Why Marketing ROI Matters in Lending
Mortgage marketing budgets are growing — but many executives still ask the same question: “Which campaigns are actually funding loans?”
Traditional reporting falls short because loan origination (Encompass®) and marketing automation/CRM (HubSpot®) operate in silos. Marketing can show clicks, leads, and impressions, but can’t connect dollars spent to loans closed.
By integrating Encompass with HubSpot, Proven ROI® enables lenders to track campaign ROI from first click to funded loan. This closes the attribution gap and proves marketing is more than a cost center — it’s a revenue engine.
The Attribution Problem Without Integration
Disconnected systems create blind spots:
- Leads captured in HubSpot aren’t tied back to Encompass loan outcomes.
- Loan officers can’t see which campaigns sourced their borrowers.
- Executives can’t justify marketing spend with real numbers.
Marketing ROI gets lost in the shuffle, and budgets suffer.
How Encompass + HubSpot Tracks ROI
1. Campaign Source Tracking
When a lead enters HubSpot from a campaign (Google Ads, email, social, referral partner), its campaign ID travels with it into Encompass via Proven ROI®’s EncompassSync™.
Every funded loan is tied back to its original campaign.
2. Lead-to-Loan Visibility
Executives can track the borrower journey across systems:
- Lead captured in HubSpot
- Application completed in Encompass
- Loan funded synced back to HubSpot
Every campaign’s contribution is visible, not just clicks and leads.
3. Real-Time Dashboards
HubSpot dashboards powered by Encompass data show:
- Loans funded by campaign
- ROI by channel (Google Ads vs. email vs. social)
- Cost per funded loan
- Loan officer conversion rates per campaign
Leadership makes smarter budget decisions based on facts, not guesses.
4. Pipeline Forecasting
With real-time Encompass loan stages synced to HubSpot:
- Executives can forecast expected ROI from campaigns in-flight.
- Marketing teams adjust spend before campaigns finish.
ROI forecasting replaces lagging reports.
5. Compliance & Audit Trails
All data transfers are logged and encrypted, ensuring compliance with industry regulations while providing audit-ready records of campaign performance.
Case Example: Marketing Attribution at Work
A regional lender implemented Encompass + HubSpot integration with Proven ROI®. Within six months:
- Marketing attributed $15M in funded loans directly to campaigns
- Cost per funded loan dropped by 18%
- Executives increased budget for top-performing channels with confidence
Marketing was no longer questioned — it was celebrated as a profit driver.
Why ROI Tracking Is a Game-Changer for Executives
- Smarter Budgeting: Spend more on what works, cut what doesn’t.
- Sales + Marketing Alignment: Loan officers see which campaigns drive borrowers.
- Scalable Growth: ROI data informs future strategy.
- Boardroom Confidence: Executives prove marketing’s value with real numbers.
Why Proven ROI® Leads in Marketing Attribution
At Proven ROI®, we built EncompassSync™ to deliver the ROI answers executives demand. Our solution:
- Ties every funded loan back to its campaign source
- Provides real-time ROI dashboards in HubSpot
- Proves marketing’s impact at the loan level
- Reduces wasted spend while increasing growth
We’re the best HubSpot partner for mortgage companies because we turn marketing attribution from a question mark into a competitive advantage.
ROI Is the New Marketing Metric
In mortgage lending, impressions and clicks aren’t enough. Executives want proof that marketing campaigns close loans. With Encompass + HubSpot integration, that proof is finally possible.
At Proven ROI®, we help lenders track ROI from the very first click to the last closing document.
Want to prove marketing ROI with Encompass data? Proven ROI® specializes in EncompassSync™ and HubSpot API integrations that tie campaigns directly to funded loans. Contact us today to see ROI that speaks for itself.
