Are Celebrity Endorsements the Right Choice for Reverse Mortgage Lenders?

image Reverse mortgage lenders have a history with celebrities ranging from James Garner, Robert Wagner, and most recently the addition of Peter Graves from American Advisors Group.

However, a recent AdweekMedia/Harris Poll found wide variations in the likelihood viewers will find different kinds of celebs convincing in the role of endorser.

Respondents were asked to say which of five types of celebrities they find “most persuasive” and which they find “least persuasive” as endorsers of products in ads. Business leaders had the highest “most persuasive” vote (37 percent), followed by athletes (21 percent), TV/movie stars (18 percent), singers/musicians (14 percent) and former political figures (10 percent).

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The former politicians were in a class by themselves when it came to the “least persuasive” vote, getting 39 percent of it. TV/movie stars were the runners-up for this dubious honor (23 percent), followed by business leaders (14 percent), athletes (13 percent) and singers/musicians (11 percent).

The “most persuasive” tally for business leaders was vastly higher among the poll’s 55-and-older cohort (46 percent) than it was among the 18-34-year-olds (28 percent).  See the graph below showing the most persuasive:

image Persuasive (or Not) as Celebrity Endorsers

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  • Admin, you left out one extremely important celebrity reverse mortgage spokesperson when it comes to a very specific market segment, Charles Eugene (“Pat”) Boone.

    While this study is interesting, much more information is needed to understand why these findings are statistically relevant or reliable. Further it is the impact of celebrity advertising on the segments between 61 and 90 years that hold the greatest relevance to the reverse mortgage industry. Finally because of the overwhelming participation of women in obtaining reverse mortgages, their separate views would have been significantly helpful to this industry.

    There is much debate among those who observe human behavior if respondents always volunteer or even recognize their own motives in why they perform certain activities. Many adults who look down on the influence that certain celebrities bring into the decision making process cannot admit they are influenced by these same celebrities. In this particular case, behavior patterns observed by unrelated and unknown third parties would have been far more relevant.

    Somehow it is very, very difficult to imagine that ads starring Ken Lewis or John Stumpf (you know the guy who testified in Congress that Wells has never done a negatively amortized mortgage) would ever have been as effective as the combination of Jerry Orbach and Robert Wagner in bringing awareness and acceptability of reverse mortgages among seniors. Many times I had seniors who wanted to see the videos not because they had any interest in reverse mortgages but because they wanted to see Robert Wagner. I wonder if any of those same ladies would have been nearly so eager to obtain the videos if the endorsements and narration came from Ken Lewis or John Stumpf? Most borrowers have little idea who either of these men are.

  • Criic
    Subconscious identification with the celebrity does wonders.
    They are doing a great job with lip syncing these days and Jimmy Stewart lauding the benefits of RMs during “It's A Great Life”, could really save him in the movie, and who hasn't seen this one a million times. Feel free to add your candidate, as long as they are not too controversial (Madoff, definitely out, Dr. Christian for the older seniors, definitely in).

  • I think we saw the impact that a celebrity spokesperson can have in our industry by looking at the historical rapid growth of Vertical Lend/Senior Lending Network.

    The real question is – is it sustainable? Had SLN not found an investor (KBC – I believe) at the right time for their company, could they have been able to stay afloat, given the high costs of television advertising and celebrity spokespeople?

    The fact that KBC had their own financial problems (outside of reverse) and shut down SLN is another matter.

  • This is exactly what the reverse mortgage industry does NOT need right now. Certainly these celebrities helped bring the reverse mortgage to limelight several years ago when the product was virtually unknown but in present times it just sends the wrong message…
    In the wake of all the negative press we are currently receiving and the obvious confusion the public and financial sector still has towards this product it is time this industry stood up and started portraying itself as a solution to the many problems facing our seniors in today’s volatile economy…
    The last thing anyone needs to see right now is Hollywood stars, who earn millions of dollars, trying to look like they have something in common with a person who is considering a reverse mortgage…After all, movie stars have such a great reputation of being sincere and caring…
    This product cannot be “hawked.” It isn’t the miracle ladder, it doesn’t slice or dice, it doesn’t clean up messes faster and cheaper than any other product and it shouldn’t be marketed to the public that way.
    The reverse mortgage is a complex financial planning tool for seniors, their families and their trusted advisors. It allows them to maintain and in many cases increase their quality of life. It gives them the option of USING THEIR HOME TO STAY AT HOME…an option no other product offers. It gives them the options for health care benefits, including in home care, they thought they could never afford.
    Get real people on these commercials! Get widows or widowers who have been able to remain in their homes, thanks to a reverse mortgage, after the loss of a loved one’s income. Get real people who have lost thousands of dollars in their portfolios over the last 18 months to say how a reverse mortgage has helped them maintain their quality of life without any additional monthly debt service. How about a home health care company giving real examples of people remaining in their home, after serious health issues, rather than going to a “facility.” Every study out there clearly states that seniors live longer at home where they are comfortable and familiar with their surroundings…
    You want the public and the financial sector to see this product for what it is?
    Then show them!

