The hero every loan originator needs
01 — The Challenge
Peter, the owner of Premier Credit Solutions, was staring down the barrel of two problems:
A brutal housing market where loan originators were dropping like flies.
A sales page that…well…didn’t really say anything.
The business had a killer offer, a credit repair service built specifically for loan officers who needed to close tricky deals fast. But the messaging didn’t speak to what those loan officers were really feeling. It didn’t hit their pain points, and it sure as hell wasn’t converting.
Peter knew there was a real opportunity in the market. He just didn’t know how to put it into words.
02 — Creative process
Here’s how I approached it:
Deep Market Research — I conducted interviews with several loan officers and then delved into forums and private groups where they were engaging in conversations. You know, the deep, dark, hidden subreddits and the like where folks admit what’s actually keeping them up at night (not just the polished LinkedIn fluff).
Competitive & Industry Analysis — I mapped out what other credit repair companies were doing in their marketing, and more importantly, what they were missing.
Positioning Strategy — Together with Peter, I shaped the narrative around his biggest advantage: speed, expertise, and results-based pricing with messaging that spoke directly to the loan officers’ reality.
Conversion-Focused Copywriting — I wrote the sales page to grab attention, build credibility, and guide readers toward booking a call, not just reading and bouncing.
03 — The Result
Peter finally had messaging that matched the opportunity he saw in the market.
The sales page became the backbone of his outreach and gave him the confidence to approach loan officers knowing his offer spoke directly to their needs. As an experienced industry professional himself, he immediately recognized how well the copy captured the sentiment he’d been struggling to express.
Instead of a vague and forgettable page, he now had a clear and strategic message he could stand behind. It resonated with his audience and reflected his expertise.