Reverse mortgages in the U.S.A. have a much worse reputation than in Canada (deservedly so). The industry is trying to change their perception there and there latest effort was to bring in Tom Selleck for a new ad - check it out!
http://www.adweek.com/news/advertising-branding/can-tom-selleck-convince-seniors-reverse-mortgages-arent-too-good-be-true-173266
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