01
Ad or link
Make one borrower stop scrolling.
Good: Names one situation ("Moving on orders?"), promises one small next step, no rates.
Leak: Generic "Best rates in town!" ads attract rate-shoppers and trigger disclosure rules.
Guide · funnel anatomy
Mortgage funnel anatomy: six stages, six jobs
Turn the funnel on the right. Each ring is a stage with exactly one job. Below, we take it apart: what each stage must do, what good looks like, and where most mortgage funnels leak.
A mortgage funnel has six stages — ad or link, landing page, quiz, result page, application and follow-up. Each stage hands a slightly more committed borrower to the next. Remove a stage, or make one stage do two jobs, and borrowers fall out.
01 · Ad or link
02 · Landing page
03 · Quiz
04 · Result page
05 · Application
06 · Follow-up
Drag to turn the funnel · arrow keys work too
Stage by stage
What each stage must do
02
Landing page
Answer "is this for me?" in one screen.
Good: Headline that repeats the ad's promise, one button, NMLS ID and Equal Housing text visible.
Leak: Sending ad clicks to your homepage, where the visitor has to find the right page themselves.
03
Quiz
Qualify without paperwork.
Good: Four tap-only questions, progress bar, back button, no sensitive data.
Leak: A 20-field form on the first screen. Phones and patience both give up.
04
Result page
Give a useful answer and one next step.
Good: Plain explanation of the likely conversation, a calendar and an application button.
Leak: "Thanks, we'll be in touch." The borrower learns nothing and has nothing to do.
05
Application
Turn intent into a file.
Good: 1003-style, multi-step, pre-filled from the quiz, saved as they go.
Leak: Re-asking everything the quiz already collected.
06
Follow-up
Reply before anyone else does.
Good: Text in seconds (with consent), email in minutes, a task for the LO, a slower nurture for "later".
Leak: Leads sitting in an inbox until the evening.
Where funnels leak
Measure the drop between stages
A funnel is a set of handoffs. We measure each one, and fix the biggest drop first.
| Handoff | Metric | If it's low, test… |
|---|---|---|
| Ad → page | Click-through rate | The ad angle (situation, not rates) |
| Page → quiz | Quiz start rate | Headline match with the ad; first question |
| Quiz → result | Completion rate | Question order, number of options |
| Result → booking | Booked-call rate | Result clarity; calendar slots offered |
| Lead → reply | Time to first reply | Consent box placement; AI Engine coverage |
Funnel vs form
A funnel vs a contact form
Contact form
- "How can we help?" — the borrower does the work
- One page for every borrower type
- No answer given back
- Waits for you to notice the email
Funnel
- Four taps that qualify and route
- One path per borrower situation
- A useful result page with a next step
- Text in seconds, email in minutes, task for you
What are the stages of a mortgage funnel?
Six: the ad or link that brings the visitor, the landing page, a short quiz, a result page, the application, and the follow-up sequence. Each stage has one job, and a funnel leaks wherever a stage is missing or does two jobs at once.
Why not just use a contact form?
A contact form asks the borrower to start the conversation and then waits. A funnel qualifies in a few taps, gives the borrower something useful back, and starts the conversation for you within seconds.
How many quiz questions is right?
We default to four. Enough to route the borrower and personalise the follow-up; few enough to finish on a phone in under a minute. More detail is collected in the application, from borrowers who chose to continue.
Should the landing page have navigation?
Minimal. A funnel landing page removes the main menu so the only obvious action is the quiz. It keeps a footer with your NMLS ID, licence lines, privacy policy and Equal Housing text.
What is a result page?
It is the page after the quiz that gives the borrower a plain-English answer — for example, that a VA purchase looks like the right conversation and what the Certificate of Eligibility is — plus a calendar and an application button. It never promises approval.
Where does the data go?
Into the CRM included with your site, tagged by funnel and answers. The follow-up sequence starts from there, and you see every answer before you call.
Can one funnel feed several loan officers?
Yes. On the Full Library plan leads can be routed round-robin, by state licence, or by language, and each LO gets their own notifications.
How do you measure whether each stage works?
We track the drop-off between stages: landing views to quiz starts, quiz starts to completions, completions to bookings or applications. The biggest drop tells us what to test next.
Is a funnel the same as a landing page?
A landing page is one stage of a funnel. The funnel is the whole path, including the quiz, result, application and follow-up that turn a visit into a conversation.
No question matches that.
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Next stage: booked
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