How to Choose a Reverse Mortgage Marketing Agency: 7 Agencies Compared (2026)

I’ve spent the last 16 months doing something nobody else in the reverse mortgage space has done, which is running actual paid advertising campaigns at scale for a top-5 reverse mortgage lender and tracking every single dollar from ad click to funded loan. Over the course of that engagement I’ve talked to probably 50+ reverse mortgage loan officers who’ve tried everything from direct mail to live transfers to DIY SaaS platforms, and the thing that keeps coming up on every single call is the same frustration: “I can’t find a marketing partner who actually knows what they’re doing in reverse.”

So I figured I’d write the guide I wish existed when loan officers started reaching out to us. This is a real comparison of the agencies and platforms that serve the reverse mortgage space right now, what they actually do, what they charge when I can find it, and where each one falls short.

Full disclosure: Creekside Marketing is one of the agencies on this list. We obviously have a bias here, and I’m not going to pretend otherwise. But I’ve also done more competitive research on this space than probably anyone outside of it, because understanding what our prospects have tried before is literally how we sell. So take our self-assessment with a grain of salt, but the competitor assessments are grounded in real conversations with LOs who’ve used these services and independent research we’ve done on each company.

Quick Comparison

Agency	Model	Platforms	RM Specialist?	Published RM Case Study?	Price Range
Creekside Marketing	Done-for-you agency	Google & Meta	Yes	Yes (named client, verified)	$6K+/mo all-in
WealthEasy	Done-for-you agency	Google only	Yes	Partial (no named client)	Retainer + ad spend
Social Eyes Marketing	Full-service agency	Google, SEO, Social	RM specialty vertical	Yes (named client)	$1K-$3K/mo + projects
Hercules Advertising	Lead gen + coaching	Facebook only	Yes	No	Not published
Lead Hackers	DIY SaaS platform	Facebook & Google	No (general mortgage)	No (general mortgage only)	$497-$997/mo + ad spend
LeadPops / rebel iQ	SaaS platform + agency tiers	Facebook & Google	Has RM pages	No named RM case study	$297/mo+
Reverse Focus	Software + agency (post-Apiro)	Platform-based	Yes (100%)	No performance metrics	Custom

1. Creekside Marketing (That’s Us)

I’m going to be straightforward about what we do and don’t do well, because the last thing I want is someone signing up expecting something we can’t deliver.

What we do: We run Google Ads and Meta (Facebook/Instagram) campaigns for reverse mortgage lenders and loan officers. We manage the full funnel from ad creative to landing pages to conversion tracking to CRM integration. Our differentiator is what we call “pricing qualified lead” optimization, which basically means instead of optimizing for form fills (which is what most agencies do), we feed actual conversion data back into the ad platforms so the algorithms learn to find people who actually pick up the phone, confirm they’re 62+, own their home, and have enough equity to qualify.

Our results: We ran campaigns for South River Mortgage for 16 months. $805K in total ad spend, $4.35M in attributed revenue, approximately 290 closed loans, 5.4x ROAS. We scaled their campaigns from $10K/month to $80K/month in ad spend. Their fractional CMO Nick Bandy gave us a video testimonial (it’s on our site if you want to verify). The funded rate on our digital leads matched their direct mail program, 0.97% vs 0.96%, at a fraction of the cost per acquisition.

What we’re not great at: We’re expensive relative to most options on this list. Our minimum is $2,000/month management fee per platform plus ad spend, which means you’re realistically looking at $6K/month minimum all-in. For an independent LO doing 2-3 deals a month, that’s a significant investment. We also don’t do organic social, SEO, or website design. We’re purely a paid advertising shop. And we’re a small team, so we’re selective about who we take on. If you can’t commit to at least 3 months and $3K-$4K/month in ad spend, we’re probably not a good fit and I’d rather tell you that upfront than take your money and have it not work.

Best for: Established LOs or lenders doing 3+ deals/month who want to scale with a dedicated team that’s already proven the model at high spend levels in reverse mortgage specifically.

2. WealthEasy

WealthEasy is run by Chris Armstrong and Steve Rosa, and they’re one of the only agencies besides us that is 100% focused on reverse mortgage lead generation. They showed up on my radar because their marketing deck is hosted on NRMLA’s website, which gives them some credibility in the space.

