Mortgage Facebook ads and Facebook ads for loan officers with the video script written for you

Yes, for loan officers who use them to start a conversation with a specific kind of borrower, and not to broadcast a rate. A mortgage is the largest purchase most people make, and almost nobody applies because of one ad. What an ad can do is put a face and a clear answer in front of someone in your market who is three months from house hunting, so that you are the person they message when they are ready.

That changes what the ad should be. A rate graphic competes with every national lender on the one number you cannot win on and cannot state without disclosures. A 30 second video of you explaining what a seller credit is, or how much cash a first-time buyer really needs at closing, competes on the thing a local loan officer does have: being a person who explains things well.

The measure is closed loans, not leads. Facebook leads are cheap to generate and slow to convert, so the script and the follow-up matter more than the cost per lead. If your past clients are willing to go on camera, the same structure works for video testimonials filmed at the closing table.

Six formats cover almost every loan officer campaign. All six can be filmed on a phone in an office, a car or a client's new kitchen, and the generator writes each of them from one description of your borrower.

Start with the loan officer to camera video on the question you answered most last week. It is the cheapest to make, it works on people who have never heard of you, and it tells you within a few days which doubt your market actually has. For the opening line itself, our ad hooks page covers how to write and test the first two seconds.

Yes. Meta's help center defines housing ads as ads that promote a housing opportunity or related service, "including but not limited to listings for the sale or rental of a home or apartment, homeowners insurance, mortgage insurance, mortgage loans, housing repairs and home equity or appraisal services". Mortgage loans are named, so a loan officer's campaign is declared under the Housing special ad category in Ads Manager.

That changes the targeting, and Meta's own Marketing API documentation spells out how. Age is fixed at "ages 18 through 65+". "Specific gender cannot be chosen." ZIP code targeting is not supported. Location "must include all areas equal or larger than 15 mile or 25 kilometer radius for the US and Canada". And "Lookalike audiences are unavailable for housing, employment, and financial products and services ads."

So the targeting a loan officer would want, renters aged 28 to 40 in four ZIP codes, is not available to anyone. The video has to do that work instead. Naming the town in the first line, speaking to a renter or a veteran or a self-employed buyer directly, and answering a question only that person has filters the audience better than any setting left in Ads Manager. That is why the generator writes the hook around the borrower and the place. If you also advertise with an agent partner, the same category applies to listing ads, covered on our UGC for real estate page.

Regulation Z, the federal rule under the Truth in Lending Act, governs what a credit advertisement says, and a spoken line in a video is part of the advertisement. Under 12 CFR 1026.24(d)(1), four kinds of terms trigger extra disclosures: "The amount or percentage of any downpayment", "The number of payments or period of repayment", "The amount of any payment" and "The amount of any finance charge". Use one and the ad must also state the down payment, "the terms of repayment, which reflect the repayment obligations over the full term of the loan, including any balloon payment", and the "annual percentage rate", using that term.

The surprise is how ordinary the triggering phrases are. The official commentary gives its own examples, and one of them is the phrase most loan officers would say without thinking.

For a loan secured by a home, stating a payment brings one more requirement. Section 1026.24(f)(3) says the ad must disclose the amount of each payment that will apply over the term, the period each applies, and, for a first lien, "the fact that the payments do not include amounts for taxes and insurance premiums, if applicable, and that the actual payment obligation will be greater".

In a 30 second video there is rarely room for all of that. The practical choice is to keep rate, payment and term figures out of the spoken script and off the captions, talk about the borrower's question, and send people to a page or a conversation where the full terms can be given properly. Our scripts are written that way by default. We do not review ads for compliance; the rule is quoted so the brief starts in the right place.

Beyond the trigger terms, two federal rules list specific claims a mortgage advertisement must not make. Regulation Z's section 1026.24(i) covers ads for credit secured by a dwelling. Regulation N, the Mortgage Acts and Practices rule at 12 CFR Part 1014, makes it a violation to make "any material misrepresentation" about a mortgage product in a commercial communication, and it covers brokers and loan officers as well as lenders.

Regulation N also has a record keeping rule that matters to anyone making video ads. Section 1014.5 requires keeping, "for a period of twenty-four months from the last date the person made or disseminated" the communication, copies of "all materially different commercial communications as well as sales scripts". A video you improvised on your phone leaves you with a file and no script. A video filmed from a written brief leaves you with both, dated, in a form a compliance officer can read in a minute. That is a practical reason to script first, separate from whether the ad performs.

There is no single federal rule that sets the license wording for every mortgage ad. The states do it, and they differ. Virginia is a clear example. Its regulation 10VAC5-160-60 requires each advertisement to include "the abbreviation "NMLS ID #" followed immediately by the unique identifier assigned by the Registry to the mortgage lender or mortgage broker along with the address for the NMLS Consumer Access website", gives the example "NMLS ID # 999999 (www.nmlsconsumeraccess.org)", and adds that in a radio or television advertisement the disclosure "shall be provided after the name" of the lender or broker.

Other states have their own wording, and your company almost certainly has a required format on top. For a short video, plan three places for it: on screen in the last frame, in the primary text of the ad, and on the page the ad sends people to. The script leaves the closing frame for your name, company, NMLS ID and any state line, and you add the exact wording your compliance team has approved. If you are licensed in several states, check each one before the same video runs across all of them.

Everything that would otherwise be decided on the spot by whoever is holding the phone. This is what a mortgage video ad brief should cover, including the rows you fill in yourself.

The brief arrives as editable text. Add your license line and any figures, send it to compliance in the same form you will film from, and film the approved version. Keep the approved brief with the video file, because together they are the record Regulation N asks for. If you want the same structure for a longer explainer on your website, our video ad script page covers word budgets by length.

Twenty to forty seconds for a to-camera answer or a myth and answer video, up to sixty for a closing day story or a program walk-through. That is long enough for a hook, one clear answer and an ask, and short enough that most people who stop on the first frame hear the answer.

Film vertical. Reels and Stories are 9:16, and the same take cut to 4:5 covers the Facebook and Instagram feeds. Put the question on screen as text in the first second, because a large share of people watch without sound, and caption every line. Keep one idea per video. A loan officer who tries to cover credit scores, down payments and rates in one take makes a video nobody finishes, while three separate 30 second videos give you three ads to test. Our Instagram Reels ads page covers the placement in more detail.

Two costs, and they are separate. The media is what you pay Meta, and you set that budget yourself in Ads Manager. Vendors that sell to loan officers publish their own starting points: one ad platform for loan officers suggests $10 to $20 per day per campaign while you learn your cost per lead, and one agency notes that about $300 is the least you could set for a month of lead generation. Those are their figures, not a benchmark.

The second cost is everything around the ad: the software, the agency, the website and the creative. That range is wide and mostly unpublished. We read twelve vendors' own pricing pages and put them on one loan officer and one month in mortgage marketing agency pricing.

The script is the cheapest part to get right. A brief from UGCMarketplace costs nothing for the first one and $49 a month on Pro for unlimited briefs, and a to-camera video costs you ten minutes. If you sell protection products alongside home loans, the rules for those ads are different and are covered on our life insurance Facebook ads page.