Lending

Headline Hype Aside, Here Are 2022-23 Inflation & Rate Endgames

5 mins read
February 22, 2022
By
Total Expert

By Julian Hebron, founder of The Basis Point

In the meme stock era, perception of headlines is reality, and no consumer or pro is immune. Here’s a flavor of headline noise barraging our feeds and focus in 1Q 2022:

  • How 40-Year High Inflation Will Ruin COVID Recovery
  • 45 Million Millennials Ready To Buy Homes, But Timing Is Terrible
  • Bidding Wars & Affordability Deflating Homebuyer Dreams

Highly clickable themes, right?

Wrong! Don’t let the hype steal your focus. Instead, let’s look at these red hot and legitimately important topics as true pros who must understand the endgames for each. That way, we can make clear decisions for clients, partners, team members, and ourselves.

Inflation Spike Drops By 2023 with Sturdy Economy Until Then  

Let’s start with the endgame on inflation. Right now, all-in CPI (Consumer Price Index) is 7.5%, a headline-grabbing number far outside of the Fed’s 2% to 3% comfort zone for inflation.

As for the endgame, Goldman Sachs’ economic research team sees full-year inflation (as measured by all-in CPI) cooling to 4.4% during 2022 and to 2.9% during 2023. The rest is chatter to consumers, nuance to pros, and anxiety-producing for all.

To clarify chatter and ease anxiety, let’s quickly review three nuances.

First, to help get inflation back to that 2% to 3% comfort zone, consensus estimates call for the Fed to do roughly seven 25 basis point hikes on overnight bank-to-bank lending rates this year, and to slow or stop bond buying – which keeps long rates like mortgages low – by March. See next section for rate impacts.

Second – and perhaps most important – all-in CPI doesn’t influence Fed policy decisions nearly as much as Core PCE, which is the Personal Consumption Expenditures index minus more volatile food and energy prices.

Annualized Core PCE inflation is now 4.9%, lower than headline all-in CPI but higher than the Fed’s comfort zone. Goldman sees full-year Core PCE cooling to 2.9% during 2022 and to 2.2% during 2023, which is even lower than the endgame noted above.

Third, high inflation represents today’s hot economy, which will moderate and inflation will follow. GDP is hot at 6.9% now, but Goldman sees that returning to 3.2% in 2022 and 2.2% in 2023.

The U.S. created 467,000 jobs in January 2022, but consensus estimates call for 2022-2023 monthly jobs growth to be less than half of that.

2022 Rate “Spike” Means Crazy Low 4% Mortgage Rates    

All of this adds up to inflation moderating this year and next. but mortgage rates have already spiked – from 3% in December to 4% now – in anticipation of the Fed reversing rate stimulus to control inflation.

So, will this rate spike kill 2022-23 home sales?

That’s what the headlines say but the endgame is 4% rates with 7.3 million new and existing home sales this year; and 4.3% rates with 7.6 million new and existing home sales next year, per MBA.

That’s a very healthy housing market.

At 4%, rates are already at their full-year projection for 2022, but it’s normal for rate markets to trade ahead of Fed or other economic influence. This isn’t to say rates won’t go higher than current projections, it’s just to inform the less informed headlines.

It’s also worth considering that rate shock headlines are relative. Mortgage rates dropped to 4% for the first time about 10 years ago, which led to an entire era of “crazy low” 4%-range rate headlines.

Now headlines say the “timing is terrible” for homebuyers because rates are now at 4%, but the healthy home sales growth projections above prove this wrong.

Plus, it’s critical to note that rate projections account for inflation, jobs, and GDP data. And home sales projections account for record low housing inventory.

Finally, an important nuance alert. It’s normal to see “homes less affordable” headlines when inflation spikes, but consider these two factors:

First, rate spikes moderate and income goes further as inflation comes down by next year. And second, total mortgages made to homebuyers are actually rising in this era as follows (per MBA): 4.87 million loans in 2021, 4.82 million in 2022, 4.96 million in 2023.

