Transforming Mortgage Lead Generation with AI & Real-Time Targeting
Case Study Summary
How we helped mortgage brokers identify high-intent prospects and dramatically improve conversion rates by combining data-driven marketing, AI-powered targeting, and full-funnel automation.
The Challenge
The biggest challenge in mortgage marketing isn't getting traffic, it's knowing when a customer is ready to act.
Visitors browse, compare, and delay. Brokers often engage too soon, too late, or with the wrong message, wasting time, money, and momentum.
Key Problems Identified:
- Inconsistent lead quality
- Missed follow-ups
- No clear signals from data
- Friction between marketing and sales
- Poor timing of customer engagement
Our Objective
Build a system that spots readiness, prioritises quality leads, and responds fast at scale.
1. Our Strategic Approach
Our approach begins with competitor research and a thorough review of our clients’ existing marketing and lead management processes. We then assess how effectively their tools and technology support lead handling. Following this, we analyse campaign performance to pinpoint what truly delivers results. These insights allow us to concentrate on enhancing lead quality, streamlining workflows, and optimising campaigns, which together underpin the following four strategic initiatives:
Funnel-Focused Website Optimisation
We redesigned and optimised websites with high-converting CTAs including:
- Custom mortgage calculators
- Mortgage Quote and comparison tools
- Contact forms and downloadable guides
Each data capture was mapped to user behaviour and synced with the CRM tool (HubSpot).
Lead Scoring & Segmentation
We qualified leads using behavioural, demographic and campaign-level data, the scoring relied on multiple factors including:
- Website Session length, pages viewed, repeat visits
- Form fields and funnel entry point
- Acquisition channel and ad campaign
This allowed brokers to better evaluate the intent and follow up with high-priority leads immediately.
AI-Powered Landing Pages
We harness AI to quickly generate and optimise landing pages that capture leads effectively by personalising content and accelerating testing.
- Personalisation by lead type and lifecycle stage
- Automated A/B testing for quick insights
- Ongoing optimisation from user behaviour
This allowed our clients achieve faster learning cycles, higher conversion rates at lower cost
Marketing Automation
We set up automated email & SMS sequences triggered by user actions, including:
- Website interactions
- Tool usage (e.g. calculator completion)
- Return visits via web or other channels
These communications were delivered via platforms like HubSpot, HighLevel, and Systeme.io.
1. Funnel-Focused Website Optimisation
We redesigned and optimised websites with high-converting CTAs including:
- Custom mortgage calculators
- Mortgage Quote and comparison tools
- Contact forms and downloadable guides
Each capture was mapped to user behaviour and synced with the CRM (HubSpot).
2. Lead Scoring & Segmentation
We qualified leads using behavioural, demographic and campaign-level data, the scoring relied on multiple factors including:
- Website Session length, pages viewed, repeat visits
- Form fields and funnel entry point
- Acquisition channel and ad campaign
This allowed brokers to triage and follow up with high-priority leads immediately.
3. AI-Powered Landing Pages
We harness AI to quickly generate and optimise landing pages that capture leads effectively by personalising content and accelerating testing.
- Personalisation by lead type and lifecycle stage
- Automated A/B testing for quick insights
- Ongoing optimisation from user behaviour
This allowed our clients achieve faster learning cycles, higher conversion rates at lower cost.
4. Marketing Automation
We set up automated email & SMS sequences triggered by user actions, including:
- Website interactions
- Tool usage (e.g. calculator completion)
- Return visits via web or other channels
These communications were delivered via platforms like HubSpot, HighLevel, and Systeme.io.
2. Performance-Led Targeting Across Channels
We started by identifying high-value personas and mapping their behaviours across key channels. From there, we layered in precise targeting, tested multiple content variations, and continuously optimised campaigns. The result: a performance-led strategy that consistently delivered qualified leads at the lowest possible cost across Meta, Google, and LinkedIn.
Channels Used
- Meta (Facebook & Instagram)
- Google Ads
- LinkedIn Ads
Persona Definition
- Demographics: UK residents, aged 25–55
- Interests: Buying property, mortgages, investing, homeownership and more
Target Segments
- First-time buyers
- Contractors
- Dentists
- IT professionals
- Foreign nationals
- Self-employed & NHS workers and more
Targeting Layers
- CRM retargeting
- Page interactions
- Lookalike audiences
- Specialist segments per campaign
Paid Media Strategy
Goal: Drive high-quality traffic, capture intent, and lower CPL
- A/B testing of assets, copy, and timing
- AI landing pages for fast iteration
- Reporting & optimisation with the help of GA4 and Looker dashboards
3. Strategic Campaign Initiatives
A mix of always-on and reactive campaigns designed to attract, inform, and convert high-intent buyers.
Targeted Campaigns
Tailored to audience needs, lender updates, and partner ecosystems to maximise relevance and drive action:
- Lender-Specific Offers: Promoted time-sensitive borrowing opportunities (e.g. 5.5× income multipliers).
- Affiliate Campaigns: Integrated partner networks like accountants and wealth planners with tracked referrals.
- Persona-Focused Guides: Educational campaigns targeting niche audiences (e.g. “How Foreign Nationals Can Secure a UK Mortgage”)
Automated Communications
Campaigns triggered by both market events and ongoing engagement signals:
- Weekly Mortgage Newsletters: Delivered weekly with the latest insights, rate changes, and lender updates.
- Rapid Response Alerts: Launched BOE or lender-driven campaigns within the hour.
