Perspective & Denial

How perspective & denial shape our industry

Recently I was reviewing some of our earlier articles here on HECMWorld. While this post is from late 2014, it still holds some timeless nuggets of wisdom on how mortgages have been received by the general public, and where the HECM fits in that historical context.

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“Refusal to believe until proof is given is a rational position; denial of all outside our own limited experience is absurd.” These words ring no truer than when it comes to those who embrace or reject the federally-insured reverse mortgage. Reverse mortgage professionals encounter varying degrees of denial with their clientele, but even more insidious is the denial of those in the financial community who often dispense advice which may be harmful to their audience- more specifically attacking the validity of the reverse mortgage or dismissing it outright.

Reverse mortgages have often been the unwanted child of the mortgage industry. Frequently spoken of in hushed tones as toxic, radioactive, predatory by critics the tide is beginning to turn. A 2014 article in the New York Times entitled “Love Them or Loathe Them, Reverse Mortgages Have a Place” reveals a substantial awakening amongst the financial and banking community.

The historical reality is even traditional mortgages were not warmly received. Early mortgages prior to the Great Depression were typically short-term loans where the homeowner had to renegotiate the terms each year. Not surprisingly as home values plummeted in nearly one in ten homes were foreclosed upon. The early stigma was that mortgaging your home was a risky proposition. Even following the establishment of the Federal Housing Administration, mortgages were viewed as a perilous venture. Then let’s consider the economics of a traditional mortgage. A borrower with a 30-year mortgage will have very little of the monthly payment applied to the loan’s principal balance until after year 15. Let’s not forget a borrower could make payments almost exclusively to interest and lose the home after sinking in tens if not hundreds of thousands of dollars of their hard-earned money. So again, which is riskier; a traditional or reverse mortgage?

Fast forward to today. Retirees sitting with their financial advisor will hear the importance of asset allocation while often times they neglect to include their clients largest asset: their home. It seems odd and perhaps borderline malpractice to ignore what is typically one’s largest asset in the planning process. It would seem that even financial professionals can do harm merely by letting their biases and denial influence their recommendations. The good news is times are changing. Retirement reality is about to slap the collective public and the financial community in the face as nearly two thirds or pre-retirees have not saved enough money to live comfortably in retirement.

Alicia Munnell was quoted in the Times article of her belief in the increased acceptance of reverse mortgages saying “When I look forward, I don’t see how people are going to have enough, I really don’t. Our assessment going forward is that it’s (home equity) is a luxury we’re not going to be able to afford. There are going to need money, and this is the place where the money is.”

Denial and an outright rejection of the HECM are luxuries few can afford. The challenge is to position our industry and reverse mortgages (private or federally-insured) into the mainstream of American mortgage lending.

***UPDATE*** Bloomberg released an article entitled “Why Financial Advisors Still Hate Reverse Mortgages” which speaks to the challenge we face in reaching financial professionals.

 

Part 2: An interview with Don Graves


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Exclusive Interview with Don Graves (part two)

In the conclusion of our interview we discuss adjusting to the October 2017 HECM reforms, keeping in front of referring partners, and how to strike up a constructive conversation with financial professionals.

One size doesn’t fit all

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Why HECM sales strategies are valid, even if they don’t work in your market

There are niche marketing strategies that some originators are using to generate several applications each month. However, some originators have not seen results from the HECM for Purchase (H4P) or networking with financial professionals. Does that make these marketing approaches invalid? 

LinkedIn: The Spam Zone?

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Tips to avoid spammy sales messages & how to effectively and sincerely engage others

Maybe it’s just me, or perhaps not. Have you noticed more come-on sales pitches and so-called ‘personal messages’ and connection requests in LinkedIn? It should come as no surprise. While being an excellent professional network is full of people looking to make a buck- not a bad thing in itself. Today we’ll talk about two things: 1- how to get fewer spammy LinkedIn messages and, 2- how to effectively prospect for sales on the platform…

Old Habits Won’t Open New Doors

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ePath 100K RM leads

Top producers have broken free from the old way of doing business

[Download transcript]

Habits are there for a reason. They bring us comfort with their predictability and yet are often the root of our frustration. Ironic? Not so much. Chalk it up to human nature, and in many cases, it’s the usual way of doing business. There’s no denying that the established market for the HECM has been fundamentally transformed. A loan that once was best-suited to the needs-based borrower that is house-rich and cash-poor has become increasingly difficult for financially-challenged homeowners to qualify for. Today we examine the habitual approaches to marketing and communication with homeowners and how some have broken free from old habits to open new doors.

Those in the habit of focusing their efforts on the needs-based borrower are most vulnerable in a contracting HECM market. Yet some are finding creative and viable strategies to attract qualified reverse mortgage borrower…

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They’re checking you out

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Potential borrowers are looking you up. Are you ready?

[Watch last week’s episode]

Let’s talk about social media and blogs. Smart Insights, an online publisher and learning platform that helps maximize their online marketing, shows us the importance of having a consistent social media presence. They found that 82% of baby boomers use Facebook, 60% spend time reading blogs, and more than half will visit your company website when seeing your social media post.

