The XBroker: August 2007

The Great Mortgage Correction. A Three Part Series

This is the first post in a three part series that will discuss some key factors that are causing the Great Mortgage Correction, as well as some opinion on what can be done to alleviate some of the pressure on consumers and mortgage professionals.

Part 1.  The Clone Age and Damaging Practices

'The sky is falling!'

~Chicken Little


While it certainly seems this way, the recent activities and news within the mortgage industry were not all that difficult to see coming.  If you were among the 10% in the 90/10 rule of money and power, you would've rolled your money out of real estate and into the stock market when all 'this' was just starting to go down back in February.  Hindsight is 20/10. 

Anyone with a bit of insight and of experienced industry ilk had to know that the days of 2.75% 6-Month LIBOR, 4.125% 5-Year ARM's, and Option ARM's with Interest Only Payments that were more minimal than the Minimum Payment options, were not going to last.  Neither were underwriting standards that were so loose, dead people got loans.  Add enough fat to daily business operations that would clog a six lane freeway, and you’re going to get a mortgage arrhythmia, a silent then suddenly violent cease of activity.
 
As rates plummeted to historic lows, the mortgage industry's labor force swelled like Mecca during the Hajj.  If you were looking for a job or were considering changing jobs, the mortgage industry promised unlimited income potential.  There was so much business at one point that if you had a pulse and could speak clearly, you were hired.  A common scenario had A+ borrowers refinancing from 7.5% down to 5.5%, and still allowed the mortgage jockey to make 2 points on the back and something similar on the front.  4-point loans, or '2 and 2's', were a baseline.  Borrowers were elated with the 2-point drop in rate and never batted an eye at a GFE or the closing statement.  There was no real sales involved, who wouldn't like to drop their monthly payment by $132 per $100,000.  Who didn't like making $4000 per $100,000?  It was the Clone Age; anyone could replicate Top Producers like fruit flies.


At the same time new 'lenders' jumped into the fray, inspired by the relatively new Mortgage Backed Securities market and the Wall Street money that came with it.  Fund managers were looking for someplace to put money in light of the progressing equities 'recession' around 1999-2000.  Bonds were in and entrepreneurs were frothing at the mouth.   The big dogs couldn't process all the business, so shell companies were created to sell more products, and so The Conduit manifested itself as a part of the industry.

Greenpoint is a solid example here.  For the most part all Greenpoint did was establish operation centers that sold CountryWide, Washington Mutual, and GMAC et. al. rates and programs under their name.  They would underwrite the loans according to big brothers criteria, collect a smattering of fees at closing, bundle like loans up into packages and sell 'em to Wall Street for an additional service premium fee .  GreenPoint the conduit was a broker to the brokers and the mortgage industry is/was made up of many of them. 


Damaging Practices

 
Brokers

From ~2000 to 2005 the fertile mortgage market was almost entirely turned over, many people went through with multiple refinances and purchases.  Homes were akin to ATM's.  Consumers were sold and gladly took short term mortgage products that barely squeezd them into qualification.  Cheap rates equalled more house, greed and envy festered, while 'turn and burn' was the philosophy of most brokerages.  As we've moved across the time line, loan officers compensation models graduated from ~30% to 50%-70% of gross revenues in hopes of retaining sales talent in the revolving door employment policy most brokerages dalt with.  Headhunting was common, but the direct economic repercussions this sliding scale had on a businesses P & L were ignored.

The trends of decreasing loan volume, paying out over half of the gross revenue per loan, and trying to maintain the '2 and 2's' that were feasible in a market of rapidly declining rates became an exercise in futility in a sideways, not to mention uptrending market.  When the clones started cutting average commissions back to 1 and 1, brokerages were essentially left trying to float on 30% of 50% of past gross revenues, or 15% adjusted gross minus expenses.   It was a matter of time before many brokerages house of cards imploded.  While attrition is expected in a down market, the pending carve out will be more than a pound of flesh.

