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Just for some extra info, I think two things are helping:


1. The form is simple and there is only one, but it unobtrusively follows down the page as the guest scrolls. Also, on desktop, the form is also already open to fill out and isn't a traditional CTA.


2. Being built into the site, the pre-qual and trade forms blend in with the rest of the site well, so I think they are more attractive and maybe less intimidating (if that makes any sense).