Bank of America 2007 Annual Report Download - page 20

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Insights Innovations Opportunities
+
■ We listened to more than 6,000 customers
who told us they were excited about buying
a home but apprehensive about fi nancing.
■ Customers also told us they wanted to deal
directly with a bank they knew and trusted,
particularly in uncertain economic times.
Insights
■ We used our pricing and distribution power to
pass on lower costs to our customers, redefi n-
ing the mortgage product and sales process.
■ Bank of America services the mortgages
that it sells, offering greater value and a
consistent customer experience.
Innovations
■ By balancing risk and opportunity, we cemented
our position as a leading direct-to-consumer
mortgage lender in the United States.
■ No Fee Mortage PLUS customers stay with us
longer, purchase more products from us and
are more profi table long-term customers.
Opportunities