MBI Direct Mail + Digital

Professional & Financial / Real Estate, Mortgage & Property Services

Mortgage marketing built around the inquiry

Mortgage marketing from MBI is a lead program for mortgage banks, regional lenders, credit-union mortgage teams and broker platforms: a direct-mail lead campaign, Facebook lead campaigns for purchase, refinance, reverse-mortgage and home-equity inquiries, consent-based texting once an inquiry is submitted, and the printed materials the campaign calls for, produced in house.

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Direct mail

What is a mortgage lead generation direct mail campaign built to do?

The short answer

Mortgage lead generation direct mail is the lender's lead campaign in the mail: one program, planned, produced and delivered by a single team whose data, print and delivery have been in house since 1989. Which direct-mail piece carries it is a decision made with the lender, not an assumption made for them.

The three campaign concepts. The three researched campaign concepts for this vertical are a mortgage direct-mail lead campaign (documented in reverse-mortgage acquisition), a Facebook mortgage-inquiry lead campaign, and a consent-based post-submission SMS lead-follow-up sequence.

What the case establishes, and what it does not. A mortgage case study documents a large direct-mail lead program; the source does not establish a specific print format.

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Direct mail

Direct-mail lead piece: make room for what’s next; purchase, refinance and home equity across the head, explore your home-financing options and the lender’s own address, with a call-to-discuss line, a phone number and a local-office address along the foot.
Direct-mail lead piece: make room for what’s next; purchase, refinance and home equity across the head, explore your home-financing options and the lender’s own address, with a call-to-discuss line, a phone number and a local-office address along the foot.

Facebook and Instagram

Which inquiries do mortgage Facebook ads collect?

The short answer

Mortgage Facebook ads collect four kinds of inquiry: purchase, refinance, reverse-mortgage and home-equity. The campaign behind them is the Facebook mortgage-inquiry lead campaign, one of the lender's three campaign concepts. Before launch, the applicable credit, platform, privacy and licensing rules are the ones to review, and the campaign to run uses Meta's financial-products Special Ad Category.

What the sources document. Mortgage sources document Facebook lead campaigns for purchase, refinance, reverse-mortgage, and home-equity inquiries.

Meta's Advertising Standards state: 'Any United States advertiser or advertiser targeting the United States, Canada or certain parts of Europe that is running financial products and services, housing or employment ads, must self identify as a Special Ad Category, as it becomes available, and run such ads with approved targeting options.'

Meta, Advertising Standards

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Meta ad · Facebook

Home-financing feed unit: make room for what’s next, explore purchase, refinance, or home-equity options, and learn more.
Explore purchase, refinance, or home-equity options.
Home-financing feed unit: make room for what’s next, explore purchase, refinance, or home-equity options, and learn more.

Reel · Instagram

Loan-officer Reel: three questions to ask your loan officer — budget, documents, timing — and save this for your next conversation along the foot.
Loan-officer Reel: three questions to ask your loan officer — budget, documents, timing — and save this for your next conversation along the foot.

SMS

When can mortgage text message marketing begin?

The short answer

Mortgage text message marketing can begin only after an inquiry is submitted, with consent, for prompt qualification and follow-up. CTIA's messaging principles say Message Senders “should support opt-in mechanisms, and messages should be sent only after the Consumer has opted-in to receive them”, and that Message Senders should ensure Consumers can opt out at any time.

CTIA Messaging Principles and Best Practices § 5.1.2: 'Message Senders should support opt-in mechanisms, and messages should be sent only after the Consumer has opted-in to receive them.' The document adds that a Consumer might demonstrate opt-in consent through several mechanisms, 'including but not limited to' six it lists, among them 'Entering a telephone number through a website'.

CTIA Messaging Principles and Best Practices, May 2023, §5.1.2

CTIA Messaging Principles and Best Practices § 5.1.3: 'Message Senders should ensure that Consumers have the ability to opt-out of receiving Messages at any time'.

CTIA Messaging Principles and Best Practices, May 2023, §5.1.3

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SMS

Post-inquiry text, addressed by first name: the lender received your request for mortgage information, reply YES and we’ll send the next-step link; the YES, then review the next steps here and the lender’s own link.
Post-inquiry text, addressed by first name: the lender received your request for mortgage information, reply YES and we’ll send the next-step link; the YES, then review the next steps here and the lender’s own link.

SMS

Post-inquiry text, addressed by first name: your homebuyer readiness workbook is ready, reply YES and we’ll send it with the consultation link; the YES, then the workbook and next step, and the lender’s own link.
Post-inquiry text, addressed by first name: your homebuyer readiness workbook is ready, reply YES and we’ll send it with the consultation link; the YES, then the workbook and next step, and the lender’s own link.

Printing

Which loan officer marketing materials does a readiness campaign call for?

The short answer

The campaign to build is homebuyer readiness — education, document checklists and consultation intake — and the loan officer marketing materials it calls for answer to the same review as the advertising: trigger terms, disclosures, licensing and fair-lending implications. MBI's printing is commercial and variable-data, in house.

In house. MBI's printing is commercial and variable-data printing, in-house.

printing services direct mail cost

Workbook · Printing

Homebuyer-readiness workbook: get ready for the home you want, a practical workbook for goals, documents and next steps; goals, documents and questions across the foot, and bring your plan to a conversation.
Homebuyer-readiness workbook: get ready for the home you want, a practical workbook for goals, documents and next steps; goals, documents and questions across the foot, and bring your plan to a conversation.

