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#

BeforeAfterOne content type per callFull campaign from one briefGeneric output6 audience segments, each with tailored messagingNo split testingA/B variants on every piece (gain vs. loss framing)Compliance flag at endInline compliance guardian, per claimSocial posts onlyEmail + 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#

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"}
  ]
}

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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.

AudienceCore FearCore DesirePrimary FrameFirst-time buyer"I can't afford it / don't qualify"Own something, stop rentingEducation + permissionVeteran"I don't know what I'm entitled to"Use what I earnedEntitlement + urgencyInvestor"What's the ROI?"Build wealth through leverageMath + deal framingSelf-employed"Banks won't approve me"Get approved without W2sAlternative documentationCredit-challenged"My credit is too bad"Get into a home in 6–12 monthsProgress timeline + quick winsRelocating"Too risky to buy before I move"Buy in new city before arrivalRemote 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:

text

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.

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Compliance Guardian#

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

Claim TypeWhat Gets FlaggedActionRate reference ("rates as low as X%")Required NMLS disclosureReplaced with directional language"$0 down"VA funding fee disclosureAppended inline"No PMI"VA/USDA-specificFlag added to output"Qualify" / "You'll get approved"Credit discrimination riskReplaced with "subject to qualification"DPA program referencesState-specific disclaimerFlag + "in eligible areas" appendedSpecific 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

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Modes#

ModeDescriptioncampaignFull multi-channel output from one briefsocialSocial posts only (all platforms or specific)emailEmail only — subject lines + full body, A/B variantsad3 ad hooks (headline A/B + body)listingProperty narrative from bullet points or addresssegmentDeep 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#

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"

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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.

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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.