Greenlight Reverse, which opened its doors for business this week, has a new reverse mortgage spokesman. You won’t find him in movies or on sitcom TV, however. That’s because he isn’t an actor or former politician, but a local financial planner with a specialty in reverse mortgages.
Greenlight Reverse, a division of Irvine, Calif.-based Greenlight Financial, brought local finance guru Ray Lucia to represent its products in advertisements and on its website.
“Everyone has an actor,” says Dave Bancroft, reverse division manager for Greenlight. “What about a financial planner, someone who has written books on retirement?”
Lucia, who is a nationally syndicated TV and radio show host, has appeared on several national broadcast channels including Fox and CNN, and is the author of three books on financial planning.
Bancroft says the hope is that by offering his financial perspective as a reverse mortgage spokesperson, Lucia will help fill a void in the industry where there needs to be a better bridge between financial services and reverse mortgage products.
“Why hasn’t the financial sector gotten more involved in reverse mortgages?” Bancroft says. “Our position was: Who’s a face out here in California who undersatnds what we’re talking about from a financial perspective?”
In addition to his financial background, Lucia is personally familiar with the reverse mortgage product: his dad has one.
Written by Elizabeth Ecker