Mortgage searches in Rockford go to banks and national lead sites. An independent broker has to win the borrower in the first few seconds, and the site had no structured data, so search engines had little to read beyond plain text.
Borrowers also want to know three things before they hand over a phone number: what rates look like, whether you are licensed, and whether a real person will call back.
I put a five-step qualifier in the hero. It asks purpose, price range, credit band and timeline before it asks for a name, so every lead shows up already sorted. A live rate table, the NMLS details and a DSCR calculator sit right under it.
Then I built pages for the searches a broker actually gets: DSCR loans, refinancing, first-time buyer programs and bank-statement loans, each checked against FHFA and HUD sources. Structured data and a speed pass brought the technical side up to match.
- Custom mobile-first site on the broker's navy and gold brand
- 5-step mortgage qualifier quiz that captures and routes leads
- Live rate table with a wired inquiry form and NMLS trust signals
