For mortgage brokerages
Written for one reader: the owner or branch manager whose month depends on whether a floor of loan officers has enough qualified conversations to work.
Who shows up, and what they already know when they do
Volume is the easy part. Anyone can buy 500 enquiries. Everything in this section is built around the two numbers that actually move a funded loan: who reaches your officers, and how much of the work is already done before the call.
Why borrower flow usually fails a floor
Shared and resold records
The same homeowner reaches four brokerages inside ten minutes. Your officer is the fourth caller and the price is already set.
Officers chasing, not closing
The expensive hour is a licensed officer dialling a list, not a licensed officer taking a qualified call.
Nothing qualified before the call
A renter, a 480 credit file and a $600k cash out look identical on a lead form.
Follow up that stops on day one
The enquiry comes in at 9pm, the first call goes out the next afternoon, and the borrower has already spoken to someone else.
No idea what a funded loan cost
Spend is measured against leads. Nobody can say what the funded file cost, so nobody can say whether to spend more.
Agencies new to the vertical
A copied insurance funnel with no mortgage compliance thinking behind it, pointed at a borrower audience.
What we run instead
Education before the click
The ad and the page frame the decision the borrower is already weighing, rate and payment claims left out entirely. We write the script. You or a named officer records it.
Qualification, not a form
Homeownership, loan goal, property type, rough loan size, credit band, timeline and state. Anyone outside your footprint or outside your product never reaches an officer.
Instant AI follow up
The enquiry gets a text and an email the moment it lands, inside your brand, in working hours local to the borrower. It asks the qualifying questions, answers back, and hands a warm conversation to the officer. It never quotes a rate, a payment or an approval.
Booked into the officer's calendar
Qualified borrowers book straight in, routed by state licence and load. Anyone who does not book is picked up by the AI and worked until they do or they tell us to stop.
Your calendar, your records
The conversation lands with the full qualification record and the ad that produced it. The account and the data are yours from day one.
Weekly testing, monthly decision
Creative refreshed on rotation, one new angle a week. Spend only steps up after we look at the numbers together.
The product is officer hours, not leads
A floor of ten officers can work roughly 550 conversations a month before quality drops. The screen outs and the AI exist to make sure the conversations that reach those hours are worth having. We will tell you to spend less if your floor cannot work what you are already buying.
Screened out before an officer sees it
Renters, mobile and manufactured homes, states you are not licensed in, credit bands below your lender set, and timelines outside your window.
Worked by the AI, not by an officer
First contact, the qualifying questions, reminders, no shows and the long cycle follow up for borrowers who are six months out.
Worked by your officer
The conversation about a loan. Every one of them. We never discuss a product, a rate or an approval.
One month, worked through
Illustration using the planning band we actually operate in. Your close rate and your commission are yours, so they are the ones to argue with.
| Line | Value | Owner |
|---|---|---|
| Cost per enquiry | $45 | Our media buying |
| Enquiries | 100 | Your target |
| Ad spend | $4,500 | You, direct to Meta |
| Qualified conversations | 55 | Our screen and AI follow up |
| Funded loans at a 6% close on qualified | 3.3 | Your sales process |
| Average commission per funded loan | $6,000 | Your product mix |
| Commission written | $19,800 | Result |
| Cost per funded loan, all in | $1,576 | Result, including our fee |
Who this works for
We are a fit for
- Brokerages and branches with the capacity to work 50 or more qualified conversations a month
- Floors already buying transfers or shared leads, where cost per funded loan is the live argument
- Owners who will put an officer or themselves on camera, or approve a spokesperson
- Brokerages that want to own the ad account, the pixel history and the data
- Anyone who will answer a booked call on time
- Owners who can give paid acquisition a 90 day testing window
We are not
- Anyone buying records at a price per lead who wants the same thing cheaper
- Floors where nobody owns follow up after the first call
- Owners expecting a guaranteed number of funded loans
- Brokerages unwilling to have creative reviewed by compliance
- Anyone who wants rate or payment figures in the ads
- Owners judging an account at week three
Straight answers
Are these enquiries exclusive to me?
Yes. Your brand, your ad account, your calendar. The record is never sold or shared, and we cap how many brokerages we run in the same market and product.
Who records the video?
We write the script and direct it. You, a named loan officer or an approved spokesperson records it. It runs under your brand, so the voice has to be yours.
Do you quote rates or payments?
Never. No rate, no payment, no APR, no approval language anywhere in the funnel or in the AI messages. Section 4 sets out why and what that means for the creative.
What does the AI actually say?
It introduces itself as your brokerage, asks the qualifying questions, answers factual questions about the process and books the call. It does not quote, pre approve, or advise. Every template is yours to approve and exportable for review.
Who pays for ads?
You do, directly to Meta, from a Business Manager your brokerage owns. We never hold it and take no margin on it.
What happens to my data if we stop?
You keep the ad account, the pixel history, every record, the CRM and the creative. We remove our access and export on request.