So what does this tell us? First, now is the time to ensure you have a steady stream of relevant and compliant content to post on your social media channels. Always check with your broker or lender first. Many can assist you in providing the content you need. Second- look at your company’s website. Does it list you as one of their current reverse mortgage specialists? Boomers visit company websites to see if the lender behind your post is established, reputable, and professional, Third- consider blogging. Well-written blog articles help establish your credibility and expertise. Your lender or broker may have a blog, and you can also create your own in our turn-key reverse mortgage website creator MyLoanOfficer. Marketing online doesn’t have to be rocket science, it just takes a little know-how and planning.

If it was your first day as a HECM originator

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If you were to start again as a reverse mortgage originator

If I were to go back to originating reverse mortgages today I can tell you exactly what I’d do. First I would get myself a professional website- after all- who wants to do business with someone who cannot be found online? Very few would.

Next, I would hire an SEO expert to get my website ranked on the first page of Google knowing that the vast majority of those searching for services online rarely ever go to page two, or much less page three. Then I would be a joiner! Join my local

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Marketing Psychology: Brand Aid for Brand Y-O-U

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A great product or service, industry expertise, and an excellent consumer awareness campaign. These are the keys to business success, right? Not exclusively.

Though it seems “personal branding” has always been an essential component of the small business landscape, Tom Peters (In Search of Excellence) only coined this phrase in 1997. With the explosion of the Internet and, more recently, social media, being branded is no longer the purview of cattle. In fact, if you don’t clearly define your brand, you might resemble another farm animal: sheep.

While demographics and customer profiles provide useful marketing data, social psychology plays a more pivotal role in buyer behavior than even social media — especially if clients are unaware of these subtle influences on their purchasing decisions.

Consider the following when developing your marketing strategy:

  • Small Favors First. In one famous experiment, psychologists asked homeowners to place a small sign in their window in support of safe driving. Two weeks later, a different person asked the same group to put a large sign in their yard advocating safe driving. A second group was only asked to place the yard sign. The outcome: more than three-fourths of those who were first approached with the small window sign request said yes to the yard sign; in contrast, a scant 20 percent of the second group agreed to the yard sign.

Marketing message: Start small to gain a foot in the door. An initial “yes” forms a bond with the prospect. Ask if you can share some information about what your reverse mortgage prospect expresses interest in, whether that’s safe senior travel tips, creative ideas for how to live large later in life, or alternative elder dwellings, such as senior cohousing. Once you’ve forged this connection, you’ll have a natural segue to talk about a reverse mortgage.

  • What Would Nate and Nancy Do? Peer influence is powerful, both personally and professionally. To encourage customers to reduce their energy consumption, one utility company told them, “Your neighbors are reducing their energy use.” This tactic was more effective than simply asking people to lower their energy consumption.

Marketing message: Show prospective clients how their peers have taken a similar action. This is where testimonials from satisfied HECM loan recipients can tip the balance in your favor.

  • Home Sweet Home. Environmental cues subconsciously influence our decisions.

Marketing message: Try to meet with reverse mortgage prospects in their home rather than your office. Being at home while considering their long-range financial needs can be a powerful motivator to move forward.

In addition to these social psychology tips, personal branding guru William Arruda suggests a number of trends that will brand you successful:

  • Outsourcing. Don’t try to DIY; focus on what you do best (working with prospects and clients) and bring in support for the rest.
  • Video. We recently explored how loan officers can send prospects videos that introduce the concept of a reverse mortgage. Reverse Focus president Shannon Hicks uploads two weekly videos to enhance your knowledge base and business, so you already grasp video’s value as a marketing tool.
  • Coaching. Coaching is now becoming integral to corporate leadership development. Hiring a business coach might be a good way to hone your brand’s focus.
  • Blogging. With the advent of LinkedIn’s blogging platform, your business has the potential to reach hundreds of thousands of viewers every time you post. And some of them (or their parents, colleagues, friends, neighbors…) are going to be in the market for a reverse mortgage.
  • App-solutely Accessible. Mobile will be the name of the game in 2015 as never before, says Arruda. Are you prepared to “brand on the run”?
  • Personal Website. While LinkedIn, Facebook, and a number of other sites already provide a platform to create a personal web page, Reverse Focus enables you to create a branded site that’s focused on your business as a reverse mortgage professional.

Finally, when you give a talk at a senior center, Rotary Club, or other professional setting, be sure to bring branded products as leave-behinds or for back-of-the-room sales. You can provide postcards, pens, fridge magnets, or whatever other logo products you deem appropriate for your target market as giveaways, and offer your book (if you have one), DVD, or other products for sale. Be sure every item contains your contact information, logo, and business card.

reverse mortgage marketing

Should we tear down the wall?

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ePath 100K RM leads

Diversification or Separation of HECM and Traditional Mortgage Lending

As the national debate on the morality or effectiveness of a wall on our southern border rages on, one barrier is being slowly removed. As the number of the federally-insured reverse mortgage loans has languished in recent years, more former reverse-only lenders are making their entry into traditional mortgage lending; in effect removing what was once a barrier of niche mortgage lending for some.

Considering such diversification, it’s natural to ask if loan officers can be just as effective in originating both traditional and reverse mortgage loans. That question brings to mind a statement made 10 years ago by a formerly forward-only originator. Seeing the upcoming spate of changes to the HECM he said, “watch, they are going to turn this into a traditional mortgage”. One could easily argue the enactment of the financial assessment and the verification of an applicant’s income and assets does indeed mirror much of what is common practice for traditional mortgages. Despite the similarities, there are two conflicting viewpoints on whether originators should remain specialized or offer both loans…

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