Are You Willing to Try?
February 1, 2011 
17 Comments
As many of you are aware, Brian and I usually have several marketing strategies at a time that we are testing. One that we are working on now is of particular interest to me. It’s something you may have thought of before, but you were not quite sure how to approach it. This was my dilemma as we prepared for this project. Here’s the idea: we are approaching religious organizations in our area. You can probably understand that the spiritual advisor is one of the first to be approached when a senior has a problem or challenge in their life, financial or otherwise. It is through these leaders of the religious institutions that we focus our discussion. Now be aware, you’re not going to just approach this person and say “Hey, I’d like to do a reverse mortgage presentation to your congregation”. That will get the door slammed in your face. This approach is a cautious one, educating the church leaders on the fact that their senior congregants are in need and may not know where to turn. Brian and I prepared several scripts and settled on a few that we liked after much debate (you can imagine!). Now we have added this to our list of strategies and are comfortable with the results. If you are willing to give this a try, you’ll be pleased with the results. Having a noted authority figure, such as the head of a religious organization welcome you as a trusted resource is a resounding recommendation. Let me know your thoughts on this and if you’re interested in hearing more about our experience.
As always, another great idea! I’m sure this would work particularly well with reverse mortgages as you are solving a problem that many of their attendees would have.
Thanks again guys!
Carl
I think this is a great idea! You can’t be more of an “invited guest” if you are recommended by a spiritual leader. Perhaps a mailing campaign with a cover letter and a free report and/or DVD/CD to explain the program? I don’t know if cold calling and knocking on the door of the rectory would be a great idea .. but mail first then call and ask for an appointment?
Stephen, stay tuned for more on this strategy- you have the right idea about how to appraoch this and Brian and I have come up with some other thoughts to make this approach even more productive.
This idea really works….I have been doing this type of marketing for 3 years now. In many Churches there are groups made up of Seniors that get together for monthly meetings and discussions and I have found that they are always looking for guest speakers that can educate them on several topics. What better education than Reverse Mortgages and how they can help homeowners in their retirement years.
My best example was the couple that wanted to donate money when they died to get the Church a new Organ……with the reverse loan I gave them they were able to donate money for the organ while they were still alive and they enjoyed the beautiful music for several years.
Yes you must be sensitive to their needs but Church members do talk to each other and the referrals are solid and great.
David, thanks for sharing that story and your experiences. You are obviously well versed in this strategy. I hope you are using the story of that generous couple in your outreach efforts. I am certain it resonates with many other seniors.
All churches have either a newsletter or a bulletin that is handed out at each service. I would recommend calling the office of the church and ask to speak to the head pastor., If you don’t know him or her, talk to someone you know in that congregation and see if they can get you to the Head Pastor or Priest. You could explain what you want and plan a presentation weeks off and ask folks to sign up so you know if there is interest. List the presentation in the bulletin or newsletter. If nothing else, you have got your name out to the congregation and they could call you individually.
You are right, Duane- look for multiple ways to reach out to the religious community. If somone in need sees your name in the bulletin or newsletter and then you are promoting an educational seminar, he/she is exposed to you numerous times and you become the obvious expert in their eyes. I also check to see if there is a “widow’s group” or similiar that meets on a regular basis.
Most of the reverses I have done have come from this source. Extreme care must be taken in using this strategy however. Obviously you don’t attend a church to “farm” but over time you and what you do can become known to members and financial professionals that are in the membership.
Excellent point Tom- this strategy (i hesitate to even call it a strategy) is not one that you take on to “sell” to the people in the congregation. There are some things we do that are more of an outreach type of activity, stepping into the role of an advisor and educator. This is one of those and when you think about the number of seniors who would turn to their spritual leader in times of trouble, it is well worth the time and effort.
Guys…Great Stuff for building a relationship and helping in one’s church. This method takes some time to get the desired results of getting a reverse mortgage deal. Always good to look into filling the pipeline down the road. Now, I would like to hear more on how to fill my pipeline Today! Thanks for your ideas.
You are right Orlando, this does take some time and the approach is a cautious one. Stay tuned for some ways you canbuild your pipeline now!
I have only led one church counseling group so far and this was at the invitation of one of my bankruptcy attorneys. Haven’t yet closed anything but am building trust and looking forward to gaining business from a doubly blessed referral source.
Although I haven’t tried this, I’ve thought about. I felt direct mail with a phone follow up would be best. I think it’s a great idea, pastors generally are always in the know about whose in need in their congregation. I would love to hear more about your approach and ideas.
I have hust started in the reverse mortgage business and this is something I mentioned to my manager about. I also think the way to do this is to offer the help through the pastor or maybe as part of a broader presentation with medicare supplements and a elder law attorney or a financial planner
PS would like to see the scripts
This is definitely a great approach as you are coming in as more of a consultant than a sales person.
This is a great idea. I would like to see the scripts. Religious leaders are very protective of their “flock”. But if they can see that you are helping, not selling, they will be much more open.