Dennis Yu

Facebook Ads for Mortgage Brokers -- How to Get Started

This is a guest post by Alex Houg

Michael Houg is a Minneapolis mortgage broker. He’s my dad, too.

That’s me in the middle. We play soccer together.

And here is his Facebook ads account. This is a Facebook business page that I set up for him. It’s not his personal profile.

Only 11 ads in there, all geared toward driving awareness of his new fan page. He has only 112 fans, so we have to start with building a base of quality fans. Then we engage with them, get them into our email nurture list, and help arrange a loan when the time is right.
After all, our goal is to help homebuyers get financing.

That means connecting with folks who are just beginning to look for houses, as well as developing relationships with realtors, who will pass along folks who need financing.
So on Facebook, we’re connecting with folks early in the process. And we’ll need multiple ads to span these stages.
Let’s first connect with realtors within 25 miles of Michael.
Facebook tells us there are 7,600 of them. We are able to target people by their job titles, the organizations they are a member of, pages they like, and things in their profiles.

In this case, we’re wishing realtors and their families a Happy New Year. So we’re narrowing this down by realtors who are also parents.
It cost us $10 to send a virtual greeting card on Facebook. And we were able to reach 245 folks (less than a nickel each). On top of that, we got 6 clicks and 4 of these people became fans of the page.
Not bad, I’d say. Are you still sending out a ton of expensive postcards?
Now we’d like to get some PR attention- to warm up folks who work at the local newspaper– the Star-Tribune.
So we targeted the folks who work there, not the people who subscribe to the newspaper.
We’re being social at these early stages. So instead of saying “I will help you get financing on your new home,” we’re wishing them warmth in the crazy minus 70F weather from last week.

You can see that 27 people clicked like on that post.
We paid 44 cents per engagement– about average.
Down the line, they’ll remember Michael Houg for being human. People do business with people they like.
We also created something called a “sponsored like story” to amplify when someone becomes a fan of the page. Until Facebook takes this ad type away in early April 2014, we can continue to run this word-of-mouth ad to influence friends of our fans.
People trust what their friends are doing more than anything you might say as a business. So we want to maximize the social endorsement angle.

And the more we can get people to engage with us on Facebook, the more power these ads have.
When you create an ad to “get more page likes”, Facebook will automatically create these sponsored stories.
Shoestring social budget
In total, Mr. Houg is spending $3 a day on Facebook ads.
But that’s not much more than what you need to get started, especially as part of a long-term strategy to build your name in your market.

Once his audience on Facebook begins to grow, we will create ads to drive ongoing engagement and then conversions to the site. He is offering a free ebook to first-time home buyers on how to go about buying their homes.
Facebook’s new “business objectives” campaign flow allows you to choose the goal you have, as opposed to having to select which of the 15 ad units is best for you.
We’ll cover these campaigns next for you.

Dennis Yu

Dennis Yu is co-author of the #1 best selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations. You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel. You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.
I'm a member of Blitzmetrics Academy and a friend of Dennis to boot. Not only is Dennis highly intelligent and full of great and creative ideas, he's also incredibly generous with both his knowledge and his time. Success couldn't come to a better guy. Thank you for all that you do for the world, Dennis! 🙏

Michael Pacheco


Thanks 🙏 for being shining light in this industry. Love what your building for works overseas too network for jobs so innovative. Dennis helped me navigate having bad experiences with marketing agencies and doing dollar a day marketing which has helped my personal brand tremendously. Highly recommend.

Eric Skeldon

Founder at Kingdom Broker

Working with Dennis has been a delightful experience. After meeting him in 2015 I got to collaborate with him on countless occasions. His understanding for state-of-the-art marketing, his implementation, and his leadership put him into the top 0.01% of marketers and mentors.

Jan Koch

Ihr kompetenter Partner für innovative KI-Strategien.

I had the pleasure of interviewing Dennis for my podcast in 2021 and since then we have maintained a friendship that grows with each interaction. I have seen Dennis' devotion to his friends and clients firsthand, and our conversations often result in us talking about how we can provide more value to the people around us. He is someone whom I can ask questions on a technical level, and look to on a personal level. If you have any hesitancy about hiring him, get over yourself and do it!

Isaac Mashman

Help scaling personal brands.

Geez, where do I start recommending Dennis? First, he is an absolutely brilliant marketer who understands where marketing is today and where it's going tomorrow. He also has an incredible passion for the International Worker community. The lessons he has taught me from his almost 20 years of experience hiring International Workers have been immense. Most importantly though. Dennis Yu is someone who wants the absolute best for you and is willing to tell you the truth. Dennis sat with me at a point in my business where I was floundering but did not want to admit it. He asked some very straight forward questions to get me to admit my issues, highlighted the issues, and then helped me create a roadmap to success.

Atiba de Souza

International Keynote Speaker | Video Content Superman | Superconnector |

Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will notr regret Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will not regret

Nixon Lee

The PR Whisperer

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