Looking for ARM conversions

The Wall Street Journal’s Ruth Simon writes today about how lenders are using the rise in short-term mortgage rates to convince borrowers to swap their adjustable-rate mortgage (ARM) for a fixed-rate one. She told how CitiMortgage, Wells Fargo, and others are targeting borrowers through direct mail, statement inserts, and telemarketing campaigns.

To see if these tactics had spilled over to the online world, we tried a few Google searches to see who was advertising "ARM to fixed-rate conversions." The only highly targeted ad was by DiTech, <ditech.com> the online lending unit of GMAC.

Ditech_google_arm_to_fixed_mtg_1

Under our search, "trade ARM for fixed mortgage," their AdWords promotion used the headline, "Dump Your Adjustable & Get a Fixed Rate Loan from Ditech.com" (click on screenshot above for a closer look), exactly what we were looking for. Unfortunately, DiTech has not created a landing page that speaks to this niche. We were dumped on their busy homepage (click on screenshot below for a closer look) and left to our own devices to figure out how to accomplish this intricate task.

Analysis
It’s simple to see what went wrong here:

   Great search engine marketing
+ horrible website execution
= wasted $$$$$

Ditech_homepage_2The old advertising cliche about the fastest way to kill a bad product is with great advertising is doubly true with search engine marketing. Great search engine marketing increases click-throughs, driving costs through the roof, while poor website execution pulls conversions down, making the whole effort appear terribly cost ineffective.

So before launching any clever search engine campaigns, make sure you are able to cash in on the traffic.

JB

Western Union Spin Off May Do Little for First Data

Last week’s news that First Data Corp. will spin off its Western Union operations to First Data shareholders and create a company worth an estimated $20 billion is probably good news for Western Union. Noting that the parent company will be keeping its card processing, card services, and international business lines, observers were asking what had otherwise changed.

The answer: Nothing. “The bottom line for me is that this doesn’t change the realities, which are that even though they’re going to reconstitute what First Data will be, it doesn’t change the facts that Western Union, while it’s a good business, is facing increasing competition around the world, that the card business is struggling mightily, and that merchant processing is a commoditized business,” says Scott Kessler, who follows First Data for Standard & Poor’s.

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Fox leaving FinCEN for Bank of America

The Financial Crimes Enforcement Network (FinCEN) said today that William J. Fox, its director since Dec. 2003, is leaving to become senior compliance executive for compliance risk management at Bank of America (BofA). Fox starts at BofA on Feb. 21; he’ll be replaced as director by Deputy Director William F. Baity, effective February 4.

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ING Direct Personalizes Emails for Security

Ingdirect_personalized_emailING Direct <ingdirect.com> is the latest bank to move to greater personalization in order to distinguish its messages from phony phishing attempts. The bank has added the customer’s first name and masked all but the last three digits of the customer’s number (click on inset for a closer look).

The message at left was sent to customers to market ING’s latest deposit promotion: 4.75 percent APR for new money.

Ingdirect_personalized_alertThe same technique is also used for routine account alerts (see inset right).

Note: The high-impact sales pitch for its 4.75 percent deposit promotion.

Analysis
While it doesn’t prevent phishers from attempting to recreate the same look (see footnote), it’s an effective first line of defense. Besides, the personalized greeting is a friendler way to communicate with customers. Citibank has been using a similar approach for more than a year (NetBanker, May 30, 2005).

Citi_phishFootnote: Yesterday, we received a fake email that recreated the Citibank personalized area in the upper-right corner. The crooks just left blank the Email Security Zone in the upper-right corner, figuring many users won’t look that closely at the box (click on inset for a closer look).

JB

Mobile Payments: Japan Leads the Pack

The potential of cellphone-based mobile payments to eventually squeeze banks out of their central role in payments can already be seen in East Asia, says Andrei Hagiu, a principal at Market Platform Dynamics, and by ignoring it, American banks have nothing to lose but their business.

Octopus_cardHong Kong’s Octopus prepaid debit card (see inset) is one example: Issued by Hong Kong’s subway system and several other transportation companies—with no bank involved—Octopus cards drive about $2.2 billion in annual payments volume.

