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.
In this article we’ll wrap up the sentence above by dealing with help them throw rocks at their enemies.
This statement ties into many of the previous issues in our important sentence. Nothing will make someone like and trust you more than having something in common. This is closely related to justifying their failures. Go back and read that article if you missed it.
So let’s think about who their enemies are. This may sound controversial and I truly don’t mean it to be. I am not picking any one side over another nor am I going to state any political opinion. However, many feel the government is the cause of many of their financial issues, especially those in the senior environment. They have not received a Social Security cost of living increase in two years yet inflation has caused prices on their basic necessities like food, gas (filled your gas tank lately?) and prescriptions to skyrocket.
So tell them that. Let them know that while they are feeling choked you realize that the government has not always been able to help. But you have a solution
Remind them that they have not gotten a Social Security COLA in two years, that it’s not their fault that the government has been spending trillions in bail out and stimulus. Now they need some of those funds.
In fact you can remind them that the reverse mortgage is in fact a government backed FHA loan. (Please seek compliance advice on the proper use of the preceding sentence since there are certain guidelines and restrictions I am not covering here).
Remind them of the 0.5% interest the banks are offering on their savings while they go out and make 10% or more investing those same funds.
Remind them of the Wall Street greed that may have caused their portfolios to drop like a rock.
Then go ahead and show them the solution!
I hope this series has been of value to you. Read and re-read this series. Copy that one sentence and put it next to your computer. Refer to it daily. Integrate it into your marketing and the conversations you have with your clients and prospects.
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
