Summary
- The client. A mortgage loan officer licensed in Florida and Ohio, whose time is best spent on the phone with borrowers he can actually help.
- The challenge. Mortgage ads run under Meta's Special Ad Category, so you can't target by age, gender, zip code, income, or interests. Some of the people who respond aren't ready for a mortgage yet, and most vendors pass them all along anyway.
- Step 1: Ads that do the targeting. A high-demand offer like FHA's 3.5% down payment option, a direct callout to Floridians, and creative built on local real estate photography, all from our Special Ad Copy Blueprint. Hooks, headlines, and formats were tested every week.
- Step 2: A funnel that asks the hard questions. Every click went to our own website, where prospects answered six questions: home price, credit score, household income, timeline, pre-approval, and home type. Anyone who didn't fit the client's criteria was filtered out.
- The result. 126 leads generated, 56 delivered, and 70 filtered out. That's 70 calls he never had to make, and 56 exclusive, phone-verified homebuyers in his CRM.