Continue reading “Mobile Payments: Japan Leads the Pack”

Bank Alert Welcome Message

Bofa_alertwelcome_emailWhenever online banking users make changes to their account preferences, you should confirm with an email. It not only shows you are paying attention, but also provides customers the peace of mind that they accomplished the intended task.

Today we changed one of our account alerts at Bank of America <bankamerica.com>. Within a few minutes, we received this attractive email (see inset). However, you can tell that this particular message was crafted in the pre-phishing days, as evidenced by the old 2004 copyright date (lower left corner), the old 2000-2004 Olympic sponsor logo in the lower right, and hyperlinks back to the log-in page.

Action Items

  1. For better authenticity, include a personalized greeting, shared secret, or truncated account info in your message.
  2. Do not include hyperlinks back to the bank on routine, non-personalized messages.
  3. Update all messages at least annually so they don’t carry outdated corporate branding and/or copyright dates.

JB

Take a Deep Breath About PayPal and Wal-Mart Banks

This week eBay reported that PayPal’s volumes were above $8 billion for the first time, and the Federal Deposit Insurance Corp. (FDIC) agreed to hold hearings this spring on whether to issue FDIC insurance to Wal-Mart Stores Inc. as part of the retail giant’s application to get a Utah industrial loan corporation.

Both companies are being watched almost microscopically by banks and other payment providers who are afraid that these companies are going to somehow walk away with their payments franchise. Our advice: Relax.

Sure, PayPal is doing well: Net revenues this past quarter grew 48 percent over the same period last year—they were $298 million—and gross volume was up 45 percent by the same measurements. But unnoticed amongst all the heavy breathing was that PayPal user accounts grew 51 percent in the same period. In other words, the growth in volumes and revenues was proportional to the growth of eBay’s core business, not some indication of a sinister plot for world domination.

The hysteria surrounding Wal-Mart’s moves is even worse. The suspicion in the payments industry, of course, is that once Wal-Mart has the license and the insurance, it’ll begin pushing into community banking, driving all those small institutions into the famous Wal-Mart meat grinder and emerging a coast-to-coast financial services colossus. And considering Wal-Mart’s history, it’s easy to succumb to those anxieties.

But we believe Wal-Mart when it says it only wants the license so it can be its own payment card acquirer. For one thing, the move makes sense for it: According to our calculations, it’ll save Wal-Mart at least $650 million a year, based on its 2004 revenues of $172 billion (see Electronic Payments Week, July 26, 2005). And for another, Wal-Mart’s application to the FDIC says on page one that this is their reason for wanting the bank, and we are skeptical that Wal-Mart executives would willingly commit perjury in such a closely-watched event; there’s absolutely no evidence that these guys are stupid.

There may be some logic to our view, but our belief, touching though it may be, hasn’t prevented over 1,500 comment letters to have been sent to the FDIC on the matter, nor has it discouraged the House Committee on Financial Services from scheduling hearings about Wal-Mart’s plans. And the FDIC has already agreed to delay any decision on the insurance application until the issue has been fully aired.

Those hearings will make interesting viewing on C-SPAN, but in our view, banks and payments processors would be better served in the case of both companies by studying what they’re doing, and drawing useful lessons from them. We can understand why the success of PayPal, and the motions of Wal-Mart, would arouse anxieties within the industry: It’s being swept by transformative change, and both companies represent what Harvard professor Clay Christensen calls disruptive technologies.

But aside from finding any irony in the spectacle of capitalists trying to stifle competition, there’s the deeper concern that the industry may be losing faith in itself. Banks began as counting houses, and unless they do something unreasonably boneheaded, they are unlikely to be driven out of their inner redoubt as long as they meet that competition head on.

Our recommendation: Remember what U.S. Grant said at the Battle of the Wilderness. Robert E. Lee had whipped the Union twice before on the same ground, and Grant’s staff was beside itself wondering how Lee would whip them again. “Stop worrying about what he’s going to do to you, and start thinking about what you’re going to do to him,” said Grant. That campaign ended with Lee's surrender at Appomattox.

 

LendingTree promotion on MSN

Lendingtree_on_msn_jan06

LendingTree has a prime spot on MSN’s main page today <msn.com>. The eye-catching burgundy ad in the upper-right corner features a 10-second animation ending with the call to action, "Refinance $175,000 now for $729/month." (click on above for closeup).

