A reverse mortgage funnel that families can trust

A Home Equity Conversion Mortgage is the FHA-insured reverse mortgage for homeowners aged 62 and older. It lets them convert part of their home equity into payments, a lump sum or a line of credit, with no monthly mortgage payment required as long as they meet the loan terms.

Reverse mortgages have a history of misleading ads; the CFPB published research warning about them. Clear, balanced copy protects older homeowners and protects your licence. It also converts better with adult children, who are often the researchers.

Yes. HECM borrowers must complete counseling with a HUD-approved counselor before applying. The result page and follow-up explain this and link HUD's counselor search so families see it as a normal step.

Older homeowners and families often prefer a call or email, and an aggressive text sequence feels wrong for this product. SMS only runs if they tick the consent box, and the cadence is slower than other funnels.

Yes. "For my parent(s)" is an answer option and the booking page lets them add a second attendee. The LO's notes show who is researching.

Avoid blanket tax claims. Proceeds are generally treated as loan advances rather than income, but tax situations vary and borrowers should ask a tax professional. Our copy says that.

Living in the home as the primary residence, paying property taxes and homeowners insurance, maintaining the property, and the loan becoming due when the last borrower moves out, sells or dies. These sit next to the benefits, not in fine print.

Only LOs who originate reverse mortgages and are comfortable with the product. We leave it out of libraries for LOs who do not.