Leads don't fund loans. Loan officers do.
That belief is behind every program Powell Content Studio builds for mortgage lenders, banks and brokerages. Compliance approved creative, every lead in front of the right loan officer the moment it arrives, a lead board on each loan officer's phone, and reporting that follows each lead to a funded loan. It starts with a 90-day pilot, so the decision to roll out is made on your own numbers.
We have run the production floor, not just the ads.
Before Powell Content Studio built marketing systems for lenders, its leadership spent fourteen years inside residential lending: founding a brokerage, running sales for direct-to-consumer lenders, and running recruiting, lead generation and sales training for a bank's direct-to-consumer operation.
That changes what gets built. We know a lead is worth nothing until a loan officer works it, that compliance review is part of the schedule and not an obstacle to it, and that the number leadership cares about is the cost of a funded loan, not the cost of a click.
A mortgage brokerage, built from the ground up
The sales floor of a direct-to-consumer lender
Sales for a bank's direct-to-consumer lending division
Recruiting, lead generation and sales training for a bank's lending operation
Funded residential volume of each organization during our leadership's tenure there.
One program, sized to prove itself before it scales.
Scope it in writing
Markets, loan products, the loan officers in the pilot, the CRM, and what success means in numbers. Agreed before anything is built.
Build the library and get it approved
Ads, lead forms, landing pages and follow up messages, submitted to your compliance team as one package. Nothing runs until it is approved.
Connect and launch
Leads route into your CRM tagged by loan officer, source and campaign. Each loan officer gets a short onboarding and a written playbook for the first call.
Run and report
Weekly optimization, a monthly report for leadership, and a standing check with each loan officer on what their leads became.
Decide at day 90
Results against the targets set in step one. Roll out, adjust, or stop, on your numbers.
What the pilot includes
- 5 to 10 loan officers for 90 days
- A compliance approved creative library
- Lead forms and landing pages set for intent
- One CRM connection, with routing by loan officer
- A private lead board for every loan officer
- Speed to lead text and email follow up
- Loan officer onboarding and a first call playbook
- Monthly leadership reporting and a day-90 readout
- Ad spend paid directly to the platform, no markup
The pilot is paid and priced per program. You get a written number after the first call.
Built to be approved, not argued over.
Your compliance team signs off first
The full creative library goes to review before launch. Changes after launch go back through the same review, and every approved version is kept on file with the dates it ran.
Housing ad rules are built in
Mortgage campaigns run under the advertising platform's housing category, which removes targeting by age, gender and ZIP code. Copy and audiences are written for fair lending from the start, not fixed afterward.
Licensing details where your policy puts them
NMLS numbers, equal housing language and required disclosures are placed on every piece of creative to your standard, not ours.
Consent captured at the form
Lead forms carry consent language your team approves, so follow up by phone and text has a record behind it.
Powell Content Studio builds for compliance review. It is not a law firm and does not give legal or compliance advice.
Programs fail at the loan officer, so that is where we start.
Most lender marketing programs do not fail in the ads. They fail when a lead lands with a loan officer who is at a closing, sees it four hours later, and calls someone who has already spoken to two other lenders.
So the program is built around the loan officer's day, not the campaign dashboard. And because every lead is tracked by loan officer, managers can see who is working the leads and who is not.
- Leads land in the CRM they already use and on their own lead board
- An immediate text and email go out in the loan officer's name
- A short onboarding and a one page first call playbook
- Per loan officer reporting that managers can act on
Every loan officer gets their own lead board.
A private page on each loan officer's phone with their hottest leads at the top and one tap to call or text. No digging through a CRM between appointments, and no lead sitting unseen until the end of the day.
- Hottest leads first, so the next call is obvious
- One tap to call, one tap to text
- What the borrower asked for and where they came from, before the phone rings
- A private link for each loan officer in the program
- The same activity feeds the report leadership reads
24 seconds. Sample data. Captions on.
One report leadership actually reads.
Monthly, one page. What ran, what it cost, what each loan officer received, and what those leads became.
Cost per lead is where measurement starts. Cost per funded loan is where it ends, once your CRM or loan system shares outcomes back. Mortgage cycles run well past thirty days, so the report tracks applications and loans in process, not only closings.
In every report
- Leads by loan officer and campaign
- Speed to first contact
- Contact and application rates
- Cost per lead, per application and per funded loan
- What changed this month, and why
Everything we build is yours.
Your accounts
Ad accounts and pages are set up in your name. We work through access you grant and can revoke at any time.
Your leads
Lead data lives in your CRM. It is not resold, shared or used for any other client.
Your library
The approved creative library belongs to you, whether or not the program continues.
A senior lead on your program, and specialists for each discipline.
Every program has a senior lead who scopes it, stays on it, and answers for the results. The work itself is done by specialists in each discipline the program needs.
Strategy and program lead
Scopes the program, owns the plan, and answers for the results.
Paid media
Builds and manages the campaigns, audiences and lead forms.
Creative and video
Produces the ads, landing pages and video the program runs on.
Development and automation
Builds the integrations, routing and AI systems.
CRM and follow up
Configures the pipeline, the routing rules and the follow up sequences.
Reporting
Turns platform and CRM data into the report leadership reads.
What lenders ask before a pilot.
How does a pilot work?
A pilot runs for 90 days with 5 to 10 loan officers. Powell Content Studio scopes it in writing, builds a creative library your compliance team approves, connects one CRM, onboards the loan officers, and runs and reports on the program. At day 90 you get a readout against the targets set at the start and decide whether to roll out, adjust or stop.
What does a pilot cost?
The pilot is a paid, fixed scope engagement priced per program, based on the number of loan officers, the markets and the CRM connection. You get a written number after a 20-minute call. Ad spend is separate and is paid directly to the advertising platform.
Who approves the creative?
Your compliance team. Nothing runs until the creative library is approved, and every change after launch goes back through the same review. Powell Content Studio builds for review and keeps every approved version on file, but it is not your compliance counsel and does not act as one.
What does a loan officer actually see?
Every loan officer in the program gets a private lead board on their phone: their hottest leads at the top, what each borrower asked for and where they came from, and one tap to call or text. Leads also land in your CRM as usual, so nothing about your system of record changes.
Which CRM do you connect to?
The one your loan officers already use. The connection is scoped in writing before the pilot starts, because the integration is the part that most often goes wrong. If you do not have a CRM suited to the pilot, a configured workspace can be provided.
How do you measure success?
Cost per lead is where measurement starts, and cost per funded loan is where it ends. The monthly report covers leads by loan officer, speed to first contact, contact and application rates, and, once your CRM or loan system shares outcomes back, cost per funded loan.
Do you take a percentage of ad spend?
No. Ad spend is paid by you directly to the advertising platform and Powell Content Studio takes none of it.
Do you work with lenders outside Ohio?
Yes. Campaigns run wherever your loan officers are licensed, and the program is delivered remotely. Powell Content Studio is based in Powell, Ohio, near Columbus.
What happens after day 90?
You decide. Roll out to more loan officers on the same creative library and reporting, adjust and extend the pilot, or stop. Rollout terms are agreed before the pilot starts, so the decision is about results, not a new negotiation.
Twenty minutes to see whether a pilot fits.
Bring your loan officer count, your CRM and how your compliance review works. You leave with a pilot outline whether or not we work together.