Facebook Ads for Mortgage Brokers

Mortgage ads fall under Meta's housing special ad category. That category exists to prevent discrimination in housing and lending. When you run mortgage Facebook ads, you cannot target by age, gender, or ZIP code. Location targets need at least a 15-mile radius, and lookalike audiences and many detailed targeting options are not available. Real estate agents work under the same Housing rules, covered on our real estate social media ads page.

Federal rules also apply to the copy. Under Regulation Z, some terms, such as a specific rate, payment amount, or down payment, trigger more disclosures, including the APR. The Mortgage Acts and Practices Advertising Rule bans misleading claims. Most states require your NMLS ID and company details in ads, and some add more rules. Fair lending rules mean ads must not suggest a preference for any protected group.

We write within these rules and send every ad to your compliance contact for approval.

With targeting limited, creative does the heavy lifting. Ads that speak directly to a situation reach the right people on their own. Examples include renting while saving for a first home, buying with a VA benefit, or getting a loan while self-employed.

Video of you or your loan officers explaining a single topic in plain language tends to build trust. You record these on your phone, and we edit each one to stay short and focused. Retargeting then follows up with people who watched, inviting them to a pre-approval call.

Lead quality varies. We use qualifying questions on timeline, price range, and whether the person has spoken with a lender. We sync leads to your CRM or loan origination system so your team can follow up quickly.