Mortgage marketing is powerful—but it also comes with rules. One wrong word, missing disclaimer, or poorly targeted ad could turn your campaign into a compliance nightmare. Regulators don’t play around, and neither should you. Let’s break down the common mistakes brokers make—and how to avoid them.
The Big Mortgage Marketing Mistakes
1. Claiming “Guaranteed Approvals”
Sounds tempting, right? But no broker can guarantee approval. Every borrower’s financial situation is unique, and regulators see this kind of promise as misleading. Stick to honest, transparent language.
2. Hiding Disclaimers or Fees
Tiny fine print won’t protect you. APRs, fees, and terms must be clearly visible and easy to read. Transparency builds trust and keeps you safe from fines.
3. Using Non-Compliant Images or Terms
Stock photos are fine—but avoid anything that suggests discrimination, false promises, or unlicensed programs. Always double-check that your terminology matches compliance standards.
4. Targeting Protected Classes Illegally
Fair Lending laws are strict. You cannot target ads by race, gender, age, or other protected classes. Instead, focus your targeting on financial behaviors, interests, or general geography.
5. Forgetting to Get Marketing Opt-Ins
Email and SMS campaigns require proper consent. Skipping this step could land you in hot water with privacy laws—and kill your credibility with borrowers.
Safe Marketing = Smart Marketing
A sloppy ad could cost you thousands—not just in fines, but in lost trust. The best brokers know that compliance isn’t optional; it’s part of the brand you’re building.
Pro tip: Before launching any campaign, run a compliance checklist:
- Is your license number visible?
- Are all disclosures clear?
- Does your ad avoid risky promises?
- Do you have consent for every contact?
When your ads are clean, compliant, and clear—you win twice. You stay out of legal trouble, and you attract borrowers who trust you.
Final Word
Mortgage marketing done right is transparent, compliant, and client-focused. Done wrong, it’s a lawsuit waiting to happen. Don’t gamble—market smart, market safe.
