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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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…
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losing access to their home’s equity. On its website, Chase explains the basics of a HELOC suspension. “You will not be able to draw additional funds from your home equity line of credit if it’s suspended. Suspended accounts must be reviewed for reinstatement of your credit line.” While many suspensions are made based the individual borrower’s change in financial circ*mstances, the blanket freezing of credit lines can be enacted by the bank as they see fit.
Why HELOCs will disappear. History has taught us HELOCs can and will disappear and those who’ve already secured one are likely to see their credit line suspended. During the 2008 housing crash banks froze existing HELOC and personal lines of credit and ceased offering home equity loans. It’s not rocket science. Bank’s equity position was no longer secure, in fact, in most cases, it was gone as home values tanked.
The forces shaping today’s housing market
While a nationwide crash in housing values is unlikely we are seeing the early warning signal of home value declines in several markets. Sellers are beginning to show desperation and are slashing their prices. This trend is likely to spread to other metros increasing the pace of reduced asking prices and subsequently softening the housing market in specific regions.
Here are median listing price cuts for 15 metropolitan areas with San Jose leading the pack with the highest median drop in home asking prices. Not surprising considering the median home value in San Jose today is one-point-three million dollars. Next are Honolulu Hawaii, San Francisco, Los Angeles, and San Diego, California.
More home sellers are dropping their prices the most in New York with the increase in home price reductions increasing by $28,000. You can check out your market or those shown here and you’ll likely see price reductions in the attempt to attract buyers who are struggling with higher interest rates and a lack of affordability.
The good news is older homeowners with substantial home equity may qualify for a line of credit in the federally-insured reverse mortgage, or HECM- Home Equity Conversion Mortgage. Unlike a traditional HELOC, the credit line cannot be reduced when home values drop or even if home values fall. Even better, the unused portion of the line of credit grows each month increasing the homeowner’s future borrowing power. Also, unlike the federally-insured reverse mortgages, HELOCs borrowers face the risk of payment shock. During the initial HELOC draw period, only interest-only payments are required, however, after the draw period monthly principal and interest payments are required for a term set by the lender, typically 10-20 years. Certainly, the overall loan costs of a reverse mortgage are substantially higher than a HELOC, but homeowners seeking the flexibility of making reduced or no monthly payments and having a secure growing line of credit may be willing to pay the price of entry.
Older homeowners who choose to get a HELOC could be in for an unpleasant surprise if market conditions lead to their credit line being frozen. Consequently, the HECM deserves serious consideration for those seeking the ability to tap into their home’s equity today, tomorrow, and in the years to come.
Resources:
Chase HELOC Suspensions:Understanding suspended HELOC accounts
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