Mortgage funnel FAQ: 77 answers, searchable

Your NMLS ID and state licence details, the loan programs you offer, your headshot and logo if you have them, calendar access for bookings, and 30 minutes for a kickoff call. We draft everything else and send it for approval.

You do — and we strongly recommend your company's compliance team reviews it too. Nothing goes live until you approve it in writing.

Yes. We can put the funnels on a subdomain (for example, go.yourname.com) and link them from your site, or replace the site with our base website. Most LOs on company-controlled sites use the subdomain option.

Many mortgage companies require marketing approval and some control what LOs may publish. Check your company policy; we provide copy, screenshots and a compliance summary to make that approval easier.

Because most renters are not ready to share income and Social Security details on the first visit. Four tap-only questions feel like help, not paperwork, so more people finish. The application is offered on the result page to those who are ready, pre-filled with what they already told you.

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No. The result page says a low-down-payment option "may be worth discussing" and invites a call. Eligibility depends on the borrower's full file, so the copy never promises approval, a rate or an amount.

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Yes, in general terms. We write a short, dated overview with you for the programs you actually work with. We avoid naming amounts or guaranteeing eligibility, and we update the page when a program changes.

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Under HUD's FHA handbook, borrowers with a credit score of 580 or higher can put down as little as 3.5%; scores from 500 to 579 generally need 10%. That is educational context for your page — the funnel itself does not advertise a percentage in ads.

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Be careful. The VA guarantees loans; it does not endorse loan officers. Wording that suggests your company is the VA or acts for the government can mislead and is prohibited by Regulation N. We write "VA home loans" and "we help you use your VA benefit" instead, and your compliance team signs off.

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For eligible borrowers with full entitlement, the VA does not require a down payment on many purchases, but lenders set their own requirements and other costs still apply. Because the statement depends on conditions, the funnel explains it carefully on the result page rather than shouting it in an ad.

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The Certificate of Eligibility (COE) is the VA document that shows a lender the borrower qualifies for the VA home loan benefit and how much entitlement they have. Lenders can often request it electronically; the funnel explains this so the borrower is not stuck.

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Yes. The second quiz question branches: purchase, VA-to-VA refinance, or cash-out. Each branch gets its own result page and follow-up so a refinance lead is not sent home-buying tips.

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We recommend not. A rate on an ad or landing page is a Reg Z trigger term that requires additional disclosures, and rates change daily. The funnel focuses on the borrower's goal and a break-even explanation, then the LO quotes properly on the call.

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Break-even months = total closing costs ÷ monthly savings. If a refinance costs $6,000 and saves $200 a month, it takes 30 months to break even. The funnel explains this and links the refinance calculator so borrowers can try their own numbers.

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Yes, and it is often the best source of refinance business. We set up an email to your list and, for clients who agreed to texts, an SMS. The funnel recognises returning contacts in the CRM so they are not treated as strangers.

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The funnel handles it, with honest copy: consolidating into a mortgage can lower the monthly cost but may extend repayment and puts the home up as collateral. Borrowers appreciate the candour, and it keeps your marketing defensible.

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Because the borrower's motive is different. Many homeowners want cash without replacing a low first-mortgage rate. A refinance funnel would push them toward the wrong product; a HELOC funnel speaks to their actual situation.

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No. HELOC advertising has specific Regulation Z rules (12 CFR 1026.16), and APRs change with the index. The page explains how pricing works in general and the LO quotes on the call.

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From the value and balance bands the borrower picks. The page shows an illustrative range and explains combined loan-to-value. It is labelled as an estimate, not an offer, and the LO confirms with real numbers.

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Then we point the result page at a home equity loan or a cash-out refinance instead, or we skip this funnel. We only build funnels for products you actually offer.

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DSCR is the debt service coverage ratio: the property's monthly rent divided by its monthly housing payment (principal, interest, taxes, insurance and association dues). A DSCR of 1.25 means the rent covers the payment 1.25 times. Many investor programs set minimum ratios, which vary by lender.

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Investors ask different questions and distrust consumer-style copy. They want a calculator, clear assumptions and an LO who speaks their language. A first-time buyer funnel would lose them in the first screen.

