Without audience targeting are Google Ads Dead? Think again…
Early this month Google announced new restrictions for targeting specific audiences. The restrictions apply to content related to housing, employment, credit, and those who are disproportionately affected by societal biases. The news of these restrictions created quite a stir among industry brokers and lenders who heavily rely upon targeted Google ad campaigns. All which may have you asking if these changes will kill future reverse mortgage advertising on the world’s most popular search engine. In just a moment we’ll hear from our online SEO expert Josh Johnson to find out.
The 10-year cycle of the reverse mortgage industry
A recent email from a coaching firm got me thinking about the 10-year business cycle. It’s natural to ask if there is such a thing. Is it real? How does this play out in real life? Business consultant and author Samuel Cupp teaches that every 10 years a small business has on average six good years, two great years, and two terrible years. I would argue that the same could be said of reverse mortgage lenders and brokers and large businesses. Let’s examine that cycle and how it may apply to our industry.