Generation Mortgage’s Site Refresh Targets Reverse Mortgage Perceptions

Generation Mortgage recently launched a “refreshed” website aimed at shifting consumer perceptions about reverse mortgages and their role in retirement planning, the Atlanta, Ga.-based lender announced.

The redesign follows Generation’s November 2013 launch of, a new website focused on a consumer’s potential reverse mortgage experience and the loan options available to them.

“This site refresh will play a significant role in helping Generation continue shifting perceptions of the role HECMs play in retirement planning,” said Cheryl MacNally, chief sales officer at Generation. “It also better aligns our company brand with a new era in the HECM industry – one focused on strategic use of home equity versus solely providing relief in a crisis situation.”

The new website’s content and design are consistent with the updated Generation and nu62 brands, said MacNally. Now, the content is geared toward all homeowners interested in planning for retirement rather than targeting needs-based borrowers.

Site visitors who use the reverse mortgage calculator get redirected to Generation’s app, where potential borrowers can find out how much supplemental income they could receive from a home equity conversion mortgage.

“They can [also] learn about the various home equity use strategies available, like creating a growing line-of-credit,” MacNally added. “This site now speaks to a broader audience and better represents the possibilities and options available through strategic home equity use.”

Written by Alyssa Gerace

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