Cosimo Care · Private Lending Campaign
One page for everything: how the campaign works, what's being filmed, who's doing what, and what's still needed before launch. Built by Via Masi and Megafon for Cosimo Care.
Overview
Most people in Quebec have never heard of private lending, or think it's a last resort. This campaign explains it plainly, shows who it's for, and makes the next step easy: a free 15-minute private lending review with Cosimo.
A free 15-minute private lending review. Cosimo looks at the situation and says straight whether private lending makes sense, what it costs, and how to get back to the bank.
"Private Lending, Explained", in French and English. Sent by email automatically, so people who aren't ready to call still learn and come back.
Known for private lending, without looking like it's all Cosimo does. First homes, rentals, refinancing and commercial projects stay in the mix.
How it works
Every lead lands in Cosimo's own CRM with their answers attached, so no one starts a call from scratch.
A short video from Cosimo that opens on a "What if...?" question about a real situation: self-employed, one bad year, taxes owing, a separation, a rental the bank won't touch, a fast closing. Runs from Cosimo's own Meta account, so every result is visible to him.
Three quick questions: what the financing is for, where the property is, and how soon. Name, email and phone fill in automatically.
People who tapped the call ending go straight to Cosimo's calendar after a few more questions about the property and their equity.
People who tapped the guide ending get it by email right away, with an invitation to book the call.
Cosimo gets notified the moment a lead comes in. Anyone who doesn't book gets a short series of helpful emails until they do, then it stops.
Every lead is tracked from first contact to funded, so it's clear who's a fit, who's moving forward, and who needs a nudge.
People who watched but didn't act see client testimonials and Cosimo's best educational videos, so trust keeps building until they're ready.
The ads
Each ad is 30 to 45 seconds and follows the same structure: the question, the problem, how private lending bridges it, why Cosimo, and one clear next step. Every ad is filmed with two endings (book the call, or get the guide) so we can see which one brings in more booked calls.
Et si une entreprise qui roule bien ne suffisait pas pour la banque?What if a business that's doing well wasn't enough for the bank?
Et si une seule mauvaise année bloquait encore un achat, trois ans plus tard?What if one bad year was still blocking a purchase, three years later?
Et si des impôts en retard bloquaient toute une hypothèque?What if taxes owing were blocking a whole mortgage?
Et si une séparation voulait dire perdre la maison?What if a separation meant losing the house?
Et si le plex que la banque trouve trop risqué était la meilleure affaire du marché?What if the plex the bank calls too risky was the best deal on the market?
Et si vous aviez deux semaines pour acheter, et que la banque en demandait huit?What if you had two weeks to buy, and the bank needed eight?
Who does what
Timeline
Thu Sep 24
All scripts written, with teleprompters, and sent to Via Masi for the French proofread.
Fri Sep 25
Walk through the scripts, lock the French, settle the open items below.
Before the shoot
A short screen-share to connect his Meta Business Suite so the ads run from his own account.
Tue Sep 29
Landing page video first, then the ads. Cosimo also records the two phone ads himself.
In parallel
Pipeline, calendar, alerts, forms and follow-up emails set up while the videos are being edited.
After edits are approved
Ads go live at $50 a day. The first 2 to 3 days are Meta's learning period, then we see which ads bring in leads and adjust.
Ongoing
Keep what's working, refresh what isn't, and report back on leads and booked calls.
Playing by the rules
Mortgage ads are one of the most tightly reviewed categories on Meta, and Quebec adds its own rules. Everything in this campaign is written around them.
Ads never say or suggest anything about the viewer's own credit, debt or income. They talk about situations instead. No promised approvals, rates or timelines.
Meta doesn't allow lead forms on financial ads to ask about debt or credit. Those questions are asked on Cosimo's own page right after the form, not inside Facebook.
Under Quebec's language law, every English ad has a French version. English ads only show to people using Facebook and Instagram in English.
Every ad shows Cosimo's title and brokerage on screen, plus "Subject to lender approval" small print. Only claims that can be backed up.
What we still need
Most of the setup is already done. These are the pieces only Cosimo or Via Masi can provide.
| Item | From | Status |
|---|---|---|
| Needed before the shoot | ||
| French proofread of all scriptsChanges back by the Friday call so the teleprompters get updated. | Via Masi | Needed |
| Comfortable with every angle on cameraEspecially Angle 3, taxes owing. | Cosimo | Needed |
| Client video testimonials3 minimum, 5 ideal. 30 to 45 sec selfie videos, with written OK to use them in ads. | Cosimo | Needed |
| Needed before launch | ||
| Meta Business Suite accessA short call to connect it. Ads run from Cosimo's own account. | Cosimo | Needed |
| AMF certificate numberMeta can ask for proof of licence on mortgage ads. | Cosimo | Needed |
| Does Orbis need to review ads before they run? | Cosimo | Needed |
| Privacy policy linkRequired on the lead form. If there isn't one, we'll add a page to carecosimo.com. | Cosimo | Needed |
| Business tax numberNeeded to register the new texting number. | Cosimo | Needed |
| Texting number area code514 or 450. | Cosimo | Needed |
| Availability for the 15-minute callsDays and times he wants bookable. | Cosimo | Needed |
| Who gets notified on new leads, and who needs a CRM login | Cosimo | Needed |
| Ontario leads too, or Quebec only? | Cosimo | Needed |
| Facebook page link | Cosimo | Needed |
| Free guide, final versionFrench and English files. | Via Masi | Needed |
| Final brand coloursConfirm navy and nude from the brand kit. | Via Masi | Needed |
| Nice to have | ||
| Real client results he's comfortable sharingFor the retargeting ads. | Cosimo | Needed |
| Links to his Google reviews | Cosimo | Needed |
| Already in hand | ||
| Brand kit, logo, fonts and headshots | Via Masi | Have it |
| Landing page draft and guide draft | Via Masi | Have it |
| Contact details, brokerage and office address | carecosimo.com | Have it |
| Ad budget: $50 a day from Cosimo's own Meta account | Agreed | Have it |