The keys to successful reverse mortgage marketing are finding your audience and making an appealing pitch. Your audience, the senior population, faces a distinctive set of pressures that governs their daily decision making. Recognizing and addressing these pressures is an essential step in building your reverse mortgage business.
The old idiom about how a great salesperson can even sell ice to an Eskimo reminds us of how difficult it is to sell a solution to someone who doesn't have a corresponding problem to solve. In all industries, the most effective (and ethical) sales and marketing activities are those that address specific needs. Along those lines, here are some ideas to help you reach out to your reverse mortgage marketing prospects, the senior population.
A large part of selling your services is selling yourself. Your best marketing efforts will highlight your professionalism and integrity, while communicating real solutions that bring stability to the lives of your customers. The following ideas, properly implemented, can fulfill these objectives.
Reverse mortgage seminars and keynote appearances
Free, no-obligation seminars and speaking appearances are ideal for spreading the word about reverse mortgage solutions. A few topics might include:
- Using a reverse mortgage to pay for long-term care
- How reverse mortgages can reduce estate taxes
- Maximizing estate value with a reverse mortgage
- Supplementing your monthly cash flow
Focus on educating your audience and offer to follow-up one-on-one with anyone who has more detailed questions. You might also consider partnering with an estate planning professional to add another level of expertise to the discussion. Your backgrounds and knowledge will create a synergistic effect that will add a great deal of value to the presentation. Remember to provide materials that contain your contact information.
Write relevant articles and have them published. You might even try to use the articles to garner some publicity for your seminars. Article topics, like your seminar topics, should be specific and compelling. Your publication targets might include daily newspapers, weekly community papers, retirement community newsletters, and local real estate publications.
Build on the strength of your happy customers by asking for referrals and testimonials that you can use in your promotional literature.
In summary, don't waste your time with ice and Eskimos. If all you have to offer is ice, move to Hawaii and try your luck there.