Lending

How to Engage Your Customers About the Fed Rate Cuts

5 mins read
November 18, 2024
By
Mike Waterston

The Fed rate cuts that hopeful homebuyers were waiting for are finally starting to materialize. Yet, mortgage rates haven’t immediately fallen. In fact, mortgage rates ticked up a bit in October after the first rate cut in September.

Homebuyers are anxiously wondering what’s going on—and what’s coming next. This presents a huge opportunity to earn their trust by providing education, guidance, and insights into what they can expect from the housing market in the coming months.  

Mortgage lenders and loan officers (LOs) need to engage potential homebuyers to help them understand the complex dynamics and nuances of our industry. They need to help them feel (at least a little) more comfortable with what to expect. Earning their trust today will help lock in their business when they do make a mortgage-related decision—whether it’s their first home purchase, an upsize or downsize, or a long-awaited refinance.

Borrowers and homeowners want an expert they can rely on to answer their questions and offer guidance on the complicated mortgage market. Loan officers need to be able to speak as this kind of expert authority on factors influencing mortgage rates, as well as the broader housing market.  

This blog will cover:

Explaining the “Fed rate”?

While this might be “Mortgage 101” to you, most people only have a general understanding that the “Fed rate” is important in shaping the interest rates that consumers see on mortgages and other loans. So, it can be helpful to provide your customers with a broader definition and discussion of what the “Fed rate” is, and how the Federal Reserve thinks about its decisions to raise or lower that rate.

The “Fed rate” is the federal funds rate—the interest rate at which banks lend money to each other overnight to meet reserve requirements set by the Federal Reserve (the U.S. central bank). The Fed rate is one of the Federal Reserve’s only tools for fulfilling its “dual mandate” of maintaining stable inflation and maximizing employment.  

By lowering the rate, the Fed can stimulate borrowing, spending, and hiring during economic slowdowns, boosting employment. Conversely, by raising the rate, the Fed can cool down excessive borrowing and spending, helping to control inflation when the economy is overheated.  

But this is a delicate and extraordinarily difficult balance to achieve. The Fed rate is an admittedly “blunt” tool for influencing economic stability. And Fed rate changes have an infamous “long and variable lag,” meaning the impacts take months to play out.

Why Fed rates don’t directly drive mortgage rates

The Fed’s decision to cut rates in September and November 2024 undoubtedly included hopes of easing the unprecedented tension in the housing market. But there are several reasons why mortgage rates aren’t following Fed rates on a linear basis:

The mortgage market already priced in initial Fed rate cuts

The Fed began signaling its intention to cut rates way back in December 2023. Experts debated the timing and size of those cuts through most of 2024, but the sense of inevitability only grew stronger—peaking in August as evidenced by some anticipating emergency rate cuts and others predicting a massive .75% cut.

Many mortgage lenders took calculated risks by lowering their rates in advance of a likely Fed rate cut. The goal was to capture constrained homebuying demand by being among the first to lower their rates. By the time the Fed rate cuts were announced on September 18, most lenders had already priced in that initial .5% drop.

In other words, the mortgage market does not always respond to the federal funds, but rather anticipates where that rate is headed in the near future. This naturally leads to the other two macroeconomic factors that have actually pushed mortgage rates higher since the Fed’s September rate cut.

Employment data indicates a strong economy

Jobs reports in the U.S. continue to exceed expectations, signaling broader economic strength. This strong job market persists in spite of geopolitical and macroeconomic headwinds and in defiance of both historic norms and expert-predicted slowing.

Mortgage lenders look at employment data as a sign of where demand will be in the coming months. A strong economy puts no pressure on lenders to lower mortgage rates. Moreover, employment data is also a reliable indicator of what the Fed will do with its rates in the coming months. If the job market remains hot, the Fed may hold off on additional rate cuts (and rate hikes may even re-enter the conversation).

Inflation has stagnated

We’ve come a long way from the surging inflation we saw 18 months ago. Inflation now sits relatively close to the Fed’s 2% target. But experts always warned the “final mile” would be the most challenging.  

The mortgage market looks at inflation as a signal of what the Fed will do next. Fed officials made it clear throughout 2024 that they’re anxious about easing up too early—and they’re firm on their 2% target. So, stubborn inflation may contribute to a decision to hold off on further rate cuts in the near future.

