Why do consumers prefer Toyotas or Hondas vs. Chevy's, Fords or other American cars? It would seem that most cars provide basically the same features, but year after year Toyota and Honda continue to provide reliability and value beyond that of their competitors in the eyes of buyers.
While American car manufacturers have closed the gap, the public's perception has been fashioned by years of import performance that wasn't matched by American cars. Check any of the automobile rating agencies and at the top will be a long line of “imports” with high marks for quality, performance and reliability.
The appraisal profession is faced with a similar "perception problem".
From the client’s perspective, how reliable are real estate appraisals? Are they better off by letting an AMC (Appraisal Management Company) “handle the hassle” or could they be getting something better and more reliable?
What can be done to change the market's perception of the services the professional appraiser provides? When you consider that the consumer is making perhaps the largest investment of their life with the purchase of a home, logically, they should want assurance that it is a sound investment, something a good appraisal would provide.
We all know that the purchase of a home is an emotional decision and that tends to over-shadow logic. Still, you would think that with the median price of a home in the $200,000 plus range, a $300-$400 investment by the consumer would be a cheap insurance policy and in their best interest prior to taking the housing plunge.
The reality is, consumers don’t know what we do, nor do they know what we could do for them as a consulting type assignment when they are about to make the investment of their lives. Likewise, appraisers often don’t comprehend the needs of their clients nor consider additional services they could provide “collectively” that would be valuable to the client.
The lender is making a large financial commitment, taking on the risk of underwriting the collateral with someone’s best guess (as professional as it may be) at what that property could be sold for in less than “perfect market conditions”. Even with a solid borrower profile, the lender is guaranteeing the value to the secondary market in the form of a “buy-back” commitment.
What could appraisers do to change the process, the rules and the appraisal report that would have the most positive impact on the perception of the appraisal by the client, the agent, the consumer and the secondary market? How can we reinvent the profession, to not only make it more attractive to the client, but more valuable to the underwriting process and therefore a must have?
Appraisers think they know what the client wants, "quick turn times and low fees”, however, are they really the key elements from the client's perspective or are there other factors (if provided on a consistent basis) that would shift the market's perception of the services appraisers provide?
What's missing in the equation is the appraiser's comprehension of the client's needs. Toyota, Honda and other foreign automakers capitalized on this concept by changing the public's perception of the quality of the product.
When first introduced to America, Toyota, Honda, etc. were considered low cost or cheap transportation alternatives and they didn't have much success. Subsequently, they began testing their vehicles outside of the US market, for many years before introducing the same vehicle to the American public. Essentially, they got all of the bugs out of the vehicle before the American public ever drove one, a practice that continues to this day.
Perception is reality. What do we really know about the client's needs vs. what we perceive? The client has shown us that they are unwilling to pay a premium fee for the product we deliver. Why do they consider it marginal to their needs? They have abandoned first person dealings with the appraiser in favor of having AMC’s handle the hassle.
What must we do to change the system, product and the client's perception and how can we accomplish this? Step outside the box and cite 5 factors (from the client's perspective) that are (or would be) invaluable to their valuation needs and that could be provided by the appraiser, as opposed to an AVM or BPO.
Two key factors have already been cited above, turn-time and reliability. For the “homework assignment”, low fees are not a consideration and cannot be included. In the scheme of things, cheap, is not a function of the lender, it’s a requirement of the AMCs to make their profit for handing the transaction.
Lenders pass on the cost of the appraisal and other services to the borrower, so unless the lender has an interest in the AMC (and some do), low fees should not be one of the factors on your list. Keep in mind, whatever you suggest should be something that could be mandated on a national basis and that could be completed by any appraiser in any market area.
For example, I have a standard two-page housing market addendum, with economic and demographic information that is very useful and provides the reader with supporting analysis linked to the 1004MC addendum. Aside from what I’ve mentioned above, what would you include?
AUTHOR: Patrick Egger is a Certified General Appraiser located in Las Vegas, NV. He teaches continuing education classes on the housing market, appraisal issues for real estate agents and appraisers. He can be reached at lvreqa@cox.net Look for the new Outside The Boxes category for a collection of Patrick's articles on Appraisal Scoop!
