Margin call
Your broker demanding more money, at the worst possible moment.
If you have borrowed to invest and your collateral falls in value, the broker demands you top it up. If you cannot, they sell your positions for you, at the current price, whether or not you think it is a good one.
This is the mechanism that converts a temporary decline into a permanent loss, and it is why leverage is so dangerous to long-term investors specifically: it removes your ability to wait.
The loop that feeds itself
None of this is a judgement about the company. It is a margin clerk executing a rule, and it stops the moment the forced buying runs out.
It is the moment at which volatility stops being noise and becomes an actual, realised loss.
Assuming you would be able to add funds in a crash. Crashes are precisely when everyone is short of cash.
Related terms
See Margin call on a real company
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