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Chris Salese

Oh the noise!

I’d like for you to try a brief exercise.

Please use your smartphone to open Google’s homepage and search for “short-term gain, long-term pain.”

If you can, please remember the number of results that appear at the top of that page.

Next, please search separately for Lehman Brothers failure and Washington Mutual failure and note the number of results that populate on the top of each of those pages.

Finally, please search for Zillow Offers and then Rocket Homes and record the total results found for them too.

Since your cellular network is so fast, I’m assuming that didn’t take more than a few seconds to get done.

For those of you who didn’t want to participate in that exercise, I’ll go ahead and share with you the results.

The numbers returned for both Lehman Brothers failure and Washington Mutual failure, when added together, still did not exceed the individual results found from either Zillow Offers or Rocket Homes.

That’s right, the epic failures of Lehman Brothers and Washington Mutual, which happened almost exactly 10 years ago, do not excite the organic or even paid Google search pages as much as they should.

Although there are plenty of other ways to measure who is searching for what and where, the noise level is relatively low when it comes to these two search examples despite their respective marks in history. Yet this month, their volume buttons are being pushed a little harder.

Oddly enough, the noise levels are quite different for Zillow Offers and Rocket Homes.

The number of results found for each of these two newbies seem to be trending upward in a very calculated and competitive close range.

Considering that they are significantly newer entities, compared to the other two in this search exercise, the noise levels here are becoming louder by the week.

Okay, you’re probably wondering why all the above were selected for this exercise. Well, it has something to do with what’s called Fintech.

Please go ahead and search for that now.

As you will see, the number of results found for Fintech currently top Zillow Offers or Rocket Homes in a head-to-head battle at this moment.

Fintech is not new; it’s been around for a long time. Nevertheless, it has evolved and grown dramatically over the past 10 years. It’s safe to say the continued noise level from Fintech is loudly ringing throughout the real estate and mortgage industry.

If you don’t want to hear any of this, then please cover your ears. This is not going away anytime soon.

Instead, just picture the number you saw from your “short-term gain, long-term pain” search results page.

In fact, I’ll help you out a bit. The number is larger than Fintech.

However it is narrowly smaller than the combined numbers from Zillow Offers” and Rocket Homes.

I don’t know where all of this is headed, but it sure is getting noisy. Please be careful what you listen to these days.

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Chris Salese can be reached at or 707-363-4439. He is a licensed California mortgage lender (LO NMLS #254469 — CA-DBO #254469 Corp NMLS #1169 Equal Housing Lender.