Non-QM Bullet Points & Targeting DFY Onboarding Form

Name we know you by. (If team, use primary member's info)*

First NameLast Name

Your best email address for us to use to communicate with you at?*

example@example.com

Your personal cell phone number:*

Please enter a valid phone number.

The precise name of the company you work for (or own)?*

Include LLC, Inc. or similar as-needed- however it is registered or shown on your company website

Who is filling out this form?*

The primary client (named above)A designated team member of the primary clientA Dovetail team member in conjunction with the Client presenttA Dovetail team member without the Client presentOther

Full name of the person filling this out*

If you want a better overview and understanding of the purpose of this form and our use of the info you provide, CLICK HERE to watch a brief walkthru video.

Skipping Unnecessary Questions:

If you are using this form to update your advertising information, please just skip any question that does not pertain to you or is not something needed for the update you're requesting.

If the field is required, just write NA in the field to represent no change or no information needed or if we are using previous info provided, write Use Previous Info

Pertaining to the question directly below...

"Choosing Your Preferred Loan Type(s)"

Most clients go with the 50/50 mix, and we recommend it — it gives you the best shot at getting more leads and better opportunities. But you can choose whatever works best for you!

Here are a few things to keep in mind:

✅ You can change your choice later if needed but...
⏳ We can't change this within the first month — we need time to test and optimize your ads
🎯 We use your selection to guide how we build your ad creatives
🔄 We’ll make lots of ad variations, featuring different loan types depending on your preferences — this helps attract a good mix of quality leads
🖼️ Your ad images and text will match the loan types you choose

🚫 Thinking of choosing DSCR Only?

Just a heads-up:

You’ll give up any lead quantity guarantees (if you stared with us in or after 2025 this is in your agreement)
Your cost per lead will likely be higher — we’ve seen this happen over and over
About half of DSCR leads actually want a different loan, so you’d be missing out on solid leads by narrowing your focus which drives up lead cost

👉 That’s why we don’t recommend the DSCR Only option — it limits your results more than it helps.

What is your PREFERRED FOCUS of loan type(s) for advertising?*

Hard / Private Money (short term loans)DSCR Only (30/40-yr perm loans)Primarily Hard/Private Money (but can do some DSCR)Primarily DSCR (but can do some hard/private money)A 50/50 mix of DSCR/Perm & Private/Hard MoneyAlmost Every Investment Property Loan TypeConstruction Primarily (with other options)Big Commercial Primarily (with other options)Other

For any required fields below where you do not have or want to provide an answer, please just write NA.

What STATE(S) do you want us to geographically target? (If it's easier, write EXCLUDE and let us know which states to EXCLUDE below)*

What is your MINIMUM loan limit? (You can clarify for different product types or just set the absolute minimum.)

We recommend this is no higher than $150K for optimal lead flow

What is the MAXIMUM loan amount you can provide?(You can clarify for different product types or just set the absolute maximum.)

This is not important unless it's critically important to you

What is the MINIMUM FICO score you can work with? (You can clarify for different product types or just set the absolute minimum.)*

We recommend this is 640 or below for optimal lead flow but understand some may need it higher

What is your minimum value per unit (i.e. per door) if applicable?

Most clients do not have an answer - this is NOT important

If you have a maximum number of units (aka doors) you can work with put that number here (or leave it blank if not):

This can be important if you have a difficult time with large-unit properties. We recommend this is at least up to 8 (if not 10) units if possible for maximum lead flow.

🔷 Loan Product Details Section: Instructions (Text Fill-in Fields)

Please Read Before Filling This Out

We need a bullet-point list of the key features of your lending products. These help us create high-performing ads and landing pages for you.

✅ Only include your most important features (things that set you apart or matter most to borrowers)
⛔ Don’t include rates or APRs unless absolutely necessary
📢 You’ll choose up to 8 primary bullet points per loan type (these are used in your ads)
📋 Any extras can go in the secondary section (used on landing pages)

👉 Click here for more example bullet points

💡 Need Quick inspiration?

