{"id":62767,"date":"2026-04-20T14:07:25","date_gmt":"2026-04-20T12:07:25","guid":{"rendered":"https:\/\/housesmarketplace.trio-tv.com\/eric-manley-on-how-atlantic-avenue-became-the-no-1-reverse-broker-in-less-than-4-years\/"},"modified":"2026-04-20T14:07:25","modified_gmt":"2026-04-20T12:07:25","slug":"eric-manley-on-how-atlantic-avenue-became-the-no-1-reverse-broker-in-less-than-4-years","status":"publish","type":"post","link":"https:\/\/housesmarketplace.trio-tv.com\/ru\/eric-manley-on-how-atlantic-avenue-became-the-no-1-reverse-broker-in-less-than-4-years\/","title":{"rendered":"Eric Manley on how Atlantic Avenue became the No. 1 reverse broker in less than 4 years"},"content":{"rendered":"
\n

\u0432\u043e \u0424\u043b\u043e\u0440\u0438\u0434\u0435 Atlantic Avenue Mortgage <\/strong>became the top reverse brokerage firm<\/a> in the U.S. in 2025, less than four years after its founding, and it sees more room for growth in 2026.\u00a0<\/p>\n

\u201cWe just had our best month ever. We\u2019ve done over $90 million in loan volume in Q1. We expect to certainly be at the top of the broker space. We\u2019re really excited this year,\u201d founder Eric Manley said in a recent interview with \u0416\u0438\u043b\u044c\u0435\u041f\u0440\u043e\u0432\u043e\u043b\u043e\u043a\u0430<\/strong>''s Reverse Mortgage Daily.\u00a0<\/p>\n

\u201cIf the reverse mortgage product had some of these changes that the market has been discussing<\/a>, it would not only help us, but help others too,\u201d he added. \u201cThe more loan originators, the more businesses that offer reverses, the better it is.\u201d<\/p>\n

The company, launched in 2022 and now licensed in 35 states, topped the Home Equity Conversion Mortgage (HECM<\/a>) rankings from \u041e\u0431\u0440\u0430\u0442\u043d\u044b\u0439 \u043e\u0431\u0437\u043e\u0440 \u0440\u044b\u043d\u043a\u0430<\/strong> with 899 endorsements last year. It also built a staff of more than 70 employees, split between its Florida headquarters and an office in Maryland \u2014 including 47 salespeople, according to Manley.<\/p>\n

Atlantic Avenue\u2019s production is driven almost entirely by data-powered direct mail, a heavy focus on first-time reverse mortgage borrowers, and a growing share of \u0444\u0438\u0440\u043c\u0435\u043d\u043d\u044b\u0435 \u043f\u0440\u043e\u0434\u0443\u043a\u0442\u044b<\/a> aimed at higher-value homes and more affluent clients.<\/p>\n

Manley, who has been in the mortgage industry for a decade, said Atlantic Avenue has already closed more proprietary loans in early 2026 than in all of 2025. It\u2019s leaning on a custom-built CRM<\/a> system and in-house modeling to refine its targeting and improve conversion rates.<\/p>\n

\u042d\u0442\u043e \u0438\u043d\u0442\u0435\u0440\u0432\u044c\u044e \u0431\u044b\u043b\u043e \u043e\u0442\u0440\u0435\u0434\u0430\u043a\u0442\u0438\u0440\u043e\u0432\u0430\u043d\u043e \u0434\u043b\u044f \u043e\u0431\u0435\u0441\u043f\u0435\u0447\u0435\u043d\u0438\u044f \u0434\u043b\u0438\u043d\u044b \u0438 \u044f\u0441\u043d\u043e\u0441\u0442\u0438.<\/em><\/p>\n

Fl\u00e1via Nunes: Atlantic Avenue Mortgage became the top reverse mortgage brokerage by HECM endorsements in 2025 after less than four years in business. What is driving this performance?<\/em><\/strong><\/p>\n

Eric Manley: <\/strong>I\u2019ve been in the mortgage industry for a little over 10 years. I\u2019ve worked at a lot of bigger mortgage companies, and unfortunately, it becomes a numbers game at some point. We have high retention here at Atlantic Avenue, and it has to do with who we are. <\/p>\n

We focus on compliance. More importantly, compliance is trying to treat every interaction \u2013 you either enhance the interaction or diminish it with the customer \u2014 and take it on the education level.<\/p>\n

Atlantic Avenue started a little over three and a half years ago. A few of us moved down to \u0424\u043b\u043e\u0440\u0438\u0434\u0430<\/a>, and now we\u2019re over 70 employees. We have a range of products. We also do some forward mortgages as well, but our focus is the reverse product. That is our sole focus.<\/p>\n