    • Michael,

      Your condemnation of the use of celebrities is interesting. It begins going off on a tangent in the middle, however. I have read shorter sermons.

      I have met many seniors with various levels and knowledge of the product. Some seemed to have eaten their way through every seminar out there and by mere osmosis knew a lot about HECMs in particular along with some very questionable information; others knew absolutely nothing about the product with ranges all the way in between. I obtained most of my leads in the early days from direct mail, call centers, seminars, and referrals.

      Then in early 2005, I was encouraged to buy leads from SNL. I was very impressed with the knowledge that these consumers possessed about reverse mortgages after viewing such a short video. Many had gone far beyond the video and done independent research. As SNL began tightening the noose around lead purchasers, the quality of the lead began diminishing and eventually was forced out.

      What that video lead system did was provide a uniform quality of education for each and every senior who viewed the entire video. Naturally some understood things better than others.

      If all SNL did was promote reverse mortgages using Jerry Orbach and later Robert Wagner, they did a positive service for the industry. But by providing the video to callers, they did much, much more. The information in those videos is still a model for the industry.

      • Mr. Banner,

        While it may bother you to see celebrities touting reverse mortgages, it bothers me to read and hear a reverse mortgage described as a “complex financial planning tool.” How does a reverse mortgage meet that definition?

        To describe a reverse mortgage as more complex than most mortgages is certainly justified. But to call a closed end HECM a “complex financial planning tool” is simply incredulous. Fixed rate HECMs are the dominant HECM today. Other than its repayment structure, what is so unique about its features for financial planning purposes over other non-recourse mortgages? Please explain.

        It is rare to see any open end HECM originated today especially where the borrower is taking tenure payments. If that is the financial planning aspect of HECMs, well it is anything other than complex. One with little financial training can accurately compute the payouts on a cheap HP 10B calculator in less than sixty seconds.

        One can certainly justify calling an open end HECM, a cash management tool. Certainly there are a few complexities with HECM lines of credit.

        On another subject, while it is completely understandable that undereducated borrowers would exclaim that they are using their home to stay at home, it is ludicrous that we would repeat that nonsense. A reverse mortgage is first and foremost a mortgage. The house is collateral. What change in its usage does a reverse mortgage bring to a principal residence? This is the type of language in advertising that the FTC should attack and fine. It clouds the actual transaction and makes it appear that there are fewer consequences to reverse mortgages than there actually are. It encourages excessive borrowing and it is repugnant.

        “Using the home to stay at home” is about as rational as saying on a purchase money mortgage: “I used the house to buy my house.” Like The Cynic, I would rather see a celebrity promoting a truly educational video; that is far better than hearing how the house is now paying the bills of a senior and having a smiling senior repeat it.

        I know many love anecdotal evidence and it is useful in marketing, but it proves absolutely nothing to financial advisers. It is subjective and for analysis purposes is next to worthless. Such TV ads will never convince sophisticated and competent financial advisors that they should advise seniors to consider reverse mortgages.

      • “Such TV ads will never convince sophisticated and competent financial advisors that they should advise seniors to consider reverse mortgages.”

        So have two sets of ads. Metlife has Snoopy for the general public and together with his pal Woodstock, gets the product point across.
        For financial “advisers” they can use more technical materials.
        I try not to hold myself out as an “adviser'', but I could give advice to people in a suitable situation to look into a RM as a possible tool.
        BTW: I see no problem with celebrity endorsement ads, especially with a good educational video; It makes a lot of sense (KISS).

      • Cynic,

        In 2005 those celebrities brought this product out of the closet and into the nations eyes. I also agree that those videos are still the standard. I just feel we have outlived that portion of this industries growth and would love to see a more serious message…
        Your points are well taken and respected!

