Nov/Dec 2021 RMM

by your absence if you are not out there with some sort of social media campaign.” But social media is not as productive as he had hoped. He also works with local print media or other outlets geared toward seniors to spread information. He hopes to use videos more in the future, as well. Anything, he says, that will “help this process be easier, more educational and a better experience for our clients.” In addition to HECMs, his company also works with private-label reverse mortgage products, which are appealing to borrowers with higher net worths and higher property values. “At the end of the day, there is little difference in dealing with that proprietary- product borrower as opposed to a HECM.” There are similar questions and concerns, he adds, with the primary focus to make the client’s financial and real estate assets work most efficiently for them. Carlos Camargo, branch manager, Open Mortgage LLC, Ventura, CA: Camargo says his company relies on face-to-face meetings but also has embraced technol- ogy, using videos, as well as live chat platforms, such as Zoom. Even if someone doesn’t know how to use a technology, they usually know someone who can help them, he says. Customized videos can give weekly status updates to clients, and the videos augment what he does in person. Videos also can be customized for financial advisers, who account for about 30 percent of his business through referrals. He also uses social media platforms, such as LinkedIn and Facebook, and recognizes that the different platforms have different audiences, which affects the messaging. His branch is based in California, where property values are high, which means that private-label reverse mortgages often are sought. He, too, has seen how private-label products mirror the HECM. Alison Calamia, CRMP, assistant vice president at America’s Mortgage Resource, New Orleans, LA: Calamia says her clients still want the “kitchen table” experience where they can sit across from her and get to know her. That was true even during the pandemic where careful social distancing allowed for meetings to hap- pen. Oftentimes, clients feel like they already know her because of her appearance on television commer- cials, which she has been using for years. “They are effective,” she says. The 30-second spots—one includes a testimonial from a former client—run several times per week on local channels. At times, the local stations will run spots for free if they have an opening that they want to fill. However, she advises people to tell stations not to run ads in the middle of the night, when crank calls increase. She also has found that viewers need to see a commercial three or four times before they will react. “They want local, and they want face-to-face,” she says. Her company uses a marketing company to handle its social media and blogs, which accounts for about ten percent of her marketing. However, most leads come from the commercials and referrals, she adds. Regardless, it is important to show you are an expert in your market, and marketing efforts must be “nonstop” to increase name and brand recognition. She has found that being an expert source for local media and magazines has been valuable. Regardless, the key is to know the personality of your customer: Is she a widower whose husband had handled all the finances or a business owner or top man- ager preparing for retirement? “There is a whole different approach from one customer to another customer.” Editor’s note: This information came from a seminar in July during NRMLA’s Virtual Summer Meeting. Carlos Camargo Alison Calamia Sales Tips continued from page 29 30 REVERSE MORTGAGE / NOVEMBER-DECEMBER 2021