Mortgage Lead Generation: How to Judge a Mortgage Lead Generation Company, or Build Loan Leads You Own

Updated October 2026 · Written and maintained by the Progression Agency strategy team

A mortgage lead generation company finds people shopping for a home loan or a refinance, records their contact details and their consent to be contacted, and sells or routes those leads to lenders, brokers and loan officers, usually priced per lead, per call or per transfer. This guide is for owners, sales managers and marketing leads at mortgage companies who are deciding whether to buy leads, build a pipeline they own, or run both; it covers lead types, trigger leads, costs, the RESPA, TCPA, Regulation Z and fair lending rules that apply, and how to choose a vendor or an agency. Progression Agency is based in New York City and works with clients across the United States and worldwide.

What does a mortgage lead vendor actually sell?

A mortgage lead vendor sells a borrower’s expressed interest and permission to be contacted, not an application and not a loan. What arrives is a name, a phone number, an email address and a few answers about the loan, the property and the borrower’s credit, plus whatever consent language the borrower saw when they submitted the form.

Where the borrowers come from

Vendors fill their pipelines from rate-comparison and marketplace sites, quiz-style forms on content and affiliate sites, paid social lead forms, search ads that point to a vendor’s own landing page, call centers that screen callers and pass them on, and resold older records. The source matters more than the price, because the source decides what the borrower thought they were agreeing to and how many other lenders received the same record.

Who buys them

Independent brokers, retail lenders, loan officers paying out of their own commission, and branch managers buying for a team. When lead generation for loan officers is bought personally, out of commission, nobody else may be checking the consent records; lead generation for mortgage lenders bought centrally can come with a contract, a return policy and a compliance review. The rules below apply to both.

A lead is not an application, and an application is not a loan

Every stage between the form and the closing table loses people: the phone number is wrong, the borrower stops answering, the credit does not support the loan, the borrower picks another lender. The public mortgage data show how large the later losses are, even for people who got as far as applying.

The 2025 Home Mortgage Disclosure Act data, filed by approximately 4,768 HMDA filers and published on the FFIEC HMDA data browser, record 6,827,891 originated loans against 1,710,723 applications withdrawn by the applicant, 695,006 closed for incompleteness and 417,961 approved but not accepted. Those are people who had already applied, which is further down the funnel than any purchased lead. The practical point: the work that turns a lead into a funded loan happens after the lead arrives, and it is where most of the money in a lead program is won or lost.

Which mortgage lead types are worth buying: shared, exclusive, aged, calls, transfers or triggers?

The six lead types differ in who else receives the borrower, how fresh the interest is and which rules carry the most risk. Price follows exclusivity and freshness; risk follows how the consent and the handoff were handled.

Shared leads

A shared lead goes to several buyers at once. The borrower may then hear from several loan officers, and the first one to reach them with a clear answer often keeps the conversation. Shared leads suit a team that can call within a minute or two around the clock and accepts that much of what it buys will be won by someone else.

Exclusive leads

An exclusive lead is sold to one buyer, so the price is higher and the conversation is calmer. Ask how exclusivity is enforced: for how long, whether the vendor resells the record later as an aged lead, and what happens if the borrower turns out to have filled in three forms on three sites the same evening.

Aged leads

Aged leads are older records sold cheaply in bulk. The consent the borrower gave was given to someone else, for a different moment, and phone numbers get reassigned. Treat aged lists as a compliance project first and a marketing project second: confirm the consent names your company, scrub against the Do Not Call registry, and keep the evidence.

Inbound calls and live transfers

A call usually costs more than a form because the borrower is on the line. A live transfer goes further: a call center screens the borrower and hands them to your loan officer. The CFPB has described a version of this handoff as a referral that can violate RESPA, covered in the RESPA section below, so ask exactly how the call center chooses which lender gets the borrower.

