Case Study — Wholesale Mortgage · California
A wholesale mortgage broker, impossible to ignore in search.
MotheBroker went from 13 organic clicks in its first 90 days to 410 in its most recent 90 — a 3,054% lift — with impressions up 17,115% across 8,050 tracked queries.
- Client
- MotheBroker
- Timeframe
- Oct 2025 – Jul 2026
- Services
- SEO Strategy · Content Engineering · AI Search Optimization
- Headline result
- +17,115%
- search impressions, first 90 days vs. last 90 days
Search performance — Google Search Console
Organic clicks
659
+3,054% first vs. last 90 days
13 → 410 per 90 days
Impressions
617,488
+17,115% first vs. last 90 days
1,277 → 219,840 per 90 days
Click-through rate
0.11%
1.02% → 0.19% per 90 days
Avg. position
9.8
17.4 → 12.5 (first → last 90 days)
01
The Challenge
Wholesale mortgage runs on referrals, and the search results are owned by national lenders and aggregators with enormous content budgets. In its first 90 days of tracking, MotheBroker's site earned 13 clicks from 1,277 impressions at an average position of 17.4.
The opening was in specialty lending: DSCR loans for mobile home parks, HELOCs on manufactured homes — high-intent niches the big comparison sites treat as afterthoughts.
02
The Approach
LaderaLABS built a content program around those specialty products, with pages written for the exact way brokers and investors search. 'DSCR loan for mobile home park' now ranks #3 and is the site's single largest query; HELOC-on-manufactured-home variants cluster on page one and two.
Comparison and alternative pages ('figure vs aven') captured borrowers mid-decision. That query is now cited inside Google's AI Overviews — one of only 6 AI Overviews present across the 10 queries tracked.
Growth curve
Clicks and impressions over time
Clicks ImpressionsSource: Google Search Console API
Before / after
First 90 days vs. last 90 days
What they search for
Top queries and keywords
| # | Query | Clicks | Impressions | CTR | Position |
|---|---|---|---|---|---|
| 01 | dscr loan for mobile home park | 5 | 104 | 4.8% | 4.3 |
| 02 | heloc on a manufactured home | 2 | 83 | 2.4% | 12.0 |
| 03 | figure vs aven | 2 | 33 | 6.1% | 4.3 |
| 04 | mortgage brokers in california | 2 | 22 | 9.1% | 69.5 |
| 05 | heloc on manufactured home | 1 | 188 | 0.5% | 10.9 |
| 06 | current hecm reverse mortgage rates march 2026 | 1 | 160 | 0.6% | 2.4 |
| 07 | dscr loan closing costs | 1 | 159 | 0.6% | 13.4 |
| 08 | reverse mortgage line of credit growth rate | 1 | 136 | 0.7% | 10.4 |
| 09 | mortgage broker los angeles | 1 | 127 | 0.8% | 48.3 |
| 10 | can you get a heloc on a manufactured home | 1 | 91 | 1.1% | 9.7 |
| 11 | best heloc for manufactured home | 1 | 57 | 1.8% | 12.8 |
| 12 | wholesale rate | 1 | 25 | 4.0% | 71.8 |
Top queries by clicks — Google Search Console API. Position ≤ 3 in signal, ≤ 10 in green.
Channel breakdown
Where the traffic comes from
Search engines — clicks
617,488 impressions · 0.11% CTR
20,323 impressions · 2.57% CTR
Google Search Console API · Bing Webmaster Tools API
AI visibility — the new front page
Cited by the machines
Search is no longer ten blue links. AI assistants and generative answers cite sources directly — and this site is one of them.
Google AI Overviews
10
Queries checked
6
AI Overviews shown
1
Client cited
Cited for
Tracked keyword set, checked via DataForSEO SERP API
03
The Results
617,488 impressions and 659 clicks in nine months. Average position improved from 17.4 to 12.5 while the query footprint widened to 8,050 distinct searches.
Bing contributed 523 clicks at a 2.57% CTR — an unusually strong rate that reflects the intent density of the niche. The keyword universe now spans 538 ranked terms, 8 of them in the top 10.
Methodology & data sources
- Google Search Console APIOct 20, 2025 – Jul 19, 2026
- Bing Webmaster Tools APIAug 13, 2025 – Jul 20, 2026
- DataForSEO Labs APIPoint-in-time keyword and authority snapshot
All figures on this page are first-party, pulled directly from the APIs listed above — the same numbers the client sees in its own dashboards. No estimates, no third-party projections, no rounding in our favor.
Dataset generated Jul 22, 2026 · Published with client permission