Here's one of many examples for two different lending categories:

🔷 DSCR Loan – Sample Bullets:

Up to 85% LTV
Stated income / No Doc
New investors OK
Close in an LLC
Does not report on credit
40-Year Fixed, 10-Year Interest Only
Purchase or refinance to 85%
Cash out to 75% LTV
Loan amounts up to $5M

🔶 Hard Money / Misc. Short-Term – Sample Bullets:

80% Cash Out Refi or up to 90% Purchase Loan, 100% LTC
No Tax Returns or Employment Documentation
Interest Only Payments Available
Fix/Flip
Portfolio
Long Term Rental
Bridge Loans
Loan amounts up to $20M
Multi-Units OK

🔹 DSCR Loan – Primary Bullet Points (Long Text Field)
Please list your top 3–8 selling points for DSCR loans.
Use a dash (-), star (*), or similar to separate each bullet.

Example:

- Close in an LLC
- New investors OK
- No income verification

🔹 DSCR Loan – Secondary Bullet Points (Optional) (Long Text Field)
Use this section to add any additional DSCR loan features not listed above.
There’s no limit here — these will be used on your landing page.

🔸 Hard Money / Short-Term Loan – Primary Bullet Points (Long Text Field)
Please list your top 3–8 selling points for hard money or short-term loans.
Use a dash (-), star (*), or similar to separate each bullet.

🔸 Hard Money / Short-Term Loan – Secondary Bullet Points (Optional) (Long Text Field)
List any additional features here for your hard money or short-term loan offerings. These extra points are used on your landing page.

3-8 Primary Bullet Points For - DSCR / Perm ONLY (These are the key ones that may be in some ads)*

[Write NA if not applicable] - Do NOT include rates

All / Secondary Bullets For Landing Pages - For DSCR / Perm ONLY

These are the ones that will go on the landing page but not in ads.

3-8 Primary Bullet Points - For HARD / PRIVATE / SHORT-TERM LOANS ONLY (These are the key ones that may be in some ads)*

[Write NA if not applicable] - Do NOT include rates

All / Secondary Bullets For Landing Pages - For HARD / PRIVATE / SHORT-TERM LOANS

These are the ones that will go on the landing page but not in ads.

Bullet points for other construction loans (if needed).

[Write NA if not applicable]

Bullet points for large commercial / multi-family (if different from above)

[Write NA if not applicable]

Bullet points for special use, portfolio or other niche/ specialty loans not already covered above.

[Write NA if not applicable]

Name 1 or 2 things you think may really set you apart from other broker/lenders out there? We'll highlight this in some ads.

[Write NA if not applicable]

If you have a slogan or catchphrase you want FEATURED in your ads, list it here:

Don't include one if you don't already have one you use in your branding. We will feature in ad text and it should be powerful.

What's the fastest you could close a deal? (This will be in some of your ads. You can use different timeframes for different loan types*

[Write NA if not applicable]

If there are any other key details about products, offers, abilities that should be reflected in the advertising and creatives, please list those here (if not captured above).

[Write NA if not applicable]

Are there any loan or property types you want to ensure are EXCLUDED from advertising? (Write them here)

[Write NA if not applicable] - Clients often exclude mobile & manufactured homes as well as land, but if you can do these loan types that fine! If there are other types, please include them.

If you have YOUR OWN reference website that we can use to mimic on your landing pages put that web domain here:

Please only use a website you are affiliated with or own

Disclaimer / Stipulation Text Instructions:

This is what we can put in an ad at the very bottom of the ad text to dissuade leads who aren't qualified from filling out a form.

We generally create these for you based on all the answers from above but if you want to write your own, you can now.

It's best if this is 2-3 sentences max. (We don't want to make the ad too negative in tone).

EXAMPLE:

Min FICO 620. Min loan amount $100k. Purchases always require a down payment, typically 10-20% or more.

Disclaimer / Stipulations Text:

🔎 Auto-Lead Filtering Options (Text Field – Instructions)

You can skip this section for now if you’d prefer to discuss it on your Tech Onboarding Call!

We’ll be happy to go over everything with you at that time. 😊

📌 What is Lead Filtering?

Lead filtering only affects how your CRM automations respond to leads — not whether you receive them. You’ll still get every lead, even if they’re not a match.

Here’s how filtering works:

✅ You still receive all leads (qualified or not)
❌ Leads marked “unqualified” won’t get the usual follow-up or book a call
📉 These leads do not go to your appointment setters
📨 Instead, they’ll be sent a message asking them to email you their details
!! Filtered leads still count toward your lead guarantees.

🤔 Should I Use Lead Filters?

In most cases, we recommend starting with no filters or using just a few light filters like:

Non-owner-occupied only
Credit score (example filter below 620)
Loan size minimums

Why? Some borrowers say a property is owner-occupied, but they actually plan to turn it into a rental — so filtering too early could cause you to miss good leads.

