✦Case study · Mortgage brokers · GTA

A 30-field form was killing referrals. Five fields fixed it.

Most broker websites are built for cold lead capture. We rebuilt this one for the referred client who just wants to book a 15-minute call.

IndustryMortgage broker

LocationVaughan (GTA)

ScaleSolo broker funding $50M+ annually

Duration6 weeks build + 90 days iteration

The challenge

A successful Vaughan broker was getting strong referral flow from real estate agents and past clients, but the website wasn't converting the referrals. The form had 32 fields. The CTA was 'Get Pre-Approved Now', too high-commitment for first contact. The site emphasized cold-lead positioning while 80%+ of inquiries came from referrals in practice.

The approach

Reframed the entire site around the referred-client journey. Above the fold: broker name, photo, FSRA license, brokerage affiliation, and a clear 'Book a 15-minute call' CTA.
Cut the intake form from 32 fields to 5 (name, contact, property type, timeline, brief note). The deep Filogix application happens after the call.
Surfaced FSRA licensing, brokerage relationships, and lender list prominently. Verification signals matter for referred clients.
Built educational content for the actual top questions referred clients ask (first-time buyer process, self-employed mortgage qualification, refinancing in rising rates).
Set up automated follow-up sequence: acknowledgment within 1 hour, calendar booking suggestions within 24 hours if no booking, value-add content on day 3 and 7.
Implemented Google review collection workflow timed for the closing celebration, when referral momentum is highest.