Creative and funnel assets
What actually gets built: the ads, the page, the qualification flow, the follow up and the education a borrower moves through before speaking to an officer.
What we test in a mortgage book
| Angle | Who it pulls | Why it works |
|---|---|---|
| The payment nobody re checks | Homeowners with a mortgage over two years old | Moves the question from rates to one bill they never shopped |
| Equity doing nothing | Owners carrying card or consumer debt | Two numbers side by side, no figure promised |
| Know your number before you tour | Buyers at the start | A live event with a deadline attached |
| One no is not the answer | Self employed, bonus income, a blemish on file | A bank is one rulebook, a broker runs dozens |
| The second opinion | Already mid process with someone else | Low commitment ask, strong conversation |
| Life event | New job, divorce, inheritance, relocation | Timing beats pricing when the event is real |
No angle carries a rate, payment, APR or saving figure. See §4.
Rotated before fatigue
Officer to camera
Highest trust, longest lived, built first. Your officer, your brand, our script.
Education explainer
Concept led. How the process works, no product, no figures.
Objection handling
Credit, self employment, closing costs, timing. Filters out the unserious early.
Social proof
A situation and a decision, never a performance claim, never a saving.
Static and carousel
Cheap reach and fast hook testing. One body copy per set, the image is what varies.
Text led
New angle discovery before any production budget is spent.
We judge an ad at roughly $300 to $400 of spend, not at day two. At $50 a day that is about four ads in rotation and one new angle a week.
The path from ad to officer
The page
Mobile first, the headline repeats the promise from the ad so nothing feels like a switch. One action, no menu. Video where you have recorded one, text where you have not.
The quiz
One question per screen, large taps, a back arrow that restores answers, and a progress bar. Built to disqualify. Out of profile answers end on a resource page, not a calendar.
Contact and consent
First name, last name, phone, email and the consent line your compliance officer approved, with IP and timestamp stored against the record.
Confirmation
Not a receipt. It names the officer who will call, gives the caller ID to save in their phone, says what the call covers and what to have ready.
The flow, question by question
Exact wording and order are set with you on the onboarding call. This is the standard refinance and equity set. Purchase runs a different set.
| Question | What it does | |
|---|---|---|
| Q1 | Do you own or rent? | Renters end on a resource. Nobody downstream wastes a minute on them. |
| Q2 | What are you looking to do? | Lower the payment, pull equity out, buy, or a second opinion. Sets the whole conversation. |
| Q3 | Property type | Mobile, manufactured and park model homes end here, because your lender set will not take them. |
| Q4 | Rough loan amount | Bands, not a figure. Sets whether the file is worth an officer hour. |
| Q5 | Credit band | Self reported bands only. No score pull, no decision, no approval language. |
| Q6 | Timeline | Now, inside three months, or later. Later goes to long cycle nurture, not to an officer. |
| Q7 | State | Filtered against your licensed footprint. |
| Q8 | Contact and consent | Express written consent, IP and timestamp captured. |
Where the conversations come from
| When | Channel | Purpose |
|---|---|---|
| Instantly | Text and email | First contact in your brand while intent is highest, never before 9am local to the borrower |
| Within the hour | Text | The AI asks what the funnel did not and answers back in your voice |
| On booking | Text, email, calendar invite | Lock it in, name the officer, say what to have ready |
| Day before | Text and email | One short reminder, not a nag |
| Morning of | Text | Reminder with a one tap reschedule |
| No show, same day | Text and email | Automatic rebooking path |
| Ongoing | Email and text | Long cycle nurture under your brand for borrowers months out |
| Database | Email and text | Reactivation of your own old enquiries, at no ad cost |
What the borrower gets before the call
What to have ready
A plain list so the first call is a conversation, not a document hunt.
How the process runs
Application to close in plain English, no figures, no promises.
Questions to ask any broker
Arms the borrower instead of pressuring them. It is also the strongest trust asset we run.
Credit, plainly
What matters, what does not, and what a soft pull is. No scores, no advice.
Who you are meeting
The officer, with a photo, before the call.
Short video series
Optional. Two or three short videos between enquiry and the call, scripted by us, recorded by your officer.
How assets get made
Brief
Angle, audience, promise and disclosure requirements, written first.
Script
Ad and video scripts written by us, reviewed by you. Mostly 45 to 90 seconds.
Production
You record to our shot list, or we build statics around your brand and your officer.
Approval
Full asset plus the disclosure block, submitted for written sign off.
Test
One body copy per set, several images, small budgets, judged at $300 to $400 of spend.
Refresh
Rolling replacement as frequency climbs and cost per enquiry drifts. One new angle a week.