Mortgage Offer Guidelines

1. The TCPA disclaimer must be shown at all times with a submit button in a legible font size and color.

  • Font Size Requirements: Min 12px – Max 16px. Contrast and Background color taken into account.
  • Branded: TCPA disclaimers must be located above the submit button/CTA. Case-by-case reviews are applicable.

2. TCPA disclaimer should match in style and content to the below example. CTA/Submit button must match text within disclaimer. Slight alterations will be reviewed on a case-by-case basis.

  • We take your privacy seriously. By clicking “Get My Quotes” you agree to the Terms of Service and Privacy Policy and to share your information with up to 5 participating lenders and other marketing partners, which may include the lenders, their brokers and partners (including home services companies) and for them to contact you at the phone number and email provided above about mortgage/refinance and other non-mortgage offers (including through automated means; e.g. auto-dialing, text and pre-recorded messaging) via telephone, mobile device (including SMS and MMS) and/or email, even if your telephone number is currently listed on any state, federal or corporate Do Not Call list. Consent is not required as a condition to purchase a good/service and standard message and data rates may apply. California Notice.

  • TCPA Disclaimer Content Guidelines:
    • TCPA language must contain a link to an updated & valid partner list.  Partner list must include entries from:
    • TCPA language must contain links to valid and updated:
      • Privacy Policies and Terms that open in new windows, or within pops w/navigation.
    • TCPA language should contain information directing consumers to either:
      • a Do Not Contact request form, and/or have valid and updated California Consumer Privacy Regulations linked. PX can request specific call-out within TCPA disclaimers if required on certain campaigns, etc.
      • 2018 California Consumer Privacy Act information MUST be included either within Privacy Policy, or as a separate link within the TCPA disclaimer.

3. Pages should include valid Privacy Policy and Terms links.

4. Any rates provided must be real-time and sourced like:

5. Leads must not be generated from the following URLs:


6. No brand bidding.

    • Six Phrase Match negatives.

“lending tree”
“lending” (lending isn’t a good keyword anyway)

  • Do not bid on any specific bank or lender’s company name (or their misspellings) including, but not limited to: Quicken, Bank of America, CitiMortgage, etc.
  • Please do not bid on other branded terms, such as degreetree, servicetree, doneright, (or the two word or .com versions of these, etc.), or on misspellings of any of our branded terms. As long as you’re not bidding on these, you don’t need to add them as negatives.
  • Please send your traffic to your own affiliate-owned domain (not a LendingTree branded domain, or subdomain). It’s OK if the form is “Powered by LendingTree”, but there can be no violations of Google’s double serving policy associated with LendingTree.

7. Search Engine Marketing (SEM) – Google, Bing, Yahoo.

  • Vendor may not bid on any of AAG’s trademarked terms, including any variations or misspellings thereof for Search or Content-based campaigns on Google, MSN, Yahoo, or any other Search Engine.
  • Vendor may not use AAG’s trademarked terms in sequence with any other keyword (i.e. AAG Info Kit).
  • Vendor may not use trademarked terms in Ad Title, Ad Copy, Display Name, or as the Display URL.
  • It’s the Vendor’s responsibility to exclude AAG’s trademarked terms within their advertising system, and it’s strongly suggested to add AAG’s trademarked terms as negative keywords. AAG has a strict, no tolerance policy on pay per click (PPC)/SEM trademark bidding.
  • Trademark Terms include AAG,, AAG Reverse Mortgage, AAG Reverse, AAGReverse,,, Reverse Mortgage Expert, Reverse Mortgage Experts, RM Experts, ReverseMortgage.Expert,, RM Educator.

8. Publisher agrees that it will download and remove the domains located on the FCC’s wireless domain names list ( from all current data used in emailing for Offers. Affiliate further warrants that any new data that it acquires, regardless of its source, will be compared against the FCC’s wireless domain names list and that domain names contained therein will be removed before sending any emails.

9. All sites must have Jornaya Leadid implemented, with an available Jornaya Entity. TrustedForm is a plus.

Keyword restrictions:*

*No trademarked terms including misspellings.
Click here to export keyword restrictions.

Keyword Match Types
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Last updated: June 2020