Total Mortgages operates in a crowded lending market where borrowers start searching the moment they consider buying or refinancing. Its site was not structured around the different borrower scenarios people actually search for, and location-specific demand was not being captured. That gap meant potential borrowers were finding other advisers first.
We targeted the specific searches borrowers make at each stage, from first-home buyers to refinancers, so Total Mortgages could be found for the exact scenario a searcher was in.
Service pages were rebuilt around real borrower scenarios rather than generic mortgage advice, matching content to what each type of visitor needed to know.
Dedicated location pages were built to capture borrowers searching for a mortgage adviser in their specific region of New Zealand.
Matching pages to borrower scenarios outperforms generic mortgage content
Being first in search matters most at the moment someone starts looking
Final word
For mortgage advisers, the business often goes to whoever is found first. Total Mortgages' results show that scenario-based content and borrower-intent targeting can make that business theirs.
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