Fannie Mae seeks $10.7 billion in new US aid after posting $15.2 billionsecond-quarter lossBy Alan Zibel, AP Real Estate WriterOn Thursday August 6, 2009, 7:25 pm EDTWASHINGTON (AP) -- Fannie Mae plans to tap $11 billion in new governmentaid after posting another massive quarterly loss as the taxpayer billfrom the housing market bust keeps growing.The mounting price tag for the rescue of Fannie and itsgoverment-sponsored sibling, Freddie Mac, is surpassed only by insurerAmerican International Group Inc., which has received $182.5 billion infinancial support from the government so far.Fannie Mae's new request for $10.7 billion from the Treasury Departmentwill bring the total for Fannie and Freddie to nearly $96 billion.Freddie is expected to report its quarterly results on Friday.The government has pledged up to $400 billion in aid for the twocompanies, which play a vital role in the mortgage market by purchasingloans from banks and selling them to investors. They have been undergovernment control since last September, when their near-collapse helpedset off the financial crisis.Together, Washington-based Fannie and McLean, Va.-based Freddie own orguarantee almost 31 million home loans worth about $5.4 trillion. That'sabout half of all U.S home mortgages.With assets of that size, "it's hard for their problems to be small,"said Karen Shaw Petrou, managing partner at Federal Financial Analytics,a consulting firm that advises financial institutions.Fannie Mae posted a second-quarter loss of $15.2 billion, or $2.67 pershare, including $411 million in dividend payouts. That compares with aloss of $2.6 billion, or $2.54 per share, in the year-ago period."We are dependent on the continued support of Treasury in order tocontinue operating our business," Fannie Mae said in a Securities andExchange Commission filing late Thursday.The results were driven by $18.8 billion in credit losses due todeclining housing market conditions, made worse by rising unemployment.Nearly 4 percent of the loans Fannie Mae owns or guarantees weredelinquent as of June 30, up from 1.4 percent a year earlier.The two companies lowered their standards for borrowers during the realestate boom and are reeling from the bust. High-risk loans, nowdefaulting at a record pace, have come back to haunt the companies.Worse still, the recession is causing formerly reliable homeowners withgood credit to default.The Obama administration is expected to unveil its plans for Fannie andFreddie early next year. Options being considered include keeping thecompanies private, winding down their operations, merging them into afederal agency or separating out their bad mortgage assets into a newcompany backed by the government.Meanwhile, the head of the federal agency that regulates Fannie andFreddie Mac, James Lockhart, is stepping down at the end of the month.Edward DeMarco, chief operating officer of the Federal Housing FinanceAgency, was named acting director on Thursday.DeMarco, 49, has worked at the agency since October 2006. Before that,he worked at the Social Security Administration and the TreasuryDepartment.
Protecting Consumers Or Inhibiting Lenders? Vol. 4 | Issue 9 | August 2009 Protecting Consumers Or Inhibiting Lenders? By Phil Hall Next month, the House of Representatives will resume debate on H.R.3126, the Consumer Financial Protection Act of 2009. The legislation, based on an initiative developed by the Obama administration, was introduced by Rep. Barney Frank, D-Mass., and Rep. Maxine Waters, D-Calif., and includes the creation of a new federal entity called the Consumer Financial Protection Agency (CFPA). In testimony last month before the House of Representatives, Peter J. Wallison, the Arthur F. Burns Fellow in Financial Policy Studies at the American Enterprise Institute, noted that the new agency would cover an unusually large amount of regulatory territory. "The CFPA, as proposed by the Obama administration, is intended to be an independent agency with sole rule-making and enforcement authority for all federal consumer financial protection laws, with the exception of those covered by the Securities and Exchange Commission and the Commodity Futures Trading Commission," he says. "The draft legislation submitted by the administration gives the agency jurisdiction over all companies, regardless of size, that are engaged generally in providing credit, savings, collection or payment services. This is accomplished by transferring to the CFPA most or all of the authorities in 16 federal statutes that cover lending, mortgage financing, fair housing, credit repair, debt collection practices, fair credit reporting, and a multitude of other consumer financial products and services." Within Washington, the proposed agency has created something of a turf war between the Obama administration and Federal Reserve Chairman Ben Bernanke, who has voiced opposition to having regulatory authority transferred from his agency to the new CFPA. Industry observers have a mixed reaction to the CFPA. Although some believe the notion of an agency that specifically focuses on protecting the rights of consumers is well intended, others express concern that the new agency will wind up being too overprotective - to the point of inhibiting the full recovery of the ailing mortgage banking industry. For Dr. Anthony Sanders, professor of finance at George Mason University in Fairfax, Va., having a single regulatory entity that would focus on the financial protection of consumers would help chop away layers of overlapping regulatory entities in Washington, D.C. "I think integration on consumer-protection regulation is long overdue," he says. "On mortgage lending, for example, we have the Fed, the Department of Housing and Urban Development, the