Checklist · Printing

Document-preparation checklist: a clearer path to your loan documents, a checklist to help you prepare for a mortgage conversation; identity, income, assets and questions as four numbered blocks with their tick boxes left blank, and confirm current requirements with your loan team at the foot.
Document-preparation checklist: a clearer path to your loan documents, a checklist to help you prepare for a mortgage conversation; identity, income, assets and questions as four numbered blocks with their tick boxes left blank, and confirm current requirements with your loan team at the foot.

Nurture

What does a lender send a preapproved or paused lead?

The short answer

For preapproved, paused and inquiry leads, the campaign to run is nurture with market and next-step content — not rate promises. For database reactivation, the campaigns to run are annual mortgage checkups and equity conversations. Neither of them carries a promise about the rate.

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One-sheet · Printing

Market-update conversation guide: the questions behind the market, a conversation guide for buyers and homeowners; affordability, options and timing as three columns of questions, a questions-to-ask block with its boxes left blank, and add current local data before publishing at the foot.
Market-update conversation guide: the questions behind the market, a conversation guide for buyers and homeowners; affordability, options and timing as three columns of questions, a questions-to-ask block with its boxes left blank, and add current local data before publishing at the foot.

Worksheet · Printing

Payment-scenario worksheet: compare the payment scenarios, a worksheet for questions, assumptions and trade-offs; home price, down payment, estimated payment and questions as four columns with every row left empty, and use real figures from your loan professional at the foot.
Payment-scenario worksheet: compare the payment scenarios, a worksheet for questions, assumptions and trade-offs; home price, down payment, estimated payment and questions as four columns with every row left empty, and use real figures from your loan professional at the foot.

Regulation Z

Which terms in a mortgage advertisement trigger extra disclosures?

The short answer

Regulation Z makes four terms triggering terms in mortgage advertising: the amount or percentage of any downpayment, the number of payments or period of repayment, the amount of any payment, the amount of any finance charge. An advertisement stating one must then state, as applicable, the downpayment, the terms of repayment and the annual percentage rate, using that term.

Regulation Z § 1026.24(a): 'If an advertisement for credit states specific credit terms, it shall state only those terms that actually are or will be arranged or offered by the creditor.'

CFPB, Regulation Z, 12 CFR §1026.24(a)

Regulation Z § 1026.24(d)(1) makes four terms triggering terms in a credit advertisement: '(i) The amount or percentage of any downpayment. (ii) The number of payments or period of repayment. (iii) The amount of any payment. (iv) The amount of any finance charge.' § 1026.24(d)(2) then provides that an advertisement stating any of them 'shall state the following terms, as applicable': the amount or percentage of the downpayment; 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, and, if the rate may be increased after consummation, that fact.

CFPB, Regulation Z, 12 CFR §1026.24(d)

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The triggering terms

Regulation Z

Questions

Questions a lender asks before it mails

Searched for mortgage marketing agency, mortgage lender marketing agency or marketing for mortgage lenders? Same work, same answers.

  1. Which channels can a lender put behind one mortgage lead program?

    Four: a direct-mail lead campaign, Facebook lead campaigns for purchase, refinance, reverse-mortgage and home-equity inquiries, consent-based texting once an inquiry is submitted, and the printed materials the campaign calls for. MBI plans, produces and delivers them from a single team in DeLand, Florida.

  2. How is the print format for a mortgage mailing decided?

    With the lender, not in advance. What a mortgage lead campaign mails is a direct-mail piece, and which one is settled with the lender before anything is produced rather than assumed by MBI, which then prints it in house.

  3. Does Meta treat a mortgage ad differently from other ads?

    Yes. Meta's Advertising Standards say: “Any United States advertiser or advertiser targeting the United States, Canada or certain parts of Europe that is running financial products and services, housing or employment ads, must self identify as a Special Ad Category, as it becomes available, and run such ads with approved targeting options”. The campaign to run uses the financial-products category.

  4. What counts as consent to text a mortgage lead?

    CTIA's messaging principles say Message Senders should support opt-in mechanisms and that messages should be sent only after the Consumer has opted-in to receive them. The mortgage campaign this governs is post-submission lead follow-up. Depending upon the circumstances, a Consumer might demonstrate opt-in consent through several mechanisms, including but not limited to entering a telephone number through a website.

  5. Can a mortgage advertisement promise approval?

    No. “Guaranteed approval” and misleading government affiliation language stay out of a mortgage campaign, and the review to run covers all trigger terms, APR, rate and payment disclosures, licensing and fair-lending implications.

  6. Which decisions move the cost of a mortgage lead mailing?

    Producing the mortgage lead mailing and mailing it are the two costs, and seven decisions move those two numbers, among them Quantity, Format and finished size, and Postage, mail class, and sortation. All seven sit on /capabilities/direct-mail/direct-mail-cost, and a lender's campaign is quoted once the audience and the piece are settled.

  7. Which lenders does a mortgage lead program go after?

    Mortgage banks, regional lenders, credit-union mortgage teams and broker platforms — the ones already carrying compliant CRM nurture and realtor or builder partner networks. That is who the campaign goes after; the program itself is the mail, the Facebook inquiry campaigns and the texting that follows an inquiry.

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Start a mortgage campaign.

Say which of the campaigns it is, and what the piece has to carry. It goes to a real member of the MBI team, not a queue.

Who we reply toLender and phone are optional

What you needOptional, in your own words

The direct-mail lead campaign, the Facebook campaigns for purchase, refinance, reverse-mortgage or home-equity inquiries, or the consent-based texting that follows an inquiry — and which direct-mail piece should carry it, which is settled with you rather than assumed.

Your answers will be reviewed by a real member of our team, not dropped into an automated pricing tool.

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