorado, Texas, Washington, Utah, Oregon, New York, and Nevada. Today, these states account for 71% or nearly three-quarters of all HECM origination volume.
Second, Maximum claim amounts surged with home values. A surging housing market amid the pandemic boosted HECM Maximum Claim Amounts to a staggering average MCA of $433,870, up from $389,378 in 2020. The geographical concentration of maximum claim amounts means that the future performance of the HECM and its economic value will be heavily dependent on home price appreciation or depreciation in a handful of states which include California, Florida, Texas, Pennsylvania, and New York.
Third- The real estate market is king. When it comes to the HECM’s capital ratio inside FHA’s Mutual Mortgage Insurance Fund the impact of home prices significantly outweighs other factors. In fact, the MMIF capital ratio is three times more sensitive to a mere one-percent decrease of home price appreciation than a one-percent decrease in interest rates.
Fourth- A backlog of mortgage forbearances remains. Foreclosure moratoriums have been extended repeatedly since the beginning of the pandemic. While many borrowers have come out of forbearance there is still a sizable cohort of loans that could emerge from forbearance in the next six months which could strain the capacity of FHA and negatively impact the overall MMI Fund.
Fifth- Both the forward and HECM program’s capital ratios have dramatically improved. Since 2017 the forward stand-alone capital ratio inside FHA’s MMI Fund has doubled to a positive 7.99 percent. The HECM portion dug itself out from a negative 18.30 percent in 2017 to a positive 6.08 percent The improvement of the overall FHA capital ratio to 8.03%, which is well above the Congressionally-mandated 2% threshold, has led to renewed calls to reduce FHA insurance premiums for first-time homebuyers.
Sixth- Problematic HECMs originated between 2009-2013 are dwindling. The popularity of fixed-rate full draw HECM loans in the years following the housing crash of 2008 were problematic increasing assignments and payouts from FHA’s insurance fund. The good news is that cohort of vintage loans has decreased significantly.
Seventh- Type 1 insurance claims where HECM properties were sold at a loss have steadily dropped since 2015. In addition, low interest rates are slowing Type 2 claims which are for the assignment of HECM loans that have reached 98 percent of their original maximum claim amount.
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