Refinance & cash-out funnel
A refinance funnel that is ready before rates move
When rates dip, every lender shouts at once. The LOs who win already have the page, the past-client list and the texts written. This funnel sits ready, then goes live in a day.
Included in every plan · or add to any plan for $59/mo
Question 1 of 4
What do you want from a refinance?
Question 2 of 4
Roughly what is your current rate?
Question 3 of 4
About how much do you owe?
What it is
What is a refinance & cash-out funnel?
A refinance funnel is a landing page and quiz that asks a homeowner what they want from a refinance (lower payment, cash out, shorter term or removing mortgage insurance), checks a rough break-even, and books a review call — so you capture refinance demand the week rates move instead of weeks later.
Who it's for
Existing homeowners — including your past clients — who want a lower payment, to remove mortgage insurance, to shorten their term, or to take cash out for debt consolidation or a project.
What makes them search
- Rate drop in the news
- High-interest card balances
- Home renovation plans
- Mortgage insurance they want gone
The funnel map
How the Refinance & cash-out funnel moves a borrower
- 01
Ad or link
Ad angle 1 of 3
Rates moved. Is a refinance worth it for you? 4 questions
- 02
Landing page
One screen, one promise
A refinance funnel is a landing page and quiz that asks a homeowner what they want from a refinance (lower payment, cash out, shorter term or removing mortgage insurance), checks a rough break-even, and books a review call — so you capture refinance demand the week rates move instead of weeks later..
- 03
4-question quiz
Tap-only answers
What do you want from a refinance? · Roughly what is your current rate? · About how much do you owe? · How long will you stay in the home?
- 04
Result page
Next step, no promises
The result page shows a plain break-even explanation (closing costs ÷ monthly savings = months to break even), links the refinance calculator, and offers a review call. It never shows a quoted rate.
- 05
Handoff & follow-up
5 touches written for you
Goal, rough balance and time-in-home flow into the CRM so the LO can prepare scenarios before the call.
The questions, word for word
Four taps. No paperwork yet.
This is the quiz we write for you (your edits welcome). Every answer is a button, so it works one-handed on a phone.
Question 1
What do you want from a refinance?
- Lower monthly payment
- Cash out
- Pay off sooner
- Remove mortgage insurance
Question 2
Roughly what is your current rate?
- Under 5%
- 5%–6.5%
- Over 6.5%
- Not sure
Question 3
About how much do you owe?
- Under $200k
- $200k–$400k
- Over $400k
Question 4
How long will you stay in the home?
- Under 3 years
- 3–7 years
- 7+ years
Result page
What the borrower sees next
The result page shows a plain break-even explanation (closing costs ÷ monthly savings = months to break even), links the refinance calculator, and offers a review call. It never shows a quoted rate.
Follow-up, written for you
What happens after they tap "done"
The follow-up below runs from the CRM included with your site. Texts only go to borrowers who ticked the SMS consent box. Messages are sample copy — we tailor them to your voice.
- 0–30 secondsSMS
Hi {first}, {LO} here. Got your refinance goal ({goal}). I can run real numbers in a quick call: {calendar}. Reply STOP to opt out.
- 10 minutesEmail
"How we check if a refinance is worth it" — break-even explained, documents list.
- Day 1Task
LO prepares two scenarios; call task due.
- Day 5SMS
Still want me to look at {goal}? If now isn't right I can set a reminder for later.
- Rate-watch (opt-in)Email
Borrowers who say "not now" can opt into a rate-watch note from the LO when things change.
Ads & compliance
Ad angles that work — and stay compliant
Sample ad angle
"Rates moved. Is a refinance worth it for you? 4 questions"
No specific rate in the ad; the break-even happens on the page.
Sample ad angle
"Thinking about cash out for a project? See your options"
Goal framing; no "lowest rate" or "guaranteed savings".
Sample ad angle
Past-client email + text: "Want me to run your numbers?"
Your own list, with prior consent for texts.
Compliance built in
- Rates or payments in ads trigger Reg Z disclosure requirements; we keep ads rate-free unless the LO's compliance team approves full disclosures.
- No "guaranteed savings" or "lowest rate" claims.
- Cash-out for debt consolidation copy explains that it can extend repayment; no "erase your debt" language.
- Past-client texting only with documented consent.
We explain public rules; we don't give legal advice. Your compliance team approves every funnel before launch. Mortgage ad compliance, explained.
What we watch
Numbers that tell us it's working
- 1Past-client reply rate
- 2Break-even page views
- 3Calls booked per 100 visitors
- 4Applications started
On Funnel Stack and Full Library we test one or two changes a month (a headline, a question order) and report what moved.
Included with this funnel
- Landing page, 4-question quiz and result page, written and built
- Application handoff, pre-filled from the quiz
- 5-touch follow-up in the CRM (SMS with consent, email, tasks)
- 3 ad angles written to avoid unbalanced trigger terms
- Schema, FAQs and your NMLS / Equal Housing block on every page
Not included
- Ad spend (paid to Meta or Google from your account)
- Legal or compliance approval (your compliance team)
- Loan decisions — those stay with you
FAQ
Refinance & cash-out funnel questions
Specific to the refinance & cash-out funnel. General questions live on the FAQ page.
Can't find it? Search every answer or ask the funnel desk.
Should a refinance funnel show today's rates?
We recommend not. A rate on an ad or landing page is a Reg Z trigger term that requires additional disclosures, and rates change daily. The funnel focuses on the borrower's goal and a break-even explanation, then the LO quotes properly on the call.
How is the break-even calculated?
Break-even months = total closing costs ÷ monthly savings. If a refinance costs $6,000 and saves $200 a month, it takes 30 months to break even. The funnel explains this and links the refinance calculator so borrowers can try their own numbers.
Can I send this to my past clients?
Yes, and it is often the best source of refinance business. We set up an email to your list and, for clients who agreed to texts, an SMS. The funnel recognises returning contacts in the CRM so they are not treated as strangers.
What about cash-out for debt consolidation?
The funnel handles it, with honest copy: consolidating into a mortgage can lower the monthly cost but may extend repayment and puts the home up as collateral. Borrowers appreciate the candour, and it keeps your marketing defensible.
How quickly can it go live when rates drop?
If it is in your plan, it is already built and switched to "ready". Turning on the ads and sending the past-client message takes about a day, mostly waiting on your approval of the final copy.
Does it work for FHA streamline or VA IRRRL leads?
Yes. A branch in the quiz asks about the current loan type; FHA and VA borrowers get result pages written for streamline-style refinances, reviewed by your team.
What if the borrower should not refinance?
The result page says so when the inputs point that way — for example, staying under three years. Telling someone to wait builds trust, and the CRM sets a gentle reminder for later.
Can the funnel run alongside a HELOC funnel?
Yes, and it should. Some homeowners with a low existing rate are better served by a HELOC than a cash-out refinance. Cross-links on each result page send them to the right conversation.
No question matches that.
Try fewer words, pick "All", or send us the question — we answer within one business day.
Next stage: booked
Launch the refinance & cash-out funnel in about two weeks
Book a call and we'll review your programs, traffic sources and compliance requirements, then send a written plan for this funnel.
Free 25-minute call · month-to-month plans · no ad spend required to start