  • We need to remember that our older senior generation respected actors more. Plus, the senior actors that have been mentioned, “grew-up” with these seniors, so many many related to them.

  • Mr. Veale,
    If you weren’t so ridiculously off base in your comments I might almost take them personally…
    First, what makes a reverse mortgage a complex financial planning tool is not calculating the proceeds the client receives, obviously anyone can do that…even you.
    It is the many possible options these proceeds can be used for that clearly separates it from any other product…by leaps and bounds.
    On another subject…before you make comments as ignorant as the FTC should attack & fine people using the term Use Your Home to Stay at Home you might want to Google the term Use Your Home to Stay at Home….When you do you will find a report created by the National Council on Aging ( about 100 pages) that was presented to congress a few years ago entitled…..Use Your Home to Stay at Home, Expanding the Uses of the Reverse Mortgages for Long Term Care, A Blue Print for Action…It goes on in great detail on how a reverse mortgage can be used for funding in home care, long term care and other related health care products. It sites how seniors live longer when they stay in their own home where they feel safe and secure. It states that if used correctly the reverse mortgage can be one of the largest factors in solving the long term care crisis in this country and help stabilize the Medicare & Medicaid programs that are offered to seniors today…But its just a mortgage….
    Maybe you should call the NCOA and tell them they should be reported to the FTC… Better yet, maybe you should try and contact Barbara Stucki, PHD. Have you ever heard of her Jim? She is one of the foremost experts on long term care in this nation. She is an advocate of senior health care with a national reputation that has had the ear of Congress and the last 4 Presidents of this nation. Guess what Jim? She wrote Use Your Home to Stay at Home… I hope she knows what big trouble she is in….
    How can you be in this industry and make such comments?

    • Mr. Banner,

      Please explain how the ways that proceeds from a reverse mortgage can be used differ in any substantial way from how a senior can use proceeds from a standard line of credit or a mortgage that provides proceeds to borrowers. Is that really what makes reverse mortgages a “complex financial planning tool?”

      What do funds coming from a mortgage so that seniors can stay in their own home or buy LTC insurance have to do with “using your home to stay at home?” That phrase is a great title for a study but it certainly is not an accurate description of a reverse mortgage. It is enticing but not much more.

      Are you really pointing to the results from Google searches as the standard of what constitutes reasonable claims? What you cite as a basis of why that phrase is an accurate description of a reverse mortgage is nothing more than showing how you use the Internet to find or justify marketing ideas.

      You are right even I can compute the tenure payments without using industry software. That is one of many reasons why I scoff at the description of any reverse mortgage as a “complex financial planning tool;” it is not. To call an open end HECM a good cash management tool is an entirely different matter because it is.

  • Ahh Poor Michael Banner: He just got bombed by the blivit thrower of Reverse mortgage daily, the Cynic. Don't give ground quite so quicky, Mr. Banner. He is no more of an expert than anyone else. As a matter of fact, your points are well made. I am surprised a bit by the comments of Mr Veale; he is usually more on target. I guess it depends if he writing about
    something he really knows–Accounting. Just what is “an educational video”, Mr Veale. I suggest it's in the eye of the beholder. A Senior smiling and honestly stating how an FHA HECM has actually helped them stay in their own home ( and out of a nursing home) sounds pretty educational to me. Frankly, I always wondered how much a celebrity was paid to shill for reverse mortgages and if the lazy (Believe me I known a few) pitchman would ever
    originate a reverse mortgage himself.

    • James,

      The “blivit thrower of reverse mortgage daily.” I didn't know the Cynic was that…cynical. lol

      I also was very surprised by Mr. Veale's comments. The term Use Your Home to Stay at Home is one of the most accepted terms in our industry. I don't mind people disagreeing with my comments but I found his comments personally insulting. I just replied in kind…
      I really hope I am accused every day of keeping a senior in their home and out of a nursing home with the proceeds of a reverse mortgage. I would be smiling 24/7 and so would they!!!!Thanks for your comments!!!!

      • Mr. Banner,

        Please accept my apologies for any perceived personal insult that was not my intention. Please also read my last comment to Mr. Nelson.

    • Mr. Nelson,

      Have you never seen the Jerry Orbach or Robert Wagner SNL videos? They contain anecdotes of the nature you describe. They also provide information regarding what a reverse mortgage actually is. The quality of information provided was incomparable to any other reverse mortgage video. It was done so well, that other than the standard financial information, seniors who saw the video generally had fewer questions about the product. For some, it gave them the confidence to read, review, and carefully think over the documents.

