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Lenox Financial Mortgage is known for their ever-present radio campaigns touting “no cost” refinancing and is the prime example of what I call “deceptive or incomplete” advertising.

Refer to my article, “No Closing Cost Mortgage Advertising Is a Lie” to see how Lenox Financial and others pull the wool over the eyes of the average mortgage consumer.

You can tell a lot about Lenox Financial Mortgage by the way they advertise. For example, what do think of a mortgage company that employs “hard sell” outbound telemarketers that bug you at dinner?

Nothing good, right?

If you notice in all those Lenox Financial Mortgage radio ads, they say things about how closing costs are a rip-off and act like they invented the “no cost” loan. Nothing could be further from the truth on both accounts. When folks take credit when credit isn’t due, that says something about them. And this says something about Lenox Financial Mortgage too.

Nothing good, right?

So my advice is stay way from them. Use a local mortgage broker who markets with integrity, doesn’t employ questionable marketing messages, and doesn’t take credit for things he shouldn’t.

To learn how to find a local ethical mortgage broker , use The Mortgage Advantage and end mortgage shopping forever.

UPDATE 9-25-07: Lenox Financial Mortgage settles a consumer fraud lawsuit with Arizona whose Attorney General claimed the company violated state law when they advertised “no closing costs” mortgage without the requisite disclaimer that not everyone would qualify for such a mortgage.

Lenox Financial CEO John Shibely whose voice you hear on the ever-present radio ads pronouncing his “no cost refinance” is the “biggest no brainer in the history of earth” signed the “assurance of discontinuance” as a commitment to cease the fraudulent practice or discontinue advertising and paid the $95,000 fine and the State’s court costs.

Given the fact that Lennox Financial Mortgage probably makes $95,000 a week on the Arizona loans they pull with their deceptive ads, the real “no brainer” for Mr. Shibely was paying the fine and never letting this case see the inside of a court room.

If it ever did, the real injustice and deceptive nature of the term “no cost” would really come out. The truth being, the borrower still pays the costs on a Lenox Financial Mortgage “no cost” loan, it’s just in the form of a much higher rate…and the jury would have awarded millions of dollars in damages…not the pittance Arizona State levied.

But at least it’s a start. Shining the light on false advertising in the mortgage industry is a tough row to hoe, especially with the likes of Lenox Financial Mortgage. Good work Arizona and kudos to your Attorney General Terry Goddard (and Cherie L. Howe who actually prosecuted Lenox Financial) for having the ba**s to stand up to these just-under-the-wire legal corporate con artists!

Now get your legislature to pass a law like California making the words “no cost” or “no fee” illegal and you can go after them for what really matters!

Good Luck!

Author: The Mortgage Insider

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