- Social Meida Boosting Boost news and updates via paid channels to build brand reputation, capture interest and increase social media following
4. Custom Features & Integrations
We design and build tailored tools and templates that seamlessly integrate with clients’ existing systems. These proven solutions streamline lead capture, scoring, and nurturing, and are fully replicable, enabling rapid deployment and consistent results across multiple clients. Some examples are as follows:
Advanced Mortgage Calculators
Embedded into sites with real-time logic and CRM push
CRM Integrations
For Systeme, HubSpot, GoHighLevel, including automated trigger comms
AI Lead Qualification Engine
Used browsing, form, and behavioural inputs to rank leads
Landing Page Builder (AI-Powered)
Created and A/B tested multiple variants rapidly
Fact Finders & Quote Engines
Integrated into lead capture workflows and Fact Finder Tool
Affiliate & Lender Integrations
Trackable campaigns with third-party lenders and referrers
5. CRM / Marketing Automation (Email, SMS & Push)
Platforms Used: HubSpot, HighLevel, Systeme.io and more
6-Touch Onboarding Journey
Automated welcome sequence for new leads
AI-Curated Weekly Newsletter
Automated content curation and distribution
Event-Triggered Emails & SMS Messages
BOE rate cuts, lender criteria changes
Mortgage Application Status Updates
Via email/SMS automation
Key Benefit
We automated admin-heavy processes while nurturing leads with relevant, timely content.
6. Reporting & Insights
Our dashboard in Looker Studio provided comprehensive tracking and analytics.
Traffic Analytics
- Real-time traffic by channel
- SEO keyword movement
- Paid campaign performance
Email Performance
- Email open/click rates
- Engagement tracking
- Conversion attribution
CRM Pipeline
- Lead progression tracking
- Conversion rates by source
- Sales pipeline status
Result
This made it easy to track what worked, why, and where to scale.
7. Outstanding Results
Measurable outcomes that transformed our clients' lead generation.
| Metric | Outcome |
|---|---|
| Organic traffic growth | 300× in 3 months |
| Avg. monthly leads | 200+ per client |
| Cost per lead (CPL) | < £3.50 |
| Google Ads CPC | < £0.30 for BAU |
| Email Open Rate | 20% |
| Click-through Rate | 7% |
| Lead activation time | < 1 hour from interaction to follow-up |
8. Key Learnings & Recommendations
Insights that drive successful mortgage lead generation.
Intent Recognition
Your website should identify intent — not just capture traffic
Quality Formula
Lead quality = behaviour + timing + context
Budget Efficiency
Small budgets can go far with structured testing
Speed Advantage
Speed wins — real-time activation improves close rates
Continuous Improvement
A/B testing is continuous — not a one-time setup
9. Our Service Packages
Choose the right package to scale your mortgage business with our proven methodology.
| Service Feature | Starter – Brand Launchpad | Growth – Lead Engine | Pro – Digital Scale-Up |
|---|---|---|---|
| Price | £1650 + VAT | £4200 + VAT | £7460 + VAT |
| Ideal For | New businesses/startups | Growing SMEs | Scaling tech-enabled SMEs |
| Social Media Channels Managed | 2 | 3 | 5+ |
| Organic Posts (Design + Copy) | 4/month per channel | 8–12/month per channel | 12–16/month per channel |
| Email Campaigns (Ad-hoc) | 1/month | 4/month | 6+/month |
| Automated Programs | 1 Basic Journey | 2 Multi-step Journeys | Advanced Journeys + AI Personalization |
| Paid Ads – Meta/LinkedIn | Up to 2/month | Up to 4/month | Up to 6/month |
| Paid Ads – Google | 1 Campaign/month | 2 Campaign/month | 4 Campaigns/month |
| A/B Testing (Creative, CTA, Copy) | 1 | 2 Tests/month | 4 Tests/month |
| Landing Pages | 1/month (basic static) | 2/month (dynamic, lead gen) | 4/month (dynamic, conversion-optimized) |
| Videos | 1/month | 2/month | 4/month |
| Custom Features | 1/month | 2/month | 4/month |
| Blog Articles (SEO-Optimized) | 1/month | 3/month | 4+/month |
| Website Updates & Support | – | 10h/month | 40h/month |
| CRM Integration & Lead Scoring | – | Basic Setup | Advanced with AI models |
| Performance Reporting | 1 Report/month | 2 Reports + Dashboard | Bi-weekly Reports + Custom ROAS Dashboards |
| Strategy Calls | Bi-Monthly | Monthly | Monthly + Slack/WhatsApp Channel |
| Conversion Optimization & UX Audits | – | – | ✔ (Quarterly reviews) |
| Business Outcome | Build brand presence | Generate qualified leads & automate | Scale performance through tech & data |
Starter – Brand Launchpad
Growth – Lead Engine
Pro – Digital Scale-Up
Ready to Scale Your Mortgage Business?
Each package includes our proven AI-powered lead generation methodology, custom integrations, and ongoing optimization to maximize your ROI.
Frequently Asked Questions
Common questions about our mortgage lead generation approach.
Does this work for niche brokers?
Yes — we've tailored journeys for contractors, NHS workers, and more. Our segmentation approach works particularly well for specialist mortgage brokers.
What if I don't have a big budget?
We've launched successful campaigns with £20/day. Efficiency > spend. Our structured testing approach maximises results from smaller budgets.
How soon can I expect leads?
Within 4–6 weeks, most clients are generating and converting quality leads. Initial setup and optimisation typically takes 2-3 weeks.
Can I keep using my current CRM?
Yes — we integrate with popular CRMs or set one up for you. We work with HubSpot, HighLevel, Systeme.io, and many others.
Let's Convert Your Browsers into Buyers
Start targeting intent with precision and automate the journey from click to customer. Our proven system has helped mortgage brokers achieve 300× organic growth and reduce cost per lead to under £3.50.
What You Get
AI-powered lead qualification • Real-time automation • Multi-channel targeting • Comprehensive reporting • Ongoing optimisation
