Finding quality mortgage leads is critical to driving loan originations and growth for every mortgage lender, broker, and loan officer. With dozens of mortgage lead providers competing for your marketing budget, it can be difficult to determine which option delivers the best value, lead quality, and conversions for your unique business. This comprehensive 2024 overview compares the top mortgage lead providers, outlining their offerings, key features, pricing, and what sets each apart—so you can make a data-driven decision and invest with confidence.
Why Work with Mortgage Lead Providers?
What Are Mortgage Lead Providers?
Mortgage lead providers are specialized companies that generate, aggregate, qualify, and sell contact information for people who have expressed interest in mortgage products. These leads might be seeking home purchase loans, refinancing, reverse mortgages, HELOCs, or other related finance solutions. Providers use online forms, targeted advertising, partnerships, and proprietary technology to capture applicant details, then deliver those as exclusive or shared leads to mortgage professionals.
Benefits of Using a Top Lead Provider
- Scalability: Quickly expand your prospecting without investing in in-house marketing infrastructure.
- Lead Quality Controls: Access pre-screened or intention-verified leads for higher closing ratios.
- Niche Targeting: Filter by loan type, location, credit score, or other key criteria.
- Integration: Streamlined delivery to your mortgage CRM and custom workflows.
- Transparency & Compliance: Leading vendors emphasize clear pricing, opt-in processes, and regulatory alignment to protect your reputation.
How We Compared the Best Mortgage Lead Providers
Key Criteria for Our Evaluation
To deliver an unbiased, actionable comparison, our analysis focused on:
- Lead quality & verification processes
- Type of leads offered (exclusive, shared, aged)
- Pricing models & transparency
- Specialty or niche focus
- Integration capabilities & delivery speed
- Reputation, reviews, and customer support
- Compliance with regulatory standards
Related Reading: Best Practices for Contacting and Converting Insurance Leads
Top Mortgage Lead Providers in 2024
LendingTree Review
LendingTree is one of the most recognized mortgage lead marketplaces. The platform connects borrowers with multiple lenders through its robust online portal.
- Lead Types: Both exclusive and shared
- Delivery: Real-time to CRM or dashboard
- Features: Wide search reach, high traffic volume, customizable filters (loan type, ZIP code, credit range), strong lender support
- Pricing: Variable based on loan product and exclusivity; typically ranges $20–$80 per lead
- Pros: Broad consumer intent, fast lead flow, large national presence, integration with mortgage CRMs
- Cons: Lead competition for shared leads, occasional duplication, higher price for true exclusivity
Aged Lead Store Review
Aged Lead Store specializes in quality “aged” mortgage leads—contact details from prospects who opted in for mortgage products in the last 30–60+ days. These leads are highly cost-effective for lenders with strong outbound capabilities.
- Lead Types: Aged shared leads, filterable by product, recency, location, credit
- Delivery: Instant, bulk downloads, or CRM/webhook integration
- Features: Massive database, robust filtering, transparent pricing, no contracts
- Pricing: Low-cost (often $1–$10 per lead), with bulk discounts
- Pros: Exceptional ROI, flexibility in buying small or large volumes, excellent for multi-touch campaigns
- Cons: Requires good follow-up discipline; lower exclusivity; response rates depend on speed/outreach skill
Related Reading: How to Buy Mortgage Leads in 2025
Zillow Mortgage Leads Review
Zillow, known primarily for real estate listings, also offers mortgage leads through its Zillow Premier Agent and Mortgage Marketplace platforms.
- Lead Types: Primarily real-time, exclusive leads triggered by mortgage rate requests
- Delivery: Direct to CRM or email
- Features: Highly targeted, strong borrower intent, geo-specific, brand visibility for participating lenders
- Pricing: Premium cost (often $50–$150 per lead), with minimum monthly spend
- Pros: High-conversion prospects, integrated with robust real estate audience
- Cons: Costly, inventory limited in highly competitive areas
Bankrate Leads Review
Bankrate is an established financial comparison engine, attracting a large volume of mortgage shoppers.
