"Live Richly"
New York Times | August 14, 2008
outputThat catchy slogan, dreamed up by the Fallon Worldwide advertising agency, was pitched in 1999 to executives at Citicorp who were looking for a way to lure Americans to financial products like home equity loans. But some in the room did not like it. They worried the phrase would encourage people to live exorbitantly, says Stephen A. Cone, a top Citi marketer at the time.
Still, “Live Richly” won out. The advertising campaign, which cost some $1 billion from 2001 to 2006, urged people to lighten up about money and helped persuade hundreds of thousands of Citi customers to take out home equity loans — that is, to borrow against their homes. As one of the ads proclaimed: “There’s got to be at least $25,000 hidden in your house. We can help you find it.”
Not long ago, such loans, which used to be known as second mortgages, were considered the borrowing of last resort, to be avoided by all but people in dire financial straits. Today, these loans have become universally accepted, their image transformed by ubiquitous ad campaigns from banks.














I worked in the mortgage industry...
until about 2 years ago, when it really started going downhill. I worked for 3 different companies in 2 years. I had to move from company to company because they all ended up going out of business while I was working there! First Ameriquest closed around 1000 offices in one month, then a couple of different smaller, locally based mortgage brokerages I worked for after that had to close their doors.
Seeing the industry from both sides, there are a lot of people to blame...
It all starts, of course, with the Fed. You can't leave interest rates at 1-2% for a decade and not expect overborrowing and malinvestment. You are artificially creating an undue incentive to go into debt.
Then you have the mortgage companies and banks, particularly the MORTGAGE COMPANIES. In the days before all this chaos, banks sold mortgages. Then the sub-prime mortgage market bought in companies that ONLY sold mortgages. Ameriquest was like a sweat shop. A really nice cushy sweat shop of course, with all of us having our own expense account. We were making $30,000 base pay plus commission. I made $10,000+/month for 4 months in a row... one month I made around $12,500. I worked there less than a year and made around $80,000. I never cheated or anything, but I saw people going as far as forging documents. $1000-5,000 per loan is a lot of incentive. I saw people pushing customers into loans that were of no real benefit to the customer... other than the $5,000 cash they offered on a refinance as enticement. Nevermind the fact that they were maxing out their house and streching the loan back to 30 years again... I mean, who cares if they already had 8 years completed on their first 30 year mortgage?
And then there are the people who got 100% loans to purchase their homes, many of whom had marginable credit scores, or maybe they didn't have documentable income... all sorts of crazy, STUPID loans were made by these companies. Then they were IMMEDIATELY sold out in bunches as securities. Some pretty scary "securities".
That brings us to the customers. Plenty of them gladly accepted these loans. They wanted $5,000 cash. Many of them had done this before and were familiar with the process. Some of them even joked about how they would probably never pay their home off because they kept having to refi pay off their credit cards!
Like the article above stated... in the old days people didn't dream of doing this kind stuff. A second mortgage was taboo, and you always dreamed and worked hard... waiting for the day when your home was paid off. I remember when my parents paid off our home. They were so excited. Debt free at last! They're passed on now, but they are from that generation that came up from nothing. You know... all our relatives that are, or would be, around 75-90 years old... or older. They lived conservatively, and within their means... just as Dr. Paul says we should do with our budget for the nation.
One could argue for more government regulation, but that's not going to stop people from borrowing money when interest rates are at 2%. People need to gain a new mindset when in comes to their money. The OLD mindset. The mindset of people who started with NOTHING.... and built a business and made a life of comfort for themselves and their family. My Mom grew up in a 2 room shack in Blount Springs, AL. My grandfather and grandmother and 5 kids in a little shack the size of my living room. My granfather went on to start a successful business, and my parents ended up owning a couple of businesses... so obviously the 2nd half of their life was much more enjoyable than the first. But they did the right things. They lived within their means, they saved and invested, and they worked HARD. But, they reaped the rewards of all that sacrifice.
Very few people really live like that today.
Anyone ever listen to Dave Ramsey?
Hmm.., this comment was
Hmm.., this comment was intended for a post by bfling, but that post has disappeared, so here it is..
I believe it’s extremely important that the message of liberty not be perceived as an attempt at making excuses for rich people exploiting poor ones.
After all, even though the ability to keep more of the fruits of one’s labors, is one of the benefits of smaller government and a free country, no one is going to go door to door campaigning, or work their ass of uncompensated, just to help some Wall Streeter save a few bucks come tax time. Even Ayn Rand wouldn’t do that. That’s just not how people are wired.
