Loan Officer’s Guide for Social Media Marketing Compliance
As a mortgage professional, you know that your industry must comply with a long list of state and federal regulations. This is especially true when it comes to both traditional forms of marketing, as well as advertising on social media.
Mortgage loan ads must follow specific guidelines and any form of mortgage loan advertising is subject to lender audits to ensure compliance. These mortgage advertising tips for social media can help ensure you remain compliant while reaching your target audience. These regulations don’t adhere to motivational quotes, selfies or filler content. Only to content that specifically advertises a mortgage loan or service.
Clearly Disclose Terms and Conditions: Social media platforms often have character or space limitations, but it's crucial to provide clear and conspicuous disclosures. Include essential information such as annual percentage rates (APR), loan terms, fees, and any other relevant terms and conditions.
Avoid Misleading Claims: Ensure that all statements and claims made in your social media advertisements are accurate and not misleading. Avoid making promises or guarantees that cannot be substantiated. Ending with “schedule a chat with -company- and see if you may qualify” Any form of advertising, including social media, must not include any false or misleading terms that can mislead the borrower. This includes interest rates, fees, costs, taxes, insurance, and any potential aspects of an advertised mortgage.
Trigger Phrases: The FTC defines any words or phrases that advertise specific terms of a credit agreement as triggering terms. When these terms are used in social media marketing, disclosures are required. Triggering terms can include the amount of a finance charge, the number of payments, and a down payment amount expressed as a percentage or a whole dollar amount. Examples would be “For as little as 3.5% down” or “30-year mortgage.”
Include Equal Housing Opportunity Logo: Adhere to fair housing regulations by including the Equal Housing Opportunity (EHO) logo and a statement indicating that the advertiser follows fair housing laws. This is essential to promote inclusivity and prevent discrimination.
Use Clear and Understandable Language: Craft your messages using language that is easily understandable by the average consumer. Avoid jargon or complex terms that may confuse potential borrowers.
Provide Contact Information: Include clear contact information in your social media posts, allowing consumers to reach out for additional details or clarification. This information typically includes a phone number, email address, or a link to a contact page.
Monitor User-Generated Content (UGC): If your social media pages allow for user comments and reviews, regularly monitor and moderate the content to ensure that it complies with advertising regulations. Remove any potentially misleading or inappropriate UGC promptly.
Use Disclaimers When Necessary: When space is limited, consider using disclaimers or links to additional information. This can include links to your website with comprehensive details about mortgage terms and conditions. For an example “link in bio” that leads to a disclaimer page. Most mortgage companies offer these terms on their site.
Implement Data Privacy Measures: Protect customer data and comply with privacy laws. Be cautious about collecting and storing personal information on social media platforms, and ensure that your practices align with data protection regulations.
Stay Informed About Platform Policies: Familiarize yourself with the advertising policies of each social media platform you use. Platforms may have specific rules regarding financial products and services that you must adhere to.
Train Staff on Compliance: Ensure that your team, particularly those involved in creating and managing social media content, is well-informed about compliance requirements. Regular training sessions can help reinforce the importance of adhering to regulations.
By combining a thorough understanding of mortgage advertising regulations with careful content creation and monitoring, you can successfully navigate compliance challenges while effectively promoting your mortgage services on social media.
Always consult with legal professionals to ensure your advertising efforts align with the latest regulations in the mortgage industry.