In a competitive mortgage market, mastering the mortgage leads price landscape is critical to scaling your lending business efficiently. With marketing budgets tightening and the pressure to close more loans, understanding how much to pay for aged mortgage leads in 2024 is an essential skill for brokers, lenders, and real estate professionals.
What Are Aged Mortgage Leads?
Aged mortgage leads are prospective borrower contacts that entered the market between 30 to 90 or more days ago. Unlike fresh leads—who have just requested information and tend to be more immediately responsive—aged leads have cooled over time but can represent significant value. Typically, these leads are grouped by age brackets, such as 30–59 days, 60–89 days, and 90+ days old.
Aged vs. Fresh Leads—Key Differences
- Fresh Leads: Real-time, highly responsive, higher cost per lead.
- Aged Leads: Older, often resold, lower cost, require strategic follow-up and nurturing.
Aged leads are ideal when you want to stretch your marketing dollar further or run volume-based nurture campaigns. They’re also useful for newer brokers or smaller firms that need affordable opportunities to fill their pipeline. For a deep dive into different types of insurance and mortgage leads, see the Essential Guide to Understanding Different Types of Insurance Leads.
Average Mortgage Leads Price in 2024
What does a typical aged mortgage lead cost this year? In 2024, national averages for aged mortgage leads range from $2 to $8 per lead, depending on criteria such as age and exclusivity. Fresh mortgage leads, by comparison, can command $20 to $100+ each, especially for exclusive or premium-intent prospects.
Price Comparison Table: Aged vs. Fresh Mortgage Leads
| Lead Type | Typical Price (2024) | Exclusivity | Expected Response Rate |
| Fresh/Real-Time Lead | $20–$100+ | Often Exclusive | High |
| Aged 30–59 Days | $6–$12 | Shared | Medium |
| Aged 60–89 Days | $4–$8 | Shared | Low–Medium |
| Aged 90+ Days | $2–$5 | Shared/Resold | Lowest |
What Influences Price Most?
- Quantity Purchased: Bulk orders often secure lower per-lead prices.
- Lead Age: Newer aged leads (30–60 days) are pricier than older ones.
- Data Completeness: Verified, multi-channel contact info costs more.
- Lead Exclusivity: Shared leads are cheaper than exclusive/premium leads.
- Source Quality: Direct-origin leads or those with consumer opt-in fetch premium pricing.
For a current snapshot of lead costs, check out How Much Do Aged Leads Cost? A 2025 Price Breakdown.
What Affects the Price of Aged Mortgage Leads?
Several factors drive mortgage leads price, especially in the aged leads segment:
1. Lead Age
- 30 days old: More expensive, more responsive
- 90+ days old: Inexpensive, but lower conversion likelihood
2. Data Completeness and Verification
- Leads with full name, current address, working phone numbers, and opt-in confirmation cost more and increase ROI potential.
3. Geographic Targeting
- Geo-specific requests (e.g., a high-value metro or state) raise price due to higher local competition.
4. Lead Source
- Directly sourced leads (from the original provider) carry a premium over resold or aggregated leads.
5. Exclusivity
- Shared leads are affordable. Exclusive aged leads are rare but may justify a higher cost.
6. Compliance and Opt-In
- Vendors who guarantee TCPA/DNC compliance may charge more—but this is critical for legally sound campaigns.
Explore more details on sourcing and quality in Where Do Aged Leads Come From?.
The Pros and Cons: Are Aged Mortgage Leads Worth the Price?
Pros
- Affordability: Pay a fraction of fresh lead prices, enabling large-volume purchases
- Volume: Fill your sales funnel quickly for nurture campaigns and long-term follow up
- Diversity: Access leads across products—refi, purchase, HELOC, etc.
Cons
- Lower Conversion Rates: May require 2–3x more leads to close a deal compared to fresh leads
- Competition: Some leads may be resold multiple times
- Higher Follow-Up Effort: Success depends on persistent, value-driven outreach
Set realistic expectations: while aged leads don’t close as quickly as fresh inbound leads, strategic nurturing and multi-touch follow-up can produce respectable ROI. For tips, see How to Convert Aged Leads into Sales in the Life Insurance Industry.
How to Evaluate If the Mortgage Leads Price is Fair
Benchmarks and Questions to Vet a Vendor:
- What’s the average cost per lead for my target geography and product?
- Is the data verified and TCPA/DNC compliant?
- What is the refund/replacement policy for invalid or non-contactable leads?
- How many times have these leads been sold?
- Are there discounts for bulk purchases?
Sample Cost-Per-Funded-Loan Calculation:
- Buy 500 aged mortgage leads at $4/lead = $2,000
- Close rate: 1% (industry average for aged leads)
- Expected deals: 5 loans
- Cost per funded loan: $2,000/5 = $400
Compare this with typical marketing and fresh lead costs to determine true ROI. For more on evaluating lead providers, consult What Makes a Good Lead Provider? Questions to Ask Before You Buy.
Maximizing Value from Aged Mortgage Leads in 2024
Best Practices:
- Load leads into a modern CRM for multi-channel follow-up.
- Use scripts tailored for re-engagement and value-add, not just direct pitches.
- Implement multi-touch nurture: calls, emails, texts over weeks or months.
- Strictly adhere to TCPA and DNC compliance—always confirm opt-in status.
- Experiment with segmentation: filter leads by geography, product interest, and recency to match your loan officer strengths.
Consider integrating technology to boost productivity—see How to Integrate Technology into Your Insurance Lead Management Process.
When to Consider Fresh or Exclusive Leads:
- If targeting high-value loans or working with a limited sales team
- In highly competitive or low-inventory local markets
Where to Buy Aged Mortgage Leads in 2024
Look for vendors with strong industry track records, transparent pricing, and explicit compliance protocols. Prioritize companies offering customizable filters—age, geography, product type—and providing verified, regularly updated data.
Red Flags in Lead Marketplaces:
- Unclear opt-in or compliance status
- No refund policy on invalid contacts
- Opaque pricing or lack of data origin transparency
- Mass-resale platforms with poor filtering options
For an overview of what to expect when placing large orders, review Buying Leads in Bulk: What to Expect When You Order 1000+.
Frequently Asked Questions
What is a good price for a mortgage lead in 2024?
Aged mortgage leads typically range from $2 to $8 each, with fresher or exclusive leads commanding much more—sometimes over $100 per lead.
Are aged mortgage leads worth buying?
Aged leads are an excellent way to maximize marketing budgets, fill your pipeline, and nurture prospects over time. They work best with strategic, persistent follow-up and proper segmentation.
How should I follow up with aged leads?
Load aged leads into your CRM and schedule multi-channel outreach (calls, emails, SMS). Use re-engagement scripts, add value in each touch, and always confirm compliance before dialing.
Curious about optimizing your mortgage lead budget? Download our advanced pricing guide or schedule a consult!
Always verify vendor compliance with TCPA and DNC regulations before purchasing or contacting any mortgage leads.
Related Reading
- How Much Do Aged Leads Cost? A 2025 Price Breakdown
- Where Do Aged Leads Come From?
- How to Convert Aged Leads into Sales in the Life Insurance Industry
- Buying Leads in Bulk: What to Expect When You Order 1000+
- How to Integrate Technology into Your Insurance Lead Management Process
- What Makes a Good Lead Provider? Questions to Ask Before You Buy
- Essential Guide to Understanding Different Types of Insurance Leads