 

Conduits

Having personally dealt with conduits, they proved to be little more than inefficient red tape machines.   They were made up of account executives, underwriters, processors, pricing departments, closing departments, and each 'team' had several layers of additional people assigned to a single loan.  It wasn't uncommon to have a dozen people (additional layers of complexity) working on a single loan.  You don't need a dozen people to work on a loan. This heavy overhead (again) created wafer thin margins based on volume, when volume drops, heads roll. 

Conduits were well known for a practice called 'exceptions'.  Exceptions amounted to a bumping up of the interest rate (or cutting pricing) on loans that just didn't quite fit underwriting parameters.  Underwriting parameters became subject to such a high degree of interpretation (you could 'massage' underwriting rather easily), it seemed like every loan mandated some type of exception and thus a bump in rate.  This was very frustrating when you had to go back to your borrower and explain that their rate was now a 1/4 point higher for reasons that made little logical sense, like cutting a certified appraisal by $6,000 for no good reason other than a Realtor drove by the house and that’s what he/she thought the real sales price would be.  On the other hand, if a loan required a 660 credit score and the borrower only had a 652, exceptions were cool.  I'd say that at least half the loans we sent through conduits required some sort of exception.  In any case these exceptions were the first practices to go when the initial tightening of the underwriting screws (that are now sunk below flush) began.
So if half of a mortgage brokerages volume to a conduit required exceptions, and there are now no more exceptions, they lose 50% of a piece of otherwise normal volume (and so does the brokerage).  Granted it may be less or more from brokerage to brokerage, regardless, they lost the capability to do business yet were flush with capacity.  As stated, if you're piping $30M a month, thin margins can be maintained, when your not, doors close.

 

Supply and demand curves can move like a crushing Tsunamic wave, and so today we are at the end of the Clone Age.

Is this such a bad thing?  Yes and no.  Many will say it's all-good, flush the venom away, however, many good people will be forced to leave the industry too.  Robert Ashby wrote an article comparing the mortgage correction to the airline industry, which seems highly plausible.  In this case there won't be a bail out like continuing business in bankruptcy, it's a game of mergers and acquisitions.  The industry is consolidating and The Man is cleaning up (on the) discounted paper.

 

History may not repeat itself, but it sure does rhyme...Twain


Money doesn't disappear, it just changes hands...My Dad

Part Two.  Ideas to Pull The Mortgage Industry Out of The Quagmire...Quicker. 
4 commentsJeff Corbett • August 24 2007 09:46AM

The Psychology of Listings and Rates

Disclaimer:  This has post has nothing to do with web-designers or developer quality. 

Which site would you think gets more traffic and generates more leads (this isn’t an optical illusion)? 

Ugly Betty

Pretty Woman

 

Answer:  Ugly Betty, hands down (you’ll have to trust me, I’ve seen both sites traffic metrics).  Why/ How??  It’s easier to locate Ugly Betty’s listings than Pretty Womans.   I don’t believe this to be by (intelligent) design, which makes the point of this post…it’s all about the listings.  So much so, I’d lay a healthy bet (if I were a betting man) that a blog-site that only had the following text on it’s home page:

 

  AREA OF CHOICE   LISTINGS

 

would out ‘click through’ a site that had: Blog blog blog, beautiful pictures, sexy voice-over videos, or some dude walking out of the margin of the web-browser across your site.  (A wonderful blend of Ugly’s stats and Pretty’s CSS here.)
 

When potential consumers go to the web in search of real estate, they’re looking for listings.  They don’t care who’s providing them, they just want to see them, all of them, and everything about them.  Whoever provides easiest access to listings (on purpose or not) is most likely to get the lead and the client.  Go get a text based listing manager, plug it into your well populated, properly configured blogsite, make it the center of attention, and watch the people stream in on purpose and by accident. 

In my opinion this is why Redfin has maintained through the ‘Another Discount Broker’ smear campaign, where so many others have failed.  This is no small task; they are persevering in an industry that has been almost impenetrable to new business models.  Why?  It’s more than their rebate. 

You are only 2-3 clicks away from listing nirvana, no name or phone number required.  After the initial buzz wears off you find yourself engaged by the fact they’re also willing to rebate you some commission, akin to a sale…everyone loves a deal and most everyone outside the industry thinks Realtors are way overpaid.  Their leads are being converted to clients and no one has even spoken to them yet. 

