Tom Dougherty, CEO – Stealing Share
2 August 2018
Reverse mortgage scam
I’ve always hated the reverse mortgage commercials. They pop up when watching any grown-up TV programming. And they drone on and on.
I’m pretty sure they are a scam. Reverse mortgage feels like a predator to me.
Reverse mortgage advertising is DEAD
I don’t mean it’s dead in the pejorative. I mean the nearly dead are the targets. Often the spokesperson is so near death that they die off before the commercial is an earworm.
Think about the past spokespersons. Folks like Fred Thompson, James Garner and Robert Wagner.
Today, near dead spokespersons like Tom Selleck and Henry Winkler bark the chorus making reverse mortgages appealing. I’ll bet Colonial Penn Insurance, sold by Alex Trebek (a paid spokesman), would pass on offering either one of the above to sell life insurance. The company they keep seems to be fatal.
“I remember seeing this reverse mortgage commercial years ago. It is familiar to me. The message is so benign there is no reason to update it. Apparently, they can run it forever. Who knew?”
Here is the cavalier answer to the dilemma of dying spokespersons. After all, it costs a bunch of bucks to keep up with the dying celebrities. TV commercial production is expensive.
The answer? Use an unknown as a spokesperson. That way, when they die, you can keep running the commercial.
Here is the worst of the worst. Which makes it the best.
I don’t know who they are
I confess that I don’t know who sponsors the ad. That is by design. It masquerades as an information commercial. It is an old drill. Call us and get an informative book on reverse mortgages.
Sounds innocent. Just like patent medicines did to my forefathers. Even as the elixirs mostly contain alcohol and cocaine.
I spot this commercial easily.
It jumps out at me. Not because it is persuasive. I notice it because it is OLD.
Grainy (perhaps blurry is a better word) and in the wrong aspect ratio. 4:3 instead of 16:9.
I notice this because I am a guy.
Guys care about HD and 16:9
My wife and daughter don’t ever seem to notice. They overlook aspect ratio and standard definition. I see them watching movies that are not in HD. I protest: Just add a 1000 to the channel number and the same show will be in HD.
They run me out of the room. But I digress.
I remember seeing this reverse mortgage commercial years ago. It is familiar to me. The message is so benign there is no reason to update it. Apparently, they can run it forever. Who knew?
So, if the message seems appealing to you, my advice is to pick up the phone and make an appointment with your lawyer and doctor. Update your will and get a full checkup. You are near the end of your life.
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