case study

Certain Lending

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Client Name

Certain Lending


Seattle, WA


Real Estate

Company Size




Services We Provided

  • Monthly Management
  • Website Development
  • Website Design
  • Landing Page Development
  • Automation Support

The Client

Certain Lending empowers real estate investors to create modern affordable housing by delivering the financial products they need. They are a software platform with a direct lending brand, and are transforming mortgage finance for this underserved market by opening up their technology to banks and lenders.

The Challenge

Certain Lending approached Flow Sparrow with a particular challenge: their existing website was hosted on a platform that hindered their marketing team's capacity to manage updates independently. Their aspiration was to transition to Webflow, all while ensuring the functionality of their existing site remained intact. They sought a flexible and efficient web development partner who could devise and implement an effective migration strategy.

The Solution

The Flow Sparrow team, motivated by the challenge, began by conducting an in-depth evaluation of the website. We identified key areas needing improvement and simplified any overly complex features. A custom map on the products page, which lets users navigate and search for states where Certain Lending offers its services, represents the most intricate component of the site. This feature required a comprehensive rebuild to ensure seamless functionality on Webflow.

We strategically decided to work in phases. The first phase involved launching a one-to-one version of the existing site on Webflow. Post-launch, we transitioned to the second phase - introducing new CMS structures to further enhance the website's functionality.

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"Flow Sparrow played an integral role in our website migration to Webflow. They flawlessly recreated the complexity of our custom map, enhancing its user-friendliness and overall appeal. Their phased approach to implementation ensured a seamless transition and the continued addition of new features."

Emily Musselwhite

Client Engagement