If your Web site is nothing more than a sales pitch, it will generate few return visits and be rendered ineffective. You want your Web site to be so good, that visitors will bookmark your site without hesitation so they can visit it again and again.
Good content is the best way to achieve that.
Take advantage of that. Have your Web site provide valuable, timely information and services that your audience can't otherwise conveniently obtain. And I'm not talking about the obvious kind of information. For example, describe the difference between a fixed rate mortgage and an ARM, and what advantages and disadvantages each possess. Explain about mortgage insurance, flood insurance, title insurance, etc.