Are you an originator who is constantly searching for a way to keep in touch with past clients and prospects in a way that will produce real results? You know how important it is and the chances that a prospect will do business with you decreases exponentially if you lose touch. Try this - I have been using this one method for years and it works: The newsletter.
You've no doubt heard about so many different newsletters and you've probably tried some and they just don't seem to work. Think for a minute what prospects need to know before they are convinced that you are the only person they can trust their reverse mortgage transaction to. They need to know you.
So it stands to reason that the newsletter must reflect a bit of you. There are some very good "done for you" templates out there so you don't have to completely reinvent the wheel, but be sure to include a bit of "you" in the letter.
First of all, an effective newsletter for seniors (yes, your target audience) should include a variety of topics that may interest them. Health, home improvement, community resources, etc are all topics that can personalize your newsletter.
If you find writing to be a chore and think you won't commit to it, get other senior oriented professionals in your community to contribute. For example, ask a Certified Aging in Place Specialist contractor that you network with to prepare a short article on the most requested home improvements for seniors and why they are so important.
I could draw a picture here, but you know where I am going - in doing this you are providing your prospects and clients with valuable information and further positioning yourself as the reverse mortgage expert.
Use the newsletter to publicize your upcoming seminar series or your involvement in a community project. Keep your prospects informed about product changes or creative uses for reverse mortgage funds. Each edition should contain a couple of testimonials from your raving fans.
Don't forget to ask for referrals and perhaps even mention how a recent referral from a valued client helped another senior. Be sure to get permission (written is preferable) to use names of actual clients and their stories.
I recommend you have a hard copy and an electronic copy of your newsletter. Are you collecting email addresses from your prospects? Some may prefer to receive their newsletter via e-mail. You'll save on postage and printing. Remember, communicate with them in the way they choose! You might even post a small segment of the newsletter on your website, and have an opt-in to receive future editions. Commit to preparing a newsletter on a bi-monthly basis (everyone can do that) and you will see the results.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
