Archive for January 22nd, 2009

Talk about rewarding failure … How about free housing for mortgage defaulters ? … Here’s the math

January 22, 2009

There are plenty reasons to object to the recent groundswell of support for modifying distressed mortgages (badly delinquent or already in foreclosure) by slashing rates, lengthening payback periods, and writing off part of the loan balance if a home is under water (i.e. the loan balance is greater than the market value of the home.  The latter provision — forgiving part of the loan because housing prices have fallen is particularly troublesome.

First, there’s the moral issue: when somebody borrows money, they accept both a legal and a moral responsibility to pay it back.  Whether or not the collateral they posted retains its value is irrelevant.  Brokerage houses don’t write-down clients’ margin accounts because the stock market tanked.  Banks don’t write-down auto loans if a borrower totals their car.

If that argument doesn’t carry sway, consider this: under reasonably realistic assumptions, folks who default on their mortgages and get government induced loan modifications may, in effect, get their housing for free for an extended period.  Here’s the math.

Assume the Subprime Sam “buys” a home for $150,000 with no downpayment.  After making a couple of payments, he stiffs the bank.  Property values fall in his neighborhood — say, by 25%.

In the old days, the bank would have simply foreclosed on the loan and booted Sam out of the house.  Not so fast these days.

Instead, the Feds “encourage” the lender to modify the loan — say, by lowering the mortgage rate to 4.5%, by lengthen the term to 40 years, and by reducing the loan balance to the current fair market value of the house. 

Let’s say that Sam’s house dropped by the 25% neighborhood average and has a current $112,500 fair market value.

The bank writes off $37,500 of the original $150,000 loan, and Sam’s monthly mortgage payment drops to $500 — less than half of what he used to pay. (Trust me on the math).

Now, things get interesting,

If Sam is an typical mortgage loan “modifiee”, then — based on empirical data — there is at least a 40% chance that he’ll default on the loan again — within 6 months.  That is, unless housing prices fall more — in which case, Sam is virtually certain to default again and walk away from the home and his mortgage obligation.

Let’s be positive, though, and assume that Sam takes his debt seriously this time, and that real estate prices bottom and start to creep up again.

For the sake of argument, let’s pretend that home values claw their way back up.  Let’s pretend that — in around 7 years — Sam’s  house is worth the original $150,000 again.  (Note: that’s a home inflation rate of less than 5% annually — maybe a bit optimistic, but not wildly so)

And, let’s pretend that Sam sells the house then and walks away with about $40,000 —  $150,000 from the sale, less the roughly $110,000 he’d still owe on his loan. (Note: Principal pay-down is minimal during the early years of a 40 year mortgage).

Now, over that time period, Sam made 80 monthly mortgage payments of $500 each — totaling about $40,000

So, Sam pitched in zero down payment and $40,000 in mortgage payments — then, he netted $40,000 on the sale. Presto.  Free housing for about 7 years.

Of course, home prices might stay in the dumper and Sam may end up “out of pocket” for his housing.

But, that’s only fair.  Especially since his mortgage payments are less than half of his non-defaulting neighbor’s, and since the bank had to write-off $37,500 to get the whacky process rolling.

Talk about unintended consequences and moral hazard …

* * * * *

Want more from the Homa Files?
Click link =>
  The Homa Files Blog

The economics that Barack-O inherited … (and other presidents before him)

January 22, 2009

Nice recap by the WSJ.  Summary data is below. 

For more a clearer image and very cool interactive graphics:
http://online.wsj.com/article/SB123249848926800519.html?mod=testMod#project%3DINHERIT09%26articleTabs%3Dinteractive

image

click for bigger image

 

* * * * *

Want more from the Homa Files?
Click link =>
  The Homa Files Blog

From Becks to ‘Benz … Quality Drives German Brands

January 22, 2009

Excerpted from BrandChannel “German Engineering Drives Global Brand Success” by Barry Silverstein, November 24, 2008

* * * * *

Of Interbrand’s Top 100 Global Brands in 2008, ten were German brands…Germany itself was ranked the best overall “country brand” in the 2008 Anholt-GfK Roper Nation Brands Index, which measures the world’s perception of each nation as if it were a public brand….The United States, the world’s leading branding powerhouse, ranked seventh…

So what is it about German brands…that is so special? Two words might be all the explanation that’s required: discipline and quality.