FN: What borrowers are you focusing on?<\/em><\/strong><\/p>\n

EM: <\/strong>We\u2019re seeing growth across both the traditional, typical reverse mortgage borrower, as well as more affluent borrowers. Many financially strong homeowners now are viewing \u0441\u043e\u0431\u0441\u0442\u0432\u0435\u043d\u043d\u044b\u0439 \u043a\u0430\u043f\u0438\u0442\u0430\u043b<\/a> as part of their \u0432\u044b\u0445\u043e\u0434 \u043d\u0430 \u043f\u0435\u043d\u0441\u0438\u044e<\/a> strategy.<\/p>\n

The reverse mortgage is something that should be used a lot more. It\u2019s an amazing product. There are a lot more people in America who need this product than are using it. The biggest thing that\u2019s sad is when we see older borrowers who have been in the house for 40 or 50 years and, instead of taking out a reverse, they would rather downsize<\/a> and move to an apartment.<\/p>\n

FN: How do you see proprietary products evolving?<\/em><\/strong><\/p>\n

EM:<\/strong> We\u2019ve already done more proprietary products this year than in all of last year. We did about 60 to 70 proprietary products last year, and we\u2019re already at around 60 right now. They\u2019re becoming more important, especially for high-value homes and more affluent borrowers. But at the same time, there are additional benefits even for borrowers who aren\u2019t in that situation.<\/p>\n

They don\u2019t have the upfront mortgage insurance<\/a>, which is pretty high. We have the ability to pay off \u0434\u043e\u043b\u0433<\/a>, which is huge. The proprietary principal limit factors are, at times, even more competitive than the HECM. Years ago, that wasn\u2019t the case. <\/p>\n

There are quite a few times where it still depends on the principal limits for the benefit of the borrower, but you\u2019d be surprised how frequently you\u2019ll see the proprietary loans allow borrowers to get more access to cash. And on top of that, the closing costs are less. From our standpoint, it\u2019s just becoming a more competitive product. There\u2019s a broader reach.<\/p>\n

The challenge is education, but we make sure that our team knows the difference between the HECM and the proprietary products. It seems like the \u0432\u0442\u043e\u0440\u0438\u0447\u043d\u044b\u0439 \u0440\u044b\u043d\u043e\u043a<\/a> has a better appetite for proprietary products. It\u2019s more flexible as well.<\/p>\n

FN: What are your expectations regarding the U.S. Department of Housing and Urban Development (HUD)\u2019s request for information on the HECM and HECM Mortgage-Backed Securities (HMBS) programs?<\/em><\/strong><\/p>\n

EM: <\/strong>It\u2019s encouraging that there is an RFI. It shows regulators recognize the importance of the reverse program and are looking for ways to improve it. I know there\u2019s a liquidity side, the efficiency and sustainability side, and looking at some of the articles from the \u041d\u0430\u0446\u0438\u043e\u043d\u0430\u043b\u044c\u043d\u0430\u044f \u0430\u0441\u0441\u043e\u0446\u0438\u0430\u0446\u0438\u044f \u043a\u0440\u0435\u0434\u0438\u0442\u043e\u0440\u043e\u0432 \u043e\u0431\u0440\u0430\u0442\u043d\u043e\u0439 \u0438\u043f\u043e\u0442\u0435\u043a\u0438<\/a><\/strong>, probably one of the most important things is the upfront mortgage insurance.<\/p>\n

The \u0424\u043e\u043d\u0434 \u0432\u0437\u0430\u0438\u043c\u043d\u043e\u0433\u043e \u0438\u043f\u043e\u0442\u0435\u0447\u043d\u043e\u0433\u043e \u0441\u0442\u0440\u0430\u0445\u043e\u0432\u0430\u043d\u0438\u044f<\/a> is doing very well. Maybe we can reduce the 2% upfront premium and find a better system so that you can put more borrowers into reverse products.<\/p>\n

FN: What\u2019s your perspective on some recent broker-lender agreements<\/a>?<\/em><\/strong><\/p>\n

EM: <\/strong>We\u2019ve always had those letter broker agreements. I do think that they\u2019re making some positive steps, and it shows the industry is evolving. There\u2019s better alignment between brokers and lenders. It benefits everyone. That\u2019s always been one of our main focuses at Atlantic Avenue \u2014 trying to have the best relationships with third parties.\u00a0<\/p>\n

But the key to it, even with the agreements there or not, is actually that relationship with them. We have great relationships with our lenders, with the companies, with our \u0410\u041c\u0421<\/a>, with our \u0437\u0430\u0433\u043e\u043b\u043e\u0432\u043e\u043a<\/a> partners. Regardless of what those agreements say, the most important thing is having that human to human interaction with lenders and really working as a team, even though they\u2019re different companies.<\/p>\n

The agreements are great, but they alone aren\u2019t the solution. The long-term success still depends on fair economics between both sides, strong support and product availability.<\/p>\n

FN: These agreements are also seen as a way to deal with refinance churning. How are Atlantic Avenue\u2019s originations split between purchase and refis?<\/em><\/strong><\/p>\n

