One of the best ways to reach out to seniors and educate them about the benefits of reverse mortgages (or any products) is often overlooked even by the most experienced reverse mortgage originators. It is something you can do at practically any time since the means to accomplish this is in front of you every day. It is passing on to your potential clients what's in the news. Using current events and news is an effective way to link (match the message) reverse mortgage benefits to the audience.
A perfect example of how to employ this strategy is in the news right now. I'm sure you've seen it: Social Security recipients will not be getting a cost of living adjustment to their benefits for the next two years. Think this is important to our seniors? Think this makes a reverse mortgage something they need to consider?
Based on my own reading, it sounds as though the decrease in benefits will largely come from increases in the cost of the Medicare prescription drug program. Often this cost is deducted from the recipient's Social Security benefits. But even the smallest decrease in the net benefit to senior on a fixed income can be a significant issue.
If you use emotional response direct mail marketing (which I highly recommend) these news items that affect our seniors can grab the attention of those who may otherwise not consider a reverse mortgage. The reverse might be the perfect product for the senior consumer and you as the local reverse mortgage expert need to continually get that message out in a variety of ways.
I believe so much in the power of properly targeted direct mail that I recommend it as part of the Reverse Mortgage Success program. I am planning a teleclass on this very topic soon as it attracts so much attention. Check us out at
What kind of news should you look for? Contrary to what you might think, it does not have to be a national headline. Local news items can work just as well. Ask seniors what is important to them. Is there a local issue that affects seniors in your area? Use that topic as the focus of your direct mail marketing piece (proper structure is crucial) or your seminar invitation.
Keep your eyes open for items that concern your senior clients and their families, and you'll continue to position yourself as the local reverse mortgage expert. Bye bye, 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
