Rocket Mortgage was running an active anti-HELOC attack campaign with zero counter-messaging from Better, and Better's own top Meta hooks were sentence fragments next to competitors' full value propositions.
Mapping the gap systematically, across search (SERP, SEMrush) and Meta (Foreplay crawls), could turn a one-off creative refresh into a repeatable, testable messaging framework.
Audited Better against Rocket, SoFi, Figure, LendingTree, and LoanDepot, then built the findings into a heuristic framework and put it to work: a Google Search copy overhaul at volume, Better's first ChatGPT/OpenAI ad launch, and a HELOC creative batch built to close the exact gaps the audit found.
Surfaced a live competitive attack Better had no defense against, a 7-10x volume gap, and a 3x video-format gap, turned into a ready-to-test hook bank within days and folded directly into the creative batch the client approved same-day.
