Case study · Mortgages
A mortgage broker in Los Angeles, with thirty products and a hundred and ten lenders behind them. The site had to order all of that and end in an appointment, not in a form.
The client
UTK Realty and Mortgage is a mortgage broker in Los Angeles. Their own tagline sums up the brief better than we could: «Your dream, your loan, your way». Their site lists twelve years in the trade, thirty financial products and a hundred and ten partner lenders.
That number is both their best argument and their biggest problem. Someone who wants to buy a house does not understand the difference between an FHA, a VA and a conventional loan, and has no reason to. If the site explains it all at once, they leave.
It is also a regulated sector: the originator’s NMLS record has to be visible, and there are things a mortgage website in the United States cannot promise. The brief was to bring order without overselling.
The starting point
What had to be solved before talking about colours.
What we did
Order first, explain second and always end in the same place.
Conventional, FHA, VA, construction, commercial, investment and home equity line of credit. Each product explained in its own place, instead of a list of thirty names that says nothing.
A whole section devoted to the steps, from the first call to signing. It is what reassures someone who is betting their house and has never taken out a mortgage.
A calendar connected to Google Calendar: the visitor picks a slot and it is settled. No «we'll call you», which is where half the enquiries are lost.
The originator’s record with their NMLS number, and client reviews on the page itself. In this sector, trust is shown before it is asked for.
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