Better Than Selling Mortgages

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An Edify Group study of millions of consumers and thousands of businesses shows that the market opportunity for refinancing, second mortgages and home equity loans is a better market opportunity than the market for first mortgages. The study found that the first mortgage market is four times more competitive than the markets for refinancing, second mortgages, and home equity loans, and that consumers are 15 times more likely to specify brands when seeking a first mortgage than when seeking financing to leverage their home equity or reduce their mortgage payments

Edify Group, L.L.C. announced today that, according to its recently released report “Consumer Realty Financing Market Demand and Competition” that the markets for mortgage refinancing, second mortgages, and home equity loans are one fourth as competitive and 70% of the size of the market for first mortgages. Disproportionate demand to competition makes the markets for financing to leverage home equity and reduce payments a better financing sales opportunity than the market for first mortgages.

The report found that long term investments in mortgage marketing, and established market positions by brands, make mortgage marketing much more competitive than the market for financing products targeting existing home owners seeking to leverage their home equity or reduce their mortgage payment. “The markets for refinancing, second mortgages, and home equity loans are less saturated than the market for first mortgages,” says Ray Kang, Edify Group principal and founder. “The report also found that consumers are 15 times less likely to specify brand when seeking to refinance, take a second mortgage or get a home equity loan than when they seek a first mortgage. This is good news for businesses planning to expand their offerings or shift their focus to selling refinancing, second mortgages, and home equity loans as the housing market cools” added Kang.

Based on Internet search activity of approximately 2 million consumers, over 13 million searches and the online marketing investments of thousands of competitors from August and November 2005, the report covers the markets for mortgages, mortgage refinancing, second mortgages, home equity lines of credit and home equity loans and reverse mortgages. The report provides market and competitive data as well as recommendations on strategic and tactical actions for consumer realty financing businesses to take in response to current market conditions.

For additional information on this report or to purchase this report, visit http://www.mortgage-marketing.info or contact Ray Kang at 952-476-6677.

About Edify Group, L.L.C.

Edify Group, L.L.C. is a marketing consulting firm established in 2002 and located in Orono, MN pioneering the use of Internet search activity and web mining to track and research consumer and business competitive behavior.

Contact:

Ray Kang, Principal and founder

Edify Group, L.L.C.

952-476-6677

http://www.EdifyGroup.com

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Ray Kang
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