Yes, I know those are the words to an old song, but one of the most common questions I hear is, "how to I get the senior to want to use me and not shop around for a reverse mortgage?" Even seasoned reverse mortgage originators sometimes struggle with this. Every once in a while we need to be sure that all of our marketing and outreach is sending a consistent message to our prospects and their children. Do not forget or ignore the children. In fact, I recommend you target them.
We already know that seniors (like the rest of us) will work with people they like and trust. Like and trust. Keep those words in mind as you craft your message. Everything you mail, record, write, etc. must reinforce that you are the local reverse mortgage expert and the only choice to handle their reverse mortgage transaction.
First of all, your photo must be on every marketing piece you have. Business cards, print ads, articles, newsletters (remember the importance of a newsletter), website, magalog (if this is a new term for you contact me and I'll tell you more), and all of your social media marketing pieces. Make your photo professional but friendly. You want to appear approachable.
Remember that the children who perhaps live in another state will be asking themselves if you are the person they can trust to handle their parents' reverse mortgage. Some reverse originators will put pictures of their family, pets and the like on their web site or other social media pieces. If that works with the identity you are trying to create, do it. Just keep it professional.
What about the message you are sending? We already mentioned consistency but specifics should be included? Your message should always be upbeat and positive. Keep in mind many of your prospects and their children often are not yet sold on the reverse mortgage when they first contact you. Continually reinforce the idea that they are making a wise choice in using the pent up equity in their home to meet a variety of needs. Never use scare tactics. This is not the message you want to send and your competition will use it against you.
Continue to position yourself and the local reverse mortgage expert and seniors and their families will come to like and trust you; the business will be yours for the taking.
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
