Illumination Labs logo

Illumination Labs

Case studies

/

Mortgage

February 1, 2025

Launching Sales Division in 120 Days

A leading reverse mortgage lender sought to expand beyond its existing, successful sales channel into a new market. To execute this vision, they engaged Illumination Labs to design, build, and launch a scalable sales division—fast. After conducting a comprehensive discovery and gap analysis, we developed an ambitious, execution-ready strategy. The challenge was clear: build a high-performing, cost-efficient sales operation within 120 days, leveraging existing technology wherever possible. Despite the complexity, Illumination Labs delivered—on time, on target, and on budget.

Leading Reverse Mortgage Lender

← All case studies

Project length

120 Days

(discovery to launch)

Technologies used

HubSpot, Azure, Quantum Reverse, Twilio, Five9, MS SQL Server

Roles we played

Developer, Sales Manager, CRM Owner

Result

The team took their first live lead prior to the 90 day mark and funded their first loan within 30 days of launch

01

Project overview

Illumination Labs achieved success by focusing on four critical areas:

  1. Seamless Collaboration & Rapid Decision-Making – Establishing a strong partnership with the client was essential, particularly with key decision-makers. With a tight timeline, there was no room for delays. Clear communication, trust, and swift decision-making ensured constant momentum.
  2. Technology Expertise & Gap Resolution – Our deep understanding of the client’s existing technology stack allowed us to quickly identify and resolve gaps while proactively preventing future issues. This efficiency streamlined implementation and reduced disruptions.
  3. Relentless Execution & Deadline Discipline – Meeting the aggressive timeline required unwavering commitment. Through grit, adaptability, and focused execution, the Illumination Labs team delivered a fully operational sales division on schedule.
  4. Phased Approach - The team knew we had to break the project up into clear phases with deliverability tied to those phases. The team established a clear vision for a long term plan of attack that allowed the client to understand that functionality would be built with this phased approach in mind.

‍

02

Our execution

Executing at this pace required precision, agility, and unwavering focus. Illumination Labs operated with a disciplined project management approach, ensuring alignment across stakeholders, technology, and processes. By breaking the project into milestone-driven sprints, we maintained momentum while proactively addressing challenges. Our hands-on leadership, deep industry expertise, and commitment to excellence enabled us to adapt quickly, make informed decisions, and drive execution without delays. The result was a fully operational sales division—delivered on time, with zero compromises on quality or scalability.

03

Key results

120

days, discovery to launch

<30

days from launch to first funded loan

Also delivered

  • A custom HubSpot CRM built around the new sales team’s workflow
  • Vendor integrations for compliance, efficiency and automation
  • Multiple sales channels live on day one
  • A smooth go-live, on time, on target and on budget

Need help with a project like this?

We’d love to chat and learn more about what you’re hoping to accomplish. Fill out our form and we’ll get back to you as soon as we can.