Lending

2023 Rate Chaos Recap & Homebuyer Opportunity Rundown

5 mins read
March 30, 2023
By
Total Expert

By Julian Hebron, The Basis Point

No wonder lenders and consumers are spooked. 2022 rates began at 3.25%, peaked at 7.375% near Halloween, dropped to 6% in early February 2023, hit 7% by late February, and are now near 6.5%. What a ride. Do we get a spring homebuying bump now? Can the Fed beat inflation in 2023? Even if they do, are we just in a higher-rate era now? Can people even afford today’s home prices? And most important, what can all you lenders do about it? Let’s take a look.

Rate Volatility Recap January to March 2023

Let’s recap the wild rate ride in 2023 so far:

Rates dropped from 6.5% to 6% in January on optimism that the Fed’s rate hike medicine was going down, and inflation with it.

By February 2, Groundhog Day, 6% mortgage rates and lower home prices (see ‘Upside’ section below) gave some life to budding Spring homebuying.

But Punxsutawney Phil saw his shadow that day, and wintry rates rose back to 6.5% in a week.

First, it was January’s super strong jobs report on February 3. Then Fed chair Jay Powell and FOMC voting member Christopher Waller reminded markets, “we will stay the course until the job is done” on February 7 and 8.

By February 24, rates approached 7% when January Core PCE inflation – the Fed’s preferred measure – rose 20 basis points to 0.6% for the month. That’s 7.2% annualized!

Rates hit 7.125% by March 3 but dropped to 6.75% on March 10 as wage inflation eased.

Rates dropped further as the bank crisis drove investors into the safety of mortgage bonds, and entered the last week of March near 6.375%.  

What’s the Inflation & Rate Endgame for 2023?

Now, the Fed is balancing fights against inflation (higher rates) and bank contagion (lower rates).

On inflation, all major institutions have updated projections.

For example, Goldman Sachs now predicts year-end CPI at 3.8% (it’s 6% now) and Core PCE at 3.4% (it’s 4.7% now).

So, for now, the Fed’s 2% target feels less likely. Rate volatility is the only certainty in 2023.

Rates will rise if we get inflation surprises from Core PCE (March 31), wages (April 7), and CPI (April 12).

Rates will drop if inflation wanes, or if bank contagion tips off a recession.

The Fed has a nearly impossible job, and bank panic was in part tipped off by the Fed hiking too fast.

It’s caused net interest margins to invert for many banks and led to balance sheet issues for a few banks.

The Fed proceeded with a ninth straight hike on March 22, but markets are now betting on a pause for their May 3 rate policy meeting.

So what does this mean for homebuyers?

The Upside of Slower Home Sales 12 Straight Months

On March 21, we got February data saying existing home sales snapped a 12-month losing streak, rising 14.5% to 4.58 million units.

This reverse comes after rates hit the low-6% range during January, which is when people got into contract for February closings.

The upside of existing home sales slowing for a year:

Median existing home prices are $363,000, down $50,800 from a June 2022 peak of $413,800.

Homebuyers can afford a $363,000 median home price.

Monthly cost on a $363,000 home purchase with 5% down and a 6.5% rate would be $2881 (mortgage payment, insurance, taxes, mortgage insurance).

If your borrower had no other monthly debt, they’d qualify making $80k per year. If they had $600 in credit card, auto, and other monthly debt, they’d qualify making $97k per year.

Newly built homes also have lower prices, with today’s $438,200 median sale price down $58,600 from the October peak of $496,800.

Monthly all-in cost on a $438,200 home purchase with 5% down and a 6.5% rate would be $3456 (mortgage payment, insurance, taxes, mortgage insurance).

If your borrower had no other monthly debt, they’d qualify making $96k per year. If they had $600 in non-housing monthly debt, they’d qualify making $113k.

How to Warm Up Deals When Headlines are Coldest

There are millions of homebuyers who can afford these 43% debt-to-income ratio scenarios.

The Mortgage Bankers Association predicts 4.84 million new and existing home sales in 2023, of which 69% will be financed by you.

I present these scenarios at 6.5% because that’s the rate market reality today.

But rates with a 6 handle have so far proven more palatable for buyers and sellers. That’s when we can see weekly purchase loan applications rise.

So the playbook is long lead engagement.

First, you must “be the media” and use your marketing system to stay in front of customers with real-time market data on rates and local home prices.

Second, you must remind borrowers that home price declines will stop and maybe reverse as rates dip to 6% and below.

So getting pre-approved now, and making aggressive offers is the best path to success – and the first time in years that sellers are willing to make deals. Even with recent home price declines, sellers still gained $3.5 trillion in tappable equity from January 2020 to present.

Third, you must use customer intelligence to keep pre-approved borrowers from straying during their shopping process. Real-time alerts tell you if your sellers have listed their home, if your buyers have talked to other lenders, and let you re-engage all your clients to get them into their dream home.

Fourth, you must help your realtor partners engage these long-lead borrowers and do so in a compliant way.

Learn more about Total Expert’s Customer Intelligence solution and reach out to The Basis Point about the state of the market and your tech stack.

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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.
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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

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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.
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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.
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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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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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