Today we discussed the enormous but untapped opportunity for loan officers (LOs) to partner with financial advisors. Traditionally, realtors and client databases have been the primary lead sources for LOs, while financial advisors have been overlooked. Yet, with tens of millions of Americans underprepared for retirement and trillions in unused home equity, the potential for collaboration is significant.
Chuck Ruddy, a former financial advisor and marketing director, shared how he developed the HERO Program (Home Equity Retirement Options). The program is designed to integrate home equity into retirement planning conversations between financial advisors, clients, and LOs. It reframes reverse mortgages and other home equity solutions as math-based financial tools rather than misunderstood or stigmatized products.
The HERO Program equips both advisors and LOs through 10 educational modules with case studies and compliance-friendly approaches. The ultimate goal is to create a win-win-win collaboration: advisors retain and grow assets under management, clients gain improved retirement outcomes, and LOs expand their market presence beyond realtors. The program stresses early engagement, client trust, and education as keys to breaking into this overlooked but highly lucrative market.
Build Your Advisor List
Start identifying financial advisors in your market.
Commit to adding at least one advisor per week by leveraging your own network, realtor partners, or past clients.
Learn the HERO Framework
Study the 10 HERO modules to understand reverse mortgages, compliance, and advisor conversations.
Position home equity as a financial planning option—not just a mortgage product.
Use the “Three-Minute Conversation”
Show advisors the math: clients paying mortgages into retirement deplete investment portfolios, which erodes advisors’ revenue.
Demonstrate how home equity strategies can protect both client assets and advisor business value.
Leverage Client Trust in Advisors
Recognize that many clients will follow their advisor’s guidance over the LO’s explanation.
Frame your role as collaborating with advisors to serve the client better, not competing for influence.
Take Action Now
Begin pre-planning strategies with clients in their 40s and 50s, so they’re prepared at age 62.
Don’t wait until clients reach retirement; educate early to establish long-term relationships.
Email getcoaching@movement.com for strategy support or guided implementation.