It’s rather ominous (to the naysayer) that Redfin and ‘Discount Brokerage’ are less and less mentioned in the same sentence and even more so that it’s main detractors are almost solely other real estate professionals.  I actually saw a blog post the other day solely about Redfin losing a listing…one listing.  You could create a whole social network around lost listings for any other broker house, yet Redfin gets tagged for losing one…My dream job would have been to be their Chief of Marketing, but I digress  

Maybe one day soon, more real estate professionals will see this is a highly preferred way of doing business.  Give them listings, appeal to their consumerism, and let them contact us…on purpose or not, it’s (very) simply brilliant.  This company plays in fine tune with the psychology of the status quo; there are lessons to be learned here for those willing to listen. 

 

The same is true in the mortgage industry.  Consumers want rates…rates, rates, rates.   Whoever makes it easiest to find rates, usually gets the lead and the client.  Television demonstrates the power of the rate.  DiTech, CountryWide and every other lender with enough cash to produce a commercial sells a rate.  Never mind that a majority of the people who actually respond to this advertising will never qualify for the advertised rate, they showed a rate.  Mortgage brokers should do the same, give consumers easy easy access to rates, the real rates, true wholesale rates and require little more than an email address in return. 

So whats the psychological play for the mortgage pro?  Pricing.  Show clients pricing, 10 levels deep in both directions if that’s what it takes.  Don’t manipulate the pricing, or you will lose all credibility in this increasingly transparent marketplace.  Professionals say that too much information actually hurts the consumer.  Guess who doesn’t care what you think?  The consumer.  They’re gonna look until they find rate nirvana and there isn’t a thing a mortgage pro can do about it, except adapt
(quickly). 

 

It’s long tail consumerism, a paradigm shift away from the less is more marketing philosophies. 

23 commentsJeff Corbett • August 23 2007 11:32PM

Active Rain Provides International Leads...

I received this awesome lead via my AR email account...I guess it means AR has officially gone international! 

Congrats Jon, Matt, and Caleb!! 

 

OK, I'm off to see how I can send Miss Otama some money... 

 

 

From Miss Merit Otama
Cote d' Ivorie Abidjan
west Africa

Dearest one,

Permit me to inform you of my desire of going into business relationship with you.

I got your contact from a search for a trustworthy person who can help me safe guide this money knowing fully well that my life and future solely depends on this money.

I selected your email among others due to its esteeming nature and the recommendations given to me as a reputable and trustworthy person I can do business with and by their recommendations i must not hesitate to confide in you for this simple and sincerity.

I am Miss Merit Otama, the only daughter of late Mr and Mrs Charity Otama my father was a very wealthy cocoa merchant based in Abidjan, the economic capital of ivory coast before he was poisoned to death by his business associates on one of their outing to discuss on a business.

My mother died when I was 2 years old on the 21st October 1986,my father took me so special because i am motherless. Before the death of my father on 7th November 2005 in a private hospital here in Abidjan, he secretly called me on his bedside and told me that he has a sum of us$ 5,500,000 (Five Million five hundred thousand, united states dollars) left in a suspense account in a local bank here in Abidjan, that he used my name as his only child for the next of kin in deposit of the fund.

He also explained to me that it was because of this wealth that he was poisoned by his business associates, That i should seek for a foreign partner in a country of my choice where I will transfer this money and use it for investment purpose, (such as real estate management).

I am honourably seeking your assistance in the following ways.
1) To provide a bank account where this money would be transferred
2) To serve as the guardian of this fund since i am a girl of 23 years old.
3) To make arrangement for me to come over to your country after the money has been transferred.

Moreover, I am willing to offer you 25% of the total sum and 5% for the investment expenses as the compensation for your effort/input after the successful transfer of this fund to your nominated bank account overseas there.

Furthermore, you can indicate your option towards assisting me signify of the type of the entrustment which you can be assist me.