Demand remains low in the mortgage-backed securities market

Mortgage lenders view mortgages as financial products and one of the main ways they realize value on these products is through the sale of mortgage-backed securities (MBS).  

As a result, mortgage rates can be heavily influenced by investor demand for MBS: When MBS are in high demand, lenders can realize higher yields. So, they’re incentivized to lower mortgage rates to drive mortgage volume and capture those higher yields.

Right now, inflation and other factors (even lingering effects from the 2008 housing crisis) are keeping demand for MBS relatively low. So, the MBS is not putting any downward pressure on mortgage rates.

What to watch: 10-year Treasury yields signal mortgage rates

Admittedly, the four factors above are just part of what’s influencing mortgage rates. The complex interplay of various factors is hard for even experts to untangle and reliably predict.

The best advice you can give homebuyers wondering where mortgage rates are headed: Watch the Fed’s 10-year Treasury yields. This figure provides a reliable shortcut to anticipating mortgage rates, rather than trying to calculate the relative influence of various macroeconomic factors on their own.

That’s because mortgages are long-term investments. So, the mortgage market values long-term indicators over short-term signals. The federal funds rate is considered a short-term rate (for the aforementioned overnight borrowing between banks). But the 10-year Treasury yield is one of the most reliable long-term indicators. It incorporates investor sentiment about future economic strength, global economic trends, and inflation expectations.

Right now, 10-year Treasury yields remain high by historic standards. After peaking in late 2023, they hit a recent low in mid-2024 and climbed back up in recent weeks. We’ve seen mortgage rates take a very similar path over the last year.

How education now can build loyalty for later

Loan officers are likely frustrated that long-awaited rate cuts haven’t resulted in a massive surge in homebuying. And they’re certainly not excited to see mortgage rates ticking up recently. But these pains his potential homebuyers even harder.

The best strategy at the moment is to lean into an empathetic approach: Recognize that homebuyers are feeling even more frustrated and confused by the mortgage market. This presents a tremendous opportunity to meet homebuyers where they’re at—engaging them with helpful education on what’s happening in the mortgage market right now.

Providing this much-needed support and guidance around how and when the Fed rate will impact mortgage interest rates can build invaluable trust and sow the seeds for long-term loyalty. So, when the time is right, you’ll be their first call.  

How Will the Federal Reserve’s Interest Rate Cuts Impact Lenders?

Hear what Total Expert Founder & CEO Joe Welu and Chief Lending Officer Dan Catinella think lenders and loan officers can expect if rates continue to drop on the Expert Insights Podcast >

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Smaller Lenders, Bigger Impact: Using Data to Deepen Personal Relationships

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Forming authentic relationships has always been the competitive edge for smaller lenders. And as the FinServ world has become more tech-driven and digital-first, credit unions and community banks have only leaned further into this powerful differentiator. But we’re seeing an interesting trend among some of the most successful small- to mid-market lenders: They’re recognizing that tech-enabled engagement is no longer mutually exclusive to genuine human connections. They’ve created powerful data-driven strategies that make it easier for them to build good, old-fashioned personal relationships.

These forward-thinking lenders are realizing that their smaller size is actually an advantage in implementing “big data” tools and strategies. We’re seeing credit unions and community banks deploy Total Expert Customer Intelligence in a matter of weeks and start realizing value in as little as 90 days, building a loyalty- and revenue-generating engine that fuels itself.

But how are they doing it in a financial landscape where consumers have more choices and competitors aren’t just in the building across the street?

Even close borrower relationships are growing more complex

Small- to mid-market lenders have been historically hesitant to embrace tech-powered, data-driven strategies because there was a concern that it would dehumanize their connections with borrowers. Which is understandable as community banks and credit unions have built their brands and their reputations on their ability to forge honest, transparent relationships—getting to know their customers and members in ways bigger lenders could only dream of.

But even those 1:1 borrower connections are now digital-first, multi-channel relationships. Those increasingly complex relationships involve exponentially more data, information, preferences, and intent signals. A common concern we hear among smaller lenders runs along the lines of, “We don’t have enough data for a ‘Big Data’ strategy.” But the truth is that even the smallest credit unions and community banks are swimming (and sometimes drowning) in a pool of tremendously valuable data.

Borrowers expect to feel “known” across every channel; they want the same feeling of 1:1 personalization at every touchpoint. And it’s becoming a genuine challenge for smaller lenders to juggle all the information and orchestrate these hyper-personalized omnichannel experiences.

