The short answer: For one loan officer or a small shop working a single state and metro, ongoing SEO runs $1,500 to $3,500 a month. Brokers lending in several licensed states, competing in a large metro, or putting several loan officers under one site sit at $3,500 to $7,500 a month instead, because every state and every loan program is its own search market. If the only site you have is the templated microsite your lender or brokerage handed you, budget a build first at $3,500 to $12,000+ one time, since work poured into a page you do not own stays with it when you change companies.
Your license does not set the price. It follows how much ground the site covers, how contested it is, and how much still has to be written and kept current. Mortgage is heavy on all three.
The general case for why ongoing search work costs what it costs is in the SEO cost guide. This page is only about how it lands on a broker.
Both are published prices, billed month to month.
A few costs sit outside that fee. Ad budget goes straight to Google. We publish no ads management fee, since the industry bills a flat fee or a percentage of spend and we quote flat after a free consult: see Google Ads. Custom work is priced on its own: a payment calculator from $600, most workhorse tools $1,500 to $4,000, Tool Care $75 a month per tool, on the custom tools page.
AI answers are part of the same monthly work, not a second invoice. Google now sells ads in and around AI answers, so budget does buy space on those screens. What no budget decides is which broker the organic answer itself names. That gets assembled from what is published and readable about you, the programs you write and the states you are licensed in, marked up so a machine does not guess. It sits under AI search optimization.
Two brokers doing similar volume can land on different numbers. Nothing below is a surcharge, just more work or less of it.
It costs more when:
It costs less when:
One instinct worth naming, since it runs both ways: cutting the spend when volume dries up, then cutting it again when a rate move buries you in applications. That usually costs more than it saves, since a page published the week a refinance window opens is starting from zero.
The only way to turn a range into a number is a short conversation: which states you lend in, which programs pay your bills, who owns the domain you are on, and whether you are defending a market or opening one. Two free things first:
The full scope is on SEO for mortgage brokers, and if you do not own a website yet, start with websites for mortgage brokers. Pricing, process, and the longer FAQ sit on the mortgage marketing page. Timing is under how long SEO takes, worth reading before you set a budget, since the spend and the results do not arrive in the same month.
We are Orlando based and have worked with local service businesses nationwide since 2008. Everything runs month to month, and you own the site, the content, and the accounts. We do not promise a ranking or a number of applications. For an actual number, get a free mockup, send details through the quote form, or call or text (407) 694-2055.
No. It usually puts you in the $3,500 to $7,500 a month range, but the work does not multiply cleanly. The technical foundation, schema, and review workflow get built once and serve every state. What multiplies is content: each state needs its own pages, its own license detail, and its own read on who you are up against. Where you land inside the range depends on how many of those states you actively lend in versus hold a license in. If you close in one, build for that one and add states as volume follows.
Some of it, and it is usually the wrong place to put the money. Those microsites are shared templates across every loan officer at the company, usually on a domain the company controls, so the parts that matter most are not yours to change, and anything the page does earn stays with it when you change companies. The cheaper path is to own the site first, then spend on SEO. That build is a separate one-time cost of $3,500 to $12,000+.
No. The fee is flat and does not float with your volume or lead count. It is a scope number: how many states, how many programs, how many people need to be found by name. When rates move, what changes is the order of the queue, with refinance content moving to the front, not the invoice. A page published the week a window opens is starting from zero, which is the argument for steady scope over a bigger check in a busy month.
SEO for mortgage brokers · Mortgage marketing · Websites for mortgage brokers · How long does SEO take? · All answers
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