Written by John Smaldone, as originally published in The Reverse Review.

The year 2013 was a very interesting but frustrating year for the reverse mortgage industry. We saw many changes take effect, and we also saw many delayed into the new year. This brings us to today, with the release of the final Financial Assessment guidelines still pending.

This year, in the wake of so much change, we will have to step up to the plate for our industry and our clients. We need to be thoroughly educated on the recent wave of changes. We need to be on top everything—negative and positive—that will affect our seniors.

There are still many opportunities ahead of us, as long as we recognize how to capitalize on them. No doubt you’ve heard many times before that every day, there are more than 10,000 seniors turning 65 years old, and close to 8,000 turning 62. This spells opportunity, but the fact remains that the rules of the game have shifted and the reverse mortgage lending environment has changed, which means we need to approach the market in different ways.

I have been in this industry more than 16 years now, and one thing I learned early on is that trust is the single most important thing you can relay to

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your client. A huge part of our job is to create a strong bond based on trust between ourselves and our prospective clients. Education goes hand in hand with this trust. If you know and understand the product and can comprehensively explain the recent guideline changes, you can better build that trust with your client.

With the new rules in place, it’s important that we be prepared for the fact that some seniors may no longer qualify for the program. We must not let this deter us from doing business, but use it as motivation to seek new opportunities to connect with more affluent senior consumers, those with a lower loan-to-value ratio or those who are free and

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clear of debt. I am not saying to turn away from those in need and those who want a reverse mortgage for traditional reasons—on the contrary! I am saying supplement this needs-based market with a different segment. Call on small community banks, financial planners, attorneys, accountants and long-term health care providers. These types of professionals can be great partners.

But remember, whether you’re approaching a potential referral partner or an interested senior consumer, avoid the tendency to sell the product right off the bat. Instead, focus on building trust and educating them about the concept of home equity conversion. Getting to know the person you’re speaking with and building trust is what it is all about, my friends. This will never change.

For the reverse mortgage industry, 2014 will be a different kind of year, but there are many opportunities still available. If you educate yourself on the guideline changes and focus on how the revised program can meet the needs of our seniors, you will find great success.