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 Mortgage, LLC (DBA NEXA Lending) corporate NMLS
• Equal Housing Lender wordmark + EHL logo
• "Licensed in 48 states (excluding New York and Massachusetts)" — 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 in 48 states (excluding New York and Massachusetts) |
NEXA Mortgage, LLC (DBA NEXA Lending): 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

🔍 Q&A Gates 1–15 (DSCR creative review)

Every creative ship-decision runs through these 15 gates before it reaches Paul. Source: feedback_creative_qa_gates_2026-04-29.md + DSCR-specific overlays.

1. Gate 1 — Real logos (no PIL-faked NEXA/HCP)
2. Gate 2 — Ideogram for hero typography (no PIL fonts on headlines)
3. Gate 3 — Compliance footer present (NMLS #2587985 + #1660690 + EHL + Licensed in 48 states (excluding New York and Massachusetts))
4. Gate 4 — No Reg Z trigger terms without disclosure (rate / payment / down% / term)
5. Gate 5 — Cobrand canonical (uses ir.attachment 16767 white-on-dark)
6. Gate 6 — Brand standard (NEXA all-caps, HCP wordmark correct)
7. Gate 7 — Audience match (RE-investor not consumer; show property not desk)
8. Gate 8 — Focal-point-aware text placement (text in negative space, never on faces)
9. Gate 9 — Speed claims tied to verified offer (21-day close pending Reveal source verification)
10. Gate 10 — CTA button spec (≥44pt touch target, lower-third negative-space)
11. Gate 11 — DSCR headline impact (5 winning patterns; 4-7 words; scroll-stop <1.5s)
12. Gate 12 — Compact compliance footer v2 (bar height ≥18% of canvas for DSCR)
13. Gate 13 — Cobrand visibility treatment (~70% block / ~30% drop-shadow rotation)
14. Gate 14 — Per-channel dimension correct (1080×1350 FB / 1080×1080 IG / 1200×627 LI)
15. Gate 15 — Independent reviewer agent ran (not the generator agent)

⏳ What's pending Paul approval before more posts ship

1. Verified offer terms confirmation — confirm 1.0 DSCR / 80% LTV / $2M cash-flow / 21-day close from current Reveal program guide. Without this, every post stays in "draft" status.
2. Headline pattern lock — review the 6 PUR + 5 REFI + 5 FLIP + 5 BRRRR + 5 PORT + 4 STR headlines on this page; mark which subset is approved-for-production.
3. Photo-style decision (T03 vs T04) — both rendered in current rotation. T03 (top-photo / bottom-text) is cleanest for compliance. T04 (overlay card) hits harder visually. Pick one as default for Wave 8.