Dashboard 7 — Home Loan Content ROI Calculator

Home Loan Spoke · Fellocraft Research · April 2026

What Does Content Investment Return — by Lender Type?

Model the ROI of an organic content strategy vs paid search for your lender category. Benchmarks pre-filled by lender type — bank, HFC, or NBFC. Adjust inputs to match your market position.

Your inputs

Pre-filled with category benchmarks. Adjust to your actuals.

Paid search benchmarks

Avg CPC (₹)₹185

₹50₹500

Monthly paid budget (₹ lakhs)₹5L

₹1L₹50L

Content strategy assumptions

Monthly content investment (₹ lakhs)₹2L

₹0.5L₹20L

Organic traffic at 12 months (visits/mo)25,000

1K200K

Conversion assumptions

Lead CVR — organic (%)2.5%

0.5%8%

Lead CVR — paid (%)1.8%

0.5%6%

Lead-to-loan CVR (%)8%

2%20%

Avg loan amount (₹ lakhs)₹35L

₹10L₹100L

Net interest margin on loan (%)3.0%

1%6%

Paid — monthly leads

—

from paid budget

Organic — monthly leads (yr1)

—

at 12-month traffic target

Organic — monthly leads (yr3)
—
compounding at 2.5× traffic

Paid — cost per lead

—

₹ per qualified lead

Organic — cost per lead (yr1)

—

₹ content invest ÷ leads

Organic — cost per lead (yr3)
—
same invest, 2.5× traffic

Paid — loans closed/mo

—

at lead-to-loan CVR

Organic — loans closed/mo (yr1)

—

at lead-to-loan CVR

Content ROI (3-year)
—
vs equivalent paid spend

3-year projection

Monthly leads — content vs paid

Organic content

Paid search (flat)

Organic assumes linear traffic ramp to 12-month target, then 2.5× growth over years 2–3 as content compounds. Paid assumed flat at current budget. Actual results vary significantly by content quality, competition, and market conditions.

Category benchmarks — pre-fill reference

Lender type	Avg CPC	Lead CVR — organic	Lead CVR — paid	Lead-to-loan CVR	Avg loan size	NIM	Benchmark source
Bank	₹185	2.5%	1.8%	8%	₹35L	3.0%	ICICI/HDFC Bank paid data; industry conversion benchmarks
HFC	₹210	2.2%	1.6%	9%	₹28L	2.8%	LIC Housing / PNB Housing paid data; NHB norms
NBFC	₹155	3.2%	2.4%	12%	₹22L	4.5%	Bajaj / Tata Capital data; affordable segment norms

Benchmarks are indicative estimates for strategic planning. CPC from Semrush paid traffic data cross-referenced with industry averages. CVR benchmarks from Indian mortgage industry reports and lender public disclosures. NIM from RBI and lender annual reports. Use your own GA4 and CRM data for precision modelling.

Methodology: Paid leads = (monthly budget × 100,000 ÷ CPC) × paid CVR. Organic leads = monthly traffic × organic CVR. Year 3 organic assumes 2.5× traffic compounding from 12-month baseline — consistent with documented Bajaj Finserv content performance retention (42% of peak vs industry average 3–4%). Content ROI = (organic 3-year lifetime NIM value − content investment) ÷ content investment × 100. This calculator is a strategic planning tool — not a financial projection. Actual results depend on content quality, keyword targeting, technical SEO, and market conditions.