Hearing clients’ stories of struggles sparked the initiative
“Obviously, we’re headquartered in Florida, so we have historically been a high purchase market,” Pearson began during an interview with MPA. “But we hear a lot from our customers about struggles with the higher interest rates and people are being hit with higher taxes and higher insurance and everything else. So, we’ve been trying to find ways to do more of the purchase business to be able to be more aggressive across the board, but particularly for purchase business.”
While based in Hollywood, Fla., A&D Mortgage is licensed in some 30 markets across the US where the promotion is also valid, Pearson noted.
He acknowledged the tactics of marketing at play but noted the backdrop of a rougher landscape for would-be homeowners – what with higher mortgage rates and inflation – as the company’s primary motive in launching the program.
Equal parts marketing and magnanimity?
“It is marketing, of course, to say ‘winter wonderland’ or however they phrased it,” Pearson said. “But at the same time there is some real truth behind the fact that we’re trying to bridge the gap on purchase transactions. We see more and more people having a difficult time with all the stresses that’s out there and all the increased pricing – not just mortgage rates but all across the board.
“So, we look at where are the best-performing loans that we’re seeing right now and do some targeted pricing to assist those borrowers in those buckets where loans are going to perform a little bit better anyway.
Designed for purchase market transactions, the “Winter Wonderland Savings” promotion is valid until Jan. 14. In describing the effort via a news release, A&D Mortgage officials said the promotion is part of the company’s “…ongoing commitment to making homeownership more accessible and affordable, especially during the festive season.”
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