I saw an advertisement on TV last week that really made me think. It was for a handyman service so not at all related to our industry, but no matter. It painted a picture and transported you immediately. Does your marketing allow the senior to really visualize how the reverse mortgage can change his/her life?
The ad went something like this-now remember, it was last week when the average daytime temperature here in Baltimore was about 92 degrees. It said, remember the snowstorm this past winter (we had about three feet of the white stuff at one time at my home), remember the ice, the cold, the cabin fever-it really brought back the memory of this past winter.
I can tell you in an instant I was transported back to the time when my car was buried and the kids did not go to school for over a week. Those words painted a picture and evoked a powerful memory.
Does your reverse mortgage marketing do the same? You can use this strategy in several ways: paint a picture of life after the reverse, no bills, the ability to travel, etc. Use descriptive language and be specific. Maybe you want to use nostalgia. Talk about powerful. People like to be reminded of how things were "back in the day." This weekend we celebrate Independence Day. Did you send a newsletter or postcard with a patriotic message?
The reverse mortgage business is going through many changes and the competition continues to heat up. What are you doing to show your senior clients and prospects that you are the expert and can truly understand their needs and goals? It's not just about price. It's about seniors and how the program can help them.
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. Sue 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. Sue 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. Sue is a Certified Senior Advisor and is active in many professional organizations. Sign up for her free seven-part mini-course at
