How the system works
One enquiry followed end to end, and who is accountable at each stage.
The five systems
Sell
Branded ad creative plus a borrower qualification funnel that only passes people who fit your lending box.
Onboard
One call sets the product focus, the states, the screen outs and who owns compliance approval, before anything goes live.
Deliver
Borrowers book straight to an officer's calendar. The AI picks up everyone who does not, inside working hours local to them.
Prove
Every stage, enquiry, qualified, booked, applied, funded, mapped back to the ad that produced it.
Retain
One portal, one weekly report, one monthly decision on spend.
Two companies, two jobs
Sore Thumb does
- Creative and media buying
- The funnel and the qualification flow
- Instant follow up, booking, reminders and long cycle nurture
- CRM build, routing and reporting
- Consent capture and A2P registration
Your brokerage does
- Every conversation about a loan
- Applications, disclosures and anything requiring a licence
- Final written approval of all advertising
- Pricing and credit decisions
- Answering a booked call on time
The full journey
Impression
Your brand, your ad account, Meta as the primary channel. Several creative formats in rotation. Nothing runs without your written approval, and the housing lending category means no audience exclusions by age, gender or ZIP.
Click
A mobile first page that continues the exact promise from the ad and says what happens after they enquire. No rate, no payment, no approval language. One action on the page, no menu, no other exits.
Qualification
A quiz built to disqualify. One question per screen. Out of profile answers end with a resource instead of a calendar. Consent language, IP and timestamp captured on the record.
Instant follow up
The moment the enquiry lands it gets a text and an email under your brand. Inside working hours local to the borrower, never before 9am their time. The AI asks what the funnel did not, answers back, and keeps going until the borrower books or stops.
Booking
Real availability, buffers, officer routing by state licence and load. The qualification record is attached, so your officer reads the answers before dialling.
Confirmation
Instant text and email, calendar invite, day before touch, morning of reminder, one tap reschedule, and an automatic rebooking path for a no show.
The conversation
Yours entirely. Your officer takes it by phone or video. We record that it happened and the outcome, never the content of the advice.
Long cycle follow up
Borrowers who are six to twelve months out stay in an email and text sequence under your brand, and get picked back up at no extra ad cost. Retargeting audiences are built from the people who already engaged.
Reporting
A live portal down to the individual ad, a weekly written report, and a monthly review of cost per funded loan.
What you look at each morning
Spend and cost per enquiry, ad by ad
Straight from the ad account, no re typing, no spreadsheet.
The funnel, step by step
Page views, quiz starts, each question, submit. When enquiries fall, this says which step lost them.
Pipeline and outcomes
Qualified, booked, applied, funded, against the ad that produced each one. Funded is the number the monthly decision is made on.
Shared leads versus this system
| Shared and transferred leads | This system | |
|---|---|---|
| Exclusivity | Sold to several brokerages | Yours only |
| First contact | You are the fourth caller | You are the only caller |
| Education | None | Ad, page, pre call follow up |
| Screening | Rarely, and rarely to your box | Banded in the funnel, then confirmed by the AI |
| Who owns the data | The vendor | Your brokerage |
| Pricing | Per record, set by the vendor | Flat fee, ad spend paid by you at cost |
| Officer hours | Spent chasing | Spent on qualified conversations |
| Pixel learning | Lost | Compounds in your account |
The honest limits
We cannot guarantee funded loans. We are accountable for cost per enquiry, the quality of the screen, how fast and how persistently an enquiry is worked, and telling you early when an account is not working. If the system cannot get to a workable cost per funded loan in your market, we will say so rather than keep billing you.