mortgage-marketing

# 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 | --- ## 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 --- ## Input Contract ```json { "mode": "campaign|social|email|ad|listing|segment", "topic": "paste your brief, headline, or talking points", "audience": "first_time_buyer|veteran|investor|self_employed|credit_challenged|relocating|all", "platforms": ["linkedin", "x", "facebook", "instagram"], "ab_variants": true, "include_listing": false, "tone": "urgent|educational|conversational|luxury", "compliance_level": "strict|standard", "output_format": "markdown|json" } ``` **Campaign mode** is the primary mode. It runs all channels in a single call and returns a structured campaign brief. --- ## Output Contract ```json { "campaign_brief": { "topic": "VA loans — zero down, no PMI", "audience_primary": "veteran", "channels_generated": ["email", "linkedin", "x", "facebook", "instagram", "ads"], "ab_variants": true, "compliance_flags": 2 }, "email": { "subject_a": "You served. Your benefit is still here.", "subject_b": "Most veterans leave this on the table. Don't.", "body_a": "...", "body_b": "...", "variant_guidance": "Run A for warm list (opens > 25%). Run B for cold list or re-engagement.", "compliance_note": "Add NMLS# and 'subject to qualification' to footer." }, "social": { "linkedin": { "variant_a": {"body": "...", "char_count": 284, "hashtags": ["#VALoans", "#Veterans"], "cta": "..."}, "variant_b": {"body": "...", "char_count": 247, "hashtags": ["#VALoans"], "cta": "..."}, "ab_note": "A = value education. B = loss framing. Test B on Mon/Wed, A on Tue/Thu." }, "x": {"variant_a": {"body": "...", "char_count": 238}, "variant_b": {"body": "...", "char_count": 201}, "ab_note": "..."}, "facebook": {"variant_a": {"body": "...", "char_count": 412}, "variant_b": {"body": "...", "char_count": 389}, "ab_note": "..."}, "instagram": {"caption_a": "...", "caption_b": "...", "hashtag_block": "..."} }, "ads": [ { "headline_a": "Veterans: $0 Down. No PMI. This Is Your Window.", "headline_b": "Still Renting? You Have a VA Benefit You Haven't Used.", "body": "Subject to qualification. VA funding fee may apply.", "compliance_note": "VA funding fee disclosure required." } ], "audience_segments": { "veteran": {"angle": "entitlement — you earned this, don't leave it unused", "key_framing": "no-cost advantage"}, "first_time_buyer": {"angle": "education + permission — you're closer than you think", "key_framing": "down payment myth"}, "investor": {"angle": "leverage + cash flow math", "key_framing": "equity build + carry cost"}, "self_employed": {"angle": "bank statement alternatives exist", "key_framing": "income documentation options"}, "credit_challenged": {"angle": "progress timeline, not rejection", "key_framing": "score improvement window"}, "relocating": {"angle": "timing confidence — buy before you move", "key_framing": "remote pre-approval"} }, "compliance_flags": [ {"claim": "no PMI", "flag": "Add: 'PMI not required on VA loans, VA funding fee may apply'", "severity": "required"}, {"claim": "$0 down", "flag": "Add: 'subject to qualification, funding fee may apply'", "severity": "required"} ] } ``` --- ## 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. --- ## 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." --- ## Multi-Channel Campaign Flow When mode is `campaign`, the skill builds channels in this sequence: ``` 1. Parse brief → identify topic, ICP, key claims 2. Run compliance pre-check → flag any claims needing disclosure 3. Generate email (A/B subjects + bodies) 4. Generate social per platform (character-aware, CTA-adjusted) 5. Generate 3 ad hooks (A/B headlines, shared body) 6. Generate audience segment notes (which angle for which ICP) 7. If include_listing: generate property narrative 8. Attach inline compliance flags to each claim 9. Return structured campaign object ``` All channels share the same strategic brief — consistent core message, platform-adapted format. --- ## 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 | `compliance_level: "strict"` — flags everything, zero risk `compliance_level: "standard"` — flags high-severity items only, allows directional language --- ## Modes | Mode | Description | |------|-------------| | `campaign` | Full multi-channel output from one brief | | `social` | 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 | --- ## 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 --- ## Integration ```bash # Full campaign from one brief openclaw run mortgage-marketing --mode=campaign --audience=veteran --ab-variants "VA loan zero down, no PMI, first time users" # Segment-specific deep copy openclaw run mortgage-marketing --mode=segment --audience=credit_challenged "90-day credit repair timeline" # Social only, all platforms openclaw run mortgage-marketing --mode=social --platforms=all "Fannie Mae crypto-backed mortgages" # Via Telegram @openclaw mortgage-marketing campaign "VA loans, veteran audience, all platforms" ``` --- ## Backend Uses `generate.py` (shared backend). Local MLX first, Haiku fallback. ```bash LLM_BACKEND=local openclaw run mortgage-marketing "campaign brief" # free LLM_BACKEND=haiku openclaw run mortgage-marketing "campaign brief" # ~$0.40 per full campaign ``` Campaign mode makes 3 generation calls (email → social → ads). In local mode: free. In Haiku mode: ~$0.40 per full campaign. --- *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.*