Lead strategy for mortgage brokers
Mortgage leads are time-sensitive and heavily regulated. The brokers who do best build referral relationships, capture only people who asked to hear from them, and stay in touch through long home searches and rate changes.
Where mortgage brokers find leads
- Realtor partners: Buyers need pre-approval before they can make offers. Be the lender agents trust to answer fast.
- Past clients: Refinance opportunities and referrals to friends and family.
- Pre-approval pages: A clear page explaining the process and asking permission to contact.
- First-time buyer education: Workshops and guides on down payments, credit basics and closing costs.
- Financial professionals: Accountants and financial planners whose clients buy or refinance.
Questions to qualify a lead
- Are you buying, refinancing or exploring options?
- What is your timeline, and are you working with an agent?
- What price range or loan amount are you considering?
- May we contact you by phone, text and email about your inquiry?
A follow-up cadence that fits
- Same day: Respond to inquiries and schedule a pre-approval call.
- During the search: Weekly check-ins with buyers and their agent.
- After closing: Thank-you note and a reminder of how to reach you.
- Rate changes: Contact past clients who asked to hear about refinance options.
- Loan anniversaries: Yearly check-in with past clients.
Compliance notes
Contact only people who gave consent. Get prior written consent before marketing calls and texts under the TCPA, respect do-not-call requests, and avoid lists without verifiable consent. Credit information is covered by the FCRA, so pull it only with permission and a permissible purpose.
Mortgage ads must follow Truth in Lending (Regulation Z) rules: stating certain terms, such as a payment or down payment amount, triggers required disclosures. Include your NMLS ID where required and follow fair lending laws. This is general information, not legal advice.
Using Leads Strategy
Brokers can publish a pre-approval page with a consent checkbox on the form, track each lead and referring agent in the CRM, draft education emails and posts with the AI assistant for compliance review before they go out, and schedule posts ahead of time.
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Frequently asked questions
What is the best lead source for a mortgage broker?
Realtor relationships and past clients. Both send people who are already close to a decision.
Can I buy mortgage leads?
Only with care. You need verifiable consent for each person you call or text, so many brokers focus on referral and opt-in leads instead.
What disclosures do mortgage ads need?
Rules under Regulation Z require extra disclosures when ads state certain terms, and many states require your NMLS ID. Have your compliance contact review ads.