1) Your full name: ___________________________
2) your address: _______________________________
3) your Tele number: ________________________
4) your fax number: __________________________
5) the name of the closest airport to your city of
residence: _____________________
7) your age: __________________________
Thanks you,
best regards
Miss Merit Otama

8 commentsJeff Corbett • August 20 2007 07:31PM

SEO, Meta Tag, Keywords, Real Estate Marketing 2.0. To Live and Die by the Sword

‘Open source’, ‘Blogging’, 'Web 2.0', the importance (or impotence) of Search Engine Optimization is the buzz of the Internet, and especially hot in the real estate and mortgage verticals.  Regardless of the lingo used, one thing is evident…The big WWW has evolved (very) dramatically.   There are new rules since the web has gotten smarter; it’s a very different beast than the gigantic digital archive of static pages it used to be. 

Change fosters discontent amongst the institutionalized.  Most people don’t like change, especially if it means deviating from their current successful ways, even more so if it means losing coveted business to perceived neophytes.  Aversion to change is a cancer from the Industrial Age, which is why most of the negative chatter about traffic, hits, referrals, and ‘new age marketing’ running amok in the real estate blogosphere comes from the traditionalists, the ones with the most to lose.   

Call it the Innovators Dilemma…if my business isn’t broke per se’, why fix it (especially if I don’t understand it)?  or in the alternative, If you can’t beat ‘em, trash ‘em...which has it's merits, for the 'trashed'  The fundamental problem with this strategy (when attacking another successful and prudent strategy) is pretty direct...There's usually a high probability that the naysayer is well versed on and in their core business yet is grossly undereducated regarding what the new paradigm represents, which is damaging to the trasher.  The thick irony of it all is that it’s not hard to find your way back to the truth, so the trasher inadvertently ends up championing the the ‘new’ cause.  Who’s the neophyte now?



Redfin plays this role out with ingenious perfection.  It would be fair to argue that they know exactly what they’re doing, but admitting so would lessen their impact.  Glenn Kelman plays the roles of unassuming victim and willing combatant to a degree that makes me smile in admiration.  Redfin’s model (and just about everything they stand for) is detested by the traditionalists in real estate.  Scathing reviews are publicized with daily consistency.  I read posts about Redfin stating the author will never write about Redfin again, this is my 50th and LAST time (BTW Redfins marketing dept thx you for the first 49).    As a result, Redfin receives press it couldn’t buy with $100M in traditional marketing budget.  Another example is Zillow having the honor of an actual legislative body trying to ban their Zestimate values from appearing on their site.  It’s no wonder they spend $0.00 on conventional marketing…who needs to when you have a bunch of blue-hairs blowing your horn louder than a tuba. 

Sooo...search engine guru's have developed succinct methods for yielding their results based madness, they're innately designed to sift through junk and find quality content.  The ‘new web’ is as organic and alive as the people who use it; websites might as well have expiration dates if content isn’t updated with relative frequency.  Proper meta tagging and key wording are as important as the content within the website.  These descriptors help the search engines decide if your site matches someone’s search query, improving the efficiency of the overall process, or at least they’re supposed to.  Alas, with every strategy comes loopholes that are sure to be exploited.  Some mortals will try and trick the machines by erroneously loading content with meta data and key words in attempt to dupe traffic to their sites.  This is called ‘packing’

What packing does prove is that SEO works, very very well...Producing relevant meta and key word rich, content filled web-sites is a potent web marketing strategy, far superior to buying banner ad’s, a page in the local real estate book, or a classified ad in the Sunday paper. 

In any case, as a marketer I love attention, it’s free marketing...Attention Marketing.  My business and greater messages are purely ethical and maintain the highest levels of character.  I’m not looking to deceive anyone; in fact I look to fight the decepticons with a Spartan warrior’s fervor.  I write with an edgy finger and a cutting style because 1) that’s how I feel and 2) it resonates with people…sometimes positively, sometimes negative, either way, I am heard.  

In conclusion, for all those who feel slighted by another’s ill word or misdirected advice…relish in it, leverage it for all it’s worth, fan the flames, but keep it professional ;)

If you ever find yourself wondering who's talking about you (complimentary or the smack down) in the communal web '2.0', subscribe to Google Alerts...The Online Grapevine.

It’s the new web we live in...