Let’s Focus on These Endgames

The nanosecond you’re done reading this you’ll move to another screen with a shocking headline. It will have hints of credibility, but mostly it’ll lack the full perspective noted above.

I also noted above that no consumer or pro is immune to headline perception shaping their reality.

So, if you take nothing else from this quick read, take these 2022-23 inflation and rate endgames:

  • Core PCE – the inflation measure that most influences Fed rate policy – is projected to be 2.2% by the end of next year, per Goldman Sachs. This is well within the Fed’s comfort zone.
  • Mortgage rates and home sales are projected to be 4.3% and 7.6 million, respectively in 2023, per MBA. These projections account for Fed policy actions, low housing inventory, rising home prices, and also GDP and job market projections.

This means the economy looks sturdy despite inflation concerns, and housing looks stable despite low inventory and rate concerns.

These datasets are updated all the time, so you can follow along at The Basis Point.

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The Reputation Playbook for Lenders Who Want to Grow in the AI Era

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Meet the Partner: Birdeye

Birdeye is the #1 Agentic Marketing Platform for multi-location brands. Financial institutions use Birdeye to manage their online presence, collect and respond to customer reviews, monitor local listings, and turn customer feedback into actionable growth intelligence. Birdeye’s platform unifies the marketing stack to help lenders, banks, and credit unions build trust at scale—branch by branch, advisor by advisor—so every part of the organization is earning customer confidence before, during, and after the relationship begins.

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For most financial institutions, the customer relationship begins when someone fills out an application, walks into a branch, or picks up the phone. But that’s not when your customer’s journey begins.

Long before a borrower reaches out, they’ve already started forming an opinion about you, your competitors, realtors, and the mortgage industry in general. They’ve searched for lenders in their area, read reviews, seen the news, and talked to family, friends, and coworkers. They’ve probably even asked Claude or ChatGPT to compare rates from local banks and credit unions. They’ve scanned branch listings, looked at star ratings, and made a shortlist of their top choices. They’ve done a lot. And all without ever speaking to a single person on your team.

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The shift happening right now in borrower discovery

Borrower behavior has changed in ways that most financial institutions haven’t fully caught up with yet. For a long time, reputations in financial services were built through branch relationships, local presence, referrals, and personal trust. Those things still matter but, today, trust is often built or lost before a borrower ever speaks to a loan officer, banker, or advisor.

A borrower may first meet your brand through a Google search, an online review, a branch listing, a social post, or an AI-generated answer. They may ask AI platforms which lender is best for first-time homebuyers, which credit union has the best service, or which local bank is easiest to work with. In that moment, your reputation isn’t just what your brand says. It’s what the digital ecosystem can find, understand, and validate about you.

The data backs this up. Birdeye’s State of Online Reviews 2026 report found that review volume grew 30.7% year over year in 2025, with Google capturing nearly 80% of all reviews. Meanwhile, McKinsey describes AI-powered search as the “new front door to the internet,” with research showing that half of consumers already use AI-powered search and that AI search could influence $750 billion in revenue by 2028.

For financial institutions, this matters because trust is a product you can’t put a price on. People are making decisions about homes, savings, credit, and their financial future. If your branch information is inaccurate, your reviews are negative or outdated, or customer feedback goes unanswered; you may lose the borrower before the relationship even starts.

What Birdeye does and why it matters for financial institutions

Birdeye replaces fragmented point tools with one full-cycle platform. Instead of forcing small teams to manually update data, custom AI agents execute marketing playbooks autonomously across hundreds of locations. For financial institutions, it helps manage the full digital presence of every branch, advisor, and location—at scale.

