AT HOME MORTGAGE works very hard to be a lender, loan and mortgage advisor you can trust. That's why so many people return to AT HOME MORTGAGE and confidently refer their friends and neighbors. Whether you are buying a home or refinancing your mortgage, you will get the best mortgage that meets your needs at AT HOME MORTGAGE, specializing in FAST Approvals for borrowers with good credit… Please Call Direct 608-647-6203 or Toll Free 877-647-6203 or visit us on the web at www.beiermortgage.com AT HOME MORTGAGE is a Wisconsin based company with Wisconsin people whose mission is to provide solid reliable truthful information. If you're looking for a good interest rate with no hidden fees and honest answers to help you find the best loan program that meets your needs, you're looking for AT HOME MORTGAGE. You'll find AT HOME MORTGAGE, LLC on the web at www.beiermortgage.net. AT HOME MORTGAGE... respected and trusted. Call 608-647-6203 or toll free, 877-647-6203. Food for thought... The Federal Trade Commission (FTC) is cracking down on unscrupulous lenders who use misleading advertising to lure borrowers; however, lenders are still doing anything from renaming negative amortization loan product to something more friendly sounding like Secure Advantage or Choice Pay to just outright lying about interest rates and fees. While it is good that the FTC is trying to crack down on this type of behavior, the unfortunate reality of the situation is that this type of marketing works and these companies are, unfortunately, giving consumers what they want to hear. The reality is that the general public is often naive, extremely uninformed and uneducated in regard to finance; hence, mortgage advertising that works best is usually dumbed down to the lowest common denominator. If it didn’t work, lenders wouldn’t do it! Today, many lenders are still running misleading advertisements touting that they don’t charge closing costs. There is plenty of information available as to why this is misleading and how a no closing cost mortgage simply means you are getting a much higher interest rate, than you otherwise would have qualified for, but the general public often buys into this hook, line and sinker. The point is, no matter how much honest lenders despise this type of advertising, you have to admit - these types of ads work. Many marketers teach that the general public is in fact stupid, or why else would they respond so favorably to this type of advertising? For who in their right mind would call these companies to borrow thousands upon thousands of dollars? Unfortunately, plenty of people do! Should advertising of mortgage interest rates be made illegal? Every mortgage professional knows that it is impossible to quote actual legitimate interest rates without taking a full mortgage application, yet many loan officers continue to quote unobtainable interest rates without asking a single question. Why? Perhaps because buying a home is one of the most complex financial transactions most people will ever undertake. Second, consumers have shown they are not capable of critically evaluating their financial options. Third, too many mortgage marketing companies have shown they are not trustworthy of actually developing an ethical advertising message. Perhaps if mortgage advertising were made illegal, mortgage companies would then be pressured to look at the long term and do right by their clients, because they would know their future business would depend upon gaining referrals from satisfied clients. Again, food for thought!

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