From a dead phone to a sales team at capacity, with 80% of the market still untouched.
A veteran-owned lender that wins on being local and answering the phone. The site puts a pre-approval form on the first screen, a two-step HELOC application behind it, and lets the team change rates, partners, reviews and stats without a developer. Google Ads makes the phone ring.
The phone had gone quiet. Kalamazoo Mortgage wanted first-time buyers and veteran home loans, but business was flat. They had leaned on SEO for years, and it never became the lead source they expected it to be.
They called Lumin and we recommended Google Ads, starting small. A $30-a-day budget measured how much demand the market actually held. Once the calls lined up with the ad activity, we raised it to $100 a day, with the pre-approval form on the homepage catching the traffic.
The phone rings, and the sales team is at capacity, which is the only reason the budget stops at $100 a day. The campaign holds about 20% of the available impression share, so roughly 80% of the searches in the market are still untouched. When they add sales staff, the room to grow is already there.
step HELOC application
rating shown from 100+ reviews
developer needed to edit
Method: counted from kalamazoomortgage.com and its sitemap at capture, 10 Sep 2026. Build evidence, not a performance claim.
- 01
Pre-approval form on the homepage with Turnstile, straight to the loan team
- 02
Two-step HELOC application flow
- 03
Loan pages for FHA, VA, zero-down, refinance and new construction
- 04
Partners, testimonials and stats managed as content by the team
- 05
Reviews shown on the page: 4.9 from 100+ at capture time
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