Trigger leads after the Homebuyers Privacy Protection Act

Trigger leads, the lists credit bureaus sold to other lenders after a borrower’s mortgage credit pull, were narrowed by federal law on March 4, 2026. Lenders that used them to prospect borrowers who had not authorized contact and were never their customers need another source.

The Homebuyers Privacy Protection Act, Public Law 119-36, signed on September 5, 2025, amended section 604(c) of the Fair Credit Reporting Act and took effect 180 days later. When someone requests a consumer report in connection with a residential mortgage loan, the credit bureau may not use that request to furnish a prescreened report to another person unless the transaction is a firm offer of credit or insurance and the other person meets one of the conditions in the table.

What changes for lead buyers

If a vendor offers trigger-based lists, ask in writing which of these conditions it relies on for each record. A lender with a large servicing book or a deposit base keeps some reach to its own customers; an independent broker with neither can receive a prescreened report triggered by a mortgage credit request only for a consumer who has authorized it, and only for a firm offer of credit. The law also told the Government Accountability Office to study the value of trigger leads received by text message.

Where that budget goes instead

The natural replacements are channels where the borrower comes to you: search ads by loan type and state, retention marketing to past borrowers, partner programs with agents and builders, and rate-alert sign-ups on your own site. Those are the owned channels in the next section.

Lead generation for mortgage brokers: the channels you own

Lead generation for mortgage brokers and lenders works best as a mix of channels that bring borrowers to your own site and phone, where you control the consent, the speed of reply and the data. The channels below are the ones that keep producing after the spend stops or that cost less per funded loan over time.

Search by loan type and place

Borrowers search for the loan they think they need: FHA in a named state, VA in a city, jumbo, DSCR, first-time buyer programs, cash-out refinance. Paid search reaches them at that moment and organic pages catch the research that comes before it. Our Google Ads and PPC management page covers account structure and bidding; for the search side of financial brands generally, see financial services SEO.

Realtor and builder partners

Purchase business still travels through agents and builders. What you can give a referral partner is limited by RESPA Section 8, so any payment for co-marketing has to be for services actually performed and no more than their market value. Our mortgage marketing page covers partner programs, borrower segments and rate cycles in detail, so this page leaves them there.

Your past-client database

The cheapest mortgage lead you will ever get is a past borrower whose rate is now above the market, or whose family has outgrown the house. Keep the database clean, keep consent records for texts and calls, and send something useful between transactions. Our email marketing and SMS marketing pages cover the systems.

Paid social under special ad categories

Facebook and Instagram can reach people months before they search, but mortgage ads sit in restricted categories with narrow targeting, covered in the fair lending section below. Our social media advertising page covers creative and testing; the offer has to do the targeting the platform no longer lets you do.

Refinance volume is the part of the market that moves most. Originated refinance loans (not cash-out) fell from 1,082,814 in 2022 to 435,709 in 2023 and climbed back to 1,042,078 in 2025, while home purchase originations stayed between about 3.45 and 4.38 million a year. A lead plan built only for purchase borrowers misses the refinance waves; one built only for refinance has little to do in the years between them. Owned channels let you shift the mix without renegotiating vendor contracts.

Cost per funded loan: the only number that compares lead sources

Compare lead sources by what each costs per funded loan, after contact, application and funding rates, never by price per lead. A cheap lead that rarely answers the phone can cost more per loan than an expensive one that does.

The figures in that table are made up to show the arithmetic; use your own from your CRM and loan origination system. The same method works for owned channels, where spend is media plus management. Our cost per lead guide explains how to set a maximum you can afford from what a funded loan is worth to you, and why cost per lead keeps rising explains the auction pressure behind it.

Contact rate is where bought leads fail first

Wrong numbers, borrowers who filled in a form for a rate and not a call, and shared leads already talking to someone else all show up as a low contact rate. Measure it by source every week; a vendor whose contact rate falls is selling you staler or more widely shared records than before.

Returns and credits

If a vendor offers credits for invalid leads, the definition decides everything: a disconnected number may qualify while a borrower who answers and says no may not. Get the return policy, the window and the evidence required in the contract.

