1980s
Having saturated the California savings and loan market, Ahmanson began to merge out-of-state institutions into the Home Savings network under the name Savings of America. In December 1981, three mergers were completed in Florida and Missouri; six more in Texas and Illinois followed in 1982. A New York merger was completed in 1984. Subsequent mergers included institutions in Ohio (1985), Arizona (1987), and Washington (1987). At the end of 1987, Home Savings reported $27 billion in assets.
These forays outside California often included expensive, and very successful, direct-mail campaigns. One promotion in Texas reportedly brought in $60 million in one month. But Ahmanson's interstate mergers have also generated some opposition. When Savings of America announced plans to open an office in Berwyn, Illinois, a community known for its proliferation of financial institutions, critics in the industry questioned Ahmanson's motives. An earlier protest to the Federal Home Loan Bank by Illinois officials had been dropped after the company convinced the protesters that Illinois money would not be used for California investments. In any event, as one official said, protests rarely affect regulatory approvals, and the Savings of America branches continue to attract savers by offering interest rates as much as 2% higher than local competitors.
Further penetration outside California continued when, in January 1988, Ahmanson acquired the Bowery Savings Bank, an institution established in 1934 in New York City. The 25 Bowery offices continue to operate under their original name.
Ahmanson also strengthened its loan operations in the 1980s by opening lending offices under the name of Ahmanson Mortgage Company in Colorado, Connecticut, Georgia, Maryland, Washington, D.C., Massachusetts, Minnesota, North Carolina, Oregon, Tennessee, and Virginia. Two regional loan service centers, in California and North Carolina, provided support for the offices.
Richard H. Deihl became chairman and CEO of H.F. Ahmanson in 1983. A company veteran, he joined Home Savings as a loan agent in 1960 and was elected CEO of the subsidiary in 1967. Under Deihl's leadership, Ahmanson company avoided the high returns from junk bonds during the mid-1980s, preferring to rely on the safer 1% to 1.5% earnings garnered from a home loan. It was a prescient decision. From 1988 to 1990, when hundreds of savings and loans throughout the United States were failing because of their involvement with junk bonds, Ahmanson's deposits grew by 75% and its assets increased by more than 65%. The company's net earnings during the same period averaged more than $200 million per year.
Part of Deihl's success was due to his strategy of streamlining Ahmanson's operating costs. First, the company moved its headquarters to Irwindale, California to take advantage of more space for less money. Second, more than 700 employees were eliminated at staff and administrative levels. As a result, the company lowered its ratio of general expenses to 1.5% of its average assets, nearly one-half point below the industry ratio for the larger savings and loan institutions. Deihl insisted on strict criteria for home loans. The average borrower at Home Savings carried a personal debt of 33% of his total income, almost 3% below the standard set by the Government National Mortgage Association. In 1991, approximately 95% of the company's entire loan portfolio was secured by residential real estate properties.