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Let’s talk about independence this 4th of July weekend. First for our borrowers and then our industry. Our borrowers want independence from relying on their children to support them in their retirement years. Our industry must assert its own independence over the media bias and ignorance of the reverse mortgage product. So how do we communicate independence? First sell success. People want to be happy and feel good about their choices. We must let them know that choosing a reverse mortgage is a sign of success. Failure is retiring not owning a home and having nothing to fall back on. Sell choices: Our potential borrowers are fortunate to have choices on how to fund their longevity. Sell emotions: …then the facts. People buy on emotion and the facts justify the choice. Sell intangibles: the reverse mortgage is not a widget. The true value of the product is what it can do for our borrowers, how it makes them feel, their state of mind and finally cash flow.