Skip to main content
Bill Rice Strategy Group — Home

Mortgage-tech marketing · for companies selling to lenders

Your lender buyers can't ignore this.

Content, founder-led thought leadership, and product positioning for mortgage-tech companies — built on 20 years I've spent inside origination, servicing, and capital markets.

In short: Bill Rice Strategy Group is a mortgage-technology marketing agency for companies selling to lenders — content, founder-led thought leadership, and product positioning built on 20 years inside origination, servicing, and capital markets.

Book a Discovery — 45 minSee how I work
Trusted byFigureProPair20+ years inside mortgage

Why you're looking for a mortgage-tech specialist

Generic B2B marketing doesn't survive contact with mortgage.

Lenders are conservative buyers in a relationship-driven, heavily regulated industry. Buying committees stretch for months, and your product sounds like every other tool in the booth.

Most agencies that say they “do mortgage” have marketed a loan to a consumer — a completely different motion from selling technology to the lender. Winning here takes someone who has operated inside mortgage, not just marketed to it. That’s why I built this.

What I do

One authority engine, built against one lender buyer.

Take the whole engine or a single piece. Content, founder-led video, and outbound run against the same ICP — one brief, one set of pipeline numbers, so marketing and sales finally point the same direction.

GTM Strategy

A 90-day repositioning and go-to-market sprint — the ICP, the message your lender buyers actually respond to, the channels, and the funnel that turns a point solution into a category.

SEO + Content Strategy

A compounding authority engine — content mapped to how lenders, servicers, and capital-markets teams evaluate the companies selling to them, paired with technical SEO that earns rankings.

Fractional CMO

Senior marketing leadership embedded with your team — strategy, hiring, and pipeline accountability without the $250K+ full-time hire.

Founder-Led Video

An audience-building video engine that makes the founder the category’s most-trusted voice — produced with Red Button Media.
See the Founder's Marketing OfficeAll services

Mortgage-tech work, named

Two engagements you can check by name.

Figure · Content + SEO
A weekly authority engine for a publicly traded blockchain HELOC lender.
Operational in 90 days — compliance-aware content in one of the most regulated corners of lending.
ProPair · GTM Strategy
From point solution to Predictive Revenue Intelligence Platform.
340% expansion of addressable market through repositioning around predictive revenue intelligence.

How to grade any agency

The bars I hold myself to — use them on anyone.

The same criteria I tell prospects to grade every firm against, including me. If a bigger execution shop or an in-house build serves you better, my guides will help you see it.

Operated inside mortgage, not just marketed to it

Twenty years inside mortgage origination, servicing, and capital markets. Domain fluency is the difference between months of ramp and a running start.

I build for the companies selling to lenders

I work with the picks-and-shovels companies selling into lenders — not the lenders themselves. Your buyer is a VP of Marketing, a CMO, or a founder making the demand-gen call, and I build for exactly that committee.

Built for skeptical lender buying committees

Lenders are conservative, risk-averse, and slow to switch. Content and outreach that earn credibility with that committee — not top-of-funnel volume that never converts a single lender.

You get me, not a junior account team

You work with me, not a handed-off account team. The person in the room is the person on the account. Named partners — Outbounder on outbound, Red Button Media on founder video — run execution I orchestrate.

Compounding systems over one-off campaigns

Inbound, video, and outbound run against one ICP with one set of pipeline numbers — an engine that compounds, not a project that ends.

Named, checkable outcomes

Real engagements you can verify by name — Figure, ProPair — not anonymized logos in a deck.

How engagements work

From first call to a compounding engine.

01

Discovery

Forty-five minutes on Google Meet. I dig into your current pipeline, your ideal lender buyer, and where next quarter’s growth is supposed to come from. If I’m not the right fit, I’ll point you to someone who is.

02

90-day diagnostic sprint

I audit your current state, sharpen the ICP, fix the positioning that has your product sounding like every other tool in the booth, and stand up the first motion — so you see traction inside a quarter, not a year.

03

Build the engine

The compounding authority engine, the founder-led video motion, and outbound go live against the same ICP — one brief, one set of pipeline metrics.

04

Compound

Content rankings stack, the founder’s audience grows, outbound dials in, and reporting ties marketing to pipeline. The system gets cheaper per lead as it matures.

Investment

Senior work, priced below a full-time hire.

Typical engagement

Starts at $8–15K/mo

Roughly 30–40% of a senior full-time hire. 90-day commitment to start, then month-to-month. Scope scales with whether you need GTM strategy, content, founder-led video, fractional leadership, or the full engine.

Not sure where to start? Compare fractional CMO vs. agency vs. in-house or read the mortgage tech industry overview to see where I fit.

Questions

Mortgage-tech marketing agency FAQ

What makes a mortgage tech marketing agency different from a generalist B2B agency?

Mortgage is a conservative, relationship-driven, heavily regulated industry, and lender buying committees are slow to trust a new name. A generalist agency runs the same B2B playbook with a mortgage logo in the deck. I already know how lenders evaluate the companies selling to them, speak the language of origination and servicing, and build for long, multi-stakeholder sales cycles from day one.

Do you work with lenders, or with the companies selling to them?

The companies selling to them. I work with the technology companies selling into mortgage — AI and data, origination tooling, point-of-sale, lead-gen, compliance, and post-close — not the lenders buying it. Everything I build speaks to the lender as the buyer, which is a fundamentally different motion from marketing a loan to a consumer.

What does a mortgage tech marketing agency engagement cost?

Most engagements start in the $8–15K/month range and scale with scope — roughly 30–40% of a full-time senior marketing hire. Engagements typically begin with a 90-day commitment, then move month-to-month. The exact number depends on whether you need GTM strategy, content, founder-led video, fractional leadership, or the full Founder’s Marketing Office bundle.

How fast will we see results?

Repositioning and outbound pipeline can begin generating meetings within the first quarter. Content and SEO compound more slowly — typically meaningful traffic and inbound by months 4–6 — but they keep paying off long after the spend stops. The 90-day diagnostic sprint is designed so you see traction inside a quarter.

What kinds of mortgage tech companies do you work with?

Mortgage-tech and fintech companies — typically Series A through PE-owned mid-market — that have outgrown founder-led marketing but aren’t ready for a full in-house team. AI, data, and predictive analytics; origination and point-of-sale; lead-gen and CRM; compliance and post-close; and HELOC and home-equity platforms.

Should we hire an agency, a fractional CMO, or build in-house?

It depends on whether you need execution capacity, senior strategic leadership, or a permanent team. I’ll help you see that clearly even when the answer isn’t me — see my fractional CMO vs. agency vs. in-house comparison, and my mortgage tech industry overview for where I fit.

Ready to talk?

A Discovery is forty-five minutes on Google Meet. No slides.

I cover your current pipeline, your ideal lender buyer, and where the next quarter of growth is supposed to come from. If I'm not the right fit, I'll point you to someone who is. Either way you leave with something useful.

Book a Discovery — 45 minGet The Lead Brief first