Pull-through by loan officer

The same lead source can look excellent with one loan officer and useless with another. Report funded loans by source and by loan officer, so you know whether to fix the source or the follow-up.

Is paying for mortgage leads legal under RESPA Section 8?

Paying for marketing and for genuine lead services can be lawful; paying for a referral of settlement service business is not. Regulation X draws the line, and the CFPB has said where it sees lead generation crossing it. This is a summary of the rule text, not legal advice, and the call on any arrangement belongs to your counsel.

The rule in 12 CFR 1024.14 says no person may give or accept a fee, kickback or other thing of value under an agreement or understanding that settlement service business on a federally related mortgage loan will be referred, and that a company may not pay another company or its employees for the referral of settlement service business. It defines a referral as an action directed to a person that affirmatively influences their choice of provider. It allows payment for goods or facilities actually furnished or services actually performed, but any payment above the market value of those services is not for services performed, and the value of the referral itself cannot be counted.

Marketing services versus referrals

The CFPB’s RESPA frequently asked questions explain the distinction: a referral is directed to a person, while a marketing service is generally aimed at a wide audience, such as an advertisement in a newspaper, a trade publication or on a website. Whether a given arrangement is one or the other depends on the facts, including how it is structured and how it works in practice.

The CFPB’s 2023 opinion on comparison-shopping platforms

In February 2023 the CFPB issued an advisory opinion on digital mortgage comparison-shopping platforms. It says an operator receives a prohibited referral fee when the platform presents participating lenders in a non-neutral way, that presentation steers the consumer or affirmatively influences their choice, and the operator is paid at least partly for that. A higher fee from one lender than from others on the same platform can be evidence of an illegal referral fee. The opinion was not on the list of guidance the CFPB withdrew on May 12, 2025, and the CFPB still posts it; a separate 2024 circular on preferencing and steering by digital intermediaries was withdrawn on that list.

Warm handoffs and live transfers

The same opinion describes the operator of a comparison-shopping platform that shows a consumer several lenders and gathers details on a long form, then offers a live transfer to whichever participating lender answers an alert first while telling the consumer they will be in good hands. The CFPB treats that as a referral, and says the payment is a referral fee even if every lender pays the same price. It also says its enforcement work has found other warm handoff and live transfer practices that violated RESPA Section 8, so if you buy transfers, ask how the receiving lender is chosen and what the borrower is told.

What to ask before you sign

How the vendor ranks or presents lenders to consumers; whether any lender pays more for placement; what the borrower is told at the handoff; how the price is set and whether it varies with closed loans; and whether the vendor will put those answers in the contract. Prices tied to funded loans deserve the closest look from counsel.

What consent does a mortgage lead form need for calls and texts?

To call or text a borrower’s mobile number with an autodialer or a prerecorded or artificial voice for marketing, the TCPA rules require the borrower’s prior express written consent, signed, naming the phone number, and authorizing the seller. Since August 29, 2025 the rule text again reads as it did before 2023; the one-to-one requirement adopted that year never took effect.

Under 47 CFR 64.1200, a telemarketing call to a wireless number using an automatic telephone dialing system or an artificial or prerecorded voice needs prior express written consent. That is a written agreement bearing the person’s signature, electronic signatures included where federal or state law recognizes them, that clearly authorizes the seller to deliver such calls to a stated number, with a clear disclosure that agreeing is not a condition of buying anything. The rule defines the seller as the business on whose behalf the call is made, so check that consent a vendor collected authorizes your company, not only the vendor.

What happened to the one-to-one consent requirement?

In 2023 the FCC adopted a rule that consent had to be given to one seller at a time and cover only calls logically and topically related to the interaction. On January 24, 2025 the Eleventh Circuit, in Insurance Marketing Coalition v. FCC, held that the FCC had exceeded its authority and vacated that part of the order. The court’s mandate issued on April 30, 2025, and the FCC’s order published on August 29, 2025 restored the earlier text; the revised rule never took effect. Because the rule still requires consent that authorizes the seller, ask vendors for consent wording that names your company.

