Disclaimer: This case study highlights lead generation performance only — it does not reflect actual booked sessions or closed sales.
Photo of the Ad Performance over time
Client Background / Context
This mortgage banker specializes in home refinancing and preparing first-time buyers for homeownership by helping them optimize their finances. Unlike most, he doesn't just sell — he stages buyers for success, positioning himself as both strategist and lender.
The Campaign Setup
- Ad Budget: ~$500/month ($16.67/day)
- Objective: Lead generation and referral list building
- Target Audience: Homeowners with existing equity; potential buyers needing financial staging
- Timeline: 2022–2024
A snapshot of the gender distribution of the Ad showing that it mainly landed on women
The Offer + Funnel Infrastructure
The offer invited homeowners to explore how they could put their equity to work - for home renovations, tuition needs, or financial breathing room. Instead of leading with interest rates, we led with lifestyle relevance.
Funnel Flow:
- Facebook Ad
- Landing Page with Qualifying Questions:
- Home value
- Credit score
- Purchase history
- Foreclosure status
- Contact info collected and managed through GetBonzo → Later migrated to GoHighLevel
This higher-friction form led to pre-qualified leads, not just traffic — making the CPL higher, but the lead quality significantly stronger.
A snapshot of the total number of impressions generated
The Results
- Total Ad Spend: $15,206.29
- Leads Generated: 578
- Cost Per Lead: $26.31
- Conversion Impact: Helped client close 1–2 additional deals/month
- Use Case Expansion: Created a lead pool for real estate and credit repair referral partners
What Made This Work
- Offer was emotionally grounded, not rate-based: “Put your equity to work.”
- High-quality data collection led to better follow-up and CRM segmentation
- Reframed lead gen as a referral asset, not just a personal sales pipeline
Strategic Takeaway
Financial professionals often overlook the full power of a lead. When nurtured and segmented correctly, one lead can serve multiple verticals - mortgage, credit repair, tax planning, real estate, even webinars. Lead gen isn’t one-dimensional. It’s the foundation of your entire partnership and visibility ecosystem.
About JFP Studios
JFP Studios is a creative strategy and marketing firm led by Jordi-Lakeem Foster, a branding-minded photographer and funnel architect who understands both the artistry and analytics of storytelling.
We specialize in helping service-based businesses - especially creatives, studios, and local brands - build lead generation systems that don’t just attract clicks, but convert attention into trust. With a deep understanding of emotional triggers, visual communication, and buying psychology, we create campaigns that speak directly to your ideal clients.
We know what's on your mind... see the answers below
What makes this different from typical mortgage ads?
A.Most mortgage ads focus on interest rates or generic refinancing. This campaign focused on real-life needs - renovations, tuition, cash flow - making the message more relevant and emotionally resonant.
What industries is this model ideal for?
A.While this was built for a mortgage banker, the strategy applies to financial advisors, credit repair experts, insurance agents, real estate teams, and other service-based financial professionals.
What platforms did you use?
A.We ran the ads via Facebook Ads Manager and used GetBonzo (later GoHighLevel) to manage the leads and automate follow-ups.
What industries do you specialize in?
A.Absolutely. In fact, this campaign created a referral-ready lead list that was leveraged for webinars, partner introductions, and co-marketing efforts.
What industries do you specialize in?
A.We work best with coaches, consultants, real estate professionals creative studios, wellness brands, and other service-based entrepreneurs who want to blend creativity with their service offerings.
