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Case Studies / Homefinity

Consumer-direct mortgage leads website

Creative Brief

Homefinity, a division of Fairway Independent Mortgage Corporation, was looking for a web design and development agency to create a lead generation platform to support its consumer-direct lending strategy.

Kaleidico was a perfect match at just the right time. Our deep understanding of the mortgage industry and experience in lead generation allowed us to design, develop, and launch a custom mortgage website with minimal distraction to Homefinity leadership – in the midst of the largest refinance boom in over a decade.

Consumer-direct mortgage website

Our Approach

Kaleidico’s mortgage lending and lead generation experience is a powerful combination for innovative lenders. By weaving together your unique positioning and our online lending expertise, we design web platforms that consistently accelerate your online visibility and channel growth.

What's in this article?

Consumer-direct mortgage website
Scope of Work


Kaleidico designed a strategy that leveraged Homefinity’s current lead buying, traditional loan officer sales activity, and a new SEO-driven content program to boost their new website’s traffic and lead generation performance.



Customers visit the mortgage website looking for mortgage calculators and mortgage rates. Calculators to determine monthly payments and compare loan options and rates to determine if the time is right to buy to refinance.
Too often, lenders either don’t offer these calculators or use old, clumsy, cheap “widgets” borrowed from some mortgage calculator site. These kinds of experiences simply frustrate customers and drive them to better-designed websites.
Kaleidico designed and developed custom mortgage calculators and rate tables. These tools seamlessly integrated with Homefinity’s unique user experience, delighting clients and generating new mortgage leads.


When your customer is ready to apply online, don’t make it hard.
Believe it or not, this is another common mortgage website mistake. Either they neglect to offer a path to apply at all or use some cumbersome POS system that assumes your customer is a professional loan officer.
Kaleidico used to design progressive lead forms that are quick and easy for the customer to complete and flexible for ongoing optimization. And, of course, everything is tightly integrated with Homefinity’s mortgage CRM for instant lead distribution.

homefinity flip forms

Results Section Headline

Leads in the First Quarter
Website Traffic Growth
SEO Mortgage Leads
Website Conversion Rate

Scope of Work

Web Design

Brand Strategy
Lead Generation

Content Strategy SEO

Content Marketing

Sales Optimization

Sales Training Content
Velocify Optimization

Contact Headline

Schedule your discovery session and we’ll spend 30 minutes together discussing your business objectives and sharing how we’ve helped clients, in similar businesses, build more effective brands. Pick a time that is convenient for you and your team.

Learn more about Kaleidico’s design and branding capabilities. Download our full capabilities brief here.