Revoking consent

A borrower may revoke consent by any reasonable method. Replies such as stop, quit, end, revoke, opt out, cancel or unsubscribe count, you may not insist on one exclusive way to opt out, and revocations must be honored within a reasonable time of no more than ten business days. Make sure an opt-out given to one loan officer reaches every system that can call or text that number.

Calling hours and the Do Not Call registry

Telephone solicitations to residential subscribers may not be made before 8 a.m. or after 9 p.m. at the borrower’s location, and numbers on the national registry must be honored. The safe harbor for mistakes requires, among other things, written procedures, training and a version of the registry no more than 31 days old; access is through the registry’s telemarketer site.

State telemarketing laws

Several states add their own rules. Florida’s Telephone Solicitation Act, for example, bars unsolicited telephonic sales calls that use an automated system for selecting and dialing numbers or a recorded message without the called party’s prior express written consent. Check every state you call into, not only the state you are licensed in.

Keep the evidence

For every lead, keep the form version, the exact consent wording shown, the time stamp, the page address and the phone number submitted. If a vendor cannot hand you that record for a lead it sold you, you are relying on its word in any dispute.

Advertising rules for the ads that produce your leads

Whoever runs the ad, several rules hold the lender responsible for advertising placed on its behalf: the FDIC rule covers ads run directly or through third parties, Ohio’s rule covers ads a registrant places or causes to be placed, and Washington makes the company responsible for every electronic ad soliciting its consumers. Regulation Z sets the disclosures, Regulation N bans misleading claims, and state rules decide where your NMLS ID has to appear.

Trigger terms and the APR

Under 12 CFR 1026.24, an ad that states a rate must state it as an annual percentage rate; for credit secured by a dwelling, a simple annual rate may appear only alongside the APR and no more prominently. Naming a down payment, the number of payments or repayment period, a payment amount or a finance charge brings further disclosures: the down payment, the repayment terms over the full loan, and the APR. For dwelling-secured loans, an ad that states a payment must also say, for a first lien, that taxes and insurance are not included and the actual payment will be higher.

Words the rule singles out

The same section prohibits calling a rate or payment fixed in an ad for an adjustable loan without the required qualifications, comparing a teaser payment with a payment available for less than the full loan term without the full disclosures, stating that a loan is a government loan program or is endorsed or sponsored by a government entity unless it is actually an FHA, VA or similar program, using a borrower’s current lender’s name unless the ad also gives your own name with equal prominence and clearly says you are not associated with that lender, making a misleading claim that a loan will eliminate debt or forgive an existing obligation, calling a for-profit broker or lender a counselor, and giving some trigger terms or disclosures only in another language while giving others only in English. Check refinance creative from any vendor against this list.

Regulation N reaches vendors too

Regulation N applies to persons under the Federal Trade Commission’s jurisdiction, which includes non-bank lenders, brokers and the marketers working for them. It bans material misrepresentations about any term of a mortgage product in any commercial communication, a term that explicitly includes web pages and telemarketing scripts, and requires keeping copies of materially different communications, scripts and training materials for 24 months.

NMLS IDs on ads and pages

Federal rules put the NMLS ID on the loan documents: 12 CFR 1026.36(g) requires the company’s and the loan officer’s names and NMLS IDs on the credit application, the Loan Estimate and Closing Disclosure, the note and the security instrument, and 12 CFR 1007.105 requires registered loan originators at banks and credit unions to give their unique identifier in their first written communication with a consumer. Advertising display is mostly state law. Washington’s electronic advertising rules, WAC 208-620-622 for Consumer Loan Act licensees and WAC 208-660-446 for mortgage brokers, require the company’s NMLS name, license number and a link to its NMLS Consumer Access page on the primary landing page, license numbers closely following any named loan originator, and make the company responsible for every electronic ad soliciting Washington consumers. Ohio’s rule 1301:8-7-07 covers every ad a registrant places or causes to be placed and bans unqualified superlatives such as lowest rates. Borrowers check licenses on NMLS Consumer Access, so make the number easy to find.