What they do: They run Google Ads campaigns under the partner’s branding, not generic shared leads, and they include a pretty solid 90-day automated nurture system with texts, emails, voicemail drops, and even direct mail follow-up. No upsells on the nurture piece, which is nice. They also offer state-level territory exclusivity, meaning they won’t run campaigns for another LO in your state that would compete with yours.

Their results: Their NRMLA deck references a $69 cost per lead and one LO reporting a 2.15x ROI over 12 months. We talked to an LO at C2 Financial who’s been working with them, and he described it as averaging about 2 deals per month at roughly $1,500 cost per funded deal, but also called it “hit or miss” and said he wouldn’t put all his eggs in that basket.

Where they fall short: The team is small and their backgrounds are described vaguely. There are no verifiable LinkedIn profiles or prior employer details publicly available. No third-party reviews on Trustpilot, BBB, or G2. They only run Google, no Meta/Facebook. And while $69/lead sounds great, there are no named clients or detailed case studies you can actually verify beyond what’s in that PDF deck.

Best for: LOs who want a reverse-mortgage-specific partner focused on Google Ads with territory protection and don’t need Meta advertising.

3. Social Eyes Marketing

Blane Russell started Social Eyes in Boise after his mortgage company Eagle River got wiped out in the 2008 crash. So the guy actually ran a mortgage operation before he became a marketer, which matters because he understands the business from the inside. They’ve been around 14+ years and have a real team of 11-13 people.

What they do: Full-service digital agency covering websites, SEO, Google Ads, social media, video, and they’ve recently added an AI visibility service for showing up in AI-generated search results (which is actually forward-thinking; most agencies in this space aren’t even thinking about that yet). They have a dedicated reverse mortgage marketing page and serve the vertical specifically, though they also work with other industries.

Their results: They published a case study for a Denver reverse mortgage client where they restructured Google Ads campaigns and significantly improved efficiency and lead quality. More importantly, Devin Fahrner, a Northwest Regional VP at Finance of America, gave them a named testimonial saying they helped him close 50+ reverse mortgages in one year. That’s verifiable and real. They also have 158 five-star Google reviews, which is substantial for an agency their size.

Where they fall short: They’re not reverse-mortgage-exclusive, so the depth of specialization isn’t as deep as a dedicated shop. Their roots are in Boise, so there might be a perception issue for LOs in major metros who want a more nationally-focused partner. And their typical project size of $10K-$49K might price out individual LOs who just need leads.

Best for: LOs or lenders who want a one-stop shop (website, SEO, ads, social) with real mortgage industry DNA and aren’t looking for a niche lead gen play.

4. Hercules Advertising

This one is interesting because it’s basically Wayne Slater, who is an active reverse mortgage loan officer at Premier Lending Group with 850+ personal RM closes, selling his advertising system to other LOs. He’s not a marketer who learned mortgage. He’s a mortgage guy who learned Facebook ads.

What they do: Facebook Ads lead generation with an included CRM, Voice AI calling system (they call leads before handing them to you), and 1-on-1 coaching from Wayne on how to work the leads and close deals. They advertise a $4.12 cost per lead and leads flowing within 24-72 hours of campaign launch.

Their results: Wayne’s personal track record of 850+ closes is impressive and demonstrates he knows the product. But the published client results are limited to first-name-only testimonials on their website (Charles, Anthony, Brian, etc.) with no verifiable details, company names, or specific performance metrics.

Where I’d push back: That $4.12 CPL claim needs scrutiny. Industry benchmarks for exclusive reverse mortgage Facebook leads are $80-$200+. A $4.12 CPL would be an outlier by 20-50x, which means they’re probably measuring raw clicks or unqualified form fills, not actual leads you’d consider qualified. We’ve heard from LOs in the space that the upfront costs are significant, references are hard to come by, and verifiable client results are limited. (The fact that Wayne is simultaneously an active LO competing for the same leads he’s generating for clients is also worth thinking about.)

Best for: LOs who want hands-on coaching from someone who actually originates reverse mortgages and are comfortable with a Facebook-only, single-operator setup.

5. Lead Hackers

Lead Hackers came up on basically every sales call we’ve had with C2 Financial loan officers because they did a presentation to C2 right before our webinar. They’re a SaaS platform, not an agency, founded by Alex Machuca who came from a sales background at GoDaddy before getting into mortgage marketing.

