The marketing model for a reverse mortgages business has changed dramatically over the past twenty years.
Customer loyalty isn't what it used to be. Cash is king in today's marketplace, so your marketing plan needs to focus on value messages.
Androids, iPhones and Blackberries have made mobile technology a must-have resource for today's consumers. Equipped with GPS components, today's smartphones give consumers the ability to perform navigation and other geolocational tasks. Since you're a reverse mortgages business owner, geolocational features can be a powerful weapon in your marketing arsenal. Exploiting geolocational capabilities requires sophisticated tools and marketing strategies. At a minimum, your business should be including on online directories that alert consumers to a reverse mortgages business in their immediate area.
Managing Negative Publicity
Not sure how to handle negative PR? You're not alone. It's a probably faced by many reverse mortgages businesses. But the time to address your response to negative publicity is before it happens. If you wait until a crisis hits, it's already too late to control the message. At Gaebler, we advise our business partners to have an updated crisis response plan in place at all times. Since part of your crisis response may involve direct mail, we also recommend working with quality mailing list providers to obtain accurate contact lists.
To those of us who are familiar with today's marketing landscape, it's clear that technology and strategy have become inextricably linked. One of the things that needs to be considered by reverse mortgages businesses is the use of technological solutions to connect with customers, boost visibility and exploit weaknesses in the marketplace. In addition to marketing professionals, many businesses now include IT units as valued partners in their strategic marketing efforts.
Want to learn more? Start with these recommended resources.
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