O'Reilly logo

Homebuyers Beware: Who’s Ripping You Off Now?—What You Must Know About the New Rules of Mortgage and Credit by Carolyn Warren

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

26. Stop Clicking on Mortgage Ads

I came across that clever slogan on the Internet again today. I don’t know exactly how much money it’s brought in to the company, but an insider told me it’s in the millions. I believe him. The public has been falling for the pitch like overroasted marshmallows into a campfire. I’m sure you’ve heard or seen it too:

“When banks compete, you win.”

It’s a brilliant piece of copywriting, and I wish I knew who wrote it. The big problem is that it’s misleading.

Three Reasons the “Compete Slogan” Is Deceptive

We know that competition is good for consumers. Competition drives down prices. So what’s wrong with “when banks compete, you win”? Why doesn’t this ad make good sense for you?

1. Going through a lead generation ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required