The subprime mortgage industry — which offered home loans at higher interest rates to borrowers deemed higher risk — expanded dramatically in the 1990s following financial deregulation. The industry's marketing strategy, documented in internal sales materials and later in litigation, explicitly targeted Black and Latino neighborhoods. The logic was straightforward: these were communities that had been denied conventional credit for decades by redlining and discriminatory lending. That denial had created a demand for credit that conventional banks weren't meeting. Subprime lenders positioned themselves as filling that gap — while extracting maximum fees and interest from people who, in many cases, would have qualified for conventional rates.
The primary target was not first-time homebuyers but existing Black homeowners who had built equity in their homes over years. Refinance products — which allowed homeowners to extract that equity in exchange for a new, larger mortgage at a higher rate — were aggressively marketed in Black neighborhoods. Door-to-door salespeople, telemarketing campaigns targeting zip codes with high concentrations of Black homeowners, and church bulletin advertisements offered "cash out" refinancing that converted 30 years of mortgage payments into new debt, often with balloon payments, prepayment penalties, and adjustable rates that would reset catastrophically after two to three years.