Building lifetime mortgage client engagement by putting value first
When Dwell Mortgage launched Dwell 365, the goal wasn’t just to create another mortgage client portal. Founder Shane Kidwell, a mortgage broker since 2015 and loan originator since 2008, set out to design a lifetime client engagement platform. One that could serve consumers aged 18 to 88, whether they were years away from purchasing their first home or downsizing homeowners.
At the heart of Dwell 365 is KeySteps, a financial fitness app powered by FinLocker. The financial fitness tools help homebuyers with
- Credit monitoring and improvement
- Achieving savings goals
- Determining a homebuying budget
- Prepare for homeownership
For Shane, the philosophy is simple: any loans closed through KeySteps are “just the cherry on top.” The real success lies in building long-term trust and providing value for the client’s current stage of the homeownership journey.
The Challenge: Breaking the Mortgage Transaction Cycle
The traditional mortgage model leaves significant gaps in client engagement:
- Communication happens only during the loan process
- Clients are often forgotten after closing
- Early-stage prospects are seen as “not worth the time”
Dwell Mortgage wanted to change that.
Their vision:
- Build relationships before, between, and after transactions
- Stay relevant across all life stages
- Remove all salesy or “vendor” language
As Shane explains: “We don’t ask for business. We ask for attention and we earn it by giving value.”
The Solution: Dwell 365 + KeySteps
Dwell 365 segments clients into seven “seasons” of financial life, from first-time renters to downsizing homeowners. Each client receives tailored communication, resources, and insights.
How KeySteps Powers Client Engagement and Builds Trust
- Credit Monitoring & Simulation – Helps renters and buyers understand and improve their credit profile.
- Budgeting & Savings Goals – Connects daily financial habits to long-term wealth building.
- Home Search & Property Tracking – Keeps clients engaged whether buying or already owning.
- BuyerVision Reports – Gives brokers at-a-glance insights into a client’s readiness without requiring a hard credit pull.
Automation in Action:
- Broker tags a client in Dwell 365
- Client is automatically onboarded into KeySteps
- Engagement continues via personalized resources and alerts
Why KeySteps Works for Dwell Mortgage
- Value First & Last: Clients experience tangible benefits immediately, even years before a loan.
- All Seasons Covered: From 18-year-olds saving for a first home to 64-year-olds preparing to downsize.
- Sticky Relationships: Credit alerts and financial updates create natural, non-salesy touchpoints.
- Agent Alignment: Realtors benefit from better-prepared buyers, strengthening referral partnerships.
Early Client Engagement Results
Though attribution to closed loans is still early, KeySteps adoption is strong:
- High consumer engagement across multiple life stages
- Positive client feedback on financial tools
- Referral partners excited by better-prepared buyers
- Operational simplicity for brokers: one tag starts the process
Key Takeaways for Mortgage Brokers
- Think in Lifetimes, Not Loan Cycles – Client relationships should outlast a single transaction.
- Remove Vendor Language – Replace “we’d love your referrals” with tools that create standalone value.
- Automate for Consistency – Build complex systems behind the scenes that deliver a simple client experience.
- Redefine ROI – Focus on engagement and trust first; closings naturally follow.
The Future of Mortgage Client Engagement
Dwell Mortgage’s Dwell 365 and KeySteps integration demonstrates how brokers can transform from transactional lenders into lifetime financial partners. By delivering real value at every stage of life, Dwell is redefining mortgage client engagement for the modern era.
Want to see how KeySteps can help your mortgage business build lifetime client relationships? Learn more about integrating financial fitness tools into your mortgage client journey.
Want a lifetime client engagement portal that delivers value before and after closing? Schedule a demo to see how KeySteps’ financial fitness tools build trust-first mortgage client relationships.