Using Customer Intelligence + marketing automation to enhance personal borrower relationships

More and more credit unions and community banks are turning to data-driven, tech-enabled strategies to complement—not replace—their personal relationships with borrowers. We’ve seen smaller lenders have tremendous success with Customer Intelligence and our dynamic, automated Journeys because they:

  • Surface intent signals in real time: Customer Intelligence surfaces critical intent signals as they happen, giving LOs the superpower of knowing what borrowers and homeowners need when they need it.
  • Highlight life events as critical engagement opportunities: Customer Intelligence helps smaller lenders go beyond traditional intent signals, recognizing key life events or milestones (graduating, getting married, starting a family, changing careers, retiring, etc.) that signal shifting financial goals and new borrowing needs. This gives your LOs natural opportunities to reach out with helpful, personalized guidance.
  • Enable personalized outreach at scale and speed: Credit unions and community banks are using Total Expert Journeys and other automation capabilities to help their LOs stay on top of all of these valuable Customer Intelligence signals. Built-in triggers and automated Journeys enable LOs to magically engage at just the right time—across their full roster of customers and prospects.

Smaller lenders are leveraging Total Expert’s digital toolset to help them show up for borrowers when it matters most—across every and all channels—to give them the feeling they want most: a trusted financial advisor who understands their financial needs and goals, providing proactive support and guidance to help deliver the best possible outcome.

Measuring time-to-value in weeks, not years

Another major misconception among credit unions and community banks is that they don’t have the resources to manage this kind of automated, Customer Intelligence-powered strategy.  

It’s true that smaller lenders likely don’t have large internal teams of data analysts (if any). But Total Expert has led the charge in democratizing access to leading-edge data analytics tools and capabilities. We’ve designed Customer Intelligence and Journeys to be easy to deploy and quick and intuitive to set up.

The smaller size of most credit unions and community banks works to their advantage here. We consistently see these customers go live and start seeing measurable value with Customer Intelligence in as little as eight weeks because they’re able to implement, build, test, and launch faster than larger lenders that have more layers of reviews and approvals.

Smaller lenders driving big value: Customer Intelligence case studies

Dart Bank

  • Customer Intelligence in action: Dart Bank uses Customer Intelligence to surface life events and intent signals in real time, enabling LOs to engage members with proactive, personalized support across channels.
  • Driving measurable value: In just six months, Dart Bank drove an additional $48 million in funded loans—all by connecting with borrowers at the right moments of opportunity.

Tucson Federal Credit Union (TFCU)

  • Customer Intelligence in action: TFCU adopted Total Expert Journeys + Customer Intelligence to automate workflows, unify member data, and personalize communications; reducing manual work (e.g., uploading data daily) and streamlining email campaigns.
  • Driving measurable value: Open rates now exceed industry benchmarks (25–26%), and click‐through rates have improved. Campaign build times dropped from weeks to minutes.

Family Savings Credit Union

  • Customer Intelligence in action: Family Savings Credit Union moved from generic, outsourced marketing to using Total Expert Journeys, personalized messaging across channels, and better data visibility internally (bringing together core banking data, email, etc.), enabling them to send more strategic and relevant communications.
  • Driving measurable value: By acting on these insights, Family Savings Credit Union has increased retention and preserved the strong member relationships that fuel long-term success.

Horicon Bank

  • Customer Intelligence in action: Horicon created a Data Insights department, deployed Total Expert for centralized CRM/marketing automation, enabling more intentional targeting and personalized communications, letting staff have visibility into customer behavior across branches and channels.
  • Driving measurable value: The bank is now orchestrating timely, personalized borrower outreach at scale—transforming digital signals into relationship-building opportunities that strengthen loyalty.

Tech- and data-driven strategies have proven over and over that they have the ability to help deepen personal relationships for smaller credit unions and community banks. Our customers are proving that size doesn’t have to be a barrier. It can be an advantage that allows organizations to move quickly, leverage powerful tools like Customer Intelligence, and deliver authentic, personalized experiences at scale.

Learn more about Customer Intelligence and how it can drive consistent growth by enhancing your member and customer relationships.