What they do: You get access to their platform ($497/month starter, $997/month premium), which includes pre-built ad templates for Facebook and Google, a CRM with power dialer, automated follow-up sequences, and weekly training calls from coaches who are producing loan officers. The pitch is “own your marketing machine instead of renting it from an agency.” They’re endorsed by both NAMB (Strategic Partner of the Year) and AIME, which is a legitimate distinction.

Their results: Their main case study is Trevor Gravink producing $84M in loan volume over 12 months. But here’s the thing that matters if you’re a reverse mortgage LO: that case study is for general mortgage (purchase/refinance), not reverse. I spent a lot of time looking for reverse mortgage-specific templates, case studies, or targeting strategies on their platform and couldn’t find any. The platform serves 9+ loan types and the ad templates are designed for the general mortgage market.

The real consideration: Several LOs I talked to were considering Lead Hackers specifically because at roughly $1,400-$1,850/month total (platform plus recommended ad spend, depending on the tier) it was a fraction of what a full-service agency charges. And I get that. But there’s a fundamental difference between running pre-built templates designed for 30-year-old first-time homebuyers and running campaigns targeting the 62+ demographic with reverse mortgage compliance requirements, FHA/HUD restrictions, and messaging that actually resonates with seniors. There’s also no conversion feedback loop in a DIY platform. Your algorithm isn’t getting smarter over time because it doesn’t know which leads actually funded. That’s the piece most people miss.

Their Trustpilot reviews (under leadhackers.net) show some complaints about continued charges after cancellation and promised refunds not delivered, though that’s a small sample size and could be isolated incidents.

Best for: Budget-conscious LOs who want to learn to run their own ads and are comfortable with a DIY approach. Not ideal for reverse mortgage specifically since the platform isn’t built for that vertical.

6. LeadPops / rebel iQ

LeadPops has been around since 2011, founded by Andrew Pawlak, and they’ve generated 3.2M+ mortgage leads for over 5,000 loan officers. They recently launched rebel iQ, an AI-powered marketing platform, so the company is evolving from a pure lead gen service into more of a tech platform.

What they do: AI landing pages (they claim 20-30% conversion rates), mortgage calculators, smart lead forms with real-time scoring, built-in CRM, automated nurture campaigns. They do have dedicated reverse mortgage landing pages and content, and they position themselves as ethical RM lead generators who “respect the senior market,” which is the right message even if it’s a little convenient to say.

Their results: They claim a cost per funded deal of $1,200-$2,000 for their system. But when I dug into that number, it includes referral traffic and organic leads in the blended calculation, not just paid. Strip out the free leads and look at paid acquisition only and the math comes out closer to $3,500 average CPFD, which is a pretty different story. That said, they have 750+ Google reviews at 4.9 stars, which is hard to fake at that volume.

Where they fall short: They’re primarily a platform/tech company. The “done for you” positioning can be misleading because you still need to run your own ads and manage follow-up. Some reviewers complained about poor lead quality and that Google Ads setup took 5 months to get running. And while they have reverse mortgage pages, they’re not a specialist. It’s one of many verticals they serve.

Best for: LOs who want a tech-forward platform and are willing to be hands-on with their marketing. The 4.9-star rating across 750+ reviews suggests most users are happy with what they get.

7. Reverse Focus

I’m including Reverse Focus because they’re the most deeply embedded company in the reverse mortgage industry, full stop. They run HECMWorld.com (the dominant industry news site), their software platform supports over 20% of all reverse mortgage transactions in the U.S., and they’ve been in the space since 2006. In April 2026, they acquired Apiro Marketing to add full-service agency capabilities to their existing software platform.

What they do: Software platform, CRM (Sales Engine), GoHighLevel setup, content, websites, and now (post-acquisition) full brand strategy and digital marketing services through the Apiro team. They’re essentially trying to become the one-stop infrastructure layer for RM companies.

The caveat: Despite being the most established name in the space, they don’t publish any lead generation performance metrics. No CPL, no CPFD, no ROAS data. The Apiro acquisition is brand new (April 2026), so the full-service agency offering is still being integrated. Co-founder Shannon Hicks also recently left to join HighTechLending, which creates some leadership transition questions. And historically they’ve been a software and media company, not a performance marketing agency, so the pivot to agency services is unproven.

Best for: Companies already using the Reverse Focus platform who want to consolidate their marketing under one vendor that deeply understands the HECM space.