German companies are highly disciplined in their approach to creating, introducing and selling brands. They have the ability to consistently produce exceptional-quality products that are of lasting value…Makers of German brands are less interested in competing on price and more on making products of superior quality…

Germany’s brand exports have a long, celebrated history of excellence, regardless of industry segment. The country’s automobile brands are the ones consumers most closely associate with the country’s branding acumen…

There is ample evidence that Germany’s branding power extends beyond automobiles. NIVEA…was voted the most trusted skin care brand in 15 countries… Adidas…is an 80-year-old company that today is a global leader in sports footwear, apparel and accessories…SAP is the world’s largest business software company…

Other well-known global brands, from Bayer to Becks to Boss to Braun are a testament to the fact that Germany is, and will continue to be, a prolific producer of some of the world’s finest products. It’s Germany’s disciplined approach to quality that inspires consumer loyalty to German brands.

Edit by SAC

* * * * *

Whether it is beer or automobiles German brands are perceived to deliver a superior level of quality.  The real strength of German brands however is the consistency in which the brands have deliver on this promise of quality.  Establishing credibility through consistency is essential not only for country brands, but for brands in general.

* * * * *

Full Article:
http://brandchannel.com/start1.asp?fa_id=451

* * * * *

Want more from the Homa Files?
Click link =>
The Homa Files Blog

How much of a discount? Depends on how much you're worth.

January 22, 2009

Excerpted from WSJ “Marketers Reach Out to Loyal Customers” by Emily Steel, November 26, 2008

* * * * *

With the critical holiday-sales season at hand, there’s a new character joining Santa and his elves on the advertising circuit: the analytics geek…Marketers…are mining their customer databases and reaching out to loyal consumers with targeted ads, instead of relying on the traditional yuletide blitz.

Rather than create one TV commercial or send out a single, shotgun email promotion, uneasy retailers…are tapping statistical models and other technologies to send specific consumers promotions based on what is potentially on their shopping lists…

Persuading a satisfied customer to return is cheaper than attracting a new one…in the struggle to do more with less, that concept is becoming even more important. Acquiring a new customer costs about five to seven times as much as maintaining a profitable relationship with an existing customer…

Sears and Ogilvy have developed a system to identify the categories of merchandise Sears customers have purchased in the past and to measure the chance that they will buy those sorts of items again this season. That helps Sears determine the type of emails and point-of-sale offers to aim at individual customers. When customers buy an item online, Sears confirms the purchase with an email including a promotion tied to that product. A person who buys a new appliance at Sears.com might get an email offering a deal on the store’s extended-warranty program.

Sears is even offering customers differing discounts based on its predictions about the value those customers will bring to the company in the long term.

Companies have long tracked the habits of their consumers, but they have been overwhelmed by the reams of data they collect. Only fairly recently has the technology become sophisticated enough to allow marketers to link all the data points together — and work effectively with their advertising partners to leverage that data in ad campaigns…

Even if marketers get closer to predicting what’s on consumers’ wish lists, it’s going to be a tough sell, with people strapped for cash. Growth in e-commerce sales has already slowed significantly this year…

Edit by SAC

* * * * *

It is clear that marketers can benefit from targeting customers based on Customer Lifetime Value (CLTV).    This is especially important for retailers facing a challenging economic situation with trimmed advertising budgets and customers who are cutting their spending.  The retailers that take advantage of the technology available to more accurately calculate CLTV and then target the more profitable customers have a better chance at a profitable holiday season. 

* * * * *

Full Article:
http://online.wsj.com/article/SB122766322705958805.html?mod=article-outset-box

* * * * *

Want more from the Homa Files?
Click link =>
The Homa Files Blog