NEXA Lending — DSCR Real Estate Investment Creative

⚖️ MLO Compliance Overlay — REQUIRED ON EVERY CREATIVE

DSCR is a residential mortgage product. Federal + state law (SAFE Act 12 USC 5103, Reg H 12 CFR 1008.103, Fair Housing Act 42 USC 3604, C.R.S. 12-10-707) requires the full MLO disclosure stack on EVERY ad. No exceptions.

📋 Required on every social media image

• NMLS #2587985 — Homestead Capital Partners individual NMLS (Jon Howard)
• NMLS #1660690 — NEXA Lending LLC corporate NMLS
• Equal Housing Lender wordmark + EHL logo
• "Licensed CO" — Colorado jurisdiction declaration
• Compliance bar height: ≥18% of canvas (more than AXIA's 14% to fit longer disclosure)

📝 Required in every caption

Homestead Capital Partners NMLS #2587985 Licensed CO |
NEXA Lending LLC: 5559 S Sossaman Rd Bldg #1 Ste #101
Mesa, AZ 85212 | Corporate NMLS #1660690 |
Equal Housing Lender

🚫 Reg Z trigger terms — DO NOT USE without full disclosure

• Any specific interest rate (e.g., "6.5%")
• Any specific payment amount (e.g., "$1,200/month")
• Any specific down payment % or $
• Number of payments (e.g., "30-year term")

Safe phrases: "DSCR Investment Loans", "1.0 DSCR Funded", "No Tax Returns", "Cash-Flow Underwriting", "Same-Day Decisions", "Call for Rate Details".

📚 Statutory basis

• SAFE Act: 12 USC § 5103(3); Reg H 12 CFR § 1008.103(e)(7) — unique identifier on all ads
• Fair Housing Act: 42 USC § 3604(c); 24 CFR Part 109 — Equal Housing Lender required on all ads
• Reg Z: 15 USC § 1601; 12 CFR § 1026.24 — trigger-term + APR disclosure
• MAP Rule: 12 CFR Part 1014 — no material misrepresentation about mortgage product
• Colorado: C.R.S. § 12-10-707; 4 CCR 725-3 — jurisdiction declaration + DBA disclosure

🎨 Composition principles (research-backed, RE-investor tuned)

Same neuro/visual research base as AXIA, retuned for the Real Estate Investor psychographic. RE investors think in terms of leverage, cap rate, deal velocity, and door count — not cash-flow stress (the AXIA SMB frame).

📐 Typography sizing (Meta Creative Shop eye-tracking)

• Headline cap height: 7–11% of canvas height (mobile feed sweet spot)
• Subhead: 45–55% of headline pt size
• Compliance footer: 2–2.5% of canvas height — legible but not loud
• Headline word count: ≤7 words, ≤2 lines

🎯 Hierarchy patterns (RE-investor specific)

• Z-pattern wins for square/portrait creative (top-left logo → top-right NMLS lockup → bottom-left headline → bottom-right CTA)
• F-pattern wins for landscape banners
• Compliance bar bottom anchor — DSCR's longer disclosure stack reads better as a dedicated bottom band (not floating text)

🟢 CTA color (mortgage-trust signaling)

• Forest green #1F3A2E — HCP brand primary; reinforces "established lender" trust signal critical in mortgage
• Gold #C8A96A — premium / qualified-investor signal (LinkedIn B2B Institute 2024 +9% on qualified leads)
• Avoid orange in DSCR creative — orange (winner for AXIA business funding) reads as "fintech speed" but undercuts mortgage-trust framing
• Avoid red — elevated "predatory lender" perception in mortgage category

📷 RE-investor photo psychology

• The property is the hero — show the asset, not the abstract "lender at desk"
• "Closing day" energy beats "office handshake" — keys, sold sign, walking into property
• Investor-archetype matters — fix-and-flip looks different from BRRRR portfolio builder from STR operator. Match audience.
• Visible numbers win — "1.0 DSCR FUNDED" beats "we approve DSCR loans"
• Avoid stock "happy family" photos — DSCR is investor (not consumer) audience

🧠 RE-investor neuro-engagement

• Opportunity cost > loss aversion — RE investors fear missing the deal more than losing capital. Frame: "while you wait for tax returns, the deal closed for someone else."
• Leverage psychology — investors are positive-leverage natives. "Same $50K, three properties" lands harder than "$50K saved."
• Specific door counts beat round numbers — "Scale from 4 doors to 17" beats "build your portfolio."
• Speed-to-close is currency — "21-day close" is the most-clicked headline class in DSCR per industry tracking

📱 Platform algorithm (2026)

• 4:5 portrait dominant across FB / IG / LinkedIn
• 9:16 vertical (Stories/Reels) ~35% of Meta ad spend in 2025
• BiggerPockets-adjacent audiences over-index on LinkedIn for mid-portfolio investors (5-25 doors)
• First 1.5s carries 80% of stop-scroll — open with property, motion, or a number, never a logo