July 16, 2006
Bankrate Ignored Advertisers’ Bait & Switch Scams
A lawsuit against one of the Web’s premier sites to shop for a mortgage underlines the difficulty consumers can have in locating reliable financial information online.The lawsuit is against Bankrate Inc., the financial publisher behind the popular bankrate.com site that draws millions of visitors yearly through partnerships with Yahoo!, AOL and other top online companies. Bankrate provides advice, loan calculators and articles on financial topics. It supplies interest-rate data to eight of America’s 10 largest newspapers, including The Wall Street Journal. It also caters to lenders, who compete to attract borrowers by posting their deals on bankrate.com.
But the company’s reliability as a consumer tool is being challenged in the lawsuit, filed by a former advertiser, that accuses the company of allowing its Web site to become a haven for "bait-and-switch" loan pitches. Testimony and internal company documents filed with the court show Bankrate has fielded hundreds of complaints about mortgage lenders who fail to deliver the rates they advertise; one lender told a Bankrate employee a consumer would need "a direct pipeline to God" to qualify for its advertised rate. The legal battle, which began in 2002, is scheduled to come to trial this fall.
Bankrate says the lawsuit is "factually and legally without merit." Thomas Evans, Bankrate’s chief executive officer, says that since he took over in 2004, the company has stepped up efforts to make sure lenders stand behind their advertised rates and won’t hesitate to suspend advertisers who break the rules. Before, it was "like asking Barney Fife to monitor the town and not giving him a gun," he says. "It’s a much more aggressive policy today than it was two years ago."
The court battle illustrates the potential hazards in the fast-expanding world of online commerce and highlights the need for healthy skepticism about experts who provide data and advice while at the same time benefiting from the sale of financial products.
Residential mortgages taken out online have totaled $100 billion a year on average since 2003, estimates Inside Mortgage Finance, a trade publication that tracks home-loan data. Some financial experts recommend bankrate.com and other Internet sites, including LendingTree, a unit of IAC/InterActiveCorp, and E-Loan, owned by Popular Inc., as useful tools for comparing a wide range of deals on financial products, in addition to getting quotes from local lenders.
Bankrate’s legal battle traces back to 2002, when online mortgage lender American Interbanc Mortgage LLC, of Irvine, Calif., sued several lenders advertising on bankrate.com, accusing them of false advertising. It added Bankrate as a defendant a year later, alleging Bankrate ignored evidence of bait-and-switch advertising and yielded to pressure from other defendants to kick American Interbanc off its Web site. The suit, being heard in Orange County Superior Court, seeks $16.5 million in damages and a minimum $33 million in punitive damages, according to a Bankrate regulatory filing.
Bankrate says in court papers that it declined to renew American Interbanc’s contract in August 2002 after the relationship reached an intolerable "level of hostility."
At the center of the case is a bankrate.com feature that asks mortgage shoppers to enter information about the mortgage they want, including their location, the desired loan type and how much they want to borrow. The Web site provides a "rate table" that lists offers from a number of lenders advertising on the site.
Mike Dannelley, American Interbanc’s founder, alleges customers who click through to specific lenders often aren’t given the deals that are offered on the rate tables. Although borrowers aren’t required to take the more costly loan, the practice can waste time in booking a mortgage and leaves some consumers vulnerable to accepting a higher rate.
Mr. Dannelley’s lawyers claim their review of Bankrate records identified 529 complaints, from consumers and lenders, who claimed Bankrate’s advertisers weren’t playing fair. Most of the complaints were lodged before Mr. Evans took over as Bankrate chief in June 2004, though some date to late 2004 and 2005.
In one complaint last year, Steve Knerly, a federal law enforcement instructor in Glynco, Ga., says a bankrate.com lender failed to honor an offer for a 3.875% adjustable-rate mortgage, which it posted on the Web site and then reiterated after he went through a "pre-approval" process, according to court records. The lender said it was a mistake, but "I felt it was just a pure and simple bait-and-switch deal," Mr. Knerly said in an interview. Instead, he found an adjustable loan starting at 4.25% through a mortgage broker.
Bryan Snow, who wrote Bankrate to complain in late 2003, said in an interview that several lenders he found on bankrate.com quoted him rates and fees that were higher than what they had advertised on the site. "You start to pick a rate that’s a point higher than the lowest rate that’s listed, because you assume those are the more-credible companies," says Mr. Snow, who works as a communications director in Charlotte, N.C.
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To their credit, the Securities and Exchange Commission (SEC) and the Federal Accounting Standards Board (FASB) took the time to evaluate the SPV terrain before treading in with revised rules. And the revisions that have been promulgated and proposed to date do not run roughshod over this terrain. FASB Interpretation No. 46R (dealing with which entities must be consolidated for financial reporting) and the proposed revisions to FASB Statement 140 (tinkering with the requirements for treatment as a qualified special-purpose entity), both issued in 2003, reflect a nuanced understanding that there are legitimate transactions that use SPVs and that that should be accounted for as sales, moving assets off-balance-sheet. If FASB Interpretation No. 46R and the FAS 140 proposal move the goal posts, it is as much a response to changes in market practice as it is to changed sensibilities post-Enron.