Fair lending rules for targeting and creative

Mortgage ads cannot be aimed or worded to discourage people because of a characteristic protected by the Fair Housing Act or the Equal Credit Opportunity Act, and the ad platforms enforce their own targeting limits on top. Audience choices are part of fair lending, not just media buying.

Regulation B, in 12 CFR 1002.4(b), bars a creditor from making any statement, in advertising or otherwise, that it knows or should know would make a reasonable person believe it would deny credit or offer worse terms because of a prohibited basis, and it counts symbols, photographs and videos as statements. HUD’s rule on discriminatory advertisements names choosing media or locations for housing ads that deny particular segments of the housing market information because of a protected characteristic, and its lending rule bars giving different information about loan availability on that basis. Banks supervised by the FDIC must also show in dwelling-loan ads, including ads run through third parties, that they lend without regard to those characteristics, for example with the Equal Housing Lender logo, under 12 CFR 338.3.

Google’s rules

Google’s personalized advertising policy lists housing and consumer finance as access-to-opportunities categories in the United States and Canada; its housing page covers products and services that enable the sale or rental of homes, and consumer finance covers credit, including loans. Ads in those categories cannot target by gender, age, parental status, marital status or ZIP code. Google’s financial products and services policy also restricts loan modification ads: no guaranteed modification or foreclosure prevention, no upfront fees unless a law firm provides the service, and no asking users to transfer or surrender property titles.

Meta’s special ad categories

Meta’s special ad categories list mortgage loans under housing, and Meta has required the financial products and services category since January 21, 2025 for advertisers based in the United States or reaching US audiences. For these categories, age, gender, ZIP or postal code, exclusion targeting, lookalike audiences and saved audiences are limited or unavailable, some interests disappear, and city or pin-drop audiences include an expanded radius.

Write creative that does the targeting

With narrow targeting, the offer does the selecting: name the loan program, the state and the borrower situation in plain words. Show a range of people, and avoid images or phrases that could read as a preference for one kind of household.

Speed to contact and the follow-up that funds the loan

A lead’s value depends heavily on what happens in the first minutes and days after it arrives. Route it instantly, answer it fast with a person, and keep in touch with the borrowers who are not ready yet.

Routing rules

Send each lead to a licensed loan officer for the borrower’s state, with a fallback if no one picks it up within minutes. Round-robin routing looks fair but ignores who is free; routing to whoever is available and licensed usually serves the borrower better.

The first call

Open with the reason the borrower gave on the form, answer their question before asking yours, and book the next step while you have them. Do not quote a rate or payment you cannot stand behind; the Regulation Z rules for advertised terms are a good discipline for phone scripts too.

Nurture for borrowers who are not ready

Many borrowers are months from a purchase or waiting for a rate. Rate alerts, program explainers and a check-in when their situation changes keep you in the conversation. Our marketing automation page covers sequences and triggers.

Mortgage lead generation software and the systems behind it

Whatever you call it, a mortgage lead generation system is a CRM with routing rules, a dialer that respects consent and calling hours, a text platform that processes opt-outs, and an integration with your loan origination system so funded loans flow back to the lead source. Ask any software vendor where consent records are stored and whether opt-outs sync across every tool. Our CRM consultant page covers choosing and connecting the tools.

Send funded loans back to the ad platforms

Google Ads lets you import offline conversions, and its enhanced conversions for leads add hashed customer data to improve matching. Importing applications and funded loans, not just form fills, lets bidding work toward loans instead of clicks.

Mortgage lead generation websites and landing pages

A mortgage lead generation website is your own: loan program pages, calculators and short forms on a site where you control the consent wording, the disclosures and the data. It is the asset a bought-lead program never builds.

