Page 2 - WS_Marketing Strategies for Dynamic Growth

Add New Techniques & HECM Ad Re-Targeting
Information to your Marketing Mix Simply place a JavaScript tag in the footer
of your website which will create a list
of people who visit your site by placing
Update Your Website anonymous retargeting “cookies” in their
3 Streamline and declutter your website by simplifying the layout to avoid potential browsers. The list allows you to display
frustration or confusion for your target audience. retargeting ads to your potential customers
as they visit other sites.
3 Make the most of the online traffic you already have - add HECM loan information to
your website. 3 Retargeting generates greater online
sales by keeping your brand front and
3 Instead of listing only a contact email address, include a “contact us” form to capture center. When a customer sees your
more lead information. retargeting ads, your brand gains traction
3 Ensure your HECM loan web content accurately describes the product and does not and more recognition.
mislead consumers. 3 Increased click rates and conversions are
3 Suggested web content can be found on the American Advisors Group (AAG) typical with retargeting campaigns.
Wholesale Website - Marketing Drop Down
TIP: The best-performing retargeting
TIP: Keep your target audience in mind! Simplify and streamline your website to avoid creative has a clear call-to-action and
frustrating or confusing your visitors. promotes an offer.
TIP: See the Google Small Business Online Marketing Guide.
Social Media
Paid Search 3 67% of adults ages 65+ use the Internet.
Around a third of seniors are using social
3 Advertising within the sponsored listings of a search engine (i.e. Google) or a media, so use this platform to market to
partner site by paying either each time your ad is clicked (pay-per-click - PPC) or less and educate them about HECM loans.
commonly, when your ad is displayed (cost-per-impression - CPM). (Pew Research 2017)
3 Paid search on key search terms can be very competitive and costly. Focus on local 3 Develop a library of resources to help
keyword variants instead.
educate seniors on if a HECM is right for
them. The time may not be right, but
Search Engine Optimization (SEO) when it is, you’ll already be in front of
them.
3 SEO is a cost-effective methodology used to increase website traffic by obtaining a
high-ranking placement in the search results page of a search engine, like Google, 3 Empower and arm your loan officers with
Bing, Yahoo and others. social media content by using LinkedIn
Elevate.

TIP: See the Google SEO Starter Guide.
TIP: Quality over quantity! Focus your
efforts on curating only one or
two strong and clear social media
channels.

Direct Mail Campaign
3 Whether it is a sourced list or your
existing database (house list) segment
out those that qualify for a HECM loan.
3 Best practice suggests that you’ll get
a better response with an unmarked
envelope than a postcard, but postcards
are less expensive.
3 Example direct templates and postcards
can be found on the AAG Wholesale
Website - Marketing Drop Down

67% of adults ages 65+ use the internet. Around a TIP: Using your existing database (house
list) will be most efficient and cost-
third of seniors are using social media, so use
effective e.g. customers or people that
this platform to market to and educate them
have inquired previously.
about reverse mortgages. - Pew Research 2017