Case Study: Homestead Financial Mortgage achieves 51% purchase originations and reduced acquisition costs with Velocify

Homestead Financial Lowers Acquisition Costs and Increases Engagement—with Ellie Mae’s Consumer Engagement Solutions

Homestead Financial, a Chesterfield, MO mortgage originator with $250M in annual loan volume (2017), faced a strategic challenge: transition from a lead-driven, refinance-heavy call-center model to a balanced refinance/purchase and referral-based business. The company needed to free loan officers to build relationships in the field without losing office leads, lower customer acquisition costs, and create ongoing homeowner engagement to drive future refinances and new mortgages.

Homestead deployed Velocify, Encompass and Encompass CRM to decentralize lead distribution, give loan officers mobile access to leads, and automate targeted, long-term customer nurturing. The results were dramatic: purchase loans rose from 2% (2013) to 51% (2017), monthly advertising fell from $200K to $125–150K (saving $600K–$900K annually), retention loans increased by 30%, and loan officer productivity, referral generation and recruiting improved significantly.

Homestead Financial Mortgage

Jayson Hardie

Partner & Founder