Pages that match how borrowers search

One page for each loan program you actually offer, with the states you are licensed in, the documents a borrower needs, who the program suits and who it does not. Write them for the borrower’s question, not for the brand. Our lead generation websites guide covers page structure and forms.

Forms that collect consent you can prove

Keep the form short, show the consent wording next to the button, name your company as the seller, and store the version shown with each submission. A multi-step form can ask about the loan first and for contact details last, once the borrower has invested a little effort.

Calculators and rate examples

A payment example or rate table on a page that promotes your loans can bring Regulation Z trigger terms into play. Where the rule applies, show the APR, the terms and the fact that taxes and insurance are not included, and keep the inputs realistic.

Speed, accessibility and licensing on every page

Pages should load fast on a phone, work with a screen reader and show the company’s NMLS ID and state licenses where your states require it. Our landing page design, conversion rate optimization and ADA-compliant website design pages cover each.

How do AI assistants answer mortgage questions, and what should lenders publish?

Borrowers can ask AI assistants such as ChatGPT, Claude, Perplexity, Gemini and Microsoft Copilot which lenders offer a program in their state, what an FHA loan needs, and whether a rate quote is fair, and they can see Google AI Overviews in search. Those answers can draw on what is published, so plain, checkable facts on your own site can help you get named.

How borrowers ask

The prompts are specific: lenders for a first-time buyer program in a state, DSCR lenders for a small investor, whether to refinance at a given rate, how long pre-approval takes, which lenders work with self-employed borrowers. Loan officers can put the same questions about lead vendors to the same assistants.

What assistants draw on

Answers can draw on sources such as lender sites, government program pages, comparison sites, reviews, news coverage and licensing records. A program page that states who it serves, where you are licensed and what the borrower needs can be easier to quote than a page of slogans.

Ads and AI answers

Google shows ads above and below AI Overviews, and inside them in some countries including the United States, but says it currently does not show ads inside AI Overviews for sensitive verticals, finance among them. For finance, Google says it currently shows no ads inside AI Overviews, so an ad does not buy a place in the answer itself; the organic facts on your pages are what can be cited there.

What to publish and allow

State your legal name, NMLS ID, licensed states and loan programs plainly, add organization structured data, and check that robots.txt lets in the crawlers that feed AI search: OpenAI documents OAI-SearchBot, Perplexity documents PerplexityBot and Anthropic documents Claude-SearchBot. Google says its AI features need no special optimization beyond normal search practice. Our AEO for mortgage brokers page covers the full program.

How to choose a mortgage lead generation company or agency

Choose a mortgage lead generation company that can show you its consent records, explain how it is paid and how it chooses which lender gets each borrower, and accept a contract with returns and exclusivity in writing. Choose an agency for owned lead generation when you want the accounts, pages and data to stay yours.

Questions for mortgage lead vendors

Put these questions to every one of the mortgage lead generation companies on your shortlist. Where did this lead come from, and what exactly did the borrower agree to? How many other buyers received it, and when? How do you decide which lender gets a transfer? What do you pay your traffic sources, and do any lenders pay for better placement? What is your return policy? Will you put the answers in the contract?

Red flags in a mortgage lead company

Guaranteed loan counts, refusal to show the form or consent wording, prices that rise with funded loans without a clear service behind them, rate-teaser creative without an APR, and leads from states you are not licensed in. Any one of these is a reason to walk away. Rankings of top mortgage lead generation companies cannot answer these questions for you; only the vendor’s records can.

The best mortgage lead generation companies fit your operation

There is no single best source, because the right answer depends on how fast your team answers, which loan types you write, which states you are licensed in and how much compliance review you can afford. The best lead generation for mortgage lenders with a servicing book often starts with their own customers; for a new broker it starts with search and partners.