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It depends. Loans primarily for business purposes are generally outside many Regulation Z consumer requirements, but state rules and company policy still apply. We write conservatively and your compliance team decides the final wording.

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Yes. Short-term rental is a quiz option and the result page notes that lenders treat projected short-term income differently, often requiring data from rental history or market reports.

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It is a type of non-QM mortgage where the lender estimates income from 12 or 24 months of bank deposits, usually applying an expense factor, instead of relying only on tax returns. It suits self-employed borrowers whose deductions make taxable income look low.

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No. Lenders must still make a reasonable, good-faith determination of ability to repay under the CFPB's rule. Bank statement loans verify income differently; they do not skip it. Honest wording protects you and filters for better-fit borrowers.

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W-2 employees and self-employed borrowers whose tax returns already support the loan. Conventional options are often cheaper for them, and the result page says so and links the pre-approval funnel.

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Program rules vary, but many look for around two years of self-employment history. The quiz asks so the LO can set expectations early. The funnel does not publish a fixed rule because it varies by lender.

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A Home Equity Conversion Mortgage is the FHA-insured reverse mortgage for homeowners aged 62 and older. It lets them convert part of their home equity into payments, a lump sum or a line of credit, with no monthly mortgage payment required as long as they meet the loan terms.

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Reverse mortgages have a history of misleading ads; the CFPB published research warning about them. Clear, balanced copy protects older homeowners and protects your licence. It also converts better with adult children, who are often the researchers.

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Yes. HECM borrowers must complete counseling with a HUD-approved counselor before applying. The result page and follow-up explain this and link HUD's counselor search so families see it as a normal step.

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Older homeowners and families often prefer a call or email, and an aggressive text sequence feels wrong for this product. SMS only runs if they tick the consent box, and the cadence is slower than other funnels.

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Pre-qualification is an early estimate based on what the borrower tells you. Pre-approval usually involves a credit check and documentation review, so it carries more weight with sellers. Lenders define the terms differently; the funnel uses the wording your company uses.

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Yes, as a co-branded landing page. Under RESPA Section 8, nothing of value can be exchanged for referrals, and co-marketing costs must be shared at fair market value. We build the page; your compliance team approves the arrangement.

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Ready buyers want speed. Four questions tailor the documents checklist, then the application opens pre-filled. Long forms on the first screen lose people who are on their phone between showings.

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Not on the landing page. Sensitive data is collected only in the secure application step or by the LO's loan origination system, never in an open quiz or a text message.

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Yes. The greeting says it is the team's AI assistant, and it confirms it whenever asked. Being upfront avoids misleading callers, is required by some state rules, and it keeps trust intact when the call reaches a person.

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No. Rates depend on the borrower's file and change daily, and quoting them is a licensed activity. The assistant says a loan officer will cover rates on the call and makes a note so you do.

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It depends on the state. Some states require every party to consent to recording. The assistant gives a recording notice at the start of the call when recording is on, and you can turn recording off. Your compliance team decides the setting for your states.

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You choose: the AI can answer only after hours, answer when you miss a call, or answer first and transfer live to you or a teammate. Many teams start with missed-call and after-hours coverage.

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No. The widget loads after the page is interactive and only fetches the full chat when a visitor opens it, so it does not affect the speed scores we build your site for.

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It explains in general terms how rates are set and books a call for an actual quote. It never states a rate, APR or payment.

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The assistant hands off immediately: you get a notification and can reply from the CRM inbox or mobile app. After hours it books a call or takes a message.

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Yes. Funnel pages pass context (which funnel, which quiz answers) so the assistant does not ask the borrower to repeat themselves.

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No. It replies to people who message you first — through a DM, a story reply or a click-to-message ad — within Meta's messaging rules. It does not cold-message followers.

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Yes: a Facebook business page and an Instagram professional account linked to it. We help you check the settings during setup.

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Only your business page and professional account connect. Personal messages are never involved.

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The AI Engine works in DMs, not public comments. We can set up a simple keyword auto-reply that invites commenters to message you, which you approve.

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No. TikTok's business messaging features depend on account type, region and partner access, and they change. We check your account first and only activate this channel where the access allows it.

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Then you are not charged for TikTok. We point your TikTok bio link at a funnel with website chat instead, which captures the same intent.

