“Letters” Film Showcases How FAR’s People-Focused Approach is Making Retirement Work for Customers and Inspires First Major Television Spot
San Diego, CA – September 29, 2020 – Finance of America Reverse LLC (“FAR”), one of the largest reverse mortgage lenders in the U.S. and a leading provider of retirement solutions, announced today the launch of the “Letters” film and accompanying marketing campaign, created to bring its corporate culture and purpose to life through the words of its customers. The initiative underscores FAR’s customer-first approach to providing financial flexibility in retirement and builds on its longstanding principle that a reverse mortgage should be considered as part of a holistic, customized retirement strategy for qualified borrowers, not a one-off financial decision.
“Letters” is a heartfelt montage of FAR borrowers sharing personal stories from their homes about how FAR’s proprietary HomeSafe® reverse mortgages impacted their lives and provided them with the flexibility to meet their unique retirement goals. Originally captured as part of a short film to inspire FAR employees and illustrate the impact that their work has in the world, the customer testimonials demonstrate how FAR is fulfilling its purpose of helping people get to work on retirement. The stories range from generating a new source of income to help pay for the needed care of a sick loved one to using the funds to update a family home so they can safely age-in-place. This campaign features a variety of creative assets and visual storytelling that support the customer’s unique experiences. The creative assets include a short film, individual profiles, portraiture photography, and blog posts that will be distributed as a major television spot, ads on YouTube, social media posts and other digital platforms.
“When we debuted Letters for employees at our annual President’s Retreat, there were not a lot of dry eyes in the room,” said Ashley Honore Smith, FAR Head of Marketing. “Our mission may sound lofty but, we are living it every day. The film started as a labor of love to motivate our employees and show them the tremendous difference they’re making in the lives of our customers. Now, we hope this campaign resonates as it reveals that reverse is a forward thinking, contemporary retirement strategy.”
The campaign features the stories of real FAR customers like Dennie and her husband Hassan, who aspired to retire early and used a reverse to help accomplish that goal. “We did some research, reading recommendations and looking at reviews for reputable companies, and FAR stood out,” said Dennie, who turned to FAR for its top-quality customer service and ability to provide a tailored, flexible solution that met their retirement goals. “Everyone we worked with at FAR was knowledgeable, positive and very friendly. Our reverse mortgage is working just as promised – giving us extra money each month to do the things we love – and, best of all, peace of mind knowing we can live in our home as long as we desire.”
It also features the story of Ann, who wanted to remain in the home that had been in her family for generations. However, she was concerned that remodeling her house to safely age-in-place was cost prohibitive and needed a solution to address her long-term care needs. Through FAR’s HomeSafe, Ann was able to update her home, received top-quality customer service and support throughout the process and even had funds left over to meet other retirement goals.
“Even though you were thousands of miles away, you were with me every step of the way by phone, email and certified mail,” said Ann. “I was able to remodel the kitchen, bedrooms, redo the floors, update plumbing and electric and I paid off my old mortgage and debt.”
“Some of our top priorities at FAR are improving the customer experience and educating the market on how reverse mortgages have evolved. The introduction of proprietary products has successfully provided more options for retirees to create financial stability,” said Kristen Sieffert, President of FAR. “These testimonials shine a light on just how much progress we’ve made as a company and an industry to change perceptions and demonstrate the value that reverse mortgages can bring to people as they plan for and live their retirements. One of the greatest moments in our business is when we hear directly from customers who are not only satisfied, but also willing to share their personal experiences with others.”
The Letters campaign builds on the success of the Introducing HomeSafe campaign, which was the first-ever industry campaign to feature interviews with proprietary reverse mortgage borrowers and has received more than 30 million targeted views to date.
About Finance of America Reverse LLC (FAR)
As a retirement solutions company, Finance of America Reverse is committed to empowering people with the tools they need to achieve financial independence and get to work on retirement. Through its team of Licensed Loan Officers and network of professional and wholesale partners, Finance of America Reverse offers products and services designed to help older Americans include home equity in their retirement plans. The company is licensed nationally and is a proud member of the National Reverse Mortgage Lenders Association (NRMLA).