Case study · Mortgage
From bought leads to a pipeline he owns.
How we rebuilt the website, pipeline and tools behind Jay's mortgage team, and cut $6,757 a year in software along the way.
- Client
- Jay · amcfg.com
- Industry
- Mortgage lending
- Scope
- Build · Connect · Scale
The situation
Jay runs a team of loan officers. His business depended entirely on leads, and with rates where they were, every one of them mattered more than ever.
What it looked like
Not enough good leads
He was buying leads from other businesses. They had already been sold to others, and the quality was poor.
What was causing it
No lead source of his own, and no single pipeline
Jay didn't own where his leads came from, and his clients were scattered across LendingPad, LenderHomePage and other tools with no one place to track them. He was also paying for software that overlapped or went unused.
Before and after
Scattered tools became one connected pipeline.
Before
- Purchased leads
- LendingPad
- LenderHomePage
- Other tools
Nothing connected. No single view of who was where.
After
- Meta ads
- Website and landing pages
- One CRM pipeline
- LendingPad and loan tools
His own leads, tracked in one place, flowing into the tools he already works in.
What we built
Three pieces, built to work as one.
A new front door
A new website and landing pages, moved off the LenderHomePage platform, so every lead comes to Jay and the site is his to change.
- Website redesign
- Landing pages
- Platform move
The new amcfg.com. Switch to Before to see the old site.
More pages we built
One pipeline for every client
Every lead lands in one CRM pipeline, connected to LendingPad and the loan tools he uses every day. Past clients were brought in too, and hear from Jay automatically on birthdays, on their loan anniversary, and when rates drop below the rate they closed at.
- CRM pipeline
- LendingPad integration
- Automated workflows
- Past-client emails
Every lead, by stage. Client details are hidden.
Less to pay for, more room to grow
We went through every tool Jay paid for and cut what overlapped or went unused. Their jobs now run inside the new system, including new business numbers that are registered for texting and screen out spam calls. Automated follow-up lets the team handle more loans at once.
- Cost review
- Subscriptions replaced
- Spam call screening
- Automated follow-up
AMCFG.COM · SOFTWARE COSTS
$6,757
a year less spent on software
Four subscriptions cancelled. Their jobs now run inside the new system.
Results
$6,757 a year
Less spent on software, after the new tools
2.6 minutes
Median time to first response, around the clock
25 applications
Mortgage applications started from ad leads
239 leads
Captured and routed with no manual entry
Lead results in under 7 weeks: Aug 24 – Oct 9, 2026. Every lead got a response, 89% within five minutes.
“The system that was built is a tremendous help for my business. For the first time, I have consistent leads coming in with an automated system that lets me focus on the ones that are most engaged.”