Federal Trade Commission, and who knows who else all trying to write regulations. Integration is good - or it should be, if done correctly." Dr. Charles Geisst, professor of finance at Manhattan College in the Bronx, N.Y., and author of "Wall Street: A History," concurs. "It addresses one of the major shortcomings of U.S. financial regulation as we know it," he says. "The crisis has shown that, despite the fact that regulation was in place, it was inadequate. That still needs tightening up." However, questions are being raised on whether a new agency is needed or if existing regulatory agencies need to do a better job. Michael L. Larssen, president of Larssen Consulting in Clearwater, Fla., acknowledges that Washington isn't lacking in regulatory entities. "It is hard to argue against an agency that has such a distinguished name," he says. "I think the intent of a centralized focus of one agency for the benefit of the consumer is the main point. All of these bodies that do things differently create a real struggle to work through. The challenge is why a new agency needs to be created when existing agencies have the authority and haven't used it." One key problem among the agency's critics is the requirement for lenders to offer what is called "plain vanilla" products and services, which are defined as "standard consumer financial products or services" that are "transparent" and "lower risk." Wallison worries that forcing originators to offer these types of products will inhibit product innovation. "This idea, seemingly quite simple, raises a host of significant questions," he says. "If there is a plain-vanilla product, who is going to be eligible for the product that has strawberry sauce? In other words, once the baseline is established for a product that can or must be offered to everyone, who is going to be eligible for the product that, because of its additional but more complex features, offers financial advantages?" Mark Calabria, director of financial regulation studies at the Cato Institute, echoes this apprehension. "If you want to offer adjustable-rate mortgages (ARMs), it will be almost not worth the while," he says. "If you have the government come up with a standard product, it is almost offensive - why not have literacy tests to get an ARM?" Calabria adds that the CFPA would be structured in a way that would cancel the checks and balances that exist in the multi-layered regulatory structure now in place. "Consider the people who do Community Reinvestment Act enforcement," he continues. "They approach it by believing every bank is not doing enough lending. But working in the regulatory agencies is someone else who looks at this and is saying, 'Slow down a bit.' My concern is a consumer protection agency with no concern for safety and soundness and no discussion of balance." Sanders agrees, stating that this is the major stumbling block of the CFPA schematic. "I think the section that requires lenders to offer plain-vanilla products is horrible," he says. "What defines plain vanilla? Are free prepayment options plain vanilla, or are low-cost, no prepayment option loans plain vanilla?" For Thomas Pinkowish, president of Community Lending Associates in Essex, Conn., another key problem is who is going to be enforcing these regulations. "To set up a huge new agency, where are they going to find the people to run it?" he asks. "Are they going to rip them out of existing agencies? Everyone there will have to learn what to do. Think of the cost of recreating the wheel, which will be passed on to consumers - it is better to spend money on existing examiners and enforcing existing laws." If the CFPA becomes a reality, it could easily be attributed to the negative image that many Americans have of the financial services industry. "To justify this new level of interference in the market, the government relies on the myth that the financial crisis, including the precarious finances of those who borrowed money through mortgages or maxed-out credit cards, is largely the fault of devious lenders manipulating and exploiting innocent consumers," says Alex Epstein, a business analyst with the Ayn Rand Institute in Irvine, Calif. "This is nonsense - no one has provided any evidence for a mass epidemic of fraud. The crisis is fundamentally the result of borrowers and lenders knowingly lowering their standards, incentivized by a government that, in effect, lent out money for free (below the rate of inflation), that guaranteed risky mortgage loans and that repeatedly denied a real estate bubble. It is government manipulation, not lender manipulation, that caused Americans to take on enormous, unsustainable amounts of debt." For David Lykken, managing partner of Mortgage Banking Solutions in Austin, Texas, CFPA may not be the end of the regulatory road, but a beginning of a new and potentially unpleasant journey for mortgage bankers. "It is not a surprise that the blame for the unraveling of the entire economy lands at the feet of the housing and mortgage market," he says. "Brace yourself - this is the tip of the iceberg. It will add a burden and cost structure to doing loans - which will be paid in fees to consumers. Yes, the consumers are the very ones who will be paying for this." (Please address all comments regarding this article to Phil Hall, editor of Secondary Marketing Executive, at hallp@sme-online.com. © Copyright 2009 Zackin Publications Inc. • All Rights Reserved. Forward this message to a friend. | Register to receive this newsletter If you no longer wish to receive this type of message, please unsubscribe. Secondary Marketing Executive Zackin Publications Inc. | P.O. Box 2180 | Waterbury, CT 06722-2180 | US
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