      Financial Freedom came out with a DVD that showed several seniors discussing the advantages they found in reverse mortgages. Few seniors seemed impressed by it.

      You have every right to question the compensation paid to the actors. No doubt in time both SNL and KBC Bank questioned it also. That was their business decision but The Cynic is right, it provided a great platform from which many learned and learned about this product.

      As you have stated in the past you were not here before the SNL video and ads entered the marketplace. The difference in senior awareness of the product was amazing. Many of us who saw both sides believe that marketing campaign singlehandedly did more to expand the industry than anything before or since.

  • Yes, Mr Veale, what you state may be true: The point is you, in my opinion,
    were caught out of your true element of expertise: Accounting. Your very
    unfair criticism of Mr.Banner was most unlike you. While I expect such diatribe from the critic and the cynic, it is very unbecoming of a man of your obvious knowledge, talent , and wisdom. Certainly you are always entitled to your opinion like everyone else; but that is just what it is–opinion. Sometimes all of us have to be reminded once in a while rhat none are perfect and others are just as smart as we are–somttimes smarter and more polite.

    • Mr. Nelson,

      There are many things outside of my expertise on which I gladly acknowledge deficiency. You may have considered and still consider my criticism unfair. It is ideas I challenge. I challenged and still challenge our industry to avoid the word “income” in describing proceeds. Far more marketing pieces used that word than ever used the phrase “using the home to stay in your home” or some other marketing device. To speak of a reverse mortgage as a tool in financial planning shows a lack of understanding of what financial planning actually is.

      I intentionally challenged Mr. Banner to see if he believed what he stated. Apparently this was not just simply a poor choice in words; it was an intentional choice. To any thoughtful and interested financial planner, such terminology makes all of us look foolish.

      Let us look at what a financial planning tool is and is not. This can be done through a very simple illustration.

      In woodshop while in junior and high school, we planned what we would build. We used paper, pencil, protractors, compasses, straight edges, patterns, and other tools to plan what we would build. We then took such tools as saws, hammers, mallets, chisels, planes/planers, screw drivers, drills, lathes, sandpaper, files, vices, clamps, and routers to turn raw materials like wood, nails, screws, metal, shellac, paint, glue, and varnish into tables, lamps, bookshelves, chairs, bookends, coffee tables, end tables, and other useful pieces of furniture.

      To a trained financial planner, stocks, bonds, mortgages, and other financial instruments and vehicles are raw materials. Competent financial advisers then selectively use such tools as Excel, industry studies and standards, scholarly theories and assertions, tax planning software, financial allocation models, estate planning software, and pension planning software and combined with preliminary financial information from their client, create a plan. Then, generally, they meet with the client to further refine and then implement the plan so that it fits the needs and goals of that client. Of course this is just a small representation of the tools actually used.

      When industry leaders insistently and stubbornly call a financial product a financial planning tool, it makes all of us look like we do not understand what our product actually is. My point is and has been we need to understand what we say and not just make uncertain claims about reverse mortgages.

      It is disappointing to see Mr. Banner launch personal attacks. My challenges are not in any measure personal; they are fundamental objections to careless words and phrases casually thrown around in our industry to describe reverse mortgages. Our industry is maturing and we are under the microscope more than ever before. Those who refuse to grow will feel like they are under personal attack when they are not. This is a time to move past hurt feelings and mature.

  • Words, just words, nothing personal, no need to take umbrage we are all in the same boat, the SS Help Seniors.

    I found this in my files:
    “It keeps your home warm in winter and cool in summer”. It is a Nuclear power plant. Yes, staying warm and cool can be a simple or a complex process, but don't worry, you don't need to be a nuclear engineer, just enjoy the results. The enclosed DVD (we no longer use the simpler video cassette) is titled “The Atom and You” will give you the basics so you will feel comfortable using the end product, the electricity to keep your appliances running. Should you wish to know more, please consult the internet and/or your public library for detailed information. No, currently, AARP does not offer a similar delivery system. Our slogan “Simply Enjoy A Simple Solution From A Complex Technology, The Atom Is Your Friend”.

  • Mr.Veale,

    Your comments were not taken personally but your apology is mostly certainly accepted & appreciated.

