Liberty Home Equity Solutions, a top-10 reverse mortgage industry lender, this week launched a national television campaign touting the first-hand experiences of its borrowers.
The commercial, which will air across national cable TV networks, features several Liberty reverse mortgage clients sharing real stories of how a reverse mortgage has helped them close the gap between income and expenses, affording them a more enjoyable retirement without financial stress.
“When you see the debt piling up and you’re not able to take care of it, and you know things are not getting any better because you’re on a fixed income, it gets scary. You just wonder how much longer you’re going to be able to hold out,” says Karen, a Liberty reverse mortgage client, in the commercial. “The minute I got to the reverse mortgage, I learned how to breathe again.”
Unlike the TV campaigns of other reverse mortgage lenders, which feature appearances of celebrity spokespeople, financial planners and academic professionals, Liberty purposefully moves away from this approach in its marketing message.
“Our commercials are about changing lives for the better. We took a different approach by not hiring a spokesperson, as we felt that featuring actual Liberty customers telling their story was a far more powerful message,” said Liberty President Michael Kent.
“You will see in our commercials that we are not trying to sell a loan, our call to action is sincere—we are providing the tools to simply educate and inform consumers about reverse mortgages,” Kent added. “We have confidence in that message given our depth of industry knowledge and unmatched customer service that we offer.”
Liberty is the latest top-10 reverse mortgage lender to release a new TV commercial, following new advertisements from American Advisors Group, Finance of America Reverse and One Reverse Mortgage earlier this year.
Written by Jason Oliva