Because of this, we have to recognize the reason the leftists have gotten the traction they have for their simplistic and dehumanizing programs, is that they have been very good at zeroing in on what people actually care about; like fairness and concern for the poor. If the freedom movement is ever going to grow beyond a gaggle of Ayn Rand acolytes, we have to move into this territory as well, and take on the leftists on their own turf. If we can’t convince people freedom is not both more fair and, in the end, a better deal for those less fortunate, we’ll never be able to shake our image as a bunch of ‘sock it to the poor’ apologists for the privileged few.
With that in mind, I honestly believe we should realize Citibank hard selling financial products to often poorly informed clients, is at least not something to celebrate. Instead we should focus on, as you did in another post, how the ultimate facilitator for this ‘exploitation’ is government. If we let the leftists monopolize caring about people losing their home, while we primarily occupy ourselves excusing those getting rich from the deal, we’ve lost before the debate has even started.
So, while we should not forget the economic side of the liberty message, the social side, to most people, is at least as important. Hence, if the Ron Paul Movement is going to survive and grow beyond this election, we should take a conciliatory tone, and do our outmost to prevent it from disintegrating into a ‘left’ and a ‘right’ movement. Because, in the end, it’s not about about the rich versus the poor, it’s about the government and those it favors, versus absolutely everybody else.
Stuki
I fully agree. As Ron Paul says, the current system, including the public welfare system, favors the rich, harms the middle class and keeps the poor in their place. And it keeps people away to look not only for themselves but also to care for those in need.
But most people don't get this, but see libertarians as hardless egotists.We are prone to collectivist rhetoric, if we don't develop the social part of the message. To ridicule this position or ignore the proplem, doesn't help keeping away the poeple from the pied piper Obama.
Dr. Paul cured my apathy
Typical liberal article pointing out we need socialist help
Are people responsible for their own financial decisions or not? Responsible for investigating the consequences of making a loan on their personal finances and the potential pitfalls? If they see an ad saying we'll loan you money on your house and they go sign up the next day for $50k with out thinking it through? I completely agree with Dr. Paul on the GSE nonsense basically diverting money away from the free market to home mortgages because of the governments "backing", but advertising is a component of the free markets period. Say all you want about "evil" corporate advertising, when you want the government to regulate the advertising I will guarantee things will only be worse. Changing second mortgage to equity loan is not some horrible crime. This is a NY Times article which basically says big banks tricked poor people who aren't smart enought to see the error of what they are signing up for so the GOVERNMENT should get more involved and save us dumb people. "Don't worry, I'm from the government and I'm here to help you". Shoot me now.
Liberty Freedom Peace
I doubt many at NYT give
I doubt many at NYT give much of a damn about actual poor people. Out of their entire editorial staff, I’d be surprised if even a handful has actually known a poor person. On the other hand, most of them move in the same social circles as their buddies from Columbia who went into banking instead of Journalism.
And now that all these loans turned out not to be such a good idea after all…… well, that’s when it’s time for government to step in and ‘help out’ the poor homeowners by paying off the loans the homeowner can’t pay off him/herself. Wouldn’t want anyone to just walk away leaving their lender with the tab, now would we.
Its New York liberals we’re talking about here, after all. Hardly a crowd known for their concern about much of anything, beyond appearing ‘hip’ and that next step up the corporate ladder.
Anyone here think the NYT lost much money by turning down home equity loan ads during the boom, out of concern for poor people?
Well
Here is the truth....... I saw this coming in the housing market, and I "Had" zero debt. I paid for my house in cash ($120,000) 3 years ago ( I stole it), and have no other debt. About 18 months ago.....I pulled a mortgage on my house for $240,000, when it was worth $310,000. Now it is worth about $270,000. If my home falls in value another 20% or more.......guess what I will have to do? My credit score is about 810 and I will take a hit...Oh well. And I am going to put my house on the market next week in good faith.....and am going to rent a monster condo on the water if it sells.......otherwise......here are the keys, and I will still rent the condo on the water..... Chase can enjoy their new home!!
This is what is happening nationwide.......It is a business decision...nothing more......If this house falls below the $240K mark......or more....what can I do. Also...I am paying taxes on the $310,000 value. I will fight them this year on that...but we will see?
From what I understand....their is a law on the books from the depression era, in regards to defaulting on a mortgage...the debt does not follow you. This is great!......let me google it real fast...Crap ...maybe you guys can help......I can't find it...
