Sales and Marketing

The home purchase market, which competes for consumers with rentals, should remain subdued in 2026 because of high mortgage rates and low affordability.

For the first time in almost two years, mortgage products available for consumers are at a level established in 2012.

Those born between 1997 and 2012 will go from making up a scant 6% of today's market to a 25% share by 2028, and mortgage lenders need to be ready to serve them.

The Chicago-area lender, which at first was able to get the suit quashed, agreed to end the discrimination case by paying a $105,000 fine.

As it gets ready for more competition from VantageScore, the company also did not comment on reports of yet another impending price hike.

Traders are no longer fully pricing in a rate cut before November, while at the start of the year, cuts beginning in March were fully priced in.

Only a few dozen mortgage firms could likely afford the $7 million ad for this year's big game, a marketing veteran said.

But attorneys for the small Chicago-based mortgage company remained defiant and actually welcomed the Bureau's move.

This move comes at a time when the largest HECM producer sold its operations to a rival and another filed for bankruptcy.