Loan officer playbooks
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· 7 min read
Mortgage · Reverse
Reverse mortgage leads for HECM specialists
Reverse mortgage leads are older homeowners, or family members helping them, researching a Home Equity Conversion Mortgage. Decisions take weeks or months and involve required counseling.
Who they are
Who reverse mortgage leads are
The HECM is FHA-insured and available to homeowners 62 and older who live in the home as their primary residence and have substantial equity. Borrowers can take funds as a lump sum, monthly payments, a line of credit or a combination, and no monthly mortgage payment is required as long as they keep up with property taxes, insurance and maintenance.
The person on the form is often a retiree on a fixed income looking to cover living costs, pay off an existing mortgage, or age in place. Just as often an adult child is researching for a parent. Common worries are whether they will lose the home, what happens to their heirs, and whether it is a scam.
Every HECM borrower must complete counseling with a HUD-approved counselor before applying, and spouses and family are often part of the decision. Good reverse mortgage loan officers move slowly, explain clearly, invite family to the conversation and never pressure. That patience is also why this lead type can work well beyond the first hour.
Playbook
How to work reverse mortgage leads
What the best-performing teams do from the moment the lead lands.
- 01
Slow down and listen first
Call promptly, but open with questions about their situation rather than the product. Ask who else should be part of the conversation. Speak plainly, avoid jargon and pressure, and let them ask about the risks. Older homeowners hang up on salespeople and stay on the line with advisors.
- 02
Confirm the basics
Check that at least one borrower is 62 or older, the home is their primary residence, and roughly how much they owe against it. Ask about property taxes and insurance, since staying current on them is a condition of the loan. These answers tell you quickly whether a HECM is realistic.
- 03
Explain counseling and invite family
Explain that HUD-approved counseling is required and what it covers, and provide a list of counselors so they can choose independently. Offer a follow-up meeting with spouses or adult children. Borrowers who involve their family early tend to proceed with more confidence and fewer reversals.
- 04
Follow up on a patient schedule
Send written material after each conversation and schedule the next touch at a time they choose. A reverse mortgage decision can take weeks or months. Steady, respectful follow-up wins; frequent calls and urgency tactics undermine trust and are inappropriate with this audience.
Campaign setup
Set up your campaign
Recommended settings for buying reverse mortgage leads on Maple Leads.
- Warm and Cold tiers fit the long decision cycle and cost less, as long as you call within the same day.
- Aged reverse mortgage leads can be worth testing with a patient, mail-and-phone style follow-up, since many borrowers take months to decide.
- Hot 1 is optional here; exclusivity helps, but being first matters less than being the most trusted voice.
- Filter by the states you’re licensed in, by property type, and by occupancy set to primary residence, which HECM requires.
- Set a delivery schedule for daytime and early evening hours, and keep calling-hour rules front of mind; check with your compliance team.
Pricing
Priced by speed
Hot 1
$110
Under 15 min
Exclusive · 1 buyerHot 2
$85
15 min – 30 min
Up to 2 buyersHot 3
$65
30 min – 45 min
Up to 3 buyersWarm 1
$55
45 min – 2 h
Up to 3 buyersWarm 2
$45
2 h – 4 h
Up to 3 buyersWarm 3
$35
4 h – 8 h
Up to 3 buyersCold 1
$20
8 h – 12 h
Up to 5 buyersCold 2
$15
12 h – 18 h
Up to 5 buyersCold 3
$10
18 h – 24 h
Up to 5 buyersAged
$5
1–30 days
Up to 50 buyers
Price per reverse mortgage lead, set by its age when it's routed to you. Same ladder for every lead type.Full pricing
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- Hot 1 leads exclusive for the first 15 minutes
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FAQ
Reverse mortgage leads questions
Are reverse mortgage leads verified as 62 or older?
No. Maple does not capture or verify age. The lead tells you the consumer asked about a reverse mortgage; confirming that at least one borrower meets the HECM age requirement is part of your first conversation. Sometimes the person on the form is an adult child researching for a parent.
Which tiers work best for reverse mortgage leads?
Reverse mortgage decisions take weeks or months, so Warm and Cold tiers often give good value if you call the same day. Aged leads are worth testing with patient follow-up. Hot 1 exclusivity is still useful if you want no competition, but trust matters more than being first.
Should I expect family members to be involved?
Often, yes. Spouses and adult children frequently join the conversation or fill out the form on behalf of a parent. Treat that as a good sign and offer a meeting that includes them. Make sure the homeowner is the one making the decision and understands it.
What extra care do these leads need?
Older consumers deserve plain language, no pressure and time to decide. Explain the required HUD-approved counseling, encourage family involvement, and keep written records of what you discussed. Follow do-not-call and calling-hour rules carefully, and check with your compliance team on any state-specific requirements for marketing to seniors.
What if the homeowner doesn’t have enough equity?
Some will owe too much on their current mortgage for a HECM to make sense. That is a qualification outcome, not a valid return reason. Returns cover data problems like disconnected or wrong numbers, duplicates, fake information, or a consumer who didn’t request contact, opened within 48 hours.
Related lead types
Guides
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