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Home loan providers · Financial services

Get the home loan file started at the site visit, not after the buyer has picked a bank.

A couple visits a flat on a Sunday. The builder's sales manager says, we have tie-ups with three banks, and hands them a card. By Monday evening they have spoken to one of the three. The other two have not heard from them.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of banks at work in India

In one paragraph

A home loan provider lends to people buying, building or repairing a home. Its marketing reaches buyers while they are still choosing a flat, and the builders and brokers who steer them. Its sales work is the long file: documents, valuation, legal check and sanction. GullySales follows each file and each partner source.

Home loans are decided early and by someone else. The builder, the broker, the employer's HR contact or a friend names the lender before the borrower compares anything. A lender who is not in that first conversation is compared late, if at all.

Last updated 18 Oct 2026. Rules for this trade differ by state and professional body, and they change. We describe restrictions in general terms, so check the current position with your own council or adviser before you publish anything.

How buyers decide

How home loan providers are chosen.

A first-time buyer worries about the EMI, the number of documents and whether the loan will be sanctioned before the builder's payment date. The builder's channel, a bank-approved project and the salary account bank decide the lender. Interest rate is checked at the end, with a calculator, between two or three offers.

Those buying a resale flat, building on their own plot or moving an existing loan behave differently. They search for their specific need, read about the legal and valuation steps, and ask the family. Balance transfer borrowers compare rates carefully and decide when their bank refuses to match a quote.

Property and housing finance are regulated in several ways, from project approvals to loan disclosures, and rules vary by state and change. Check every claim about approvals or eligibility with your compliance head and your legal adviser.

The problem

What usually goes wrong for home loan providers.

What owners tell us on the first call, in their words.

  • “The lender is chosen at the builder's desk”

    The project's tie-up bank gets the file by default. A lender with no relationship with the builder's sales team is compared only after the decision is half made.

  • “Long files fall silent”

    Between sanction, valuation and legal check, a file waits for documents, and the borrower hears nothing for days.

  • “Search shows only the largest names”

    The borrower who types home loan in my town meets national banks and comparison sites first. A regional lender has to be set up to be found beside them.

  • “Balance transfer prospects are untouched”

    Existing borrowers with another bank may be looking for a better rate, and the lender who wants them has to put a clear, honest comparison in front of them.

  • “Self-employed borrowers are rejected late”

    A shopkeeper or a doctor is told at the end that income documents are insufficient, after weeks of waiting.

  • “Branch staff and sales staff use separate lists”

    The same enquiry is logged by the branch, the DSA and the website, so the borrower gets three calls or none.

What we do

What we do for home loan providers.

Everything included for home loan providers.

  1. A builder and project tie-up pack

    A short document for builders' sales heads and channel partners covering how a joint site-day works, what documents the lender needs and who to call at the branch.

  2. Pages by borrower type

    Plain pages for salaried buyers, self-employed buyers, resale flats, plot and construction loans, balance transfer and NRIs, each with a document checklist.

  3. Site-day pre-approval desk

    A routine for taking a lender's representative to the builder's site on weekends, with a form that records the buyer's interest and starts the document list.

  4. File status messages

    Approved WhatsApp templates that tell the borrower which stage the file is in and what is needed next, with a person's name to call.

  5. A single enquiry register

    One record for every source, branch, DSA and website enquiry, with the borrower type, property stage and owner.

  6. Balance transfer comparison page

    A page that explains the steps, the charges you list and the time the transfer needs, written for a borrower comparing two lenders and cleared by your compliance team.

How the result is measured

  • Enquiries by source, builder and branch
  • Files from site days and how many sanction
  • Time to first call on a new enquiry
  • Files waiting on documents
  • Balance transfer enquiries and conversions
  • Top-up loans from existing borrowers

Recorded as a baseline before work starts, so every later report has an honest comparison.

Every service, written for home loan providers

Each has its own page: what it involves for home loan providers, what you get, and what it is measured on.

Worth a page and a campaign of their own

Builder and project tie-up outreach · Pre-approval campaigns for buyers visiting sites · Balance transfer enquiries · Home construction and plot loan enquiries · Document checklists by borrower type · File status updates on WhatsApp · Broker and DSA onboarding · Search visibility for city and locality loan searches · Home improvement and top-up loans for existing borrowers

Priority campaigns

Campaigns for what home loan providers most want to sell.