In practical terms, that means:

  • Keeping branch and location data accurate and consistent across every major listing platform and search engine
  • Collecting customer feedback and reviews at key moments in the borrower journey
  • Monitoring and responding to reviews across Google and other platforms—quickly and at scale
  • Surfacing customer experience signals by branch, loan officer, product line, or market so teams can identify where trust is strong and where it’s breaking down
  • Building the content, consistency, and credibility signals that AI-driven answer engines use to recommend businesses to consumers

Birdeye’s State of AI Search 2026 report found that in an analysis of ChatGPT, Gemini, and Perplexity, 80% of brands were cited at least once in AI-generated answers—but only 15% held the top citation position with their own owned domain. AI search rewards clarity, structure, and consistency. The financial institutions that win in AI-driven discovery will be the ones with the most trusted, complete, and credible local footprint.

That’s exactly what Birdeye is built to create.

How Total Expert and Birdeye work together

Most financial institutions don’t have a data problem. They have a connection problem.

Customer signals are everywhere: CRM records, reviews, surveys, branch interactions, loan officer conversations, and servicing feedback. The issue is that these signals often sit in separate systems. So, by the time a team sees the pattern, the moment to act has already passed.

Total Expert helps financial institutions manage customer engagement and relationship journeys. Birdeye helps them capture feedback, manage reputation, improve local visibility, and turn customer signals into action. Together, they connect the relationship layer with the reputation and experience layer—so the intelligence flows in both directions.

Here’s how the integration works in practice:

  • Lenders can request feedback from borrowers at important moments in the relationship journey—after an application, closing, branch visit, or servicing interaction
  • Survey responses and customer experience scores from Birdeye can flow back into Total Expert, giving relationship teams visibility into how borrowers are feeling inside the systems they already use every day
  • A positive review can strengthen local visibility and reinforce trust in that branch or advisor’s digital presence
  • A negative review or recurring complaint can trigger service recovery or escalation—before it becomes a bigger problem
  • Patterns in feedback data can become operational priorities, helping regional or branch leaders identify where the experience is breaking down and course-correct quickly

This is the shift financial institutions need to make: feedback shouldn’t sit in a dashboard. It should move into the daily workflow of the business.

From reactive to proactive: the future of experience-driven growth

The traditional model of reputation management was reactive. A customer leaves a review. Someone responds. A report gets created. Maybe a trend reaches leadership weeks later.

That model is too slow for how borrowers make decisions today.

PwC’s 2025 Customer Experience Survey found that 52% of consumers stopped using or buying from a brand after a bad product or service experience, and 29% stopped because of poor customer experience online or in person. Experience isn’t a soft metric. It directly affects loyalty and growth.

Together, Total Expert and Birdeye give financial institutions the tools to move earlier and act faster. AI can help teams listen at scale—bringing together signals from reviews, surveys, social channels, listings, and CRM systems. It can help teams act faster by identifying urgent issues, drafting responses, routing follow-ups, and giving branch and regional leaders clear next steps. And it can help leaders see what’s working: which branches are earning the strongest trust, which loan officers are creating the best borrower experience, and which themes are driving referrals and conversion.

This is where reputation management becomes something bigger: experience-driven growth.

Accessible through the Expert Partner Network

For Total Expert customers, accessing Birdeye is straightforward through the Expert Partner Network—the same ecosystem where lenders can access a range of integrated tools and services designed to support every stage of the borrower journey.

Instead of standing up a new workflow or managing a separate vendor relationship, Birdeye’s capabilities become part of how your team already operates. The feedback loop between Birdeye and Total Expert means your relationship data gets smarter over time, your team sees the signals they need in the right context, and your borrowers experience a more consistent, responsive institution at every touchpoint.

The lenders who win will earn trust before the first conversation

Winning in today’s market isn’t just about having the best rates or the most loan products. It’s about being the institution borrowers find, trust, and choose—often before they ever pick up the phone.

The financial institutions that get ahead will be the ones treating reputation as an operating signal rather than a marketing metric. They’ll use customer feedback as real-time intelligence. They’ll build the kind of consistent, trusted digital presence that earns borrowers in a world where AI is increasingly answering the question, “Who should I work with?”

That’s what Total Expert and Birdeye make possible—together.

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