In our past few articles, we have been discussing 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.
Last week we spoke about encouraging their dreams, now let’s turn our attention to "justifying their failures."
No one likes to admit they made a mistake, especially one that could cost them a comfortable and financially secure retirement. But in reality, many people who retire will retire without enough money to live on. The statistic is actually scary that only one in seven will be financially secure.
So we say that in our marketing. "It's Not Your Fault." We say it when we meet and speak with them. "It's Not Your Fault." You raised your children. You worked hard. You sacrificed so your children could have a better life. You thought you saved enough.
Now there has been no Social Security cost of living adjustment increases in the past two years. The economy is limping along. According to some, we might be on the border of a depression. Your savings are only getting 0.5% interest and your stock portfolio may have been wiped out.
You did all the right things but circumstances out of your control have left you in dire straits.
In many cases this is absolutely true. The real takeaway here is that you need to let your clients know that it’s not their fault and that you are here to educate them and help them make the situation better for them.
In our next issue we’ll tackle "allay their fears." That’s a big one. Seniors are a naturally very suspicious group by nature. The last few years of stories about the subprime crash and the press on our industry haven't helped.
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
