Mortgage advertising isn’t just about getting attention—it’s about staying out of trouble. Regulators are watching, and even one sloppy Facebook ad or mailer can set you up for penalties, delays, or worse. The good news? A compliance-approved ad doesn’t have to be complicated. Here’s what every safe, compliant mortgage ad should include.
1. License Number: Easy to Find, Always Visible
Your license (NMLS or state-specific) isn’t optional. It proves you’re legit. In practice:
- Place it on every piece of advertising—digital, print, email, social, even postcards.
- Don’t hide it in the footer or tiny gray font. Regulators should be able to spot it without squinting.
- Pro tip: Use a consistent format across all your campaigns so you’re never second-guessing.
2. APR and Rate Disclaimers: More Than Just Fine Print
Quoting a rate without the APR is one of the fastest ways to attract regulatory heat. Here’s why:
- APR shows the true cost of borrowing (including fees). Leaving it out makes the ad misleading.
- If you mention a 30-year fixed at 6.5%, you also need to show the APR, assumptions (like loan amount, down payment, credit score), and expiration date.
- Keep disclaimers readable. Font size and placement matter just as much as the words themselves.
3. Equal Housing Logo: Non-Negotiable
Every ad should clearly display the Equal Housing Opportunity logo (or the words “Equal Housing Lender”). Missing it suggests you’re not playing by fair lending rules—even if you are. It’s a small detail that regulators love to catch.
4. No False Guarantees or Misleading Language
Phrases like:
- “Guaranteed approval”
- “Best rates in the country”
- “No one gets denied here”
…are all red flags. They set unrealistic borrower expectations and violate advertising rules. Instead, use honest, transparent language that sets you apart without making promises you can’t legally back up.
5. Fair Lending Laws: The Foundation of Every Ad
Fair lending compliance means your ad:
- Can’t discourage or exclude people based on race, gender, age, religion, or other protected classes.
- Should avoid language or imagery that suggests certain groups are more (or less) welcome.
- Applies to targeting, too. Yes, even your Facebook audience filters need to pass the test.
Why This Matters for Brokers
Regulators and auditors don’t care how well your ad converts if it doesn’t follow the rules. And if your competitors are cutting corners, that’s their risk—not yours. A clean, compliance-approved ad keeps your pipeline flowing without the stress of fines, lawsuits, or reputation damage.
✅ The Winning Formula:
Visible license + clear APR/rate disclaimers + Equal Housing logo + honest messaging + Fair Lending compliance = an ad that works for you, not against you.
Want expert eyes on your next campaign before you launch? Lumos Broker reviews and builds compliance-approved ad templates for mortgage pros so you can focus on leads—not legal trouble.
