Case Stories - Senior Lending Network
“I’m not a doctor, but I play one on TV” didn’t cut it anymore for Senior Lending Network spokesman Robert Wagner.
Reverse mortgages are a touchy subject. Senior Lending Network faced the daunting task of gathering leads for a product plagued by lack of awareness, misconceptions, and negative publicity. They knew they needed to do something different to break through the skepticism. To make matters worse, they had been convinced that this older (63+) consumer group was not a viable online audience.
After helping the client understand the facts about seniors online, Immersion Active recommended an educational campaign to help them overcome these obstacles while moving the consumer to take action. Older consumers, Senior Lending Network’s target audience, have a unique decision-making process for major purchases based on their worldview and a lifetime’s worth of experiences. Assistive narration and technology, trustworthy imagery, a reassuring spokesperson, and educational resources, all engendered trust in an industry that had little-to-no consumer confidence.
The campaign included the development of an informative micro site that contained a Q&A section, authentic testimonials, and free educational resources. We also developed rich media ads that took a storytelling approach and made an important connection with their national TV spots. Using a relevant celebrity spokesperson can be extremely powerful for this group, so we carefully inserted Robert Wagner throughout the micro site and video ads where he acted as a helpful narrator and a reassuring peer to both the senior and their, boomer-aged, adult child.
This campaign positioned Senior Lending Network as the trusted resource focused on empowering the consumers to make the best choice for themselves.
This campaign was Senior Lending Network’s first foray into integrated online and offline marketing. Not only did our work together help them overcome their industry’s negative image, the 46 percent click-through and 55 percent conversion rate delivered thousands of qualified leads who were both willing to give of their personal information as well as share information about our client to others.
What are mature consumers saying about your brands?
Trust is key with any consumer, but especially with one in the second half of life. Senior Lending Network has given us a great opportunity to show how we, as marketers, can help consumers process their lives and, in turn, earn their trust.
David Weigelt
Chief Marketing Strategist/Partner