How to Choose the Right One

After talking to dozens of reverse mortgage LOs about their marketing experiences, here’s what I’d tell you to ask any agency before signing.

Ask for a named client reference in reverse mortgage. Not a first-name-only testimonial on their website. An actual person at an actual company you can call and ask “did this work?” If they won’t give you one, that tells you something. I talked to an LO who tried an agency that wouldn’t provide references and told him to just “stick with it for 3 months.” He couldn’t verify a single closed deal from their clients.

Ask whether they run Google, Meta, or both. Most agencies in this space are Meta-only, which means you’re limited to awareness and interruption advertising and missing the people who are actively Googling “reverse mortgage near me” right now. Some are Google-only. The platforms serve different parts of the funnel and ideally you want both.

Ask what happens to the conversion data. This is the question most LOs don’t know to ask. When a lead turns into a funded loan, does that information get fed back to the ad platform so it can find more people like that? Or does the algorithm just keep optimizing for form fills? The difference between a $200 lead that funds and a $50 lead that never answers the phone is everything in reverse mortgage.

Ask about reverse mortgage-specific compliance experience. HECM advertising has FHA/HUD restrictions that don’t apply to conventional mortgage marketing. If an agency is running the same templates they use for first-time homebuyer campaigns, you’re going to get leads who have no idea what a reverse mortgage even is. (One LO told me about an agency running ads that said “use your equity for X, Y, Z” without ever mentioning reverse mortgage, and the leads were completely unqualified.)

Do the math on cost per funded deal, not cost per lead. A $50 lead that never answers the phone is infinitely more expensive than a $200 lead that closes. I’ve talked to LOs who bought hundreds of live transfer leads and closed zero, which means their actual CPFD was undefined, because you can’t divide by zero. The cheapest leads are often the most expensive when you factor in your time and close rate.

Frequently Asked Questions

What’s a realistic cost per funded deal for reverse mortgage digital marketing?

Based on our data from 16 months running campaigns at scale, and conversations with LOs using other platforms, you’re looking at $1,200-$2,500 for a well-run digital campaign. That’s competitive with direct mail (which has been climbing steadily) and significantly better than most live transfer programs where we’ve heard LOs spend $5K-$10K+ without a single close.

Is Facebook or Google better for reverse mortgage leads?

They serve different purposes. Google captures high-intent searchers who are already looking for information about reverse mortgages. Meta is better for reaching qualified homeowners who might benefit from a reverse mortgage but haven’t started searching yet. In our experience running both platforms, Google leads tend to convert at a higher rate but cost more per lead. Meta leads are cheaper but require more nurture. The best results come from running both and letting the data tell you where to put the budget.

Can I do reverse mortgage marketing myself with a DIY platform?

You can, but the learning curve is real and the compliance requirements for HECM advertising aren’t something you want to get wrong. If you have marketing experience and are comfortable learning ad platforms, a DIY option like Lead Hackers can work. But most of the LOs I’ve talked to, and this includes people who’ve been in the business 20-30 years, tell me some version of “I don’t want to learn how to do it, I just want it to work.” If that’s you, a managed service is worth the premium.

Why is it so hard to find a good reverse mortgage marketing agency?

Honestly, because the market is tiny compared to general mortgage. Most reverse mortgage LOs are independent or small teams with limited marketing budgets. That’s not a big enough market for most agencies to specialize in, so you end up with either general mortgage platforms that bolt on a “reverse” page, or small operators with limited track records. It’s genuinely underserved, which is part of why we invested so heavily in the vertical.

How We Put This List Together

We evaluated these agencies based on reverse mortgage specialization, published and verifiable results, platform coverage (Google, Meta, or both), pricing transparency, independent reviews, team credibility, and conversations with LOs who’ve actually used their services. We talked to loan officers at C2 Financial, AnnieMac, NEXA Lending, High Tech Lending, and independent brokers across 15+ states. Where we couldn’t verify a claim, we said so.

We’re biased. We know that and you know that. But I’d rather write the honest version of this comparison than let someone else write a worse one.

P.S. if you’re a reverse mortgage LO and you’ve used any of these companies (or one I missed), I’d genuinely love to hear about it. Not for a testimonial or anything, I just want to make sure this page stays accurate. Shoot me a message through our contact page or find me on LinkedIn.