Case Study: First Direct Lending achieves rapid scale and faster speed-to-contact with Velocify

First Direct Achieves Rapid Growth With Velocify by Ellie Mae

First Direct Lending, a direct-to-consumer mortgage lender founded in 2014 in Irvine, CA, specializes in FHA, VA and conventional loans for low‑credit and hard‑to‑qualify borrowers. Rapid growth and a competitive market created pressure to maximize speed‑to‑contact, quickly train and deploy new loan consultants, and eliminate duplicate leads without relying on slow, IT‑dependent systems.

First Direct implemented Velocify LeadManager, Velocify Dial‑IQ and integrated the platform with Encompass to automate workflows and real‑time status updates. The result: faster responses and simpler onboarding, growth from five to more than 100 loan consultants in 30 months, quicker campaign changes, reduced duplicate lead costs, and improved lead and performance visibility for redeploying staff into new markets.

First Direct Lending

Mike Eshelman

VP of Marketing