New Loan Advertisements we are Seeing

Sidewalk Sale on Mortgages?

Mortgage Ads on the Sidewalk? I was walking through a business area to get coffee while my car was getting some work done at a repair shop when I came across this mortgage ad. I noticed no licensing information, no company name, in fact no name at all, just a phone number. Does this person need a license to lend his or her own money? I’m pretty sure they do though although there may still be an exception from licensing if you only make a couple of loans per year or you are carrying back financing as the seller of a property. So I guess it all comes down to how effective this sidewalk advertising really is and how much business (if any) this entrepreneur is getting,
By the way, I’m convinced that the ad is a sidewalk ad like those ones you see in supermarket aisles that are affixed to the floor. I don’t think that this ad fell off a sign post and landed there on the sidewalk. Could this be the new wave of the future or is this just “littering? Only time will tell.

Watch out for increase in state investigative complaints about mortgage loan advertising

State regulators are on the prowl right now and are super interested in reviewing your mortgage advertising that’s mailed to their homes.  It’s not that they are enticed by your low rate offers or your novel adjustable rate loan programs. Instead, they are awaiting your mailer because they want to find TILA and Regulation Z and MAP Act errors, missing or improper disclosures and anything in your ad that they can conclude constitutes an unfair or deceptive or abusive act or practice.

Here’s what you might see when you get an investigative demand about your advertising. They will ask you a bunch of questions.about how many versions of the ad did you send out? How many people responded to the advertisement?  Who reviewed the advertisement for compliance with all the rules before it went out?

If your ad makes certain statements that need to be verified as being accurate, the regulator will ask you to do that and provide evidence of how you substantiated each of your claims in the ad.

Lastly, the regulator will ask you to verify and explain and provide all documents that you used to verify that the rates and payments you included in your advertisement are accurate.

It’s good to know what to expect from your regulators before you send out new ads in the future..  Make sure you know all of the rules in your state and the disclosures required by law and that you are having your ads reviewed by an attorney or experienced compliance officer before you send them out.



New Format at Posts and Pages

At our goal is to provide you with a resource to look up tips and best practices examples of how to do certain types of advertisements for mortgages and other loan products.  To create uniformity among the information, tips, and sample disclosures that we provide you at our website we will be implementing a new format to present our content to you in an easy to understanding process.

The new AYL format will generaly follow the below outline and presentation. Some variation will occur where we want to proide more specialized information or tips related to specific advertising topics of interest. The format of our posts and pages will be as shown below:

Advertising Topic

  • Type of Advertisement:
  • Applicable Regulations
  • Disclosure Sample :
  • Practice Tip:
  • Tips and Traps:


Stay Tuned for new posts and advertising disclosure samples in this format.


– The Team –

How to Write a Mortgage Advertisement

How to Write a Mortgage Advertisement

How to Write a Mortgage Advertisement (that won’t get you into trouble)

You’ve been using Google, Bing or Yahoo to figure out one of the following:

  • What disclosures and disclaimers do I need on my mortgage ad?
  • Can I see some sample mortgage ads?
  • Do all the rules apply when my advertisement is a banner ad on a webpage?
  • Do I need a license to advertise mortgage loans?
  • What are the Truth in Lending Act and Regulation Z Rules that I need to comply with in my ad?
  • Marketing ideas for my mortgage loan business?
  • What online tools can I use to create better mortgage advertisements?
  • How can I advertise mortgage loans and not be sued for some wrong statement I make in my ads?

If you’re frustrated and ready to get ALL these answers and more, you’ve come to the right place! is the ultimate resource for all things related to the mortgage loan industry.

Our Team is headed up by a licensed California attorney Ken Block. Ken has reviewed and  edited thousands of mortgage ads for mortgage lenders and brokers since 1997.

When Ken reviews proposed ads,  he  follows a set of rules and checklists and he uses a lot of common sense in making decisions to approve ads or to require certain revisions to the ad before it can be approved for publication

A few years ago, Ken started to put these checklists and rules into written notes here and there. Overtime, we have compiled all of Ken’s notes and summarized the rules you need to follow in this easy to read Guide.

Ken has seen it all and knows the best ways to handle the compliance rules that apply to mortgage advertisements as well as providing ideas for what’s working out there in today’s market.  Companies today are being fined millions for not following the steps and strategies that Ken describes in this easy to read How to Advertise Mortgage Loans Guide.

Spend as much time as you like reading our previous Posts. We’ve thoroughly discussed every aspect of the business including ads on social media sites like Facebook, Twitter, Instagram, use of banner advertisements, direct mail advertisements, online loan inquiry forms, electronic disclosures at websites, licensing, analysis of state-by-state advertising rules, The CFPB, mobile friendly websites, lead generation, lead buying, lead selling, EVERYTHING!

Finally, when you’re ready to be the compliance guru that reviews and approves new advertisements for your employer, client, or for your own Mortgage Company, get your copy of the  “How to Advertise Mortgage Loans ”  Guide. There is nothing like it anywhere. We have zero competition!

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How to Advertise Mortgage Loans:

What Your How to Advertise Mortgage Loans Modules Teaches You:

  • Module 1 – How to Serve as Your Company’s Mortgage Advertising Compliance Officer
  • Module 2 – Regulation Z Triggers – Following the Truth in Lending Act Rules
  • Module 3 – Advertising Decisions You Will Need to Make
  • Module 4 – Avoiding UDAAP in Ads Plus Federal Trade Commission Act Rules
  • Module 5 – State Law Rules and Substantiation
  • Module 6 – Advertising on the Internet and via Social Media

How to Advertise Mortgage Loans Contents:

These detailed Modules will cover the basic steps involved in getting things set up and running. Don’t worry those of you who have some experience with reviewing marketing materials and familiarity with some of the rules you need to follow. This Guide will provide you with invaluable disclosure checklists, sample language to include in your advertisements, and sample mortgage product disclosures that will help you with your review process

Test Your Knowledge Real Life Advertisements to Learn From:

Make sure that you take the time to try the Test Your Knowledge Advertising Examples sections of the Guide. Email your answers and questions to

Email Contact Required: Continue to email us with your questions. We will get you on the right track by answering your questions or at least pointing you in the right direction to learning the rules and the process to serve as your Company’s mortgage advertising compliance officer or to just review each of your ads as the owner of your mortgage company.

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Who is this “How to Advertise Mortgage Loans” Guide meant for? Business entrepreneurs, new and experienced mortgage company owners, mortgage brokers, compliance officers, experienced mortgage players who want to brush up on advertising rules – virtually anyone with a need for in-depth knowledge and access to a system to learn and refer back to the relevant rules when writing or reviewing new loan advertisements.


Click the Order Now button above to obtain instant downloaded copy of How to Advertise Mortgage Loans in an easy to read PDF format.