Who we are building for
AKA our ideal customer profile or ICP.
We are building for loan officers, brokers, lenders, and another else involved in the home buying process.
Generally, we expect that our customers are innovators and early adopters. They are looking for a competitive advantage and are willing to try new technology to get it.
Our current ICP
| Innovative lender, loan officer, or broker | |
|---|---|
| Description | Mortgage professionals or lenders that are digitally inclined and innovative. They might be data-centric call center operators, or originators investing in social media. In any case, our ideal customer understands that technology is a key component of a predictably profitable mortgage business. |
| Criteria | - Originating loans - 1M-100M+ in volume - 1-100+ loan officers - 1-10+ locations - 1-10+ years in the industry |
| Why they matter? | - Meaningfully business volume - Industry experience - Can scale up or scale down |
| Job role | Lender, loan officer, broker, or someone else involved in the home buying process. |
| Examples | A branch manager from C2 Financial |
In practice, our suite of tools are also used by borrowers, real estate agents, home service professionals, and others.
Those additional customer profiles are loosely defined.
FAQs
Principles
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Focus on the originator. The originator is the life-blood of a mortgage business and the primary user of our tools.
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Build features that help originators close more loans.
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We develop a strong feedback loop: build for the best originators so we can attract more of the best originators.
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As we gain market share, our unified suite of tools will become increasingly attractive. Why deal with multiple legacy vendors when you can deal with one modern, trusted, source?
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Save time and money for our customers. Originators are in constant competition for new origination volume and lenders are challenged with raising loan origination costs; keep prices enduringly low.
Who specifically should we keep in mind when building?
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We should focus on the high-expectation customer. “This isn’t an all encompassing persona, but rather the most discerning person within your target demographic. Most importantly, they will enjoy our product for its greatest benefit and help spread the word.”
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Generally, we should build for the best loan originators building the best mortgage businesses.
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These originators are talking with borrowers, studying their numbers, working with coaches, building their business. They likely operate collaboratively with borrowers, real estate agent partners, and origination support staff.
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They know that their sales pipelines won’t fill themselves, so they are willing to use the technology tools and study their data.
What is a high-potential customer and why do they matter?
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Our high-potential customer is a high volume originator, branch manager, or originator at a large lender that can socialize our products with their coworkers (other loan originators).
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Suggested criteria:
- Branch manager with 10-20+ loan originators
- Originator with 10M-100M+ in volume
- Originator at a high volume lender (100s-1000s of LOs)
Can we support low volume originators?
- Yes, we have usage based pricing that supports lower volume originators that are growing their business.
Can we support fluctuating origination volumes?
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Our usage based pricing also supports customers with changing businesses. For example, as interest rates rise sharply, many originators struggle to keep origination volume high.
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Why should those originators continue to pay high technology costs? They are engaged with less borrowers, benefiting from our tools less, etc… Our usage based pricing scales with them.
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