River City Mortgage

Mortgage lending, especially those based on branches, is generally a business built on face-to-face relationships and personal networks.

COVID-19 has forced a change in how we do mortgage lending. Like many other businesses, mortgage branches are going virtual. At the same time, the real estate and mortgage refinancing markets are heating up.

River City Mortgage saw this as the perfect opportunity to add a digital marketing strategy, and Kaleidico was uniquely positioned and experienced to lead this transformation.

Kaleidico’s first step was to collaborate with River City Mortgage 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 for immediate impact,
In parallel, a full redesign of their makeshift website that needed to be repositioned for consumer-direct versus branch operations,
Initiation of a mortgage content strategy, and
Coordinate each of these tactics to generate more online mortgage leads quickly.

Like most mortgage lenders, River City’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 jump in and make recommendations on how to best optimize their solution to increase lead to closed loan pull-through.

River City Mortgage needed a website redesign but also wanted to begin immediately generating mortgage leads.

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 key loan programs, like FHA Streamline, VA IRRRL, and conventional mortgages.

These customizations created a streamlined way for homeowners to quickly request refinance quotes and home buyers to get pre-approvals – generating a high-quality mortgage lead for River City Mortgage branches and loan officers.

River City Mortgage, like most mortgage lenders, had no real in-house SEO and content creation. Understandable – production is the top priority!

River City’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 structured an information architecture for their website and an editorial calendar to rapidly create content and start attracting lead generating web visits.

Ultimately the goal of any mortgage marketing engagement is to generate mortgage leads.

In the case of River City Mortgage, they had a strong sales culture, lots of hustle, and we’re just looking for an additional channel to grow and expand their mortgage branches nationally.

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.