CLEVELAND - Folks on Humphrey Hill Drive were still waking up on the icy Saturday morning the shark hunters came to town. They rounded the suburban traffic circle in a pair of rented school buses after a half-hour ride from far more modest neighborhoods, rumbling to a stop at the Garmone family’s driveway. Forty-two caffeinated Clevelanders piled out, their leaders carrying bullhorns.
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Their quarry, Mike Garmone — a regional vice president at Countrywide Financial Corp., the nation’s largest mortgage lender — didn’t answer his door. So they deployed, ringing bells at the big homes with three-car garages, handing out accusatory fliers and lambasting Garmone and his company’s loans. Before departing, they left their calling card — thousands of 2 1/2-inch plastic sharks — flung across Garmone’s frozen flower beds, up into the gutters, littering the doorstep.
The commotion was the work of an in-your-face activist group called the East Side Organizing Project, with a paid staff then of just two, mobilized to battle Cleveland’s mortgage “loan sharks.” Years before the rest of the country was rocked by the fallout from aggressive lending, their neighborhoods were already home to the nation’s highest concentration of foreclosures — and they were fed up.
ESOP’s people are proudly loud and abrasive, and they’ve long reveled in needling people with pull. But could they get a distant behemoth like Countrywide to the table?
On that morning in February 2006, ESOP executive director Mark Seifert had his doubts. For starters, he wasn’t sure his group’s research on Garmone even had the family’s correct address.
Until two evenings later, when Seifert checked his e-mail and found a message from a top public relations executive at Countrywide’s California headquarters.
We need to talk, it said.
Seifert broke into a wide grin.
Now that David had Goliath’s ear, he wasn’t about to let go.