The funnel library
Mortgage funnel templates, rewritten for you
Eight funnels, one per borrower situation. Each one has its own ad angles, quiz, result page and follow-up — and every word is rewritten for your programs and approved by you.
Single Funnel: 1 funnel · Funnel Stack: 4 · Full Library: all 8. Extra funnels $59/mo.
When are you hoping to buy?In the next 3 months3–6 months6–12 months02 · VA loan
What best describes your service?VeteranActive dutyGuard or Reserve03 · Refinance & cash-out
What do you want from a refinance?Lower monthly paymentCash outPay off sooner04 · HELOC
Roughly what is your home worth?Under $300k$300k–$600kOver $600k05 · Investor DSCR
What kind of property?Single-family rental2–4 unitsShort-term rental06 · Self-employed bank statement
How are you self-employed?Own a businessFreelance / 1099Gig or rideshare07 · Reverse mortgage (HECM-aware)
Who is researching?I'm the homeownerFor my parent(s)A financial advisor08 · Pre-approval
What price range are you shopping?Under $300k$300k–$500k$500k–$800kDecision guide
Which funnel should you run first?
Run the funnel for the borrower your next ten loans will most likely come from. Purchase-focused loan officers usually start with pre-approval or first-time buyer; refinance-heavy books start with refinance or HELOC; specialists start with VA, investor or self-employed.
- Mostly agent referrals? Start with pre-approval — agents can send buyers straight to it.
- Big past-client list? Start with refinance and HELOC.
- Running social ads to renters? Start with first-time buyer.
- Near a base or in veteran communities? Start with VA.
- Non-QM lender access? Add bank statement and DSCR.
- Originate reverse mortgages? Add the reverse mortgage funnel — carefully.
Side by side
Compare the eight funnels
| Funnel | Borrower | First question | Quiz | Follow-up touches | Best traffic |
|---|---|---|---|---|---|
| First-time buyer & FHA | Renters weighing their first home | When are you hoping to buy? | 4 questions | 6 | Meta ads, social bios, open-house QR codes |
| VA loan | Veterans, service members, eligible spouses | What best describes your service? | 4 questions | 5 | Veteran communities, referrals, Meta ads |
| Refinance & cash-out | Homeowners with a rate, payment or cash goal | What do you want from a refinance? | 4 questions | 5 | Past-client email and texts, rate-move ads |
| HELOC | Homeowners tapping equity without touching their rate | Roughly what is your home worth? | 4 questions | 4 | Past clients, Google search, Meta ads |
| Investor DSCR | Real estate investors qualifying on rental income | What kind of property? | 4 questions | 4 | Investor meetups, agent partners, Google search |
| Self-employed bank statement | Business owners and 1099 earners | How are you self-employed? | 4 questions | 4 | Google search, CPA and bookkeeper referrals |
| Reverse mortgage (HECM-aware) | Homeowners 62+ and their families | Who is researching? | 4 questions | 4 | Family-focused content, advisor referrals |
| Pre-approval | Buyers ready to shop with an agent | What price range are you shopping? | 4 questions | 4 | Agent partners, open houses, your website |
In every funnel
Different words, same standards
One-screen landing page
Answers "is this for me?" before the first scroll, with your NMLS ID and Equal Housing text in view.
Tap-only quiz
Four questions, big buttons, no sensitive data.
Seconds-fast follow-up
Text with consent, email, then a task for you.
Compliance-first copy
No unbalanced trigger terms, no promises of approval, reviewed by your team.
Which funnel should I launch first?
Start where your next ten loans will most likely come from. Purchase-focused LOs usually start with pre-approval or first-time buyer; LOs with a large past-client list often start with refinance or HELOC; VA and investor specialists start with their specialty. The decision guide on this page walks through it.
Can I change which funnels are in my plan later?
Yes. On Funnel Stack you can swap one funnel per quarter at no charge; on any plan you can add a funnel for the extra-funnel price shown on the pricing page.
Are the funnels templates?
The structure is proven and shared; the words are not. We rewrite every question, result page and message for your programs, your area and your voice, and your compliance team approves the final copy.
Can one funnel serve several loan programs?
Yes, through branching. The VA funnel, for example, branches into purchase, VA-to-VA refinance and cash-out, each with its own result page and follow-up. What we avoid is one vague form trying to serve everyone.
Do funnels replace my website?
No — they sit on it. Every plan includes a fast base website with program pages, calculators and an application; the funnels are focused paths for traffic you send on purpose.
Can I see a funnel working before I buy?
Yes. The samples page has two complete sample funnels you can click through end to end, built for fictional lenders.
Do you build funnels for products not listed here?
We can, for example USDA, jumbo or construction-to-permanent. We price them as an extra funnel once we agree the scope.
How do funnels work with my loan origination system?
Funnels hand borrowers to your application link or our 1003-style form and send leads to the CRM included with your site. If your company requires a specific application portal, we link to it from the result page.
No question matches that.
Try fewer words, pick "All", or send us the question — we answer within one business day.
Next stage: booked
Not sure where to start? We'll pick with you.
On a 25-minute call we look at your referral sources, past-client list and programs, and recommend the first two funnels.
Free 25-minute call · month-to-month plans · no ad spend required to start
