An adviser's expertise, turned into enquiries
01 — The brief
Turn expertise into enquiries
Kris Pedersen started the firm in 2007 and has been ranked among New Zealand's top mortgage advisers since 2017. The advantage is the expertise: investors come specifically for structuring advice their bank will not give them.
Expertise only converts if a stranger can see it. The site had to carry a large body of market commentary, the ebooks that capture leads from it, and the disclosure and complaints material a licensed financial adviser is required to publish.
It also serves two audiences that behave nothing alike: a first home buyer who needs reassurance and a step by step process, and a portfolio investor who wants to know whether non-bank or construction finance is on the table.
Seven finance paths, named First home, next home, investors, refinancing, non-bank, construction and development, and green loans each get their own page, so a visitor self selects into the right conversation instead of filling in a generic contact form.
By the numbers
A content engine with a single call to action
Feature
The strongest lead source is a rate rollover. The mortgage review page gives seven concrete reasons to look again, sets out the current rate backdrop, then asks for a review rather than a sale.
- Mortgage review request as the primary call to action
- Embedded repayment and affordability calculators
- Three ebooks behind a short form
- Newsletter signup feeding the commentary to a list
- Knowledge hub written for both first home buyers and investors
- Disclosure statement and complaints process published as required
Two audiences
First home buyers and portfolio investors, on one site
The same adviser serves people at opposite ends of the market.
First home buyers get process: an application form, a booked call, a written plan, and an ebook that explains deposits and using KiwiSaver. Investors get strategy: non-bank lending, construction finance, portfolio structuring and the case against keeping everything with one bank.
Both paths converge on the same short form, so the team qualifies from one queue while each visitor feels the site was built for them.
02 — The process
How we got there
- 01
Separating the audiences
First home, next home and investor journeys mapped separately, then designed to share one enquiry process.
- 02
Designing for credibility
Awards, rankings, media commentary and testimonials placed where a stranger checks before enquiring.
- 03
Building the knowledge hub
Years of commentary structured and searchable, with each article carrying the ebook and review offers.
- 04
Lead capture and tools
Three gated ebooks, embedded calculators, a newsletter and the mortgage review request, all feeding one CRM.
- 05
Compliance and ongoing publishing
Disclosure, complaints and privacy material published as required, and a hub the team adds to themselves.
The rollover conversation, in public Seven reasons to review a mortgage, the rate backdrop as it stands, and an honest line about incentives that sometimes are not worth taking. It reads like advice, which is why it converts better than a contact form.
03 — The outcome
A site that does the qualifying
Commentary brings the traffic, the ebooks and the review request capture it, and the adviser spends time on people who already trust the advice.
Enquiries arrive knowing which finance path they are on, which shortens the first conversation considerably.
The knowledge hub keeps compounding: every rate cycle produces new commentary, and the older articles keep bringing in investors searching for exactly that problem.
Ready for a website like this?
Let's build the next one together
Design, build, content and search, handled by one Auckland team.
