Built a home-buying plan product that converted 40% of not-ready leads into active pipeline
Almost 40% of clients at a top-5 national mortgage lender said they were "just researching" or planning to buy further in the future. The company had no system to keep those clients engaged. I built a home-buying plan product that gave clients a clear path from research to ready, keeping them in the lender's pipeline instead of losing them to competitors.
Timeline: 6 months
The Challenge
What was broken before
The lender knew 40% of incoming clients were not ready to transact. Those leads entered the funnel, got a rate quote, and disappeared. No follow-up system. No nurture path. No product to bridge the gap between "I'm curious" and "I'm ready to close." Every month, thousands of qualified future buyers walked away with nothing to hold them.
The Approach
What I did
- Mapped the full client journey from first inquiry to close. Found that 40% of clients dropped off after initial engagement because there was no product for the "not yet" segment.
- Built a home-buying plan tool: a step-by-step guide that shows clients exactly where they stand today (credit, savings, debt ratios) and what they need to do to reach their target purchase price. Clear milestones. Clear timelines.
- Designed the retention loop: automated check-ins, milestone progress tracking, and a warm handoff to a loan officer when the client hits "ready" status. No cold outreach. The client re-engages on their terms.
- Worked with product and sales leads to integrate the plan into the existing CRM so loan officers could see pipeline health for future buyers alongside active deals.
Results
Numbers that moved
40%
Not-ready leads converted into active plan users
3x
Pipeline retention for plan users vs. non-users
28%
Conversion rate from plan completion to mortgage application
$14M
Pipeline value from plan users in first 6 months
What They Said
Client testimonial
“We were losing 40% of our leads before they even got started. The home-buying plan turned those future buyers into active pipeline. It changed how we think about the top of our funnel.”
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