Surviving and Thriving a Mortgage Meltdown Launches to Offer Quick Information and Solutions in Today's Volatile Home Financing Market

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For consumers in trouble with their mortgage, foreclosure is no longer a given thanks to a growing array of mortgage modification programs. One local company that's making it even easier for homeowners to consider their options is East Norriton's Apex Lending Inc., which recently launched to offer quick information and solutions in today's volatile home financing market. Mortgage industry veteran John Latterner has created a comprehensive, user-friendly site that gives free, individualized, confidential answers - all through a two-minute form that doesn't require Social Security numbers or credit checks.

Where some people see crisis, others see opportunity - and in John Latterner's eyes, the mortgage meltdown offers plenty of opportunity for the savvy business executive.

At a time when mortgage companies are jumping through hoops (federal background checks, new licensing requirements) to stay afloat or going out of business altogether, the principals at East Norriton's Apex Lending Inc. are looking at the challenges as a chance to break through existing markets and open up new ones - with mortgage modification leading the charge.

As the regional sales manager for Apex Lending, Latterner recently launched to offer consumers quick information and solutions to today's volatile home financing market. The 38-year-old Penn State grad, who has worked in the industry for such former heavyweights as Bank of America, Fidelity Mortgage and Suntrust, has created a comprehensive, user-friendly site for homeowners and prospective homebuyers.

In addition to providing up-to-date information on mortgage modification options and free rate quotes, the site features a whole host of interactive calculators designed to help consumers figure out such essential issues as:

➢    whether it makes sense to refinance
➢    how to eliminate debt
➢    whether they are better off renting or buying a home
➢    which type of loan is best for their situation
➢    which home improvements yield the highest cost-to-value ratios

The site makes it easy to get free, individualized, confidential answers through a two-minute form that doesn't require Social Security numbers or credit checks.

Latterner's and McInerney's initial approach to business development might be fiscally conservative - marketing tools have been limited thus far to small ads, notices on and lead purchases through such organizations as Lending Tree - but their interest in capturing market share is ambitious. Depending on the uncertain unemployment rate and its effect on home sales, they see mortgage modification as booming business for at least the next two years.

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