    That being said you still insist on thinking you have some sort of a definition on what financial planners think.You stated “When industry leaders insistently and stubbornly call a financial product a financial planning tool, it makes all of us look like we do not understand what our product actually is.”

    Please tell me your qualifications for making this incredible statement.

    Please allow me to give you mine…

    I am one of very few individuals in the country that is accredited to teach a 2 hour CE class to Certified Financial Planners on the proper uses of a reverse mortgage. I serve on the Board of Directors of the Financial Planning Board of Tampa Bay. (I am the only non CFP on the Board) Over 1,200 CFP’s in Florida have attended my class in the last 18 months. I refer to the reverse mortgage as the greatest financial planning tool to be in introduced to seniors in decades throughout my 2 hour class and have never had one negative comment or complaint. I have been a guest speaker at 15 Certified Financial Planning symposiums in the last 24 months here in Florida and again referred to the reverse mortgage in the same way…no complaints.

    And just in case that’s not enough….I am one of 2 persons approved by The Florida Bar to teach the proper uses of reverse mortgages to Elder Care Attorneys, Estate Attorneys & Medicare Attorneys. Once again no complaints in referring to the reverse mortgage as a financial planning tool.

    It has taken me years to attain these accreditations and I stand by my convictions.

    The reverse mortgage is a financial planning tool!

    Your turn…

    • Mr. Banner,
      I would have thought this subject was well debated already. You initially referred to RMs as a “complex” financial planning tool. You now have dropped the “complex”, but not the debate. A CD, a checking or saving account, and an equity loan are also financial planning tools. An RM is indeed a financial planning tool. Some say not so much complex, but indeed complex to some less financially sophisticated folks. I would think someone with your “accreditation's” might appreciate that. I am a CLU/ChFc and have been to many courses, some good, some not, some in between. Some products or concepts were complex to me but simple to others.
      I would love to see many more CE courses given to financial professionals as they really could the extra education and enlightenment. Perhaps you could make a video that would be a step up from the ones you have criticized.

    • Mr. Banner,

      I sincerely have no idea what teaching elder care or Medicare attorneys has to do with qualifying you to know about the difference between what is and is not a financial planning tool. I really do not know how teaching CFPs about reverse mortgages qualifies you as an authority on their engagements.

      Even though I am nothing more than a CPA with a masters degree in taxation, a CSA, and a real estate broker does not mean I am a CFP even though their society has given me a testing date based solely on those qualifications. CFPs are required to go through a rigorous education program. CPAs with graduate degrees in taxation from recognized universities automatically qualify to sit for their exam. CFPs with graduate degrees in taxation do not automatically qualify to sit for the CPA exam due to the additional education CPAs must receive outside of financial matters.

      When considering becoming a CFP, I started taking a review course. It became very apparent that anything a CFP could do, my CPA license already qualified me to do in California; so its value to me was marginal at best. In fact in California, much to my surprise I can do anything that a person with a Series 65 License can do.

      In the review course one thing very clearly stood out and that was the similarity of the structure of CFP full financial planning engagements compared to that of a CPA. Such engagements can be broken down into six steps. The first step is to determine and establish an agreed engagement, including gaining an understanding of the client’s goals, objectives, and needs. The next is to gather and organize all relevant client data needed to perform the engagement. The third step is to develop the plan. Next the plan is reviewed with the client to ensure it meets the client’s goals, objectives, and needs. The next step is implementing the plan and the final step is to follow up to see how the plan is working.

      There are many engagements that do not proceed past the fourth step. It is the process through the fourth step that is the actual financial planning portion. The only tools used in that process are software, photocopy machines, calculators, etc. No financial products are “tools” in that process. Where either you or dduck12 get that idea is not from any financial planning literature, I have ever read.

      It is in the implementation stage that specific financial and insurance products become tools in the hands of competent financial planners. Up until then, they are nothing more than products under consideration.

      I am student of finances and am willing to learn from those who better understand the process. So if you or dduck12 can describe how a reverse mortgage is a tool through the fourth step of a financial planning engagement, please do.

  • dduck,

    What I feel is complex are the many options that are available to the seniors after the reverse mortgage is completed…I'm just amazed that someone in our industry would be so adamant against that line of thought…
    You are 100% correct in that this subject has been well debated…Mr. Veale’s attitude on this subject just staggers me and I kept it going and going…..lol
    Please also note that I have not criticized any of the videos that have been used to market our great product. I think they have been a major positive factor in bringing the reverse mortgage to the public.
    This whole mess started because I stated that I thought we had outgrown the Hollywood pitch phase of advertising…and then it unraveled…lol
    Always good trading comments with you Mr. Duck!
    Have a great weekend.

