The company announced a rebranding as it transitions to a home equity business
American Advisors Group has announced that it converted to a “holistic” sales model in line with a rebranding of its business.
The company launched a new brand message: retire better. American Advisors rolled out a 120-second TV commercial asking viewers “What’s Your Better?” The new brand is focused on delivering products and services to America's growing senior population.
In updating its sales model, American Advisors said its mortgage professional will now be enabled to offer both traditional and reverse mortgage loans. Additionally, the “product-agnostic” model allows them to refer customers who prefer to sell their homes to AAG Residential Services.
With the rebranding, the company said it is transitioning from a monoline product company that sells only reverse mortgage loans to a home equity business offering a full suite of products and services.
As part of the initiative, American Advisors created new digital content to help educate customers about a variety of retirement offerings that leverage their home equity. Additionally, the company’s website, information kits, direct response collateral, and digital presence now focuses on the concept of creating a better retirement through the responsible use of home equity.
"We completely retooled our business model so that AAG could help more seniors responsibly access their home equity to get better outcomes in retirement," American Advisors CEO Reza Jahangiri said. "And we're changing the conversation – and the mindset – around using home equity. Whereas before, our advertising spoke directly to those seeking more financial stability, we are now broadening our appeal to anyone who can envision a better retirement. Almost every retiree has their version of 'better,' however they define it."
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