Project Story · Mortgage lending
Mortgage Lending Experience
A mortgage lender offering 30-year, 15-year, fixed-rate, and 5/7/10-year ARM products needed prospective borrowers to understand not just rates but fees, APR, and payment implications well enough to pick up the phone and call a mortgage professional.
Engagement snapshot
- Industry
- Mortgage lending
- Work performed
- Customized mortgage landing pages built around a guided product-selection experience (the "Pick Your Mortgage Rate" concept) that helped visitors narrow down loan types, presented rates, APR, fees, and estimated payments clearly, used transparency on topics other lenders avoided as a differentiator, reinforced five-star lender credibility and press/media proof, and built strong paths to speak with an agent.
- Capabilities
- Conversion Optimization, Personalization
Business context
Mortgage lending · Mid-Market.
The business problem
Complex Decision-Making
A mortgage lender offering 30-year, 15-year, fixed-rate, and 5/7/10-year ARM products needed prospective borrowers to understand not just rates but fees, APR, and payment implications well enough to pick up the phone and call a mortgage professional.
The decision we made
Guided Decision-Making
Getting prospective borrowers to call and speak with a mortgage professional
What changed
Customized mortgage landing pages built around a guided product-selection experience (the "Pick Your Mortgage Rate" concept) that helped visitors narrow down loan types, presented rates, APR, fees, and estimated payments clearly, used transparency on topics other lenders avoided as a differentiator, reinforced five-star lender credibility and press/media proof, and built strong paths to speak with an agent.
Observed outcome
Getting prospective borrowers to call and speak with a mortgage professional
What this teaches
When a purchase decision has both a rate and a structure to choose (30-year vs. 15-year vs. ARM, plus fees and APR), a guided selector that narrows the choice works together with visible transparency: the selector lowers the cost of choosing, while transparency on what other lenders avoid lowers the cost of trusting the numbers behind it.
How we would apply AI today
Today, AI would accelerate the conversion optimization work behind this engagement: synthesizing evidence about the complex decision-making pattern faster, drafting audience-specific page and message variants for review, and learning from what visitors actually do so the next iteration is better-informed. Expert judgment still decides what to test and what the evidence actually means; AI speeds up the work, it doesn't replace the decision.
Who this fits
This approach is useful when:
- Lenders and financial-services businesses whose products require comparing structure, rate, and cost together before a prospect can decide
- Businesses in categories where competitors avoid transparency on fees or terms, creating room to differentiate by disclosing them clearly
- Businesses whose primary conversion event is a phone call or advisor conversation rather than a self-serve checkout