NMP - April 2017 - 89

Legends
of Lending
By Phil Hall

89

What is your company's current
marketing strategies?
On the U.S. side, our Orlando, Fla.,
group works with central Florida
homeowners offering forward and
reverse mortgage products seniors
on a retail basis. Nationally, our
marketing strategy as we expand
is on a wholesale and
correspondent business-tobusiness basis. In Puerto Rico, our
staff of 100-plus includes 40-plus
loan officers working on a face-toface retail basis with borrowers
across the island in addition to a
wholesale and correspondent
business-to-business team
assisting other lenders on the
island.
Some reverse mortgage
companies in the U.S. have
television advertising featuring
well-known celebrities. Are you
planning to follow that approach?
Probably not in the U.S. In Puerto
Rico, we have a well-known
celebrity associated with the
company who is recognized
throughout the island: Gilberto
Santa Rosa, affectionately known
as the "Salsa King," who has
represented Moneyhouse for many
years.

Well, that sounds a lot more
interesting than Tom Selleck, no?
(Laughing) I think he is more
interesting than Tom Selleck, but I
am not certain if he would play as
well as Tom in Des Moines!
How does your company
approach social media?
We just started looking at that on
the U.S. side, as a means of
prospecting for new consumer and
business clients. It used to be that
companies heavily relied on lead
generation, but we're not sure that
methodology works today as a
long-term solution and continue to
explore alternatives to reaching
borrowers.
Also, social media is being used
more and more by the younger tier
of reverse mortgage borrowers. I am
not certain that anyone is tapping
into social media to its fullest
advantage in the reverse mortgage
market.
What is your company's growth
strategy for the next 12 months?
I think that we will have a year of
growth ahead of us in the reverse
product. The financial planning
community and the real estate
community recognized the results of

"Today's digital age movement requires us to be much
more resourceful in how we market and make products
available. The greatest future impact could be the
paperless environment combined with new product
and methodology innovation."
Ralph Rosynek, Senior Vice President of the U.S. Division
and Chief Information Officer, Moneyhouse
marketing education for consumers.
These groups are asking a lot more
questions about the reverse
product.
Also, we are now facing another
set of challenges, greater
efficiencies and access to product.
Today's digital age movement
requires us to be much more
resourceful in how we market and
make products available. The
greatest future impact could be
the paperless environment
combined with new product and
methodology innovation. For some
companies, this will be their
greatest hurdle. I would not be
surprised if we see an increase in

the workforce needed to make a
digital product successful as the
reach across geographical markets
also requires a greater talent pool
to provide an exceptional level of
customer experience.
If your company could be
described in a single word, what
would that word be?
"Innovative." We celebrate our
20th year in business this year,
and our goal is to look at things
differently and provide a different
perspective with more options and
choices to our potential customer
market. That will keep us fresh for
the next 20 years.

Phil Hall is managing editor of National Mortgage
Professional Magazine. He may be reached by e-mail at
PhilH@NMPMediaCorp.com.



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