🗣️ Our form does ask leads if they plan to live in the property, which makes things very clear.

---

You can always add more filters later based on what you’re seeing from lead flow and conversations.

⚠️ Note: Filtering is only available if you're using the Agentgogo CRM — this feature doesn’t work with 3rd party CRMs or the leadsheet.

📋 Example: Your Ad vs. Your Filter

You might advertise: “Minimum FICO: 660”

But choose to filter out anything below 640, just in case someone close to qualifying still ends up being a good fit.

⚠️ Lead Filtering Warning (Text Field – Instructions)
Important: Please read this before finalizing your filtering choices.

🚫 Too much filtering can hurt your results.
We know it’s tempting to filter out everything that isn’t perfect, but over-filtering will slow down your lead flow and hurt your chances of closing deals.

❗Here’s what to keep in mind:

Leads don’t always answer questions perfectly — some might answer incorrectly or misunderstand
If your filters are too strict, you’ll miss out on solid leads you could’ve converted
Filtering should only weed out the obvious “no’s”, not do the job of full qualification
The real qualification happens during conversations — that’s where you decide who’s a fit

⚙️ Tech Note:

Every filter you request adds complexity to your automation.
Too many filters = more things that can go wrong later.

We recommend:

✅ No more than 3 basic filters to start
🧠 Use filters to "skim the surface" — not to do the heavy lifting
🛠️ Complex or layered filtering may not be possible, and can cause automation issues

Do you want filter leads by whether they have an owner-occupied property or not?*

Yes, consider them unqualified if owner-occupiedNo, not right now

If you want to filter leads by loan types (you don't want to do), list those out here:

If you want to filter leads by property types put that info here: (example: manufactured homes, mobile homes, etc.)

If you want to filter leads by loan size, list the MINIMUM loan amount here:

Most clients set this to be lower than what's stated in the ads. Some borrowers have multiple loan needs and they may have answered for the most urgent property but have a different, much larger one they need financed. This is actually fairly common.

If you want to filter leads by FICO score, put the minimum FICO here

Most clients set this to be lower than what's stated in the ads.

If there are other parameters we should filter leads by, please list those here if not addressed in the above 2 questions:

If there are any other details or important pieces of info you think we should know about your setup, please leave them here. Be as elaborate and detailed as possible:

🗓️ Launch Timing & Campaign Scheduling

Please read this before answering the next question about your campaign start date.

🆕 If You’re a New Client:

Your target launch date was likely already selected
We only launch new campaigns on the 1st or 16th of the month
No need to select a new date unless you’ve been told otherwise

🔄 If You’re an Active Client Requesting an Update or New Campaign:

We usually need at least 5-7 business days for ad updates or new creative
If your request includes changes to automations, CRM, or landing pages, allow up to 7 business days
These timelines are not guaranteed, but we aim to meet them whenever possible

💰 Budget Note:

If this new campaign has its own separate ad budget, we’ll likely launch it:

At your next monthly renewal, or...
Mid-cycle on the 1st or 16th — unless we’ve made a different plan with you

What is your ideal date for these changes or new ads to be finished by. *

Date

Tell us what the campaign situation is for the information and bullet points provided above*

I'm updating/ replacing my current ads with the info aboveI'm wanting to have an additional, separate campaign (with it's own budget)I'm filling this out for my initial onboarding & ad launchOther

If your 10DLC isn't approved by the time we are set to launch (meaning you won't be able to text from the CRM), what do you want to do?

If this is a new ad type with it's own separate ad budget, please enter what you are wanting to spend advertising on this campaign per month (i.e. lead type).

Generally this will be a minimum of $1000/month but we may have advised you differently. We also charge an additional $250/month to manage an additional campaign and may require other setup costs depending upon the request. All ad spend and fees from us would need to be paid upfront to initiate this campaign.

Signature Info & Agreement:

By signing below, Client confirms the information they've provided is accurate and complete and the Dovetail MKTG LLC team is authorized to proceed with the updates and/or changes or new advertising materials based on the information provided above.

Furthermore, Client understands that if they are a new client or returning client preparing to launch their first campaigns, this information will be reviewed by the Dovetail team in conjunction with Client to confirm all information and additonal updates or changes can be made at that time.

Client Signature

Non-QM / Private Lending Product Info & Target Form

Personal & Company Info Questions

Targeting & Product Details For Non-QM/Commercial