Overview
Served as a key web developer lead for one of Australia’s premier mortgage broking firms. I was responsible for transforming a standard web presence into a high-conversion financial engine, focusing on complex computational tools and automated lead-lifecycle management.
Advanced Financial Engineering & Calculators
- Sophisticated Mortgage Logic: Engineered a suite of over 30+ custom mortgage calculators, ranging from Borrowing Power, Credit Score, Lenders Mortgage Insurance (LMI), to Serviceability calculators, ensuring high accuracy for complex lending criteria within the Australian lending regulatory framework.
- Interactive Data Capture: Developed highly interactive enquiry forms designed to qualify leads on-the-fly, significantly increasing the quality of data passed to the brokerage team.
CRM Integration & Process Automation
- Reverse-Engineered CRM Sync: In the absence of a formal API for Mercury CRM, I architected a custom bridge to ensure seamless data flow. This involved developing specialized handlers to capture web-lead data and inject it directly into the CRM, eliminating manual entry and reducing lead-response time.
- Lead Distribution Automation: Built a proprietary lead-routing engine that automatically assigns incoming enquiries to the correct broker based on specific product expertise or workload, ensuring 100% lead accountability.
Conversion-Centric Architecture
- Theme & Landing Page Ecosystem: Developed a high-performance custom theme and a library of conversion-optimized landing pages, maintaining a balance between aesthetic appeal and rapid load times.
- A/B Testing & Optimization Framework: Engineered a flexible landing page ecosystem designed for rigorous A/B testing. This allowed the marketing team to test different layouts, CTA placements, and form structures, enabling data-driven refinements that directly increased lead conversion rates.
- Infrastructure Optimization: Executed deep-level website optimizations to handle high-traffic spikes during interest rate announcements or major marketing campaigns, ensuring zero downtime and sub-second response times.
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