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Marketing Pulse Sep 20

This week's payment cut has nothing to do with rates

Fannie Mae's LL-2026-07 lets servicers proactively solicit borrowers who can drop conventional mortgage insurance on current value — a monthly saving that costs nothing in rate.

Sunday, September 20, 2026 30Y 7.12%15Y 6.49%5/1 ARM 6.75%

Fannie Mae issued Lender Letter LL-2026-07 this week, and it is the marketing item of the week precisely because it does not look like one. Effective immediately, servicers may proactively solicit borrowers who are eligible to terminate conventional mortgage insurance based on their property's current value, with the change to be folded into a future Servicing Guide update. Read that as a marketing fact rather than a servicing one. Borrower-initiated, value-based MI termination was already available; what changed is that the outreach is now permitted to come from the servicer. Which means the call is going to get made. The only question is whose name is on it. Yesterday's brief pointed at builder incentives as the thing nobody in your market was posting about — this is the second one, and it is the better of the two, because it does not need a builder or a buyer to say yes.

The rate side is why it matters now. Bankrate's conventional 30-year sits at 7.12%, flat on the day but 22 basis points above the 6.90% it carried a week ago and 40 above the 6.72% of a month ago, at the very top of a 90-day range running 6.47% to 7.12% across 85 sessions since June 22. Freddie's PMMS, a separate weekly survey, printed 6.95% for the week ending September 17. At those levels the refinance conversation only works for the narrow band of your closed book whose note rate is above 7.12%. For everyone else, dropping mortgage insurance is the only monthly payment reduction left that does not require touching the rate — and the size of it is whatever the MI line already says on their statement.

The pull is narrow enough to build today: conventional purchases from your 2023 and 2024 books that closed with mortgage insurance and are still paying it. Run current values against the original loan amount and sort by the widest gap. The outreach writes itself, because you are not selling anything — you are telling someone to go read one line on their own mortgage statement. That is what gets the reply; there is no offer to evaluate and nothing to say no to. It also puts you back in the file ahead of the servicer's own campaign, which is where the commercial value sits later, when that borrower finally does have a reason to refinance.

Do this today

pull every conventional purchase you closed in 2023 and 2024, filter to the files that carried mortgage insurance, and send one short message asking them to check the MI line on their current statement — then offer to run their number against today's value and tell them whether it can come off.

Borrower segments to act on today

Conventional purchases closed 18 to 44 months ago

The 2023 and 2024 purchase books are where low-down-payment conventional files with active MI concentrate. With the 30Y at 7.12% these borrowers have no refinance worth running, but a value-based MI termination is a payment cut that leaves their note rate alone.

closed loans · 18–44mo since close · purchases · conventional
In-flight conventional files with no lock on record

The 30Y closed the week at the top of its 90-day range after adding 22 bps in seven sessions, and there is no scheduled catalyst before August core PCE lands between September 23 and 30. Any active file still floating is carrying that risk without a reason.

active loans · conventional

Today’s content angles

Short-form video

The line item on your own statement

Short face-to-camera: If you bought in 2023 or 2024 and put less than 20% down, pull up your mortgage statement and find the mortgage insurance line. If your home is worth more now than when you bought it, that line may be able to come off — and that is money back in your payment every month without changing your rate or refinancing anything. Send me a photo of that line and I will tell you where you stand.

Tactics worth stealing

Ask for something they already have

A re-engagement message that asks the borrower to look up one figure they already possess converts better than one asking them to accept an offer, because it costs them nothing to comply and it hands you a qualifying data point in the reply. Ask for the MI line on the statement, not for a call.