Compelling copy is the currency of high‑converting mortgage websites, email funnels, and scroll‑stopping social ads. But great words rarely happen by accident, professional writers lean on proven frameworks to spark ideas, structure messages, and move readers to act. Below are 12 of the most battle‑tested formulas, plus mortgage‑specific examples you can swipe today. Use them in tandem with our Google SEO services to rank and our CRO funnels to convert.
1. AIDA – Attention, Interest, Desire, Action
When to use: Homepages, landing pages, or any place you need to guide a visitor from curiosity to conversion.
- Attention: “Still paying more than 5% on your mortgage?”
- Interest: “Rates are dropping across Ontario, and thousands are slashing monthly payments.”
- Desire: “Imagine putting $300/month back in your pocket.”
- Action: “Book a free refinance assessment today.”
2. PAS – Problem, Agitation, Solution
When to use: Blog posts or service pages that tackle pain points such as bad credit or debt consolidation.
- Problem: “Getting a mortgage with bruised credit isn’t easy.”
- Agitation: “Every rejection dings your score and your confidence.”
- Solution: “We specialize in approval pathways that respect your story, not just your score.”
3. FAB – Features, Advantages, Benefits
When to use: Product or program comparison sections and FAQs.
- Feature: “5% down‑payment assistance via CMHC.”
- Advantage: “You don’t need to save the full 20%.”
- Benefit: “Move into your first home sooner—without draining your savings.”
4. Before–After–Bridge
When to use: Story‑driven case studies and testimonials.
- Before: “Maxed‑out credit cards and high‑interest loans.”
- After: “One low‑rate HELOC that cut monthly payments in half.”
- Bridge: “Here’s exactly how our brokerage made it happen.”
5. The 4 C’s – Clear, Concise, Compelling, Credible
When to use: Value props, hero blocks, and about pages that must build trust fast.
Trusted Mortgage Solutions, fast approvals, no hidden fees—backed by 20 years of experience.
6. The 4 P’s – Promise, Picture, Proof, Push
When to use: Sales landing pages and paid ads.
- Promise: “Yes, you can get approved—banks or no banks.”
- Picture: “Imagine walking into your new home this fall.”
- Proof: “800+ families funded through our private lender network.”
- Push: “Apply now; options arrive in 24 hours.”
7. TAS – Target, Agitate, Solve
When to use: Segmented email or blog content aimed at a niche audience.
- Target: “Self‑employed and tired of tax write‑offs killing your mortgage chances?”
- Agitate: “Low declared income looks great to the CRA, but awful to big‑box banks.”
- Solve: “We underwrite using cash‑flow lending algorithms that see the whole picture.”
8. SLAP – Stop, Look, Act, Purchase
When to use: Short‑form Facebook or LinkedIn ads that demand urgency.
- Stop: “Paying 6% on your mortgage?”
- Look: “Rates just dropped across BC.”
- Act: “Get your free quote in 60 seconds.”
- Purchase: “Lock in before rates climb.”
9. PAPA – Problem, Agitate, Persuade, Ask
When to use: Long‑form pillar pages or lead‑magnet landing pages.
- Problem: “Rents are rising; you’re missing out on equity.”
- Agitate: “Every month you wait, someone else builds wealth with your rent money.”
- Persuade: “With 20% down, you could own a duplex—even with average credit.”
- Ask: “Book your investment mortgage strategy call.”
10. PASTOR – Problem, Amplify, Story, Transformation, Offer, Response
When to use: Email series, webinar scripts, or deep‑dive blog posts.
- Problem: “Retired but cash‑poor?”
- Amplify: “Rising medical bills squeeze your lifestyle.”
- Story: “Meet Doug & Carol—used a reverse mortgage to fund travel.”
- Transformation: “Now they enjoy extra cash flow each month.”
- Offer: “Find out how much equity you can unlock.”
- Response: “Click for your free equity check.”
11. RACE – Reach, Act, Convert, Engage
When to use: Multi‑touch digital campaigns.
- Reach: YouTube pre‑roll on building your dream home.
- Act: Blog on construction‑loan options.
- Convert: Book a free consult CTA.
- Engage: Email nurture with case studies and rate alerts.
12. 4U – Unique, Useful, Ultra‑Specific, Urgent
When to use: Headlines and email subject lines.
“The Unique $60K Home‑Buyer Loophole Most Canadians Don’t Know (Act Fast).”
Ready to turn these frameworks into real deals?
Whether you need razor‑sharp blog content, a conversion‑driven lead‑gen funnel, or full‑stack SEO & CRO strategy, Roar Solutions has you covered. Schedule a free discovery call and let’s roar past your competition.