Show me the law.....in regards to Mortgage Debt not following the borrower after the property goes back to the lender.
I know it is their....
That is why mortgage debt does not follow a defaulted borrower...
So anyway.....if this keeps going like it is......Chase has another home on their books.....this will get interesting.
Biggest Dummie
You "saw this coming in the housing market and had zero debt", "I paid for my house in cash $120,000" so then you "pulled a mortgage on my house for $240,000" and now "if this keeps going like it is...Chase has another home on their books". So you felt comfortable borrowing twice as much as you paid a few years earlier on your house, that sounded like a good deal to you? You and those like you are possibly more responsible for the housing mortgage crisis than even the big banks. I hope someone rents your 'waterfront condo" before you get it. No understanding of personal responsibility and should not be a part of the Campaign for Liberty!
Liberty Freedom Peace
Thats a
nice comment
I guarantee I have done 100 Times more than you.........lets see
Donated $2300 to RP and Donated $2300 for my Girlfriend to RP
Bought 20,000 liberty cards and distributed them!
Bought 20,000 slim Jims and distributed them worldwide on my travels.
Donated $1000 to the RP Blimp.
Donated Hundreds of dollars to the Granny Warriors.
Donated to almost all of the sign chip ins.....probably $5000, including the chip in for the recount on votes.
Meetup parties at my house for the money bombs where all of my friends donated $2300 each.
I even received a check from RON PAUL for $396.00 because I bought too many signs and donated too much...
Shall....I continue???
I could go on forever......
And your list???
Want me to quit?
I will......??
I am astounded by your comment.....it hurt me!
where was your favorite worldwide travels distribution point?
compared to your favorite point in our USA, Mr. Obama?
Liberty Freedom Peace
This is sad
that I am even responding....
I travel all over this world.....
First off....as I have said before in my posts from a year ago.....I bought the liberty cards and the slim Jims, and on my journeys on cruise ships.....I put the rp slim jims in every room on the ship(Every room has a mailbox). I also put the liberty cards at 2AM in the morning in every hotel I stayed at.. (The Card Slot, they fit). Also....every business trip I took, I put a Slim Jim in every complementary USA today paper that was left in front of the doors of people who rented a room at 5AM.
On one of the cruise ships.....The captain made an announcement.....the announcement was this...
"To the person who is putting election material on all of the decks...this must stop. Our cruise ship is not a place for political material. Thank You".
My friends and I that did this after lots of cocktails got a laugh out of it. We did this on 3 different cruise ships.
I am not trying to impress you, I am just trying to impress upon you that I am a RP person for life.
And to answer your question directly.....I live in Portland, Oregon and still have the RP sign in my yard......and when we would travel to the coast in our meet up groups, I would always carry 1000 liberty cards with me...and all of us would put the cards on every car we walked past......
So now.......my girlfriend.......and her friend are now winning the vote in our local area as representatives. Also.......my friend..... Mike Erickson (Republican with RP views)
http://ericksonforcongres...
will win........We are spending over $1 million dollars in ads.....it is game on.
My girlfriend and her friend are out canvassing everyday. They live in Vancouver Washington. So chalk up two more Rep's for the RP view.
So.........to disrespect me?? I don't get it.....
Financial decisions are business. Period!
I am doing 100 times more than most.
Also.......we have another Michael Delavar is the husband of the leader of our meetup group......and he will win!!! Game on
Here he is....
http://www.delavarforcong...
I am doing everything I can to get RP people elected.
Michael Delavar is at every one of our parties..........
So..........please.....don't doubt me.....
I made a "Business Decision" and will try to sell my house for more than I owe...but I pulled more than I think it is worth!
That is it....I hope you understand my stance!
Can someone translate this?
___________
Lisa C.
www.dvds4delegates.com=Ron Paul, the 44th U.S. President
Join us at: www.campaignforliberty.com
Brought to you by: www.women4ronpaul.com
translate?
where he says he bought 20,000 slim jims and distributed them worldwide on his travels? Even if this were true, what would be the point of giving Dr. Paul's campaign materials to people in other nations? Dr. Paul's campaign and now the campaign for liberty are about restoring our liberties here in the U.S., it has nothing to do with other nations.
Liberty Freedom Peace
Johnkriii
Not only did I buy 20,000 slim Jims.... I have 10,000 more that I am sending to the convention....that somebody offered me...if I paid the shipping to me. Now I am paying the shipping to send them to the rally.
I am not here to confront you or argue with you brother......we are one of the same. I am just trying my best to get Ron Paul type people into political positions.
