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Suite 102 · Funnels

Mortgage lead funnels, one per loan program

Short, loan-program-specific mortgage lead funnels that turn an ad, a post or a QR code into a booked call, with a personal copy for every loan officer and every lead landing in the right pipeline.

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Definition

Mortgage lead funnel: a short, single-purpose page sequence for one loan program and one audience. A visitor arrives from an ad, post or link, answers a few qualifying questions, and books a call or leaves details, which creates a contact in the loan officer's pipeline with its source attached.

  • One program, one audience, one goal
  • Three to five questions, never a full application
  • Routed to the right LO by program, zip code or rotation
  • Source, campaign and click IDs saved on the contact
How a Funnel Works: Ad or post, Landing page, Short quiz, CRM record, Booked call. Infographic with Tolly the puffin.
How a funnel works: ad or post, landing page, short quiz, CRM record, booked call.

The funnel library

Eight funnels, written for borrowers

Each funnel is written in plain English for its audience, uses no rate promises by default, and ships in a personal copy for every LO on the plan.

First-time buyer

Four questions on timing, budget comfort and down payment savings, then a booked call or a buyer-guide download.

FHA

Explains low-down-payment options in plain terms and collects the details an LO needs for a first conversation.

VA

For service members and veterans: eligibility basics, Certificate of Eligibility next steps and a call with a VA-experienced LO.

USDA

Checks interest in eligible rural and suburban areas and routes to the LO who covers that territory.

Jumbo

Short and discreet: price range, timeline and preferred contact method for higher-balance buyers.

DSCR & investor

For investors: property type, rental income situation and portfolio size, routed to your Non-QM specialist.

HELOC & cash-out

Homeowners exploring equity: goal, rough home value and timing, never a rate promise.

Refinance & reverse

Rate-watch sign-up for refinancing, plus a separate, gentle reverse-mortgage education funnel for homeowners 62+.

Attribution

Know which post filled the pipeline

Every funnel carries UTM parameters and ad click IDs through to the CRM record, the booking link and the application link. Reporting then shows applications by campaign, not just clicks.

contact: "Sample Borrower"
program: "FHA"
loan_officer: "Maya O."   branch: "North"
utm_source: "facebook"   utm_medium: "paid_social"
utm_campaign: "fha-spring"   first_seen: "landing page"
stage: "Lead"  →  next: speed-to-lead text + call task

Ask the front desk

Questions about mortgage funnels

  1. YouWhat is a mortgage lead funnel?
    Funnel Suite team

    A mortgage lead funnel is a short, focused page sequence for one loan program and one audience: an ad or post leads to a landing page, a few questions qualify interest, and the borrower books a call or leaves details. Unlike a general website, it has one goal and no distracting navigation.

  2. YouHow many funnels are included?
    Funnel Suite team

    The Team Suite includes five loan-program funnels; the Branch and Company Suites include the full library of eight, and the Company Suite adds company-managed templates. Extra custom funnels (for example a builder or realtor co-branded funnel) are $360 one-time each.

  3. YouAre funnels per loan officer or per branch?
    Funnel Suite team

    Both. One funnel template exists per program, and every LO gets their own copy with their name, photo, calendar and routing, so a lead from Maya’s FHA funnel lands in Maya’s pipeline automatically.

  4. YouCan we run paid ads to these funnels?
    Funnel Suite team

    Yes. Funnels are built as ad landing pages with fast load, clear headlines and full UTM tracking so you can see which campaign produced which application. We don’t manage ad spend; we build what the ads point to.

  5. YouDo funnels mention interest rates?
    Funnel Suite team

    Not by default. Rates and payment examples are Regulation Z trigger terms that require specific disclosures. If you want a rate in a funnel, your compliance contact supplies the disclosure text and approves it in the approval queue first.

  6. YouHow long is a funnel?
    Funnel Suite team

    Usually three to five questions. Every extra step loses some visitors, so we only ask what the LO needs for a useful first call. Full application data is collected later through the application, not the funnel.

  7. YouWhat happens after someone completes a funnel?
    Funnel Suite team

    They see a thank-you page with the LO’s calendar, the CRM creates the contact with the program and source, and the speed-to-lead automation sends a consented text and creates a call task for the LO.

  8. YouCan a funnel be in Spanish?
    Funnel Suite team

    Yes. If you add a Spanish-language site ($1,180 one-time per site), its funnels are translated too and routed to Spanish-speaking LOs if you choose.

  9. YouDo you track conversions?
    Funnel Suite team

    Each funnel records views, starts, completions and booked calls in the reporting module, with source and campaign. Analytics cookies only load after a visitor consents.

Pick the funnels your LOs actually need

Tell us which programs your group originates most. We’ll recommend a funnel set and show you a live example on a call.

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