A new initiative aims to transform perceptions around reverse mortgages by targeting homeowners aged 55 and older, educating them on the significance of home equity in retirement. Led by David Angelo and his agency, the campaign intends to establish Finance of America (FOA) as a leader in the field. Scheduled for a 2025 launch, this comprehensive marketing effort will reshape the messaging surrounding reverse mortgages and highlight their benefits to homeowners, potentially increasing adoption in a category that has seen little innovation for decades.
This new work aims to educate homeowners on the important role of home equity in retirement and revolutionize the reverse mortgage category.
We have an enormous opportunity to create some of the most impactful work this category has seen, and it will have the power to improve thousands of lives.
Modern times call for modern solutions and modern messaging, indicating a need for the reverse mortgage paradigm to evolve.
The first campaign is scheduled to launch in the second quarter of 2025, aiming to highlight the company's potential as a partner for homeowners.
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