Mortgage banking is a huge market, but it’s been a notoriously bad market for startups. Late-funnel-high-intent keywords for real estate are among the most lucrative and efficient in online ads. So the only real way to build a great business is to find a more cost effective way to scale acquisition. One approach is to go earlier in the funnel, where there may be more inefficiency in indirect intent, and try to build products that solve problems earlier in the home buying process.
Startup CEOs and Product leaders often fancy themselves as Steve Jobs types, launching the iPhone on stage to a wave of shocked and adoring applause. When startups conflate the destination (the marketing launch) with the journey (the product build), we call it the Big Bang Launch.