- Lead Types: Both exclusive and shared, including rate table users and form completions
- Delivery: Real-time, direct to lender
- Features: High-traffic visibility, flexible targeting by loan product and geography, trusted financial content ecosystem
- Pricing: Varies by loan type, location, and provider relationship—commonly $30–$100 per lead
- Pros: Quality intent signals, solid brand trust, strong compliance infrastructure
- Cons: Pricing transparency sometimes limited, competitiveness among buyers
MortgageLeads.com Review
MortgageLeads.com focuses exclusively on mortgage products, offering direct and co-reg (co-registration) lead options.
- Lead Types: Shared, exclusive, aged, call-verified, live transfer
- Delivery: Custom export or CRM integration
- Features: Niche focus, custom filters, volume discounts
- Pricing: Ranges from $5 (aged/shared) up to $90+ (live transfer); discounts for high volume
- Pros: Flexible lead types, solid value for budget-focused lenders, call-verified options for improved conversion
- Cons: Requires careful segmentation/filtering for best results
Mortgage Lead Providers Comparison Table
| Provider | Lead Types | Pricing (Range) | Unique Features | Delivery/Integration | Notable Pros | Notable Cons |
| LendingTree | Exclusive, Shared | $20–$80 | National reach, customizable filters | Real-Time, CRM | Fast delivery, broad exposure | Some duplication, cost variances |
| Aged Lead Store | Aged Shared | $1–$10 | Massive database, filterable, ROI | Instant, Bulk/CRM | Low cost, flexible volumes | Requires robust follow-up |
| Zillow | Exclusive | $50–$150 | Strong intent, geo-targeting | Real-Time, CRM/Email | High conversion, brand strength | Premium pricing |
| Bankrate | Exclusive, Shared | $30–$100 | Trusted financial platform | Real-Time, CRM | Intent-rich, compliance focus | Transparency sometimes lacking |
| MortgageLeads.com | Shared, Exclusive, Aged, Live Transfer | $5–$90+ | Niche products, live calls | Export, CRM | Versatility, call-verified leads | Best for segmented outreach |
How to Choose the Right Mortgage Lead Provider for Your Business
Questions to Ask Before You Buy
- What types of mortgage leads does the provider offer (exclusive, shared, aged)?
- Can I filter leads by loan type, geography, credit score, or time since inquiry?
- Are leads generated via opt-in, and how is intent verified?
- What is the pricing structure? Are there minimum commitments?
- How are leads delivered to my CRM or sales pipeline?
- Does the provider have positive reviews and a reliable history?
- What compliance practices are in place regarding TCPA/privacy?
See: What Makes a Good Lead Provider? Questions to Ask Before You Buy
Common Pitfalls & How to Avoid Them
- Relying solely on price—cheapest isn’t always best if quality is low.
- Not following up on leads rapidly; speed and persistence matter.
- Failing to segment leads (by recency, credit profile, product interest).
- Not tracking and optimizing lead-to-close conversion metrics.
- Overlooking compliance standards (TCPA, data privacy).
Related Reading: Best Practices for Purchasing Life Insurance Leads
Final Thoughts & Recommendations
Selecting the best mortgage lead provider is a strategic decision that impacts your cost per funded loan, client experience, and bottom line. Consider your business’s niche, budget, and sales strengths—those with efficient follow-up teams can realize immense ROI from cost-effective aged leads, while agents seeking high-intent opportunities may benefit from exclusive or premium-priced vendors. Auditing each provider’s process, compliance, and support ensures your investment translates into real pipeline growth.
FAQs About Mortgage Lead Providers
How much do mortgage leads cost in 2024?
Mortgage leads range from $1–$10 (aged) to $30–$150 (exclusive, real-time). Prices depend on provider, lead type, geography, and competitive demand.
What are exclusive vs shared mortgage leads?
Exclusive leads are sold to only one lender; shared leads are distributed to multiple buyers, increasing competition but lowering price.
Are mortgage lead providers worth the investment?
For many lenders, buying qualified leads generates positive ROI, provided you have a robust follow-up process and select the right vendor.
How do I avoid buying bad mortgage leads?
Vet the provider’s sourcing, filtering, and compliance practices. Always test with smaller batches first and monitor conversion metrics closely. Persistent, timely follow-up is essential to maximize value.
