1st Reverse Mortgage USA, a division of Cherry Creek Mortgage Company, is rolling out a new sales lead generation and distribution platform, the company announced Friday.

The company also announced new additions to its operations team, which it has been expanding in recent months with new hires.

The new sales lead generation and distribution platform includes digital, direct mail campaigns and a call center.

The digital segment will focus on social media, SEO and tracking, while the direct segment, in addition to mail campaigns, will include an e-mail marketing and pre/post trade show arm. 

“We have developed our precision-based lead generation and distribution platform to support our retail direct and other client business channels,” says Dan Harder, vice president of 1st Reverse Mortgage USA, in a written statement. “Powered by advanced data, digital analytics technologies and telesales infrastructure; the sales lead generation platform integrates the best attributes of digital, direct, inbound and outbound marketing into a truly holistic sales lead generation strategy.”

Joining the team are Trudy Ellis, as senior DE underwriter; Gina Finn, as senior DE underwriter; and Kelly Ramirez, as loan processing manager.

Ellis brings with her over 20 years of financial services experience and underwrites FHA, VA, Conventional, USDA and reverse loans. Finn has more than 15 years of financial services experience and Ramirez has over 16 years of financial services experience. 

The company’s operational expansion reflects its view that the reverse mortgage market is not only growing, but competitive, Harder says.

“We are placing a strong emphasis and investment in our operations team,” Harder says. “We recognize the opportunities presented by an increasingly competitive market.”

Written by Cassandra Dowell