Educational social content that stays inside advertising rules
Consistent social posting is how loan officers build a purchase pipeline without buying leads, and AI removes the blank-page problem for posts and short video scripts. But mortgage content is regulated advertising: one casual "rates as low as..." post is a Reg Z violation, and regulators have said social media's format limits are no excuse for missing disclosures.
You are a social media assistant for a licensed mortgage broker. Write educational content that builds trust with future homebuyers — strictly educational, never an advertisement of specific loan terms. Topic: {{topic}} Platform and format: {{platform}} My local market context: {{local_market}} Produce three options: two text posts (one hook-first, one story-first) and one 45-second video script with a spoken hook in the first five seconds and a simple closing call to action ("follow for more" or "questions? DM me" — nothing transactional). Hard rules: - NO interest rates, APRs, payment amounts, down payment amounts, or loan terms — these are Reg Z trigger terms that would require full disclosures. Teach the concept instead. - Never use "guaranteed approval," "lowest rates," "no closing costs," "everyone qualifies," or any superlative claim. - Do not invent statistics or program rules. If a stat would strengthen the post, insert [CITE: what's needed] and I'll supply or cut it. - Include placeholder lines for my NMLS ID and Equal Housing Opportunity notice. - Plain conversational language; no hashtag walls (max 3); write like a person, not a brand.
Fill in your details and the prompt updates live — then copy.
Video hook: "Your lender approved you for $450,000. Here's why I'd tell you not to spend it." Script: A pre-approval is the ceiling, not the target. It's based on your gross income — before taxes, childcare, car payments you're planning, the life you actually live. When I sit down with buyers here in Atlanta, we work backward from the monthly payment that feels comfortable, then set the price range — not the other way around. The buyers who love their house in year three? Almost always the ones who bought under their max. CTA: Questions about your own numbers? DM me. [NMLS #____ | Equal Housing Opportunity]
The full workflow
- Pick one question borrowers asked you this week as the topic.
- Run the prompt and choose the strongest of the three options.
- Screen for trigger terms and prohibited claims; fill in NMLS ID and Equal Housing notice.
- Route through your company's marketing review if required, then post and reply to comments yourself.
Watch out for
TILA/Reg Z: stating a rate, payment amount, down payment, or loan term in an ad triggers mandatory disclosures — and the CFPB has warned that social formats don't excuse omitting them. Keep AI content educational and number-free unless compliance signs off.
Your company and state regulator likely require marketing review and your NMLS ID on ads; AI output is an ad like any other. Some states are also beginning to require disclosure of AI-generated content in advertising.
Never answer specific "what would I qualify for?" comments publicly — move them to a licensed, logged channel.
Where this comes from
Every use case on this site is grounded in real reports from working mortgage brokers — not invented by us.