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For LOs comfortable on camera, short explainers reach first-time buyers who rarely read blogs. The funnel and AI reply make sure the attention turns into a conversation instead of a view count.

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TikTok has its own policies for financial services ads, and they vary by market. The AI Engine handles messages; whether and how you run paid TikTok ads is a separate decision your compliance team should approve.

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A2P 10DLC is the US carrier system for business texts sent from standard 10-digit numbers. Businesses register a brand and a campaign through The Campaign Registry; unregistered traffic gets filtered or blocked. We guide you through registration and pass the fees through at cost.

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Yes, with the right consent. Under the TCPA, automated marketing texts require prior express written consent. Our forms include a clear, unticked consent checkbox, and we keep the record with the contact. Your compliance team approves the wording.

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They are unsubscribed instantly from texts, get a confirmation, and the CRM blocks further texts to that number until they opt back in.

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No. Quiet hours follow the borrower's local time. Replies to a borrower who texts you at night can be sent, but no new outreach goes out in quiet hours.

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Organic rankings usually build over months, not weeks, and depend on competition in your market. That is why every plan pairs SEO with funnels you can drive traffic to from day one — ads, referrals, social and email.

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Not to start. Strong program pages and a fast site come first. A blog helps you rank for borrower questions over time; our optional content add-on writes answer-first articles with FAQs and schema.

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Only where you have something genuinely specific to say. Search engines treat near-duplicate city pages as thin content. We build location pages only when they carry real local information.

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They overlap. SEO gets a page ranked; AEO shapes the content so the answer can be lifted into a featured snippet, a voice response or an AI summary. Both rely on fast, well-structured pages.

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A featured snippet is a highlighted answer shown at the top of some search results, taken from a page that answers the question clearly. Pages with a direct answer under a question-shaped heading are good candidates.

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Sometimes a quick question is answered without a click. Mortgage decisions are not one-question decisions, though; being the cited answer builds recognition, and the next step — a calculator or funnel — needs your site.

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llms.txt is a proposed plain-text file at the root of a website that describes the site and links its most important pages for large language models. It is not an official standard yet, but it is cheap to publish and helps AI tools find the right pages.

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If you want to be cited in AI answers, blocking them works against you. We allow the major AI crawlers by default and document the choice in robots.txt so you can change it.

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No one can. We make your site clear, consistent and citable; whether an assistant mentions you also depends on what it knows from elsewhere — reviews, directories and press.

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Slow pages lose visitors. Google's Think with Google research (2017) reported that as mobile page load time goes from 1 to 3 seconds, the probability of a bounce increases by 32%. For paid traffic you also pay for every bounced click.

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We build to a target of 90 or higher on Google PageSpeed Insights for mobile and desktop. We do not quote a score for your site until it is built and measured, because content, images and third-party tools you add can change it.

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They are loaded lazily and switched off for visitors who prefer reduced motion. Heavy effects never block the first paint.

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At minimum Organization (or a FinancialService-style business type where it fits), WebSite, WebPage and BreadcrumbList on every page; Person for each loan officer; Service for each program or funnel; FAQPage where questions are visible; and Article on blog posts.

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Only for real reviews that are visible on the page and collected properly. Marking up invented or sample reviews violates Google's guidelines and FTC rules on fake reviews. Our sample reviews carry no rating schema.

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Google says structured data helps it understand pages and can make them eligible for rich results; it is not a ranking shortcut. The benefit is clarity — for search engines and AI systems.

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No. Plans are month-to-month with 30 days' notice. Annual billing saves 15% and is paid up front for 12 months.

Writing every page, question, result and follow-up message; building and testing the funnels; CRM and calendar wiring; and help with SMS registration. It is refundable within 7 days of payment if we have not started writing.

No. Ad spend is paid directly to Meta or Google from your own ad account. Ads management is an optional add-on; you always own the ad account.

Your domain is yours. We export your contacts and conversation history from the CRM, and you can keep the copy we wrote for you. Hosting and the CRM stop at the end of the notice period.

No. We explain public rules and write conservatively, but we are not lawyers or compliance officers. Your company's compliance team approves your marketing.

Yes, on every page and funnel, together with your company's NMLS ID, state licence lines where required, and Equal Housing Opportunity text.