 

OK, go ahead and trash me now for my Redfin props :)

26 commentsJeff Corbett • August 14 2007 08:11PM

The XBroker at Inman Real Estate Connect

Fresh back in Dallas after four days soaking up San Francisco and Inman News’ Real Estate Connect, the industry’s premiere technology conference and networking event.   RealTyger rolled out its technology platform in the Sacramento Room inside the swanky Palace Hotel while panel after panel divulged and dissected most every aspect of the technology’s related to real estate. 


I personally only saw about 10 minutes total of the presentations, which sucks as I think in retrospect.  There was a lot to see and learn, alas there are but so many hours in a day. 


A quick, broad stroke accounting of who I saw and/or met…

 


Glenn Kelman.  I simply introduced myself, shook his hand, and told him how much I admired him (and Redfin) for being a true Maverick.  He looked confused as he tried to read my name badge, probably in hopes that I was someone of importance, offering up the rare compliment.  Thousands of arrows in the back will do that to a person.


Teresa Boardman is tiny.  Walking through one of the exhibit halls, I was approached by a ~5’ tall lady who introduced herself as Teresa Boardman.  I must’ve made a great first impression, as I blurted out how ‘short’ she was (I’m 6’3”, most people are shorter than me, why I said this to her?  I dunno).  Teresa quickly corrected me by pointing out that she’s little. Anyone who reads Teresa’s work knows of her well-respected and ‘big’ online voice, so a tiny Teresa surprised me.


Dan Green.  More about physical stature…  Dan’s first comment to me was that I was much bigger than he expected, so I guess the whole perception, reality gradient was skewed for others as well.  What does that say about Dan’s perception of me..?  Hmmm.  For the record Dan looks like he’s 23 and I thought he was a waiter…j/k Dan, about the waiter part ;)


Pat Kitano and Kevin Boer.  Partners now in a company called Domus Consulting.  Domus is based on educating the real estate professional about what technology’s are out there and how to effectively use them.  Great service since there is typically a huge communication and acumen chasm between technology and the greater real state industry.  People tend to remember teachers over subjects, being taught by these two guys is sure to be help real estate evolve faster than it would without them. 

Kevin and I briefly discussed a phenomenon called the Two Degrees of Pat Kitano.  Everyone in this space seems to at least know someone who knows Pat.


Todd Carpenter.  Lenderama was the first mortgage blog I ever read…It’s amazing what a little face time will do to make you understand and appreciate someone that you may not always see eye to eye with.  (Brian Brady and I had this experience about 9 months ago, albeit over much more strained conditions). 


Congrats to Mike Simonsen on Altos Research’s Most Innovative Technology award.  Well deserved.  Mike was strutin around like he wasn’t even wearing a boot to heal the stress fracture in his foot

 

Laurie Manny reminds me of my good friends back in New York.  They have no problem telling me just how they feel…good or bad.  She’s a riot to be around.  Her and Marc Blasi hung out with us in the RealTyger lounge…


Speaking of who didn’t stop by…Joel Burslem, even though he committed to doing so.  Mr. FoREM was holding a mic or hosting a panel every time I saw him, since he now works for Inman, and thus gets a pass.  While at the Tini’s w/ Trulia party I was asked by a few people if I was ‘The FoREM guy’, I told the two guys no and the pretty blond yes.  Thx Joel ☺


Other Inman folks...Alice Myerhoff was a pleasure to meet.  I showed her what RealTyger was about, she showed me that if I registered as a sponsor for Manhattan and next years San Fran Connect before August 31st, I could get 10% off.   Another good hire Brad…

Speaking of Brad Inman, Mary McKnight had me on a mission to get him to dinner and drinks with the RealTyger crew.  Tuesday afternoon I ran across the street to grab a Snapple and Brad was sitting all alone at the corner market…perfect timing.  After asking to join in some festivities with us (on us), he explained his schedule was maxed out. 

Two lessons to be learned here:

1) Brad was very polite and expressed believable excitement over RealTyger, because of which we’ll sponsor The Manhattan Connect. 

2) You shouldn’t wait until 2 hours beforehand to ask the person whose last name is the first name of the conference you’re attending out for dinner and drinks.  

Brad, pencil us in.

1 commentJeff Corbett • August 05 2007 07:55PM