Mortgage Marketing — v2.0 (Campaign Engine)

Previous versions generated one piece of content at a time. You'd run it for email, run it again for social, again for ads. You got isolated pieces with no coherent message across channels.

v2 introduces the campaign engine: input one brief, get a full coordinated campaign across every channel — email, social (per platform), ad hooks, and listing copy — all built from the same strategic brief, with audience-segmented variants and A/B split guidance.

What Changed in v2

Before	After
One content type per call	Full campaign from one brief
Generic output

6 audience segments, each with tailored messaging | | No split testing | A/B variants on every piece (gain vs. loss framing) | | Compliance flag at end | Inline compliance guardian, per claim | | Social posts only | Email + 4 social platforms + ad + listing in one call |

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What This Skill Does

Single-call campaign generation for:

• - Full campaigns — one brief → email + LinkedIn + X + Facebook + Instagram + 3 ad hooks + optional listing copy
• Audience-segmented copy — different messaging for first-time buyers, veterans, investors, self-employed, credit-challenged, and relocating buyers
• A/B split variants — every piece gets a Variant A (gain framing) and Variant B (loss/urgency framing) with guidance on when to run each
• Channel-specific formatting — auto-adjusts character count, hashtag strategy, emoji usage, and CTA style per platform
• Compliance guardian — inline NMLS flags, "subject to qualification" insertions, equal housing framing — per claim, not just at the end

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Input Contract

CODEBLOCK0

Campaign mode is the primary mode. It runs all channels in a single call and returns a structured campaign brief.

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Output Contract

CODEBLOCK1

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Audience Segments — Copy Angles

Each segment has a different psychological entry point. v2 generates separate copy for whichever segments you select.

Audience	Core Fear	Core Desire	Primary Frame
First-time buyer	"I can't afford it / don't qualify"	Own something, stop renting	Education + permission
Veteran

"I don't know what I'm entitled to" | Use what I earned | Entitlement + urgency |
| Investor | "What's the ROI?" | Build wealth through leverage | Math + deal framing |
| Self-employed | "Banks won't approve me" | Get approved without W2s | Alternative documentation |
| Credit-challenged | "My credit is too bad" | Get into a home in 6–12 months | Progress timeline + quick wins |
| Relocating | "Too risky to buy before I move" | Buy in new city before arrival | Remote pre-approval + confidence |

Run "audience": "all" to get all 6 angles in one call. Run a specific segment to go deep on one ICP.

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A/B Variant System

Every piece gets two variants:

Variant A — Gain framing

• - Leads with the positive outcome
• Educational, builds trust
• Best for: warm audiences, LinkedIn, lead nurture
• Psychology: what you gain by acting

Variant B — Loss framing

• - Leads with what's being left behind
• Urgency, competitive pressure
• Best for: cold audiences, Facebook ads, re-engagement
• Psychology: what you lose by waiting

Each output includes ab_note with platform-specific guidance on when to run which variant and what metric to watch (open rate, CTR, engagement rate).

Example — same VA loan topic, two variants:

Variant A (gain):

"VA loans let eligible veterans buy with $0 down and no PMI. On a $350K home, that's $70K you keep in your pocket and $150–$250/month in savings over conventional. If you served and you're renting — this benefit doesn't expire, but home prices don't wait."

Variant B (loss):

"Most veterans who rent are sitting on a benefit they haven't touched. $0 down, no PMI, competitive rates — and the clock isn't on your side. Every month you rent, you're paying someone else's mortgage instead of building your own equity. That math gets worse every year prices rise."

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Multi-Channel Campaign Flow

When mode is campaign, the skill builds channels in this sequence:

CODEBLOCK2

All channels share the same strategic brief — consistent core message, platform-adapted format.

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Compliance Guardian

Compliance runs inline, per claim — not as a footer disclaimer added at the end.

Claim Type	What Gets Flagged	Action
Rate reference ("rates as low as X%")	Required NMLS disclosure	Replaced with directional language
"$0 down"

VA funding fee disclosure | Appended inline |
| "No PMI" | VA/USDA-specific | Flag added to output |
| "Qualify" / "You'll get approved" | Credit discrimination risk | Replaced with "subject to qualification" |
| DPA program references | State-specific disclaimer | Flag + "in eligible areas" appended |
| Specific loan programs | "Subject to qualification, not available in all states" | Appended |

INLINECODE3 — flags everything, zero risk
compliance_level: "standard" — flags high-severity items only, allows directional language

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Modes

Mode	Description
INLINECODE5	Full multi-channel output from one brief
INLINECODE6

Social posts only (all platforms or specific) |
| email | Email only — subject lines + full body, A/B variants |
| ad | 3 ad hooks (headline A/B + body) |
| listing | Property narrative from bullet points or address |
| segment | Deep copy for one specific audience segment across all channels |

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Tiers

Free — Single-channel only (social OR email OR ad, not all), no A/B variants, no audience segmentation, compliance flags included
Standard ($12/mo) — All modes, 3 audience segments, A/B variants, multi-channel in one call, compliance guardian
Pro ($37/mo) — All modes, all 6 audience segments, full campaign output, JSON export, listing copy, custom brand voice, bulk campaign generation

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Integration

CODEBLOCK3

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Backend

Uses generate.py (shared backend). Local MLX first, Haiku fallback.

CODEBLOCK4

Campaign mode makes 3 generation calls (email → social → ads). In local mode: free. In Haiku mode: ~$0.40 per full campaign.

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v2.0.0 — Upgraded from single-channel template generator (depth 2) to multi-channel campaign engine (depth 4). Added: full campaign mode (email + social + ads from one brief), 6 audience segments with distinct psychological angles, A/B variant system (gain vs. loss framing) on every piece, inline compliance guardian per claim, channel-specific formatting.