If you follow our blog, you probably already know that we frequently talk about why direct mail is such a powerful Marketing tool for the mortgage industry. We’re also known for our posts about direct mail in today’s marketing world that tends to be digital-focused. Today, we’re combining those two topics to talk about Reverse Mortgages, and how to market them.

Since these loans are for seniors, it’s essential to pick a marketing strategy that effectively targets them. While digital campaigns can be a great way to reach millennial and gen-x buyers, it’s best to stick to traditional marketing for this older demographic. Direct mail is the ideal way to target seniors and generate reverse mortgage leads.

Marketing strategy should be based on the target audience that you’re trying to reach. An effective strategy is one that allows you to reach people in a way that they’re familiar with, and seniors (especially those age 70 and up) are familiar with mail. For one, you can count on them checking their mail and going through it. Traditionalists and older baby boomers likely receive all of their important correspondence (bills, bank statements, etc.) in the mail as opposed to email, which means that they sort through their mail on a daily basis. Your mailer won’t be overlooked or unread.

Of course, there are seniors who use smartphones, computers, email and regularly browse the internet. However, typically they don’t handle digital technology with the same ease and confidence as do younger generations. Filling out a form online may take them too long, and they may be skeptical about clicking on an ad. Seniors usually use the internet for email and basic online searches and are less likely to notice ads or engage with them. Responding to an ad should be easy – no matter if you’re marketing to a 20-year-old or an 80-year-old. Make things easy for your potential leads. For the most part, seniors can comfortably read a mailer and send in a follow-up form or call a phone number.

The senior market is often untapped by many industries. In many cases, marketers assume that marketing to the elderly is a lost cause. The market for reverse mortgages is continuing to grow as baby boomers get older. If you’re not already promoting reverse mortgages, now is the time. At Titan List, we can set you up with a highly targeted list. Our database has over one million records and many additional attributes. Contact us today to start your campaign.

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