    Mike

    • Mike,

      This is an interesting response.

      I questioned your statement about the need for celebrities but Mr. Veale all but ignored that issue and questioned you about your statements in the last part of your comment. Your comment was pretty free wheeling.

      In reading everything over, I really have little understanding why you said: “I really hope I am accused every day of keeping a senior in their home and out of a nursing home with the proceeds of a reverse mortgage. I would be smiling 24/7 and so would they!!!!” Did any actually accuse you of that? I think anyone would like that said about them unless it was somehow connected with fraud or is an excuse for false advertising.

      It seems you will not answer two basic questions. Why is a reverse mortgage a complex financial planning tool and why it is OK to advertise that by using the home a senior can stay at home. I would like to know those answers myself. Are you talking about using the home as the security for a reverse mortgage? If so, that is a straightforward answer.

      But this thing is certainly getting overheated. Maybe it is better that it ends here.

      Have a great weekend.

  • Mr. Banner,rnI would have thought this subject was well debated already. You initially referred to RMs as a “complex” financial planning tool. You now have dropped the “complex”, but not the debate. A CD, a checking or saving account, and an equity loan are also financial planning tools. An RM is indeed a financial planning tool. Some say not so much complex, but indeed complex to some less financially sophisticated folks. I would think someone with your “accreditation’s” might appreciate that. I am a CLU/ChFc and have been to many courses, some good, some not, some in between. Some products or concepts were complex to me but simple to others.rn I would love to see many more CE courses given to financial professionals as they really could the extra education and enlightenment. Perhaps you could make a video that would be a step up from the ones you have criticized.

  • dduck,rnrnWhat I feel is complex are the many options that are available to the seniors after the reverse mortgage is completed…I’m just amazed that someone in our industry would be so adamant against that line of thoughtu2026 rnYou are 100% correct in that this subject has been well debatedu2026Mr. Vealeu2019s attitude on this subject just staggers me and I kept it going and goingu2026..lolrnPlease also note that I have not criticized any of the videos that have been used to market our great product. I think they have been a major positive factor in bringing the reverse mortgage to the public.rnThis whole mess started because I stated that I thought we had outgrown the Hollywood pitch phase of advertisingu2026and then it unraveledu2026lolrnAlways good trading comments with you Mr. Duck!rnHave a great weekend.rnrnMikern

  • Mr. Banner,rnrnYou have every right to be proud of your teaching. However, that does not establish you as an authority on the use of a reverse mortgage as a financial planning tool but it does establish you as an experienced speaker and trainer on reverse mortgages to trusted advisors of seniors. I applaud you for that.rnrnYou believe that somehow a reverse mortgage is a planning tool in creating a financial plan. I believe it is only a tool in implementing the financial plan. rnrnYou believe using the phrase “Use your home to stay at home” in a one page flyer is not misleading. I think if it is explained in a document the phrase can be helpful but used in a one page flyer, it can be very misleading.rnrnAfter reading The Cynic’s comment near the end of this thread, I realize that discussing this further is a waste of time. So I edited my final comment down to this. rnrnThe sun rose this morning and it is another beautiful day here in LA. I hope the weather is just as good in your part of the country.rnrnHave a great weekend.

  • Mike,rnrnThis is an interesting response. rnrnI questioned your statement about the need for celebrities but Mr. Veale all but ignored that issue and questioned you about your statements in the last part of your comment. Your comment was pretty free wheeling.rnrnIn reading everything over, I really have little understanding why you said: “I really hope I am accused every day of keeping a senior in their home and out of a nursing home with the proceeds of a reverse mortgage. I would be smiling 24/7 and so would they!!!!” Did anyone actually accuse you of that? I think anyone would like that said about them unless it was somehow connected with fraud or is an excuse for false advertising. rnrnIt seems you will not answer two basic questions. Why is a reverse mortgage a complex financial planning tool and why it is OK to advertise that by using the home a senior can stay at home. I would like to know those answers myself. On the latter issue are you talking about using the home as the security for a reverse mortgage? If so, that is a straightforward answer.rnrnBut this thing is certainly getting overheated. Maybe it is better that it ends here.rnrnHave a great weekend.

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