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[Dark Matter] Unlocking the Mortgage Ecosystem

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Total Expert’s Director of Product Integrations and Innovation, Mike Russell, recently joined Dark Matter Technologies’ Product Evangelist, Craig Rebmann, for an episode of Spotlight Backstage. Their conversation went behind the scenes of the mortgage ecosystem to show how lenders can drive real results by connecting the right people, processes, and technology to create a network of partners and integrations that streamline operations and create better borrower experiences.

From insights on how lenders are optimizing the technology they already use and adopting best practices to finding new ways to improve efficiency without sacrificing service, the key theme was clear: success comes from building a connected ecosystem where your tools talk to each other and your teams have the right support. If you want to see what’s possible when technology and partnerships align, this is the perfect place to start.

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Navigating the HPPA Shift: Why It’s a Win for Lenders Who Put Customers First

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Change is the one constant in financial services, but the way we respond to it separates the leaders from the pack. The newly signed Homebuyer Privacy Protection Act (HPPA)—taking effect in March 2026—is a shift in how lenders can access and use consumer credit data. However, while some may view this as another regulatory headache, the reality is far more encouraging: it’s an opportunity to raise the bar on trust, transparency, and customer experience.  It’s another validation of our “Customer for Life” strategy.

This isn’t about dodging restrictions. It’s about recognizing that the playbook for winning customers is evolving—and those who embrace that evolution will come out stronger.

What’s changing?

Under the HPPA, credit bureaus can no longer sell a consumer’s credit file unless the lender meets one of a few narrow conditions:

  • Originated the consumer's current mortgage
  • Service the consumer's current mortgage
  • Obtained clear, documented consent from the consumer
  • As a bank or credit union, maintain an active account for that consumer

There’s even a GAO study on the way, examining how trigger-lead solicitations via text messaging impact consumers—a clear sign regulators are watching the fine line between engagement and harassment.

For lenders who have long relied on trigger leads, this represents a fundamental shift. But for institutions that have invested in building relationships the right way, this is good news.

What this means for lenders

The HPPA shuts the door on spray-and-pray solicitation tactics. But it opens the door wider for lenders who want to compete on trust and relationship strength. Specifically, it creates new opportunities to:

  • Deepen existing customer relationships with proactive, personalized engagement.
  • Capture consent earlier in the journey, before borrowers get lost in a flood of noise.
  • Differentiate in a less crowded, more consumer-friendly marketplace where trust is a true competitive advantage.

The lenders who lean in here will win—not because they shouted the loudest, but because they earned the right to stay connected.

Why this isn’t just another regulatory headache

Consumers have been saying it for years: the barrage of calls, texts, and emails after a mortgage application is exhausting. Some borrowers receive 100+ solicitations within 24 hours. That doesn’t build confidence—it erodes it. And we know this is not how our TE customers run their business.

HPPA represents a rare alignment of regulators, consumer advocates, and lenders themselves. It clears away predatory noise, improves the homebuying experience, and rewards lenders who put relationships at the center of their strategy.

As our Founder & CEO Joe Welu often reminds us, “Trust is the currency of modern financial services.” This law is an accelerant for lenders who understand that principle.

How we're going to help you thrive in a post-HPPA world

We’re not sitting on the sidelines waiting to see how this plays out. Our platform was purpose-built to help lenders engage customers in a way that’s personal, compliant, and built to last. Here’s how we’re making sure you’re ready for March 2026:

  • Proactive guidance: Our mortgage and tech experts are already helping lenders adjust monitoring practices, so they stay compliant without losing momentum.
  • Expand Customer Intelligence: We’re finalizing new capabilities to drive increased awareness and enrichment of your relationships, including expanding CI to all three bureaus, and streamlining our credit improvement alert.
  • Investments in consent: Upgraded features coming soon to capture and respect consumer consent in clear, frictionless ways—including through our ecosystem partnerships.

This isn’t a band-aid or a reaction; it’s an evolution of how modern lenders build sustainable engagement to develop customers for life.

Bottom line: this isn’t a roadblock—it’s an opportunity

Every regulatory change comes with friction. But HPPA isn’t just about compliance—it’s about clarity. It’s about stripping away noise and giving lenders who prioritize relationships a stage to shine.

The lenders who thrive in this new environment won’t be the ones chasing trigger leads. They’ll be the ones investing in trusted, personalized engagement—from first touch through every financial milestone.

And that’s exactly what Total Expert was built to help you do: navigate the shifts, build lifelong trust, and continue winning customers for life.

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