Each one planned around when your buyers decide, and measured against the baseline.

  • Weekend site days

    Loan desks at selected projects on the builder's own site-visit days, announced to the channel partners and to registered buyers.

  • Local search for locality loans

    Search and Maps pages for home loans in the towns and localities your branches serve.

  • Balance transfer outreach

    Targeted search and a short message series, within consent, explaining the process and the fair comparison.

  • Existing borrower top-up

    A message to borrowers who have repaid a good number of instalments, about home improvement or top-up loans, within consent and your rules.

Beyond search

Where we reach buyers of home loan providers, beyond Google.

Search matters, but it is rarely the only way this industry's buyers find a supplier.

  • Builders' sales teams

    The sales manager hands out the card of the bank the team trusts at the first site visit. The relationship is built with the sales head and the channel partners, not the site clerk.

  • Property brokers

    A resale deal runs through a local broker who knows which bank accepts a particular society's documents. A one-page note on what you accept for older flats and old khata records gets passed on.

  • Employers' HR and payroll

    A salaried buyer asks the HR desk for the salary certificate and the name of the bank that handles the company's accounts. An HR tie-up note puts your lender on that conversation.

  • Search and Maps

    A buyer who types home loan with a locality name sees branch listings first, so each branch needs its own phone, hours and a document checklist link.

  • Existing borrowers

    A borrower three years into the EMI who wants a bathroom redone or a rate review will first call the lender whose number is already saved, within the consent given.

Who it is for

This is written for these home loan providers.

  • Housing finance companies with a regional footprint
  • Banks' home loan desks and retail branches
  • Lenders focused on salaried first-time buyers
  • Affordable housing lenders serving self-employed borrowers
  • Home construction and plot loan specialists
  • Balance transfer and top-up focused lenders
  • Lenders with builder and project tie-ups
  • NRI home loan desks

Not for

It is not the right fit if.

  • You want a guaranteed Google ranking or a guaranteed number of leads. Nobody honest can promise either.
  • You need enquiries by next week and have nobody to answer them.
  • You want posts and reach reported, not enquiries and orders.

How it works

How the work runs for home loan providers

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    List the builders, brokers and branches behind last year's sanctions

    The requirements brief, plus a look at which builders, brokers and branches sent last year's sanctioned files.

  2. 2

    Find where files wait

    A sample of files is traced from enquiry to sanction, and each wait is noted: valuation, legal check or a missing salary slip.

  3. 3

    Pick projects and borrower types

    Builders and borrower groups to start with are chosen in line with your credit policy.

  4. 4

    Set up the desk and the pages

    Pages and the tie-up pack are written, the register and status messages set up, and the team briefed on using them.

  5. 5

    Measure to sanction and disbursal

    Enquiries, sanctions and disbursals by source sit beside the record of last year's files.

Where this fits

Three pieces of sales work, in this order.

GullySales builds every engagement from three pieces of sales work. This page is not one of them, but the same three steps apply to the business behind it.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions home loan providers ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
How do we get on a builder's approved lender list?
That depends on the builder and the project's approvals. We prepare your pack and set up the introductions, but the builder decides, and a project already tied to another bank stays with that bank.
Can you advertise home loan rates?
Only in the way your compliance head allows. We keep the rate on one page your team updates, so an old rate does not stay online.
Do you help with RERA or property approvals?
Project approvals are for the builder and the legal adviser. We can describe, in general terms, that you lend against approved projects.
Can you reach NRI borrowers?
Through search, WhatsApp and the NRI pages on your website, once your NRI desk's rules and documents are written down.
What if our files are slow because of the legal check?
Then we make the wait visible: a status message, a named contact and a checklist of what the borrower can do meanwhile. We cannot shorten a legal check.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
Fixes to reply time, follow-up and your Google Business Profile are the quickest to show, because the enquiries already exist. Ads can follow soon after follow-up is in place. SEO and content take longer. How long each takes depends on your business, and we tell you which applies to you after we have spoken. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
To start, last month's enquiries in any format and time with whoever handles them. After that, access to the accounts the work touches, such as the website, Google Business Profile or CRM.

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