Federal Housing Finance Agency
May 22, 2024
Page 12
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IV. THE PROPOSAL INCREASES FEE INCOME FOR FREDDIE MAC AND
MORTGAGE ORIGINATORS, THUS INCENTIVIZING AGGRESSIVE
CAMPAIGNS TO PROMOTE BORROWING.
Financial institutions and Freddie Mac would benefit from numerous fees charged to
consumers associated with new Home Equity Loans, including application fees, appraisal fees,
and credit check fees. In total, fees are estimated to be between 2% and 5% of the total loan amount,
or between $2000 and $5000 for every $100,000 borrowed.
32
Researchers from the Federal Reserve Bank of New York explain how aggressive and
persuasive marketing efforts for Home Equity Loans have been, even though it is not in the best
interest of consumers or financial stability:
In the mid-1980s, nearly half of the country’s largest financial institutions spent
more advertising dollars on these products than on anything else. . . . For instance,
Citibank advertised its new ‘Equity Source Account’ by linking house prices to
individual achievement: ‘Now, when the value of your home goes up, you can take
credit for it. . . .’ Banks were successful in overcoming the negative connotation of
second mortgage products, which were traditionally seen as a last resort for
households in financial trouble. [Home equity loans] were now branded as a cheap
and convenient way to tap into home equity.
33
Misleading advertising slogans continued to urge consumers to withdraw home equity,
characterizing it as a benefit to which they are entitled, with no acknowledgment of the risks of
increasing debt burdens or increased fees:
In 2003, one from Citigroup said a home could be ‘the ticket’ to whatever ‘your
heart desires. It continued: ‘You’ve put a lot of work into your home. Isn’t it time
for your home to return the favor?’
In 2004, Banco Popular said in its ‘Make Dreams Happen’ ads: ‘Need Cash? Use
Your Home.’
‘Seize your someday,’ a Wells Fargo ad advised in 2007.
34
These marketing slogans and strategies are not a coincidence. They are a conscious
strategic effort by banks’ marketing departments to prey upon Americans with increasing debt:
32
See, e.g., Kacie Goff & Jennifer Calonia, How Much Are Home Equity Loan Closing Costs?, BANKRATE
(Nov. 21, 2023), https://www.bankrate.com/home-equity/home-equity-loan-closing-costs/
.
33
Bartscher et al., supra note 5 at 30; see also Glenn B. Canner, James T. Fergus, & Charles A. Luckett, Home
Equity Lines of Credit, 74 F
EDERAL RESERVE BULLETIN 361 (1988); Louise Story, Home Equity Frenzy Was
a Bank Ad Come True, NY
TIMES (Aug. 14, 2008), https://www.nytimes.com/
2008/08/15/business/15sell.html; Kim J. Kowalewski, Home Equity Lines: Characteristics and
Consequences, Federal Reserve Bank of Cleveland Economic Commentary (June 1, 1987),
https://www.clevelandfed.org/publications/economic-c
ommentary/1987/ec-19870601-home-equity-lines-
characteristics-and-consequences.
34
Story, supra note 33.