In last week's article we spoke about the one sentence that will generate more clients for you. Here’s the sentence: People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions and help them throw rocks at their enemies.
As promised we are going to dissect this sentence and I will show you how to use it in your marketing. While Sue and I deal with reverse mortgages exclusively, the tactics I share will help you with any product you offer.
By the way, last week I asked you to write the sentence down and put it next to your desk have you done that yet? If not go ahead and do it now. I’ll wait. Ready?
So let's start with "encourage their dreams."
What are your clients’ dreams? It could be having a home to raise a family in. You know the whole white picket fence story. For seniors it’s all about having a happy retirement without financial pressures. The ability to be independent financially and now enjoy their golden years.
Unfortunately for many, their golden years have turned into a financial nightmare. They are often on a fixed income and have costly prescription and other expenses of daily life. Many are not able to live their dreams.
But we can offer a reverse mortgage that provides them with the extra cash they need or pay off their existing debts to increase their cash flow each month. This may now allow them to no longer be pressured and actually have some left over funds they can use to enjoy life. Many travel to visit family out of state or take a trip they have always dreamt about.
Please don’t misunderstand: We do not recommend taking out a reverse just so someone can travel. But that is in fact what many seniors do with some of their new cash flow since their past debts are gone.
Don't miss the important fact here!
The point is that no senior or their care provider wakes up and says "Wow, we need a reverse mortgage today." So stop focusing on the product itself and start marketing and discussing what the program can help them accomplish. The end result is what you market.
1. A happy retirement without financial problems.
2. Independence.
3. Travel.
4. Leisure.
5. Visiting family.
6. Enjoying life.
7. Starting an education fund for the grandchildren.
8. Contributing to a charity or other legacy planning.
You must still educate your prospects and referral partners on the details of the program. However that’s not what we market. Let me say it another way so we are clear. You aren’t selling a 5% fixed rate reverse mortgage but the benefits having what that program will provide.
In our next article we will continue to dissect this sentence that will generate clients for you so stay tuned. If you still haven’t seen the past articles go to last week’s piece.
Brian Sacks and Sue Haviland are the co-founders of Reverse Mortgage Success. They have been in the industry for over 25 years and have closed over 5,000 transactions. Sue and Brian originate reverse mortgages each and every day and share their real world experiences with you at