In regards to my home...that was 100% a business decision....just to cover my a**.
I have worked so hard to promote RP.....you don't even understand.
As long as we keep moving forward.....and wake up people everyday.......that is all I am about.......so peace.......I am not trying to impress you at all......just to impress upon you what I am doing to get this country back.
I have a nice house in Costa Rica.......and I have prepared for the worst.....but I will fight for this country that I love........America is the place to be...but it is tough when I pay more in property tax in the US then it costs me to live in Costa Rica for a year!!
I even have a Ron Paul flashing sign in my car from this guy
http://www.youtube.com/wa...
I have one in both of my cars....
We will see if you will meet me at the Campaign for liberty.........I will be their! Will You?
As one of approximately 10 million non-military Americans
overseas, I would disagree with your statement.
We vote in higher percentages than stateside Americans and, as a group, are a bigger voting block than some states.
___________
Lisa C.
www.dvds4delegates.com=Ron Paul, the 44th U.S. President
Join us at: www.campaignforliberty.com
Brought to you by: www.women4ronpaul.com
ummm
well I don't think our previous commentator was talking about visiting 20,000 US citizens overseas, but I could be wrong and I'm sure he'll be ready to claim this now, he was much more of the WORLD COURT mentality as I saw his pronouncements. In any case, even if he was discussing the distribution of Dr. Paul materials overseas to overseas citizens your statements of "bigger voting block than some states" is RIDICULOUS. If you remember how the Presidential election works, it is a state by state vote for electors, nothing to do with "voting blocks" or a popular vote. On top of that even if the supposed 10 million (definitely not all eligible to vote) Americans over seas were eligible to vote, they would represent less than 5% of those eligible here so that could be important but only if they were united for one candidate which they never have been.
Liberty Freedom Peace
Expert on expats, are ya?
Actually, I was mistaken. I did a bit of quick research on overseas Americans and found this from The Economist: "This scattered diaspora, taken as a whole, wields a voting power larger than half of the states in the union."
Many Americans are eligible to vote, but they don't.
We do, and come November (unfortunately) most are voting Democrat. Expats are sending money like never before and they are one reason Obama made his trip to Europe.
You see, it's not so ridiculous.
___________
Lisa C.
www.dvds4delegates.com=Ron Paul, the 44th U.S. President
Join us at: www.campaignforliberty.com
Brought to you by: www.women4ronpaul.com
Dude, don’t be too vocal
Dude, don’t be too vocal about donating above your max limit ‘for’ other people….. Thanks to you (or Chase) for the undeniable contributions you have made for liberty, though.
It was
a loan.....Okay....she paid me back!
LOL
idiot
I'm sure there were plenty of people who gave even the max to Dr. Paul who didn't have any understanding of true conservative libertarianism, you being prime candidate A.
I gave the max, I ordered signs, I was a delegate candidate, I shipped our extra signs to other states at my expense, if that meets with your unimportant and unknowledgable approval?
Distracting from your original stupid statements is a sure sign you are guilty of poor personal responsibility and a poor candidate for membership in the campaign for liberty.
Liberty Freedom Peace
You can't argue with someone...
who is taking advantage of a broken system. He is just one of many. I saw plenty of them, and I only worked in the industry about 4 years. It was the wildest 4 years. Right before it started going under.
Many of the customers made stupid loans they could not afford. Many of them took advantage of a system that was ripe for being taken advantage of... but it all started with the Fed and the banks and mortage companies. You used to not be able to buy a home without $20,000 down, documentable income with reasonable debt-to-income ration limitations... in other words, you had to prove you were worthy of a home.
I sold purchase loans... no money down... 100% of the value of the home... to people I wouldn't loan $100 bucks to. But, they qualified for the loan. People who would get turned down by a credit card company would qualify for a 100% loan.
The banks wrote bad loans. Now they pay. But, they're going to pass the buck along to all of us, I'm afraid.
I remember when it was an embarrassment
for someone to take out a second mortgage. I also remember my parents having to make an appointment with the bank manager to take out their first home loan. It was a major drama and you had to make a strong case for yourself AND have about 20% to put down.
Live Richly?
They should have added, Die Poorly.
___________
Lisa C.
www.dvds4delegates.com=Ron Paul, the 44th U.S. President
Join us at: www.campaignforliberty.com
Brought to you by: www.women4ronpaul.com
So instead of criticizing the Federal Reserve system
for making the mistake of creating too much liquidity so as to prevent the price mechanism operating efficiently, business is attacked for doing what businesses are supposed to be doing: Making as much money as possible. This article is the typical distraction that anti-capitalists delight in to back up their premise that the problem is "greed." Then the propose to solve this "greed" problem with more government regulations, further harming market efficiency.
