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Home Equity or Second Mortgage??

Citigroup spent $1 billion advertising it's Live Richly campaign from 2001 to 2006 encouraging Americans to take out home equity loans. Marketing executives knew that "second mortgage" had an unappealing ring. So they seized the idea of "home equity," with its connotations of ownership and fairness. Advertising historians look back at the '80s as the time when bank marketing came into its own. *To read the full post, please visit the San Diego County California real estate blog

Posted by San Diego real estate blog San Diego real estate agent on 08/21/2008 07:31 PM

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