From “Apply Now” to “Ready to Buy” — A 10-Month Transformation in Borrower Conversion
When Darren Kaplan, Branch Manager at Total Mortgage in Chapin, South Carolina, first explored the FinLocker platform, he wasn’t looking for “just another mortgage tool.” He wanted something that would help him build genuine relationships with future borrowers long before they were ready to submit a loan application.
Ten months later, Darren has:
- Closed 5 loans directly from FinLocker-nurtured prospects
- 3 more loans in his active pipeline
- Over 100 engaged future buyers using his branded app
- Multiple new Realtor partners co-nurturing prospects alongside him
- ROI that paid for his subscription in the first few months
And he’s done all of it without a single system integration, a truly turnkey implementation.
The Old Way: “Apply Now”
Before FinLocker, Darren’s marketing looked like most Loan Officers’:
Every flyer, social post, or email had the same call to action….“Apply Now.”
But Darren saw the flaw.
Most of the people seeing those messages weren’t ready to apply. They had credit concerns, questions about down payments, uncertainty about the process, or simply needed more time.
“I realized I was missing a huge opportunity with people who weren’t ready to apply right now. They’d slip away, and I’d lose touch with them completely,” Darren recalls.
The New Way: “Get Ready to Buy”
When Darren implemented the FinLocker app, he flipped his funnel.
Every prospect his team connected with who wasn’t ready to buy or finance was invited into the FinLocker app, free of charge.
- The value proposition: Your own personal finance app to prepare for a successful mortgage application.
- Bonus value: A direct, real-time connection to Darren if questions came up.
This gave Darren something powerful, a reason to stay connected without being pushy, and a platform that kept him top-of-mind until the borrower was ready.
The First Win — and the Hook
It didn’t take long. Just a few months in, one of those “not ready” prospects closed on a home loan, a deal Darren knows would have slipped away without FinLocker as the hook.
That one commission check more than covered his entire year’s subscription.
From that point on, Darren was all-in.
Scaling the Strategy Through Social
Next, Darren started weaving the FinLocker app into his social media strategy.
Instead of generic mortgage posts, he created videos and posts that spoke directly to the concerns of credit-challenged or credit-worried buyers:
- “Think your credit’s not good enough to buy a home? Download my free app to find out exactly where you stand, and how to improve.”
The early posts didn’t generate instant results, but Darren played the long game.
Within months:
- His content views and engagement climbed
- New users began downloading the app weekly
- His future borrower pipeline steadily grew
Becoming the “Go-To” in Chapin
Today, Darren has over 100 prospective clients using his app, tracking credit, building budgets, and following personalized home readiness goals, all while seeing his brand every time they log in.
The local Realtor community has noticed.
- Several agents have partnered with Darren to co-nurture their prospects inside the FinLocker platform
- Darren’s brand is now synonymous in Chapin with “homebuying preparation”
Why It Works
Darren’s success boils down to a few principles any Loan Officer can follow:
- Play the long game. Not all leads are ready today, but they will be ready someday.
- Stay connected without being pushy. FinLocker provides consistent, branded value between first contact and closing.
- Make it turnkey. Darren has no integrations. He simply invites people in, and the app does the heavy lifting.
- Be a resource, not just a salesperson. FinLocker positions him as a trusted advisor, not just a transaction facilitator.
The Numbers Tell the Story
In just 10 months:
- 5 loans closed — $17,500+ in commission revenue
- 3 loans in process
- 100+ active future buyers being nurtured daily
- Unlimited upside with no cap on invites
ROI: Darren’s first FinLocker-generated loan paid for his subscription. Everything after that is profit.
Darren’s Advice to Other Loan Officers
“If you’re still telling people to ‘Apply Now,’ you’re leaving money on the table. FinLocker gives you a reason to start a conversation with buyers months, even years, before they’re ready, and to be the one they trust when the time comes. This is the future of mortgage marketing.”
The Takeaway
Darren’s story is proof that with the right mindset and a willingness to play the long game, the FinLocker platform isn’t just a tool, it’s a commission machine.
Whether you’re looking to stand out from other Loan Officers, build long-term relationships, or become your market’s “go-to” for homebuyer readiness, FinLocker can help you close more loans, starting with the ones you would have lost.
Ready to turn your mortgage business into a lead-converting machine? Book a FinLocker demo and start transforming your borrower pipeline.