You might think that because you work with seniors in the reverse mortgage space, that the Internet is not as important as it is to your forward loan co-workers. Think again.
More and more, seniors are learning to use the Internet and are doing their own research on reverse mortgages and on you before they even contact you. If a senior is searching on line for a reverse mortgage expert in their area, are you certain that you are even in the running? Is your website built to attract and keep these seniors engaged? Have you entered the social networking arena to further position yourself as the local "go-to" guy or gal? Make these components part of your overall plan, and boost your exposure and your conversion.
But forget the senior for just a moment. Maybe it's the kids who are doing the research for mom or dad before a phone call is even placed. And maybe the kids live in a different area of the country. You've got to convince them right up front that you are the local reverse expert who will provide the best overall experience for mom and/or dad.
Take a good, long look at your website. Does it say that you are the local expert? Does it have an opt-in for the prospect to sign up for your "free special report" or multiple part mini-courses that will educate them on the reverse mortgage and why you are the obvious choice? Do you have a reverse mortgage calculator? Perhaps if you don't want a calculator, at least have a way for the prospect to request a personalized scenario.
Is the font easy to read and is the size adjustable? Do you give the senior multiple ways to contact you? Remember, communicate with them in the way they want to be communicated with.
This may sound terribly basic, but is your picture on the site? And is it a friendly looking picture, do you appear approachable? The senior wants to get to know you. Are you promoting your upcoming seminars or informative presentations? Post your articles and start a blog.
Do you have testimonials on the site - stories about how you helped seniors just like them? These help to educate using real life situations.
Above all, avoid clutter on the site. You can include a lot of useful information and opt-ins while still having a site that is easy to navigate and view.
Now for the next step: social networking. I admit, and many of you who know me know this to be true, I am by no means an expert in this arena. But one thing I do know is how to find the right people to make even me look good in the various venues, like Facebook, LinkedIn, Twitter and the others. You need to be in these places and you need to do this properly, knowing your true target client (not just 62, owns a home and breathing).
Your prospects, or at least their children will be looking for you and this is another chance to position yourself as the expert. Continue to build your personal brand and you'll continue to squash the competition.
Sue Haviland is a reverse mortgage consultant in Baltimore and the founder of Reverse Mortgage Success, a leader in the training and education for originators around the country in the rapidly growing reverse mortgage arena. Ms. Haviland has worked in the lending industry since 1981. She has been originating reverse mortgages for the last six years and still originates loans every day. She has helped hundreds of families all over the country in the last several years. She also shares her knowledge of this market in presentations before the Women's Council of Realtors, Mortgage Bankers Association, National Association of Professional Mortgage Women, and SRES - Senior Real Estate Specialists, Brian Sacks' Insider Seminars, as well as the public. She is a Certified Senior Advisor and is active in many professional organizations. Sign up for her free seven-part mini-course at
