HOME / Case STUDIES / Huron Mortgages: Interactive Lead Qualification Funnel

Mortgage & Lending

Interactive Funnels

Huron Mortgages: Interactive Lead Qualification Funnel

Huron Mortgages landing page displayed inside a MacBook mockup
Huron Mortgages funnel with pre-qualification, purchase, refinance and HELOC options

Industry

Mortgage & lending

Focus

Conversational qualification and CRM-ready lead capture

Client

Huron Mortgages

Core Challenge

Collect useful borrower context without the friction of long static forms.

Overview

Huron Mortgages replaced traditional mortgage inquiry forms with an interactive lead qualification funnel that guides prospects through a conversational experience before collecting contact details. The solution captured richer customer information, improved lead quality, reduced manual qualification work, and created CRM-ready mortgage opportunities with built-in marketing consent and automation capabilities.

Huron Mortgages operates in the Canadian mortgage and lending market and needed a more effective way to convert digital advertising traffic into qualified opportunities.

The challenge

Traditional mortgage inquiry forms provided too little context for advisors while requiring significant manual qualification.

  • Low completion rates due to long, static forms
  • Limited information for mortgage advisors before initial consultations
  • Significant manual qualification effort
  • Poor lead prioritization based on urgency and customer intent
  • Limited segmentation for future marketing campaigns

The solution

The funnel guides prospects through a sequence of decisions before requesting their contact details.

  • Four service paths: pre-qualification, purchase, refinance and HELOC.
  • Interactive funding sliders and financing timelines within or after 45 days.
  • Living situation and applicant information for richer advisor context.
  • Final contact capture with privacy acceptance and separate optional email marketing consent.
Huron Mortgages interactive funding requirement slider

Our role

YOUR R&D designed and implemented the complete interactive mortgage lead generation experience, including:

  • Interactive mortgage funnel design
  • Landing page and conversion-focused UX implementation
  • Lead qualification workflow architecture
  • CRM Automation strategy
  • Marketing Automation planning
  • API Integration readiness
  • Email consent and compliance handling
  • Mobile-first optimization
  • Conversion Rate Optimization (CRO)

Stack: Vue.js, JavaScript, HTML5 and CSS3 on the AdsQuiz platform. CRM and external API connections are described as readiness and architecture, not verified deployed integrations.

Huron Mortgages final contact form with privacy and optional marketing consent

Results & delivery

The delivered experience structures borrower intent, funding requirements, timing, profile details and marketing permissions for advisor follow-up.

The source lists percentage lifts as typical results for this type of implementation, without Huron-specific measured results. Those benchmarks are not presented as achieved project metrics.

Potential next steps: AI mortgage assistants, personalized recommendations, advanced workflows and lead scoring.

4 paths

mortgage intent options

45 days

financing urgency threshold

Opt-in

separate marketing consent

See more case studies