Me Brainstorming About Equity Release (Reverse Mortgage) Hooks

Finding Equity release hooks…

Today’s video is all about finding different ways to create advertising hooks for your campaigns. In particular for Equity Release.

This will help you to create awareness of a problem your ideal customer is facing AND provide them with a solution.

I’ll use the Equity Release (aka Reverse Mortgage) niche as an example to show you this.

I put up a Facebook post in my Mastermind group asking people to post their best ad copy. I’d create a totally new ad with a new angle into the market for them for free.

One ad caught my attention which was from a guy who operates in the Equity Release industry.

His ad was geared more towards people who are already familiar with Equity Release.

He was running copy that we see in many Equity Release ads at the moment.

But that was the issue.

He was solely gearing his ads towards people who already knew about this market.

It is a relatively small segment of the market – making it more difficult to scale.

Many people lack the awareness of the problem.

The banks won’t lend more than a ten-year mortgage to people over 70, AND the solution.

Using this problem in the hook allows for a much broader and bigger audience. Particularly compared to the audience who are fully aware of the problem within Equity Release.

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How to find the best Equity Release hooks…

You want to be able to open the market to get MORE leads at a higher volume.

Start to move up the awareness stage. To target those who aren’t aware they have a problem or don’t have a viable solution.

I wrote some ad copy that spoke directly to the audience without even mentioning Equity Release.

Because I wrote it around a problem that many people are facing, they would be more engaged and much more likely to click the ad.

Your key to a great ad is the hook to keep the audience reading. This will increase their awareness and more importantly, click your CTA.

It doesn’t take much to reword your ad in order to get that perfect hook.

It is all about knowing your audience.

Find a great hook and test it, it’ll help you open up the market.

You will see the results in no time!

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It also gives you even more guidance about finding the right hooks and angles in your market.

Video transcript

Hey there, it's Dan Wardrope here from Flexxable.
 
I'm gonna talk to you today about going a little bit further up the awareness stage when you're creating your advertising hooks for different campaigns or different industries or niches. And the example I'm gonna give today is in equity release or reverse mortgages as they call it in the States.

But before I do, I'm pointing down here because I really want you to, I think it's on this side but I really want you to subscribe to our channel because we're starting to create a lot more content here, which is gonna help lead gens and help people that are really trying to come up with great hooks for their campaigns, which is gonna reduce their cost per lead, and increase their quality, all that type of stuff.
 
 We're gonna ramp up from two to maybe four or five bits of content a week.
 
 So please do subscribe now. I'd really appreciate you spreading the word as well.
 
 So equity release or reverse mortgages.
 
 I was on a call with one of my students.
 
 No, it was actually in my mastermind group, and I asked three people to, the first three people that write their ads here, I'm gonna try and write it better for them, and come up with a new angle or a new hook or anything like that that can reduce their cost per lead.
 
 He was talking about equity release, and he posted one of his ads, and it was all about take money out of your current property without any increase in interest payments.
 
 Pay for your kids' private eduction, downsize your property, buy a holiday home. All of this type of stuff that we see in all of these equity release ads that everyone's kind of running, okay?
 
 Fair enough, that might work but when you think about it, that angle, it's more directed towards people that have an understanding of what equity release is already.
 
 That's a relatively small segment of the market.
 
 So the reason I know this is because my parents-in-law just passed 70, and they were talking to me the other day about how they wanna get a new mortgage and they can, but they can only do it on a very short number of years because they're a little bit more elderly and the bank doesn't wanna take the risk of lending to them over a 25-year period or whatever that is.
 
 So they can only get a 10-year mortgage.
 
 That's frustrating to them and it means their payments are overinflated, and it makes them feel bad that they're getting older, and all that type of stuff.
 
 Got me thinking.
 
 So why don't you create an angle or a hook around the fact that it sucks that the banks won't lend more than a 10-year mortgage to people that are over 70?
 
 Because that problem there is way more broad, and it has a much bigger audience than the audience of people that know what equity release is, and it being sold and being taken from knowing nothing about equity release to becoming a lead, seeing an equity release ad like that.
 
 So a better angle or something that opens up the market, and really allows you to get more leads at a higher volume, and probably a lower cost if you can write a great advertorial is to go slightly up the awareness cycle or the awareness stage where people don't know they've got a problem yet, or they've got a problem at the moment but they don't know where the solution is.
 
 That's the way to be able to scale a campaign.
 
 It's only one way, an equity release.
 
 There could be three or four other different ways of doing things as well.
 
 There could be a way that you could talk about helping your kids get on the property market, and not even talking about equity release within the ad.
 
 You could create a clickbait-y on Taboola or whatever it is.
 
 Help your kids get on the property market without dipping into your savings. Or something like that.
 
 Then you can go into how that works in equity release because they're a really brilliant financial product.
 
 But no one really knows how good they are because they haven't taken the time to read something.
 
 So if you can get them in a really great hook, like the 10-year mortgage thing I spoke about or the fact that they can help their kids get on the property market with any additional mortgage payments or dipping into their savings, or their pension pot, then you're suddenly opening up the market, which is what we wanna do, which is clever advertising.
 
 Yeah, it's not easy, and this isn't proven. I don't know whether it works, but in my mind, it is a hook or an angle that is probably worth testing.
 
 This is what it's all about in the marketing game, and the lead generation game.
 
 It's coming up with new angles, new hooks, and really knowing your audience, and a lot of this comes from actually speaking to the client and picking up the phone.
 
 You know I'm a big relationship type guy.
 
 So I hope this video helped.
 
 Again, subscribe now if you haven't done so already.
 
 I guess I'll see you in the next video.