NEXA Lending — Reverse Mortgage (HECM) Creative

⚖️ HECM Compliance Overlay — REQUIRED ON EVERY CREATIVE

Reverse Mortgage is FHA-insured + HUD-regulated. FTC §5 + 24 CFR 206 + Reg Z trigger-term rules apply on every ad. Caption MUST include the HECM disclaimer block — visible without "see more".

📋 Required on every social media image

• NMLS #2587985 — Homestead Capital Partners individual
• NMLS #1660690 — NEXA Lending LLC corporate
• Equal Housing Lender wordmark + EHL logo
• "Licensed CO" — jurisdiction declaration
• Compliance bar height: ≥20% of canvas (more than DSCR's 18% — HECM disclaimer block adds rows)

📝 Required HECM disclaimer band (in image OR caption)

Borrowers must be 62 years of age or older. HUD-approved
counseling is required. A reverse mortgage is not a
government benefit. The loan becomes due and payable when
the last surviving borrower no longer occupies the home as
their primary residence or fails to meet the obligations
of the mortgage.

📚 Statutory basis

• SAFE Act: 12 USC § 5103(3); Reg H 12 CFR § 1008.103(e)(7)
• Fair Housing Act: 42 USC § 3604(c); 24 CFR Part 109
• Reg Z: 15 USC § 1601; 12 CFR § 1026.24 + § 1026.33 (reverse-mortgage-specific)
• FHA HECM: 24 CFR Part 206 — counseling + age + non-recourse
• FTC Act §5: 15 USC § 45 — deceptive practices (fear / scarcity language)
• Colorado: C.R.S. § 12-10-707; 4 CCR 725-3

🎨 Composition principles (HECM senior-audience tuned)

Same neuro/visual research base as AXIA + DSCR, retuned for the 62+ HECM audience. Senior audiences over-index on trust signals; under-index on urgency / scarcity. The whole composition signals "your dignity is intact."

📐 Typography sizing

• Headline cap height: 8–12% of canvas (slightly larger than DSCR; senior readability)
• Subhead: 50–60% of headline pt size
• Compliance footer: 2.5–3% of canvas (legible on mobile)
• HECM disclaimer band: 5–7% of canvas (above compliance bar OR in caption)
• Headline word count: ≤6 words (shorter than DSCR — senior cognitive load)

🎯 Hierarchy patterns (senior-specific)

• Z-pattern for square/portrait — dignified left-right reading
• F-pattern for landscape banners
• Compliance + HECM band bottom anchor — disclaimer reads better as a bottom band, not floating
• High contrast required — older eyes prefer 7:1 contrast minimum (WCAG AAA), not 4.5:1 AA

🟢 CTA color (mortgage-trust signaling)

• Forest green #1F3A2E — HCP brand primary; trust signal
• Gold #C8A96A — premium / earned / dignified — over-indexes with 62+ audience
• Avoid orange / red — urgency colors; both undercut HECM trust framing
• Avoid bright blue — reads as "tech" not "established lender"

📷 Senior photo psychology

• The home is the hero — show the property, not the abstract "happy senior"
• Active retirement beats sad/lonely — couples on porches, gardening, walking, NOT "dependent" framing
• 62+ representation — actual 62+ models, not "young-looking 50" stock
• Avoid hospital / cane / wheelchair imagery — frames HECM as last-resort vs strategic
• Avoid "happy with check" stock — trivializes the decision
• Diverse representation — HECM market is rapidly diversifying; reflect it

🧠 HECM neuro-engagement

• Loss aversion is the wrong lever for 62+ — they have lived it. Lead with identity / continuity / dignity.
• Earned-it framing — "you built this equity; here's how to use it" outperforms "claim what's yours"
• Family-positive, not family-conflict — never frame heirs as adversaries
• Concrete > abstract — "stay in your home" beats "preserve your lifestyle"
• Counseling = quality signal — frame HUD counseling as a benefit / safety net, not a hurdle

📱 Platform algorithm (2026, senior-tuned)

• Facebook is the dominant 62+ platform — over-invest on FB Feed Portrait 1080×1350
• YouTube + connected TV over-index for retirement-planning research
• LinkedIn lower-priority for direct senior targeting; higher for fiduciary / advisor lane
• Larger font sizes — senior viewers stop on legible text faster than designy text

🔍 Q&A Gates 1–15 + HECM-specific overlays

Every HECM creative ship-decision runs through these 15 gates plus HECM compliance overlay before it reaches Paul.

1. Gate 1 — Real logos (no PIL-faked NEXA/HCP/EHL)
2. Gate 2 — Ideogram for hero typography (no PIL fonts on headlines)
3. Gate 3 — Compliance footer present (NMLS #2587985 + #1660690 + EHL + Licensed CO)
4. Gate 4 — No Reg Z trigger terms without disclosure (rate / payment / down% / term)
5. Gate 5 — Cobrand canonical (uses ir.attachment 16767 white-on-dark)
6. Gate 6 — Brand standard (NEXA all-caps, HCP wordmark correct)
7. Gate 7 — Audience match (62+ senior; calm / dignified, never urgency / scarcity)
8. Gate 8 — Focal-point-aware text placement (text in negative space, never on faces)
9. Gate 9 — Numerical claims tied to verified FHA source (principal-limit factors / age tables)
10. Gate 10 — CTA button spec (≥44pt touch target, ≥7:1 contrast for senior viewers)
11. Gate 11 — Headline pattern is calm/dignified (not urgency / not fear)
12. Gate 12 — Compliance bar ≥20% of canvas (HECM-specific bigger than DSCR's 18%)
13. Gate 13 — Cobrand visibility treatment (~70% block / ~30% drop-shadow rotation)
14. Gate 14 — Per-channel dimension correct (FB 1080×1350 = primary)
15. Gate 15 — Independent reviewer agent ran (not the generator agent)

🚨 HECM-specific compliance overlays (REQUIRED)

• FTC §5 — no fear / scarcity / "lose your home" framing
• 24 CFR 206 (FHA HECM) — counseling required, age 62+, non-recourse — caption MUST include
• HUD MAP Rule — no "government program" / "free money" framing
• HECM disclaimer band — visible without "see more" expand

⏳ What's pending Paul approval before more HECM posts ship

1. Headline pattern lock — review the 6 calm/dignified patterns on this page; mark which subset is approved-for-production. (Wave 1 used Stay In The Home / Tap Your Equity / Retirement Doesn't Mean Selling / After 62 Becomes A Tool — confirm continued use.)
2. Photo decision (couple-on-porch vs lifestyle-active vs home-only) — Wave 1 leans on couple-on-porch (T03). Confirm or rebalance toward lifestyle-active for Wave 2 to broaden audience perception.
3. HECM principal-limit-factor source — pick the canonical 2026 PLF source (HUD ML 2024-XX or current FHA HECM Handbook 4235.1) so T08 stat-heavy creatives can quote actual factors instead of placeholder "up to X% of equity" copy.