A borrower under contract on a Saturday afternoon is usually talking to you and two other lenders, and whoever comes back first with a real person tends to keep the file. That is a capture problem more often than a traffic problem: what the form asks, who the inquiry lands on, what happens when the phone rings out at six, and how many people quit at the application portal. This page is about that layer, and about one dashboard showing where every call, form, and text actually came from.
Book a free consultation →Brokers call us about traffic. Often the site is getting found, and the losses happen after that, in the steps between somebody deciding to reach out and somebody at your desk knowing it.
Getting found is separate work with its own pages: SEO for mortgage brokers, local SEO for mortgage brokers, and Google Ads. This page is about what happens once that traffic arrives.
The capture layer is small pieces, none of them clever. Each one quietly costs a broker files when it is missing.
Testing which version people actually use runs under analytics and CRO, and the service in general is on the lead generation hub.
Almost every mortgage site hands the actual application to somebody else. The button says Apply Now, the click lands on a lender portal on another domain with different branding, and the borrower is asked to create an account and hand over a Social Security number before learning anything. That handoff is the largest single drop in most brokers' funnels, and it is invisible, because the counting stops at the domain boundary.
We treat it as a step to measure rather than a wall to accept. The click out is tracked, so you see how many reached the portal against how many landed on the page in front of it. Where your provider reports starts and completions, those go into the same view. One unexplained gap turns into two numbers you can work on.
Then the page ahead of the button does more work. A borrower who knows what the application asks for, how long it takes, whether the credit pull at that step is soft or hard, and who will call them afterward finishes at a very different rate than one who clicks in cold.
There is also a choice worth making deliberately. Some borrowers should not be sent to a full application on a first visit at all. A short request for a pre-approval letter, answered by a person, holds a hesitant buyer better than a portal will, and the full file gets started once there is a relationship. Most sites offer one path and lose everybody who was not ready for it.
Two things separate this from a trade where a lead is a call and a truck. Borrowers arrive carrying a date, and many of the best ones were sent by somebody else.
The dates do the follow-up work for you, if anything holds them. A buyer under contract needs a letter this week. One who is pre-approved but still looking has a letter with an expiration on it, a real reason to make contact. A homeowner who called when rates were half a point higher is not a dead lead, they are a list, and the day rates move, that list is the most valuable thing you own. All three need one field on the form and something that remembers, which is what email marketing does here: a reminder system, not a newsletter.
Then the partners. Agents, builders, and past borrowers send files, and none will fill in a borrower intake form. A path for a referral partner, a way to hand a client over and ask for a letter, is a different form with different routing that usually does not exist. One optional question asking who sent them is the cheapest attribution here, and the only way referrals show up beside search, ads, and the map pack.
Most of what gets sold to loan officers as lead generation is either bought leads or three subscriptions stitched together: a form plugin, a call tracking service, and a chat widget, each holding a piece of your data behind its own login. That works until you want one honest answer about where the quarter came from.
One honest limit. If your site is the templated one your brokerage provides, how much of this can be installed depends on that platform, and it is often very little: no tracking code, no real intake form, no say in where an inquiry goes. If the site is the obstacle, that is a rebuild, covered under websites for mortgage brokers. The wider view is on the mortgage page.
Four steps, in this order.
Questions first? Text (407) 694-2055 or use the quote form.
There is no single price for lead generation. It is assembled from parts, and few brokers need all of them at once. Every figure below is published elsewhere on this site.
Everything ongoing is month to month, and you own the site, the content, the accounts, and the lead history. For a rough range before talking to anybody, the free what should you pay tool gives you one.
Those bring people to you, and either can feed this. Lead generation here is what happens once somebody arrives: what the form asks, where the inquiry goes, who owns it, how fast it gets answered, what happens at the application handoff, and one dashboard showing which source produced a file you could work. Most brokers buy traffic for years before fixing that.
More than you would expect. The borrower an agent sent still looks you up that evening, usually from a phone, and forms an opinion before you speak. Handle that badly and the introduction cools while they wait for business hours. A partner path, and one question about who sent them, puts referrals in the same view as every other source.
No. A marketing form is a poor place to hold any of that. Ours scopes the scenario: purchase or refinance, the property state, rough price and down payment, how the borrower is paid, a credit band they select themselves, and their timeline. The application, the hard pull, and the documents belong in your lender portal, linked plainly.
We cannot change somebody else's portal, but we can stop the drop-off being invisible. The click out gets tracked, so you see how many reached it against how many landed on the page before it, and where the provider reports starts and completions, those go in the same view. The page ahead of the button also says what the application asks for.
No, and be careful with anyone who does. Too much of it is your market, rates that week, and how fast somebody answers the phone. What we can do is concrete: tag every call, form, and text to its source, show how long each waited, measure the handoff into the application, and fix the step that keeps losing people.
Sometimes part of it. Those platforms often block custom tracking code, will not allow a real intake form, and route inquiries into a company system you cannot see. Call tracking and a text back on missed calls are easier to place than the rest. We check what is allowed during the free consult.
Lead Generation services · Mortgage brokers: industry overview · SEO for mortgage brokers · Local SEO for mortgage brokers · Websites for mortgage brokers · What should you pay? (free tool)
Book a free consult and we will send one through your own form, call your own number, and follow your own Apply Now button, then tell you plainly what came back and how long it took. Call or text (407) 694-2055, or email [email protected].
Book a free consultation → Or call/text directly: (407) 694-2055Tell us a little about the business and we will come back with an honest read: what we would fix first, what it costs, and whether you need us at all. Prefer to see work before you talk numbers? Get a free homepage mockup, built for your business, yours to keep either way.
Brandon reads every one of these himself. You will hear back shortly with an honest read on what we would do first, what it costs, and whether it is worth it for you.