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Marketing Pulse

The new appraisal report is your next partner education moment

Rates are quiet this Sunday, so the marketing play is evergreen: get ahead of the November 2 UAD 3.6 switch with a plain-English explainer for agents and buyers.

Sunday, October 4, 2026 30Y 7.49%15Y 6.78%5/1 ARM 6.85%

Rates are quiet this Sunday and there is no new lender or regulatory move to react to, so this brief leans into evergreen content you can build today! The biggest dated beat ahead for purchase business is November 2, when appraisals delivered to Fannie Mae and Freddie Mac move to UAD 3.6 and the redesigned appraisal report, with UAD 2.6 allowed only for sellers holding the GSEs' temporary policy exception. Fannie Mae's updated timeline lets exception holders keep submitting new UAD 2.6 appraisals through May 19, 2027, and retires UAD 2.6 on June 28, 2027. Closer in, jobless claims and the Freddie Mac survey land October 8, CPI falls in the October 10 to 15 window, and the FOMC meets October 27 to 28.

The rate context keeps the focus on purchase. Bankrate's 30-year reads 7.49%, unchanged from Saturday and the top of its 90-day range of 6.54% to 7.49%, so there is no refinance window to market. On a $400,000 loan that is about $2,794 a month in principal and interest, roughly $74 more than at last Sunday's 7.22%. Refinances already in flight are worth a fresh look too, because a borrower who started a cash-out or rate-and-term file at last week's pricing is now looking at a different payment.

The tactical move is to be the person who explains the appraisal change before agents and buyers run into it on a file. Write one short explainer that says what changes (the appraisal report's format and data standard) and what does not (the appraisal still tells the lender what the home is worth), then use it twice: as a note to your agent partners and as a buyer-facing social post. A topic that is not about rate gives you a reason to show up in a partner's inbox during a week when rate news is mostly about the climb. Keep it factual and skip any prediction about how the new report will affect values or timelines.

Do this today

write a three-sentence explainer on the November 2 appraisal report change, schedule it to your agent partners for Tuesday morning, and save a buyer-facing version in your social queue for later in the week.

Borrower segments to act on today

Active conventional purchases for a new appraisal report heads-up

Appraisals delivered to Fannie Mae and Freddie Mac move to UAD 3.6 and the redesigned report on November 2 unless the seller holds the temporary exception, so these buyers and their agents may see the new format on their file.

active loans · purchases · conventional
Active refinances to re-run at this week's pricing

Bankrate's 30-year is 7.49%, up from 7.22% a week ago, so a refinance started on last week's pricing now carries a different payment and break-even.

active loans · refis

Today’s content angles

Social post

Plain-English post on the redesigned appraisal report

Buying a home this fall? Starting November 2, appraisals on loans sold to Fannie Mae and Freddie Mac move to a redesigned report format, unless the lender has a temporary exception. The purpose stays the same: it tells your lender what the home is worth. Got questions about what it means for your purchase? Send me a message and I'll walk you through it!

Tactics worth stealing

State the APR whenever a post shows a rate

If an ad states a rate of finance charge, Regulation Z requires that rate to be stated as an annual percentage rate. Keep this week's appraisal explainer rate-free, and when a post does quote a rate, show the APR alongside it.

Regulation Z, 12 CFR 1026.24(c)