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Table of Contents |
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Page |
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Introduction |
6 |
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The Overall Market for Residential Realty Related Financing |
8 |
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Overall Market Demand and Characteristics |
9 |
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How much consumer interest is there in residential financing? |
9 |
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How much are businesses spending marketing to consumers looking for
residential financing? |
10 |
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How much are businesses willing to spend per visit to get consumers to
their web sites? |
11 |
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How important are brands to consumers? |
12 |
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Which states have the greatest demand for realty related consumer
financing? |
13 |
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How does demand mix for mortgage, "refinancing" and reverse mortgages
vary by state |
14 |
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Overall Market Competition and Opportunities |
15 |
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Overall, which market represents the best market opportunity? |
15 |
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On average, which market represents the best market opportunity? |
16 |
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Overall, which of the top twenty states, represents the best market
opportunity? |
17 |
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On average, which of the top twenty states, represents the best market
opportunity? |
17 |
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Overall Market Takeaways |
18 |
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Strategic |
18 |
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Tactical |
18 |
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The Market for Primary Residential Mortgages |
19 |
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Mortgage Market Demand and Characteristics |
20 |
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What do mortgage shoppers look for in mortgages? |
20 |
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Which states have the greatest demand? |
21 |
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Which brands to mortgage shoppers look for by name? |
21 |
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What do shoppers want to get and what do businesses spend to reach these
shoppers? |
22 |
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How do mortgage shoppers qualify their searches? |
23 |
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How do mortgage shoppers with credit issues search for mortgages? |
24 |
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Are consumers more interested in ARMs or fixed rate mortgages? |
25 |
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Do mortgage companies spend more on the marketing ARMs or fixed rate
mortgages? |
25 |
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Do mortgage companies spend more per lead on fixed rate mortgage leads
or adjustable rate mortgage leads? |
26 |
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Mortgage Market Competition and Opportunities |
27 |
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Is the competition for marketing ARMs or fixed rate mortgages equal? |
27 |
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Overall, which mortgage types represent the best market opportunity? |
28 |
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On average, which mortgage types represent the best market opportunity? |
29 |
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Overall, which attributes represent the best market opportunity? |
30 |
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On average, which attributes represent the best market opportunity? |
31 |
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Overall, which states represent the best market opportunity? |
31 |
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On average, which states represent the best market opportunity? |
32 |
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Overall, which brand represents the best market opportunity? |
32 |
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On average, which brand represents the best market opportunity? |
33 |
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Overall Mortgage Market Takeaways |
34 |
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Strategic |
34 |
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Tactical |
34 |
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The Residential Realty "Refinance" Market |
35 |
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"Refinance" Market (Refinance, HELOC, Second Mortgages and Home Loans) |
36 |
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How do shoppers relate to different ways to leverage the equity in their
homes and/or to reduce their credit payments? |
36 |
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Which states have the greatest "refinancing" demand? |
37 |
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How does "refinance" demand vary by state and by "refinance" type? |
37 |
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What do "refinance" shoppers want to do online? |
38 |
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What brands do "refinancers" look for online? |
38 |
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How do "refinancing" shoppers with credit problem search online? |
39 |
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"Refinance" Market Competition and Opportunities |
40 |
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Overall, which "Refinance" type represents the best marketing
opportunity? |
40 |
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On average, which "Refinance" type represents the best market
opportunity? |
41 |
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Overall, which state represents the best market opportunity? |
42 |
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On average, which states represent the best market opportunities? |
43 |
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Overall, which brands represent the best market opportunities? |
43 |
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On average, which brands represent the best market opportunities? |
43 |
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Overall "Refinance" Market Takeaways |
44 |
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Strategic |
44 |
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Tactical |
44 |
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The Market for Mortgage Refinancing |
45 |
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What is the demand for refinancing by states and how do marketing costs
vary? |
46 |
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What brands do refinance shoppers seek out online? |
47 |
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What do refinance shoppers want to do online and how much do businesses
spend to get in front of these buyers? |
48 |
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How do refinance shoppers qualify their searches? |
49 |
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How do refinancing shoppers with credit problems search online? |
49 |
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Refinance Market Competition and Opportunities |
50 |
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Overall, which state represents the best market opportunity? |
50 |
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On average, which state represents the best market opportunity? |
51 |
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Overall, which activities represent the best market opportunities? |
51 |
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On average, which activities represent the best market opportunities? |
52 |
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Overall, which brands represent the best market opportunities? |
52 |
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On average, which brands represent the best market opportunities? |
53 |
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Overall, which qualifiers represent the best market opportunities? |
53 |
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On average, which qualifiers represent the best market opportunities? |
54 |
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Refinance Market Takeaways |
55 |
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Strategic |
55 |
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Tactical |
55 |
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The Market for Home Equity Loans and Lines of Credit |
56 |
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Home Equity Market Demand and Characteristics |
57 |
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What is the demand for home equity loans by state and how do marketing
costs vary? |
57 |
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What do home equity shoppers want to do online and how much are
businesses willing to pay to get them to visit their web sites? |
58 |
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How do home equity shoppers with credit problems search? |
59 |
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What brands do home equity shoppers seek out? |
59 |
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How do home equity shoppers qualify their searches? |
60 |
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Home Equity Market Competition and Opportunities |
61 |
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Overall, which state represents the best market opportunity? |
61 |
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On average, which state represents the best market opportunity? |
61 |
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Overall, which online activities represent the best market
opportunities? |
62 |
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On average, which online activities represent the best market
opportunities? |
62 |
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Overall, which brands represent the best market opportunities? |
63 |
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On average, which brands represent the best market opportunities? |
63 |
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Overall, which qualifiers represent the best market opportunities? |
64 |
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On average, which qualifiers represent the best market opportunities? |
64 |
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Home Equity Market Takeaways |
65 |
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Strategic |
65 |
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Tactical |
65 |
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The Market for Second Mortgages |
66 |
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Second Mortgage Market Demand and Characteristics |
67 |
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What is the demand for second mortgages by state and how do marketing
costs vary? |
67 |
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What do second mortgage shoppers want to do online? |
68 |
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How do second mortgage shoppers with credit issues search? |
69 |
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Second Mortgage Market Competition and Opportunities |
70 |
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Overall, which state represent the best market opportunity? |
70 |
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On average, which states represent the best market opportunities? |
71 |
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Overall, which activities represent the best market opportunities? |
72 |
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On average, which activities represent the best market opportunities? |
73 |
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Second Mortgage Market Takeaways |
74 |
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Strategic |
74 |
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Tactical |
74 |
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The Market for Reverse Mortgages |
75 |
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Reverse Mortgage Market Demand and Characteristics |
76 |
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Which states have the highest demand for reverse mortgages? |
76 |
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What reverse mortgage attributes do shoppers look for? |
77 |
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How do reverse mortgage shoppers qualify their searches? |
77 |
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What reverse mortgage shoppers want to do online and how much are
willing to pay to get them to visit their web sites? |
78 |
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Reverse Mortgage Market Competition and Opportunities |
79 |
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Overall, what attributes represent the best market opportunities? |
79 |
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On average, what attributes represent the best market opportunities? |
80 |
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Overall, what activities represent the best market opportunities? |
80 |
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On average, what activities represent the best market opportunities? |
81 |
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Overall, which states represent the best market? |
81 |
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On average, which states represent the best market opportunities? |
82 |
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Overall Reverse Mortgage Market Takeaways |
83 |
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Strategic |
83 |
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Tactical |
83 |
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Appendices |
84 |
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Reading market competition and opportunities graphs |
85 |
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The differences between overall and average best market opportunities |
85 |
