Variant Lending is a mortgage lender. From April 2025 Empire OS ran its Meta campaigns for home purchase and refinance borrowers, and built the automated follow-up and reputation system around them. Over more than eight months, about $23,900 in ad spend produced 3,231 leads at $7.39 each.
Client
Variant Lending
Industry
Mortgage Lending
Year
2025
Services Provided
Meta ads, automated follow-up, reviews and reputation
Mortgage borrowers compare lenders, and most are acting on a life event. Leads only turn into loans when trust is earned quickly.
Two kinds of borrower
Home purchase and refinance borrowers want different things and cost different amounts to reach.
//01
Trust first
Borrowers want proof that a lender delivers before they hand over their finances.
//02
Speed to follow-up
A mortgage lead goes cold quickly if nobody follows up.
//03
Older leads
Leads that did not convert the first time still had value if someone reached them again.
//04
Campaigns split by intent, with follow-up and reputation doing the work between the click and the call.
Campaigns by intent
Separate Meta campaigns for purchase, refinance and retargeting, running continuously from 28 April 2025.
//01
Automated follow-up
Every new lead followed up automatically, and older leads reactivated.
//02
Reputation system
Client reviews collected and published, so borrowers arrive already trusting the lender.
//03
