Mortgage Quiz Funnel Questions Borrowers Actually Finish

A mortgage quiz funnel lives or dies on its questions. Ask the wrong thing first and visitors leave before answering anything; ask too much and they leave halfway; ask nothing useful and your follow-up sounds generic. This guide covers how we write mortgage quiz funnel questions — the order, the count, the answer design — with four-question examples for common loan types.

What questions should a mortgage quiz ask?

Start with the borrower’s goal or timeline, then a broad budget band, then savings or equity, then a light self-assessment. That order works because each question is easier than the one a nervous borrower expects next, and each answer changes something useful downstream.

Every question has to pass one test: does the answer change the result page, the follow-up, or the loan officer’s call? If not, cut it. “How did you hear about us?” fails — UTM parameters already tell you.

The four jobs a quiz question can do:

1. Route — send the borrower to the right result page (purchase vs refinance; VA vs conventional).
2. Personalise — make the first text and email reference their situation.
3. Prioritise — tell the loan officer who to call first (move in 60 days vs “just exploring”).
4. Reassure — show the borrower you understand their situation (“Not sure — need help” is a valid answer).

Why does the first question matter so much?

Because the first tap is the biggest drop-off in almost every funnel. A visitor who answers one question has made a small commitment and usually keeps going. A visitor who sees an intimidating first question leaves.

Illustrative example of per-stage drop-off for 1,000 landing-page visitors; your numbers will differ. Use your own analytics to find the biggest drop. Source: Illustrative example created by Get Mortgage Funnels

Show the data as a table

Stage	Visitors (example)
Landing views	1000
Q1 answered	420
Q2 answered	360
Q3 answered	330
Q4 answered	310
Booked or applied	90

Good first questions are easy and a little motivating:

• “When are you hoping to buy?” (first-time buyer, pre-approval)
• “What do you want from a refinance?” (refinance)
• “What best describes your service?” (VA)
• “What kind of property?” (investor DSCR)

Bad first questions: “What is your annual income?”, “What is your credit score?”, “Enter your email to continue”. Each one asks for something personal before you’ve given anything back.

How many questions should a mortgage quiz have?

Four, by default. It’s enough to route and personalise, and short enough to finish on a phone in under a minute. Longer can work for high-intent traffic — a pre-approval funnel fed by agent referrals, say — but every extra question should change what happens next.

Illustrative example of how completion tends to fall as a form gets longer. Test your own funnel rather than relying on any generic curve. Source: Illustrative example created by Get Mortgage Funnels

Show the data as a table

Number of questions	Completion rate (example)
2	82%
4	74%
6	61%
8	49%
10	40%
12	31%

The curve above is an illustration, not a law. The general pattern — completion falls as length grows — is well known to anyone who has watched form analytics, but the slope depends on traffic, device and how interesting the questions are. The only numbers that matter are your own.

Quiz length trade-offs

Length	Good for	Risk
2–3 questions	Cold social traffic, simple routing	Thin context for follow-up
4 questions (default)	Most funnels	Must choose questions carefully
5–7 questions	High-intent referrals, investor scenarios	Higher drop-off on phones
8+ questions	Rarely — this is an application	Most visitors leave

How should answers be designed?

As big buttons with three to five options, including an honest “not sure”. Tapping is faster than typing and works one-handed. A few rules:

• Tap targets at least 44 pixels high, with space between them, so thumbs don’t mis-tap (WCAG 2.2’s minimum is 24 pixels; we go well above it).
• Bands, not exact numbers. “Under $300k / $300k–$500k / Over $500k” is easier than typing a price, and close enough to route.
• Plain words. “Pay off sooner” beats “Reduce amortisation term”.
• An exit for the unsure. “Not sure” and “Just exploring” keep hesitant visitors moving, and they tell you to slow the follow-up down.
• A back button. People change their minds; let them.

What should a quiz never ask?

Anything sensitive or anything you can’t use. Specifically:

• Social Security numbers, account numbers or dates of birth — those belong in your secure application system.
• Exact income or exact credit scores — bands and self-descriptions are enough at this stage.
• Questions about protected characteristics (race, religion, national origin, sex, familial status, disability, marital status, age as a targeting factor). Some appear in the government monitoring section of an application, handled properly; they have no place in a marketing quiz.
• Leading questions that imply approval (“How much would you like to be approved for?”).

Where should contact details go?

Last, right before the result. By then the borrower has invested a minute and wants their answer. Ask for name, email and mobile number on one short screen, with:

• a clear, unticked SMS consent checkbox with plain wording,
• a one-line privacy note and a link to your privacy policy,
• your NMLS ID and Equal Housing Opportunity text in the footer.

Asking for contact details first (“Enter your email to start”) feels like a toll booth and usually costs more completions than it saves.

Four-question examples by loan type

These are starting points — we rewrite them for each loan officer’s programs and voice.

Example quiz questions by funnel

Funnel	Q1	Q2	Q3	Q4
First-time buyer	When are you hoping to buy?	What do you pay in rent?	Have you saved toward a down payment?	How would you describe your credit?
VA	What best describes your service?	What are you planning?	When do you need to move?	Used your VA benefit before?
Refinance	What do you want from a refinance?	Roughly your current rate?	About how much do you owe?	How long will you stay?
HELOC	Roughly what is your home worth?	About how much do you owe?	What is the money for?	When would you need it?
Investor DSCR	What kind of property?	Buying or refinancing?	Expected monthly rent?	How many rentals do you own?

Notice the refinance quiz asks for a rough current rate in bands — a self-reported number from the borrower, not a rate you’re advertising — which helps the loan officer prepare without putting a rate in your marketing.

What happens after the last question?

A result page that actually answers something. The quiz earns the right to the borrower’s contact details by giving something back:

• a plain-English read of their situation (“a VA purchase looks like the right conversation”),
• the next two or three steps (documents, the Certificate of Eligibility, a call),
• two clear buttons: book a call, or start the application pre-filled with their answers.

It never says “you’re approved”, “you qualify” or quotes a rate.

Quiz vs long form

Use a quiz to start the conversation and a proper multi-step application for borrowers who choose to continue. They do different jobs; don't make one do both.

How do I improve a quiz after launch?

Measure each step, fix the biggest drop first, change one thing at a time.

1. Fire an analytics event (after consent) for each question answered.
2. Find the step with the largest drop.
3. Try one change: reword the question, reorder it, cut an option, or remove the question.
4. Run it long enough to see a real difference, then keep the winner.

Most improvements come from the first question and the contact-details screen — that’s where most people leave.

A quick checklist

• First question is easy and about the borrower’s goal or timeline.
• Four questions, all buttons, each with a purpose.
• “Not sure” options where people hesitate.
• No sensitive data, no protected-characteristic questions, no approval language.
• Contact details last, with an unticked SMS consent box and privacy note.
• A result page that gives a real answer and one clear next step.
• NMLS ID and Equal Housing text visible; compliance review before launch.

General information, not legal advice. Your compliance team should review all funnel copy.