Mortgage Suite: Driving Leads & Revenue

Led the launch of the Mortgage Calculator, Pre-Approval Leads and the Home Equity Financing product line at Realtor.com. These initiatives were strategically designed to increase lead quality and unlock new revenue streams, aligning with company OKRs.

Outcome

Increase in mortgage leads
0 %
Increase in agent leads
0 %
$ incremental revenue
0 M
Uplift in annual revenue
0 %

The problem in home buying journey

Extended Timelines

Processes meant to take months often drag on for years, causing frustration and delays.

Lack of Repeat Buyer Tools

No tailored refinance estimator or upsell path present, hindering customer retention.

Friction at Every Step

Users face roadblocks at each step, stalling progress and leading to abandonment.

Revenue Leak

Missing nurturing hooks led to lost upsell opportunities, impacting potential revenue.

Insight

Users who submitted both agent and mortgage leads showed a significantly higher likelihood of transacting within 90 days.

Also, repeat homebuyers who were looking to remodel or refinance were underserved and represented a high LTV opportunity.

Data-Driven Product Decisions

To shape product bets, I employed a rigorous, data-backed approach, ensuring roadmap investments aligned with company initiatives and inspired cross-functional excitement.
  • Data-driven product strategy: Partnered with research, analytics, customer care and UX to pinpoint monetization levers and usability pain points.
  • Native Mobile Mortgage Calculator: Rolled out on iOS/Android to cut friction in high-intent flows, boost lender leads and enable upsells.
  • Conversion optimization: Ran iterative A/B tests on CTAs and creative formats, tuning for user readiness and engagement.
  • Home Equity Financing (Web + Mobile): Launched a tailored solution for refinance/remodel needs uncovered via competitor analysis and user interviews.

Results

Mortgage Calculator

Mobile-first calculator on iOS & Android – improved visibility on high-traffic pages.

Result: +25% mortgage leads, +2% agent leads.

Lead CTA Optimization

A/B tests on CTAs & ad formats based on finance readiness.

Result: +$3 M annual revenue.

Home Equity Financing

Web & mobile launch for refinance/remodel segment.

Result: +9% annual revenue & stronger lifecycle retention.

Key Learnings

  • Mobile-first deployment unlocks engagement in moments that matter
  • User segmentation + behavioral data lead to more effective product targeting
  • Cross-functional goal alignment inspires prioritization and execution
  • Strategic expansion beyond core use case (first-time buyers → repeat buyers) drives both revenue and long-term retention