How we work on mortgage lead generation

Progression builds owned lead generation rather than selling bought leads, and our lead generation agency page says so plainly. It is inbound work: search, AEO, paid search and paid social, landing pages and follow-up, with no cold outreach and no guaranteed lead numbers. We show you what arrived, where it came from and what it cost; the ad and analytics accounts are in your name and you keep everything if we part ways. Compliance approval stays with your compliance officer or counsel.

What do mortgage lead generation services cost?

Bought leads are priced per lead, per call, per transfer or per appointment, and prices vary with exclusivity, loan type, state and credit profile, so get the rate card in writing. Owned lead generation is priced by the channels and the work behind them; the bands below are published US price bands for this work (market figures, not a Progression rate card), and a quote follows a written scope.

Those bands come from our marketing agency pricing guide and our lead generation page. Progression’s own SEO retainers, from our SEO services page, are $1,500 to $2,500, $2,500 to $5,000 and $5,000 to $10,000 a month, and we do not work below about $1,500 a month. For paid search in a competitive category, the pricing guide notes that below about $2,500 a month in media there is not enough click volume to optimize against; check how competitive your loan types and states are before you set a budget.

Comparing a vendor invoice with an owned program

Put both on the cost-per-funded-loan basis above, over at least a quarter. Add the costs that do not show on a vendor invoice: loan officer time spent dialing records that never answer, compliance review of vendor creative, and the leads that went to a competitor who called first.

Mortgage lead companies versus a lead generation agency

Mortgage lead companies sell records you pay for again next month. A lead generation agency builds search, pages, tracking and follow-up that you own. A sensible path is to run both for a period, then shift budget toward the owned channels as their cost per funded loan drops.

How long does it take to build an owned mortgage lead pipeline?

Paid search can produce applications within weeks of launch once tracking and landing pages are ready; organic pages, reviews and partner programs take months. The table sets out a typical order of work and what to measure at each stage.

Why tracking comes first

Without a source on every lead and an outcome on every loan, the first three months of spend teach you nothing. Set up tracking, consent records and routing before the first ad runs.

When to cut a source

Give each source enough volume to judge, usually a full quarter, then compare cost per funded loan. Cut the worst performer, move its budget to the best, and repeat.

Measuring mortgage lead generation month by month

Report the funnel from lead to funded loan by source, by loan officer and by loan type every month. Lead counts alone describe activity, not results.

Report by source and by loan officer

A source that funds well with two loan officers and badly with five others points at the follow-up, not the source. A source that funds badly with everyone points at the source.

Watch the opt-out rate

A rising opt-out or complaint rate is the earliest warning that consent from a vendor is weaker than it looked. Investigate before the next invoice, not after a demand letter.

Do lead generation companies work for mortgage lenders?

They can, for a team that calls within minutes, works a defined set of states and loan types, and measures to the funded loan. They work poorly as a substitute for a follow-up process. Our guide to traffic without leads covers the same diagnosis for your own site.

Related services for mortgage lenders and brokers

These pages cover related work for mortgage lenders and brokers.

• Mortgage marketing: borrower segments, partners and rate cycles
• AEO for mortgage brokers
• Lead generation agency: bought versus owned leads
• Google Ads and PPC management
• Social media advertising
• Conversion rate optimization
• Real estate lead generation
• Insurance lead generation
• Financial advisor lead generation
• Commercial real estate lead generation
• White label lead generation
• Cost per lead benchmarks
• What is lead generation?
• Lead generation websites
• Landing page design
• Financial services SEO
• AEO for financial services
• Bank marketing
• Credit union marketing
• SEO for banks
• Fintech marketing
• Real estate marketing
• Real estate PPC
• Marketing for home builders
• Email marketing service
• SMS marketing
• Marketing automation
• CRM consultant
• Marketing analytics
• Google Business Profile optimization
• Review management
• Microsoft Advertising management
• Facebook ads agency
• SEO and Google Ads together
• Google Ads audit tool
• AI crawler access checker

Frequently asked questions