NAF's Retire Like a Boss campaign addresses older adults as confident leaders, driving strong engagement and prompting loan officers to request more content. The forward lending campaign is appearing on streaming platforms such as YouTube, Hulu, Disney+ and Peacock. The Old Wives campaign is confined to social media and print collateral distributed to wholesale brokers and real estate agent partners. Video adaptations of campaign stories are in production and expected by year-end. Senior-held home equity remained near $14 trillion at the end of 2024, creating ample opportunity for reverse lenders. NAF aims to align forward and reverse messaging to empower boomers and assist sandwich-generation caregivers.
I think people really enjoyed that we didn't talk to this older generation the way that maybe a lot of other brands do. We talked to them like the bosses that they are, Thomson said in an interview with HousingWire's Reverse Mortgage Daily (RMD). I think, because of that, we've seen some really good response, really strong engagement and a lot of requests from LOs for more Retire Like a Boss' content.
Thomson explained that NAF's forward lending campaign is already gaining a foothold on popular streaming apps like YouTube, Hulu, Disney+ and Peacock. But the company has taken a different tact with the Old Wives campaign, limiting it to social media channels and print collateral that's distributed to wholesale broker and real estate agent partners. We are currently in the process of bringing some of these stories to life through videos
Senior-held home equity dropped slightly at the end of 2024 but remained high at nearly $14 trillion. This presents ample opportunity for all reverse lenders to connect with older Americans and meet a variety of financial needs. Thomson said that NAF is looking to create cohesion between its forward and reverse messaging. This could help younger Americans understand the reverse product earlier in life, and it could be useful for younger generations who may be helping their parents or grandparents obtain a reverse mortgage.
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