Finance of America Organic Growth Opportunities

Create hyper-local lender and eligibility guides for thousands of cities and towns nationwide. This play captures high-intent, geographically specific search traffic by providing customized content that establishes a local presence at a national scale.

Example Keywords

• “reverse mortgage lender in tampa fl”
• “best reverse mortgage companies dallas”
• “reverse mortgage rates phoenix az”
• “reverse mortgage eligibility miami”

Rationale

SEMrush data shows Finance of America's current keyword portfolio lacks location-modified terms, presenting a massive untapped opportunity. Local intent queries like “lender near me” have the highest conversion rates for financial products, and this strategy directly addresses that by creating a page for every relevant locality.

Topical Authority

The domain's authority (36) and deep existing content on reverse mortgages provide a strong foundation to outrank smaller, local broker sites. By creating thousands of location-specific pages, FOA can establish topical and geographical authority across the entire country, reinforcing its position as a national leader.

Internal Data Sources

Leverage a proprietary directory of branch locations and loan officers, including their NMLS IDs, local addresses, and phone numbers. This internal data can be injected into each page via AirOps' Knowledge Base to provide unique, trustworthy information that competitors cannot replicate.

Estimated Number of Pages

12,000+

Develop a comprehensive, building-specific reverse mortgage eligibility database for every condo association in the U.S. This play targets the ultimate long-tail, high-intent searcher who is already investigating financing for their specific property.

Example Keywords

• “reverse mortgage for condo at [building name]”
• “fha approved condos reverse mortgage [city]”
• “can i get a reverse mortgage in [hoa name]”
• “homesafe loan eligibility for [condo building]”

Rationale

FOA’s underwriting team maintains a live, proprietary list of approved and denied condo projects for both HECM and HomeSafe loans. Exposing this data as thousands of static, indexable pages creates an unparalleled competitive moat, as no other lender provides this level of public transparency. It captures users at the final stage of their research.

Topical Authority

While FOA ranks for a single “mobile home” page, it has virtually no authority on condo-specific financing. This play would instantly establish FOA as the definitive resource for condo eligibility nationwide, creating a massive new pillar of topical authority and attracting a highly qualified audience.

Internal Data Sources

The core of this play is the internal underwriting database of approved/denied condo projects. This data, synced to an AirOps Knowledge Base, allows the LLM to generate a unique eligibility dossier for each building, including status, max LTV, and specific requirements.

Estimated Number of Pages

110,000+

Build a library of head-to-head comparison pages that pit a reverse mortgage against other financial products, tailored to each state's specific laws. This strategy captures users at the critical decision-making stage of their journey, positioning FOA as a transparent and authoritative guide.

Example Keywords

• “reverse mortgage vs heloc in georgia”
• “cash-out refinance or reverse mortgage arizona”
• “annuity vs reverse mortgage california”
• “shared equity vs reverse mortgage in texas”

Rationale

Users considering a reverse mortgage are actively weighing it against alternatives like HELOCs, cash-out refinances, and annuities. FOA currently has only one generic comparison page. Creating detailed, state-specific comparisons addresses high-volume, bottom-of-funnel keywords and provides genuine value by incorporating local lending laws and regulations.

Topical Authority

By demonstrating deep expertise not only in reverse mortgages but also in how they compare to other products under different state laws, FOA can significantly expand its topical authority. This moves them from being just a lender to a comprehensive retirement financing resource, building trust and capturing traffic from a wider range of financial queries.

Internal Data Sources

This play would utilize the compliance team’s database of state-specific disclosures and lending laws. Additionally, it would use internal pricing data for reverse mortgages and compare it against publicly available data for alternatives (e.g., Freddie Mac rates for cash-out refis) to create realistic scenarios.

Estimated Number of Pages

1,200+

Create a detailed library of guides explaining the outcomes for heirs of a reverse mortgage, customized by state and the heir's relationship to the borrower. This play targets the critical, emotionally-charged questions from a key secondary audience (heirs), who are often involved in the final decisions of the loan.

Example Keywords

• “what happens to reverse mortgage when parent dies in [state]”
• “reverse mortgage impact on inheritance for grandchildren”
• “spouse vs non-borrowing heir rules [state]”
• “selling a house with a reverse mortgage after death in [state]”

Rationale

SEMrush data shows FOA ranks for a generic national-level keyword about home ownership, but misses the vast number of specific, state-based queries from concerned heirs. Estate rules vary significantly by state, and providing tailored guidance positions FOA as an authoritative and compassionate resource, capturing high-intent traffic from a demographic that competitors ignore.

Topical Authority

This strategy builds authority in the complex intersection of estate planning and mortgage finance. By creating the definitive resource for heirs, FOA can reduce post-closing confusion, build brand trust, and even capture future business from heirs who may need to refinance or take out new loans.

Internal Data Sources

The content would be enriched by leveraging an internal knowledge base built from state probate statutes and HUD guidelines. Anonymized data from FOA’s servicing department on outcomes for loans with non-borrowing spouses or other complex heir situations would provide unique, real-world context.

Estimated Number of Pages

10,000+

Develop guides for every U.S. county that detail local senior property tax relief programs and explain how a reverse mortgage can be used to pay any remaining liabilities. This creative play connects a common senior pain point (property taxes) directly to FOA's solution, capturing a highly motivated audience.

Example Keywords

• “senior property tax exemption [county]”
• “pay delinquent taxes with reverse mortgage [county]”
• “[county] over-65 tax freeze and reverse mortgage”
• “home equity loan to pay property taxes in [county]”

Rationale

While FOA's content is national, property taxes are a hyper-local issue and a primary driver for seeking a reverse mortgage. By aggregating fragmented public tax data and pairing it with their product information, FOA creates genuinely unique and valuable content that targets bottom-of-funnel users actively seeking a financial solution to their tax burden.

Topical Authority

This play positions FOA as a holistic retirement finance expert, not just a lender. It establishes authority at the county level across the nation on the practical financial challenges seniors face, building trust and capturing traffic from problem-aware users who may not have even started searching for a mortgage product yet.

Internal Data Sources

The core of this strategy involves aggregating public data from county assessor CSVs and state comptroller APIs into an AirOps Knowledge Base. This data would be combined with FOA's existing reverse mortgage calculator to provide pre-loaded estimates based on average county tax bills.

Estimated Number of Pages

3,200+

Improvements Summary

Refocus and consolidate reverse mortgage education content to target high-potential keywords sitting on page 2, optimize for SERP features, and strengthen internal linking. Add new pillar pages, calculators, and state-specific guides to capture more qualified traffic and improve authority.

Improvements Details

Key actions include rewriting H1s and subheaders with target keywords like 'reverse mortgage line of credit' and 'reverse mortgage refinance', adding concise FAQ sections for snippet capture, and embedding comparison tables and calculators. Internal links will be expanded with 'Next Steps' boxes and exact-match anchors, while a new 'Reverse Mortgage 101' pillar page and state-specific guides will be created. Technical updates such as page speed improvements, schema markup, and regular content refreshes are also prioritized.

Improvements Rationale

These improvements address keyword cannibalization, under-optimized SERP targeting, and weak internal linking that currently limit organic visibility. By consolidating authority, targeting featured snippets, and providing tools and expert commentary, the site can move key pages into top-5 rankings and increase qualified leads. The strategy is designed to capture untapped search volume and strengthen topical authority in a competitive space.