The short version
First Rate Mortgages has a strong Google profile (4.9 stars from 54 reviews, 2nd in the Orewa map pack) and a site that ranks well for its niche ("2nd tier lenders nz" 7th, "low doc mortgage" 2nd, "bridging finance interest rates nz" 2nd). The biggest problems are around it. The business shows up with 8 different addresses and 11 different business phone numbers across the web. The site is very slow on phones (26 out of 100). And six location pages, a set of FAQs with schema and new property investment copy were all written this year but never published. The biggest new opportunity is a mortgage calculator (27,100 searches a month) and an Orewa page for the area the office is actually in.
- Month 1: fix the Google profile name, the NZBN record and the Yellow listings, broken links, page caching, schema and the empty Reviews page.
- Month 2: publish the location pages, FAQs and copy already written, add an Orewa page and a calculator, push the page 2 terms, clean up the rest of the citations.
- Month 3: restart the blog, stronger business and car loan pages, and better links.
Jump to Citations · Open the name, address and phone Google Sheet
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Sources: full crawl of the site (57 URLs from the Yoast sitemap and internal links), Lighthouse mobile and desktop tests of the homepage and First Home Buyers page, Semrush NZ database (425 organic keywords, keyword gap against mortgagesuite.co.nz, themortgagehub.co.nz, kiwimortgages.co.nz and platinummortgages.co.nz, backlinks), GA4 property 311655991 (last 90 days and since January 2025), Google Maps and Bing Maps, the Companies Office, NZBN and FSPR registers, 30+ NZ directories, and the Asana project and Drive folder for First Rate Mortgages. Search volumes are monthly NZ searches. Every name, address and phone mention is in the Google Sheet.