Case Studies / Marquee Funding Group

Online lead generation for hard money lending

Creative Brief:

Marquee Funding Group, a California private money lender, was looking to grow their owner-occupied mortgage lending with a consumer-direct mortgage marketing strategy.

Marquee initiated a competitive search for an agency with mortgage marketing expertise and discovered Kaleidico’s unit positioning and experience. We began our relationship with a limited, 30-day strategy engagement. 

From this collaborative process, Marquee and Kaleidico developed a growth plan that included three areas of focus: sales process improvement, tactical website conversion optimization opportunities, and new traffic generation strategies to grow their online presence and customer audience.

Marketing for Hard Money Lending

Our Approach

Hard money lending is generally a business built on face-to-face relationships and personal networks.
Coronavirus is forcing a change in how we do hard money and mortgage lending. Like many other businesses, hard money lending is going virtual. At the same time, the owner-occupied real estate market and mortgage refinancing are heating up.
Marquee saw this as the perfect opportunity to add a digital marketing strategy, and Kaleidico was uniquely positioned and experienced to lead this transformation.

marquee funding group logo


Kaleidico’s first step was to collaborate with Marquee to understand their business objectives in this shifting market. Our discovery sessions and deep dives into their current sales and marketing processes led us to a four-part mortgage marketing strategy:
sales process optimization and automation,
tactical website redesign and conversion rate optimization,
a new mortgage content strategy, and
ultimately leveraging each of these steps to generate more online mortgage leads quickly.

marquee playbook


Like most mortgage lenders, Marquee’s sales processes, automation, and CRM systems had room for improvement.
Kaleidico’s mortgage industry experience, once again, added immediate value. With a broad knowledge of mortgage CRM options, like Velocify, Total Expert, Cimarron, Ricochet 360, Purple Dot, and Nutshell, we could determine which mortgage CRM fit best with Marquee quickly.
Once selected, Kaleidico quickly used their mortgage CRM to create a more consistent, streamline, automated, responsive, and effective sales process.


Marquee Funding Group needed a website redesign but wanted to prioritize their sales process optimization first. But, we need to start generating some online mortgage leads to test the system.
To serve this prioritization goal and at the same begin building a website lead generation platform for the future, Kaleidico redesigned highly-optimized landing pages and progressive mortgage lead forms for both broker and individual borrower clients.
These customizations created a streamlined way for mortgage brokers, real estate investors, and individual homeowners to quickly submit one or more loan scenarios – generating a high-quality mortgage lead for Marquee loan officers.

marquee homepage


Marquee had attempted to initiate a basic SEO and content creation program in-house, but like all mortgage lenders – production is the top priority!
Their business’s speed and growth made it very difficult to write and publish high-quality content for customers consistently, much less cultivate an SEO strategy to the position that content on the first page of popular Google searches.
Kaleidico lives and breathes mortgage SEO and content creation. As a result, we quickly and efficiently structure and information architecture for your website and an editorial calendar to efficiently and rapidly start attracting a lead generating customer audience.


Ultimately the goal of any mortgage marketing engagement is to generate mortgage leads.
In the case of Marquee Funding Group, they had a strong sales culture, lots of hustle, and we’re just looking for an additional channel to grow their owner-occupied hard money business.
Kaleidico put together a lead generation program with a diverse set of digital channels – organic, SEO, and content marketing; paid, using Google Ads, and lead nurturing, using email marketing.

Quick Mortgage Lead Generation

Increase in Mortgage Leads
Landing Page Conversion
Growth in Web Traffic

Scope of Work

Web Traffic Growth

Content Marketing

Mortgage Lead Generation

Google Ads
Website Design & Development

Lead Conversion

Landing Page Optimizations

Contact us

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.