The Fed started it...
keeping rates so low for so long.
Then the banks and mortgage companies were next, relaxing their underwriting guidelines and allowing more people to qualify... people who should NOT have qualifies.
And next were the companies and investors that bought these loans. Almost all loans at most mortgage companies were immediately sold off. So why should the bank care if these people were risky? Obviously, the people that were buying these loans up should have paid more atttention to the paper they were buying.
In a free market, things like this will still happen. People make bad investments. Then they pay the price. But government regulation is not the answer. The Fed started it, of course.
We should get rid of the Fed and allow the market to control rates, of course. And the investors and banks that bought all these loans... they should fail.
The market will take time to correct itself, and everything will work out. Assuming the dollar still exists by the time that happens.
But they won't do that. They'll bail the banks out at our expense.
I hate the government.
I have found this to be a
I have found this to be a common problem as well. To the uninformed, the ‘bogeyman’ is the one they have had direct dealings with, and/or the one that while big enough to have name recognition, is still small enough to be safe for media to pick on; in this case Citibank. Not the all powerful government behind the scenes, which created an environment where it would be competitive suicide for Citibank employees to act in any other way.
The thing is, it is awfully hard in our sound bite age to get enough of anybody’s time and attention to provide a more thorough explanation of how things are tied together. And the abbreviated version all too easily end up making us champions of freedom sound like we are siding with the ‘big corporations’ in their supposed effort to plunder the little guy.
bfling
I don't think there is anything anti-capitalistic in warning and educating people about the marketing tactics of certain companies. One may argue if companies like that could survive in a really free market.
BTW There has been some great 'criticing the the Federal Reserve system' on this site.
Dr. Paul cured my apathy
Without Fed emergency lines
Without Fed emergency lines to fall back on, without government backing of Phony & Fraudy keeping much of the real estate junk Citi is sitting on from completely collapsing, without a compliant FASB allowing banks to employ all kinds of accounting shenanigans to cover their losses, and without the FDIC providing insurance for Citi account holders (like me), Citi would already have paid the ultimate price for their reckless credit decisions.
They likely still will, except for the fact that government will bail them out, to the cheers of Dodd & Frank, Schumer, Paulson, Obama and the rest of Wall Street’s puppet regime. And at the expense of those who played no part whatsoever in this silliness. In a free society, banks that spend a billion dollars convincing non credit worthy customers to take their money, simply don’t last long.
It's a pointless distraction.
Business is always going to market in a way that's going to bring in the most income. Why look down upon that? It's not their fault that liquidity was too easy. It's the fault of the fact that the government set up the Federal Reserve system. The problem is that leftists and politicans use stories like this to call for government regulation to prevent "greed." That's the last thing we need. We don't need bigger government. We need LESS regulations of the financial industry.
Citibank
Recently Citicorp had to sell its German subsidiary, Citibank to Credit Mutuel.
Citibank definetly changed the face of consumer banking in Germany. Germany has a strong tradition of saving (though to ridicolous interest rates). Starting with buying up the German KKB bank - infamously dubbed 'Kinder Kredit Bank' (Children's Credit Bank) for its practis to give excessive credits to young apprentice earning their first loans - they have largely managed to replace this attitude to a "spend now, pay later attitude" leading many consumers into private insolvency.
So what you say about this advertising campaign sounds very familiar to me.
Dr. Paul cured my apathy
Great article makes
me happy that my husband and I try to be careful with money. It was a happy day when we paid our house off. My advice to young people going to college. Student loans are a trap that will enslave you for life. Be VERY VERY wary of them. I think college has become a racket and it's all about the buck and less about knowledge. My husband and I are helping our sons get through without student debt. It is a challenge and they had to go local and commute from home. They were none to happy with us at first. As they see their friends struggling and can't find jobs they see our wisdom now. Peace
You are so right about the educational system.
I never was able to get through school, because I worked to pay my own way. Now that I am willing to go into debt for a degree, it is just a matter of time. University is a personality contest, and elitism is pervasive. Logic is scarce, but still found. About 25% of college degrees are earned, that is a personal opinion gathered from working at and attending a University for the last seven years. The rest of the degrees are simply purchased. People pride themselves on not attending class or reading the books. Yet everyone expects to pass. After all, one wants what one has paid for.