www.advertising.yahoo.co.uk Search Read on for: Mortgage Seasonality, Mortgage Product Seasonality, Top Keywords By Clicks vs. CPC, Hitwise - Share of all Portfolio Clicks Mortgages MARKET NEWS & TRENDS It’s that time of year again, summer is almost over, days are getting shorter and consumers are starting to hibernate back to their homes to frantically search online to sort out their financial stability post-summer and plan for the future. That’s why, at this time of year, we see spikes in financial searches. This month, we want to look at mortgages as traditionally August through October is peak season for home buying. Here are some of the highlights: • Remortgages are likely to be a significant growth area for lenders this year, as speculation mounts over a rise in interest rates. Indeed, Barclays and Nationwide have already launched Switch & Fix propositions to capitalise on consumer anxiety here. (Mintel) • The number of loans for house purchases and remortgages both increased in May, reflecting a mortgage market that appears to be stabilising. Figures from the Council of Mortgage Lenders (CML) have revealed that there were 41,500 loans worth £5.9 billion advanced for house purchases in May - up from 40,800 (£5.9 billion in value) in April. (CML) • Potential first-time buyers are seeking out advice in droves as lenders begin to return to higher loan-to- value lending. First-time buyers looking for guidance in the market accounted for 40% of all advice sought on mortgage matters in June, the highest level seen since April last year. (unbiased.co.uk) • At present, there are 2,688 residential mortgage products for buyers to choose from – the most since December 2008. Buyers with a 10% deposit have seen their options increase considerably; there are currently 261 products at 90% loan-to-value, up from 176 at the same point last year. The tier with the highest number of mortgage products at present is 75% loan-to-value, which is comprised of just over 800 residential home loan deals. (Moneyfacts) Vertical Insights - August 2011 ACCOUNT MANAGEMENT BEST PRACTICE As we can see from the above news snippets, there are certain mortgage areas that are particularly strong at the moment. In particular, remortgages and first time buyer mortgages. It’s crucial to make sure you have these campaigns built out and optimised. With 2688 residential mortgages for buyers to choose from, it’s extremely important to relate your offer in the adcopy in order to set your product apart from others. For example, if you are offering no deposit or 5% deposit mortgages, make sure this is displayed in your copy boldly using Yahoo!’s dynamic keyword insertion. Another thing to bear in mind is to have relevant negative keywords in your account. If you have separate accounts for loans for instance, make sure you have loan terms as negatives along with other finance products you may offer .... In order to have your accounts ready for this peak season, contact the Yahoo! creative team to help optimise your accounts. Below is summary of the work we can help you with; • Account Investigation • High Volume Restructure • De-Dupe • Bid Proposals • Match Type suggestions • Keyword Expands • Excluded Keywords • New Ad Suggestions • Dynamic Keyword Insertion TOP KEYWORDS 1. mortgage rate 2. mortgage 3. mortgage calculator 4. remortgage deal 5. buy to let mortgage 6. remortgage 7. compare mortgage 8. mortgage advice 9. mortgage deal 10. fixed mortgage 11. fixed mortgage rate 12. mortgage uk 13. best mortgage deal 14. first time buyer mortgage 15. mortgage broker 16. best mortgage 17. 100 mortgage 18. mortgage protection 19. mortgage quote 20. mortgage loan