EM: The HECM endorsement reports show us as more heavily weighted toward HECM-to-HECM. But last year, over 40% of our loans were what we call FTRs \u2013 first-time reverse. We had months last year where over 60% of our business was first-time reverses. <\/p>\n

It is something we\u2019re expanding. We\u2019re really honing in on our \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433<\/a> to continue to grow that out. Probably the most important thing we can do is put as many loans as we can into this space and educate as many people as we can for the first time.<\/p>\n

FN: How are you attracting more borrowers, and what is the main source of your leads?<\/em><\/strong><\/p>\n

EM:<\/strong> We focus on direct-mail marketing. That\u2019s all we do. We\u2019ve tried web marketing as well, and it\u2019s really hard to qualify. We get a lot of referrals in the South Florida area, but it takes a long time to build out that referral network. We think that data-driven marketing is the way to go. That really separates us.<\/p>\n

The biggest room to grow is in the FTR proprietary space, because there are already people who have proprietary loans and people are \u0440\u0435\u0444\u0438\u043d\u0430\u043d\u0441\u0438\u0440\u043e\u0432\u0430\u043d\u0438\u0435<\/a> them. But one thing we\u2019d like to focus on is growing that pool of affluent first-time reverse borrowers, which is a tough code to crack and has a lot to do with behavioral marketing.<\/p>\n

We have tried \u0441\u043e\u0446\u0438\u0430\u043b\u044c\u043d\u044b\u0435 \u043c\u0435\u0434\u0438\u0430<\/a>. It\u2019s good to show brand awareness. We\u2019ve done Google<\/strong> ads. The juice is not worth the squeeze, at least for our level. If we were a big lender, we\u2019d probably do it just to keep the brand out there. Unfortunately, you get a lot of people who don\u2019t qualify, and you can educate them, but at the same time I still need to make sure we\u2019re providing our sales floor with qualified leads.<\/p>\n

FN: How do you deploy technology, AI and data in your marketing strategy?<\/em><\/strong><\/p>\n

EM: <\/strong>We do a lot in-house. We have our own custom-built CRM, which is constantly evolving. And then we have numerous models, different mail strategies and something we update weekly. I think that\u2019s what really separates us, how focused we are on data.<\/p>\n

We buy the data from various vendors. We try to buy the best data we can, both property and credit data<\/a>, and we try to make sure that we\u2019re targeting the people we think have the best chance of qualifying as well as responding. The team we have working on our models understands reverses. It\u2019s really hard to find people who like the reverse space and at the same time want to dedicate a lot of time to figure out how we can build it out.<\/p>\n

A lot of companies would do auto dialing. I\u2019m really against auto dialers. It\u2019s not good business. Same with \u0442\u0440\u0438\u0433\u0433\u0435\u0440\u043d\u044b\u0435 \u0432\u044b\u0432\u043e\u0434\u044b<\/a>. I believe those are done. We\u2019ve never done anything like that. We\u2019ve done manual outbounds at times, but we don\u2019t do this often.<\/p>\n

FN: How has Atlantic Avenue performed so far in 2026?<\/em><\/strong><\/p>\n

EM: <\/em><\/strong>We just had our best month ever. We\u2019ve done over $90 million in loan volume in Q1. We expect to certainly be at the top of the broker space. We\u2019re really excited this year. We certainly expect 2026 to be our best year yet, especially with the pace we\u2019re on.<\/p>\n

If the reverse mortgage product had some of these changes that the market has been discussing, it would not only help us, but help others too. The more loan originators, the more businesses that offer reverses, the better it is. Unfortunately, some businesses don\u2019t like the idea of \u0441\u043e\u0440\u0435\u0432\u043d\u043e\u0432\u0430\u043d\u0438\u0435<\/a>. The more competition there is, the better. It raises the standards and requires you to be more educated on the products.<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

Florida-based Atlantic Avenue Mortgage became the top reverse brokerage firm in the U.S. in 2025, less than four years after its founding, and it sees more room for growth in 2026.\u00a0 \u201cWe just had our best month ever. We\u2019ve done over $90 million in loan volume in Q1. We expect to certainly be at the […]<\/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-62767","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"\nEric Manley on how Atlantic Avenue became the No. 1 reverse broker in less than 4 years - 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\/eric-manley-on-how-atlantic-avenue-became-the-no-1-reverse-broker-in-less-than-4-years\/\" \/>\n<meta property=\"og:locale\" content=\"ru_RU\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Eric Manley on how Atlantic Avenue became the No. 1 reverse broker in less than 4 years - Houses Marketplace\" \/>\n<meta property=\"og:description\" content=\"Florida-based Atlantic Avenue Mortgage became the top reverse brokerage firm in the U.S. in 2025, less than four years after its founding, and it sees more room for growth in 2026.\u00a0 \u201cWe just had our best month ever. 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