Lendingtree_on_msn_jan06_landingClicking through the advertisement leads to a five-question landing page designed to get the prospect engaged in a loan application (click on inset for a closeup). A small link near the top of the landing page takes visitors to a promotional offerings page with disclosures for several loan offers.

It’s simple and effective online marketing. The slogan on the top of the landing page says it all:

1 Simple Form, Four Real Offers in Minutes.
JB

DataTreasury, NCR Settle Patent Infringement Case

In the latest in what seems an unstoppable march, DataTreasury Corp. settled its outstanding patent infringement litigation in the U.S. District Court for the Eastern District of Texas with NCR Corp., paying DataTreasury a fee and agreeing to license the Melville, L.I. company’s check imaging technology. DataTreasury said NCR had been infringing on DataTreasury’s patent rights. It’s the latest in a series of settlements stemming from a number of similar suits that DataTreasury filed in 2002.

DataTreasury, which has already settled its litigation against JP Morgan Chase & Co., Ingenico Group, and other firms that it says also infringed on its patent rights, is still suing several other big financial services firms– including First Data Corp., Citigroup, SVPCO and Bank of America, among others—on the same grounds.

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Third Federal Savings & Loan Lifetime Mortgage Approval

Thirdfederal_mtgpassport_cardOhio’s Third Federal Savings & Loan <thirdfederal.com> Mortgage Passport program might be the best relationship program we’ve ever seen. The free program promises a lifetime of preapproved mortgages and/or refinances, subject to a few simple rules:

Thirdfederal_mtgpassport_logo Owner-occupied housing within the bank’s lending area (all of Ohio and parts of Kentucky and Florida)
— Maximum LTV of 85 percent for loans less than $650,000; 60 percent for loans higher than $650,000
— Have never declared bankruptcy or been foreclosed on

Features

  • Mortgage is preapproved: Members are guaranteed a mortgage loan provided they meet down payment/equity requirements (15 percent for up to $650,000, 40 percent for higher) and have not filed for bankruptcy or been foreclosed on.
  • Lifetime membership: The preapproval is good for the lifetime of the member provided the above criteria are met; future credit score and income does not matter.
  • Reward programs: Members are automatically enrolled in Passport Rewards which promises prizes and "special gifts" throughout the year.
  • No program application required: Membership in the Mortgage Passport is by invitation only (preapproved) based on credit history; users receive an ID in their preapproval package that is entered into the bank’s website (application is still required for a new mortgage/refinance); mortgage site powered by privately held Mortgagebot LLC.
  • No maximum debt-to-income ratio: Provided the above equity measures are met, the bank lets the home buyer determine the house payment they can afford.
  • Downloadable, preapproval letter: Members can download and print a mortgage preapproval letter at any time to use when house shopping; no preplanning is required before hitting the open houses; and members can choose the loan amount to be cited in the letter.

Analysis
In the age of identity theft, layoffs, and mysterious entries on your credit report, it is reassuring to know that once you’ve joined Third Federal’s Mortgage Passport program, you’ll never have to worry about being approved for a mortgage again. This prevents the sad cases where consumers who’ve lost their jobs are stuck in their oversized house or mortgage because they can’t qualify for new, lower-priced financing.

And talk about engendering loyalty. Would you ever move your banking business away from a company that gives you a preapproved mortgage for the rest of your life! That’s better than free bill payment by just about every measure.

Assuming the underwriting is sound, the only downsides are:

  1. Limitations of "by invitation only": While it creates exclusivity and ensures the highest credit quality, what about prime prospects just moving into Ohio or Florida that have not received the bank’s preapproval offer? There should be some application process to receive the coveted "invitation."
  2. Thirdfederal_mtgpassport_homepage Undermarketed on its website: Again, because of the by-invitation-only nature, the program’s promotional material is low-key so as not to disappoint the majority of visitors not previously qualified for the program. The bank provides a homepage link (click on the inset for a closeup), but the tiny, almost unreadable copy says only, "Click here if you’ve received an invitation to participate in our passport program."

JB