{"id":58939,"date":"2024-09-24T03:03:28","date_gmt":"2024-09-24T01:03:28","guid":{"rendered":"https:\/\/housesmarketplace.com\/smartfi-hires-reverse-marketing-veteran-martin-lenoir-as-cmo\/"},"modified":"2024-09-24T03:03:28","modified_gmt":"2024-09-24T01:03:28","slug":"smartfi-hires-reverse-marketing-veteran-martin-lenoir-as-cmo","status":"publish","type":"post","link":"https:\/\/housesmarketplace.trio-tv.com\/ru\/smartfi-hires-reverse-marketing-veteran-martin-lenoir-as-cmo\/","title":{"rendered":"Smartfi \u043d\u0430\u043d\u0438\u043c\u0430\u0435\u0442 \u0432\u0435\u0442\u0435\u0440\u0430\u043d\u0430 \u043e\u0431\u0440\u0430\u0442\u043d\u043e\u0433\u043e \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0430 \u041c\u0430\u0440\u0442\u0438\u043d\u0430 \u041b\u0435\u043d\u0443\u0430\u0440\u0430 \u043d\u0430 \u0434\u043e\u043b\u0436\u043d\u043e\u0441\u0442\u044c \u0434\u0438\u0440\u0435\u043a\u0442\u043e\u0440\u0430 \u043f\u043e \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0443"},"content":{"rendered":"
\n

San Diego-based Smartfi Home Loans<\/strong>, which is primarily active as a wholesale lender<\/a> in the reverse mortgage space and is actively building a retail division that offers reverse mortgage products, has hired industry veteran Martin Lenoir as its new chief marketing<\/a> officer.<\/p>\n

Lenoir most recently served as CMO at American Advisors Group<\/a><\/strong> (AAG), the industry\u2019s former leading lender prior to its acquisition last year by Finance of America<\/a><\/strong> (FOA). In an exclusive interview with HousingWire<\/strong>\u2019s Reverse Mortgage Daily, Lenoir and retail sales president Paul Fiore \u2014 who also joined Smartfi recently<\/a> \u2014 discuss what their goals are in continuing to build a dedicated retail reverse mortgage division at the company.<\/p>\n

Lenoir said he was impressed with the initial ambitions of the company, and although he had been interested in rejoining the industry, a meeting with the company\u2019s leaders helped tosolidify his decision.<\/p>\n

\"Martin
Martin Lenoir<\/figcaption><\/figure>\n

\u201cWith their long-term mindset of growing the market and helping more seniors, they\u2019ve recognized an opportunity to expand retail in addition to wholesale and serve more seniors,\u201d Lenoir said. \u201cSo, when the team approached me with the opportunity to help with that growth, I was already interested.\u201d<\/p>\n

Lenoir left AAG in late 2022 and observed its acquisition<\/a> from afar. One of the enticing elements of the new CMO role at Smartfi was the potential reunion he would have with some of his former colleagues.<\/p>\n

\u201cI\u2019ve known Paul for over eight years from AAG, and Kim Smith<\/a>, who leads wholesale, for the same amount of time,\u201d Lenoir explained. \u201cWhile I don\u2019t know everyone personally, I know a lot of the other participants. It\u2019s a chance to join a great team of experienced people. So, long answer short, I\u2019m joining to help drive the growth of the brand, so we can assist even more seniors, while also participating in the retail build-out with Paul.\u201d<\/p>\n

Lenoir felt like there were additional professional growth opportunities in the reverse mortgage space, considering his varied career experience and some of the unique realities of the reverse channel.<\/p>\n

\u201cI\u2019ve been in the consumer marketing space my whole career \u2014 mostly in financial services, starting at Capital One<\/a><\/strong> \u2014 but also a bit in other areas like legal services,\u201d Lenoir said. \u201cI enjoy marketing to consumers, and I find the challenge really rewarding. I think the reverse mortgage product category is a big marketing challenge. <\/p>\n

\u201cThe key question is, how do we get more seniors to understand the role their home equity can play in their financial planning?\u201d<\/p>\n

The team is an assemblage of veterans from various current and former industry players \u2014including AAG, FOA and One Reverse Mortgage<\/a><\/strong>. This presents a unique growth opportunity when that knowledge is combined, Lenoir explained.<\/p>\n

\u201cI think that [shared experience in the industry] gives us the chance to build something from the ground up that really keeps the customer at the core,\u201d Lenoir explained. \u201cMarketing isn\u2019t just about advertising \u2014 it\u2019s about delivering on the promise to consumers and building momentum from there. So, for me, this was the right opportunity at the right time with the right people.\u201d<\/p>\n

\"Paul
Paul Fiore<\/figcaption><\/figure>\n

As far as other elements of the job that appealed to him, Lenoir said the company has a \u201clong-term mindset\u201d that lends itself to creating a division from the ground up.<\/p>\n

\u201cFrom my perspective, that means we can stay true to what really matters \u2014 the consumer, the partner and the loan officer \u2014 while delivering a great experience for all of those stakeholders,\u201d he said. \u201cCompared with other places I\u2019ve been, there are fewer competing priorities and other stakeholders, which makes it easier to focus on that long-term, strategic commitment to the space.\u201d<\/p>\n

But Lenoir and Fiore remain clear-eyed about the time it will take to build a new division, they said.<\/p>\n

\u201cI\u2019ve been in this space for 20 years, so I have a pretty good understanding of where the consumer pain points are that prevent wider mainstream adoption,\u201d Fiore said. \u201cMartin, who spent over eight years at AAG, and I both know these challenges well. Our goal here isn\u2019t just about taking market share; it\u2019s about growing the market overall and making these products\u2014 whether traditional HECMs or proprietary options \u2014 more accessible.\u201d<\/p>\n

Addressing these preexisting pain points and determining a way forward is key for the development of the business, Fiore added.<\/p>\n

\u201cThe idea is to improve the salesperson\u2019s experience, which will naturally lead to a better customer experience,\u201d Fiore said. \u201cWhen we talk about customer-focused transactions and a high-touch approach, we want that experience to be more efficient, more customized to the borrower\u2019s needs, and just overall smoother for everyone involved.\u201d<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

San Diego-based Smartfi Home Loans, which is primarily active as a wholesale lender in the reverse mortgage space and is actively building a retail division that offers reverse mortgage products, has hired industry veteran Martin Lenoir as its new chief marketing officer. Lenoir most recently served as CMO at American Advisors Group (AAG), the industry\u2019s […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-58939","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"\nSmartfi hires reverse marketing veteran Martin Lenoir as CMO - Houses Marketplace<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/housesmarketplace.trio-tv.com\/ru\/smartfi-hires-reverse-marketing-veteran-martin-lenoir-as-cmo\/\" \/>\n<meta property=\"og:locale\" content=\"ru_RU\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Smartfi hires reverse marketing veteran Martin Lenoir as CMO - Houses Marketplace\" \/>\n<meta property=\"og:description\" content=\"San Diego-based Smartfi Home Loans, which is primarily active as a wholesale lender in the reverse mortgage space and is actively building a retail division that offers reverse mortgage products, has hired industry veteran Martin Lenoir as its new chief marketing officer. 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