Your NMLS number goes on the page. So does the list of states.
Mortgage marketing is licence-bound and disclosure-bound. The NMLS identifier has to appear on public-facing marketing, the ad platforms treat credit and housing as restricted, and quoting a rate drags disclosure requirements in behind it. That shapes the site from the first page.
Your licence number belongs on every public page, and so does the state list.
Three things that make this trade its own problem
The NMLS ID is not decoration
It has to be on public-facing marketing, and some states are specific about how it is labelled and linked. On most broker sites it is baked into a footer image where nothing can read it.
Credit and housing are restricted categories
The demographic and location targeting most lead campaigns are built on is not available to you. Anyone selling you that targeting is either not running it or not telling you what they are running.
Put a rate on the page and you have triggered disclosure
So the site has to be genuinely useful about loan types, timelines and what a borrower needs to have ready, without wandering into an advertised rate by accident.
Where we would start
- Website DevelopmentDisclosure and the licensed-state list built into the structure instead of retrofitted, with loan-type pages and a pre-qual path that is not secretly an application.→
- SEOLoan-type-and-state pages plus the first-time-buyer and self-employed questions that earn the call weeks before anybody mentions a rate.→
- Forms, Portals & AutomationsA pre-qualification flow that collects enough for a real conversation and then stops, instead of asking for a social security number on the second screen.→
- Email MarketingNurture across a rate watch and a house hunt, which almost never close in the month the enquiry arrived.→
Local or national — where this one is actually decided
State-bound by licence. That is a legal boundary rather than a targeting preference, it belongs stated on the page, and it is the first thing the campaign structure should follow.
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