How to Sell Mortgage Leads
How to sell mortgage leads to lenders by licensed state and loan program. Sign funded, licensed lenders first, and expect them to vet you as closely as you vet them.
Most of the 69 mortgage companies in our directory sell exclusive real-time leads, and many also sell live transfers, inbound calls and aged leads. Shared leads usually go to a small capped group.
Capture loan purpose and program, state, loan amount, home value, credit band and timeline, and match every lead to a lender licensed in that state. Lenders send back disconnected numbers, duplicates, out-of-state leads and leads outside their filters, not borrowers who did not answer.
Sign lenders first, have each fund a balance, and write the return policy before the first lead. Let several licensed lenders bid on each lead, and keep a marketplace ready for the leads nobody takes.
Who buys mortgage leads
Mortgage sites describe lenders, brokers and loan officers as the main buyers, plus investor and reverse mortgage specialists, networks that buy to resell, and stores that buy aged leads.
| Buyer | What they buy | What to know |
|---|---|---|
| Lenders, brokers and loan officers | Exclusive real-time purchase, refinance, cash-out and home equity leads, or live transfers, in the states where they are licensed. | Five companies vet a lender's license, closings or volume before selling. Agree licensed states, loan programs and thresholds in writing, and have each lender fund a balance before the first lead. |
| Investor and DSCR lenders | Leads for DSCR, fix and flip, bridge, construction and other investor loans, which seven companies name. | Two programs sell only to lenders with proven recent DSCR closings. Ask what property types and loan sizes each one writes. |
| Reverse mortgage lenders | Leads from older homeowners with equity in the home they live in, which eight companies list. | One reverse lender that buys from vendors accepts exclusive leads only, sets a minimum monthly volume, approves creative and sends disposition reports. Expect that level of scrutiny. |
| Lead networks and exchanges | Mortgage leads and calls from publishers, affiliates and call centers, by ping post, direct post or API. | Thirty-four companies buy from other sources. Two pay nothing on returned leads and two hold publisher pay until their buyer pays, so know the terms and keep a source sub ID on every lead. |
| Aged lead and list buyers | Older leads filtered by state and lead age, which a few lead stores support. | Aged leads are usually sold as-is. Your own marketplace, where the price falls until someone buys, is where these buyers pick up leads no lender took fresh. |
The mortgage lead buyer directory lists every company we found that publicly buys or sells mortgage leads, with what each one says it does. It is a research starting point, with no contact details.
What you are selling
What the 69 mortgage lead companies in our directory say they offer:
| Product | Companies offering it |
|---|---|
| Exclusive leads | 43 of 69 |
| Real-time leads | 57 of 69 |
| Shared leads | 17 of 69 |
| Aged leads | 24 of 69 |
| Inbound calls | 24 of 69 |
| Live transfers | 35 of 69 |
| Booked appointments | 10 of 69 |
| Data or lists | 21 of 69 |
| Clicks | 5 of 69 |
Counts cover everything each company says it sells, which can include other verticals.
Start with exclusive real-time web leads, which most companies here sell, and add a shared tier with a stated cap if lenders ask. Live transfers and inbound calls are common, at 35 and 24 companies, but Juiced distributes web leads, so calls need separate call tracking.
What to capture and screen for
- Loan purpose: purchase, refinance, cash-out or home equity.
- Loan program where it matters: FHA, VA, jumbo, non-QM, DSCR or other investor loans, or reverse.
- State, checked against each lender's licensed states before delivery.
- Loan amount, home value and loan-to-value, recorded as the borrower's own answers.
- Self-reported credit band, and say plainly that no credit was pulled.
- Property type and use: primary residence, second home or investment.
- A phone check such as a text code, and a duplicate check.
- A consent record and a source sub ID on every lead.
The field-by-field version is on the mortgage lead distribution page.
Building it, in order
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Sign licensed lenders before you build traffic
Find buyers first. Get each lender's licensed states, loan programs, credit and loan amount thresholds, and how many leads it can take. Expect questions back about your sources and consent records, since several sellers here vet their buyers and lenders vet their vendors.
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Get every lender to fund a balance
Fourteen companies here describe prepaid or funded accounts. No free trial leads, no promised number of refinance leads by a date and no invoices. In Juiced the lender funds a wallet before leads arrive and is charged as each lead is delivered.
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Write the return policy before the first lead
Credit disconnected numbers, fake entries, duplicates, leads outside the agreed filters or licensed states, and people in the mortgage business. Say in writing that no answer and no conversion do not qualify, as five companies here already do.
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Set expectations on the first call
Tell each lender how fast to call and how many attempts to make. A few sellers here tell buyers to call quickly, and lenders who call a day later will blame the leads.
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Build one lead type per loan purpose
Give purchase, refinance, cash-out and home equity their own lead types, and reverse and investor leads theirs. Make state, loan purpose, loan amount, property value and credit range required for ping, and keep contact fields and the consent record for the post.
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Generate only where a licensed, funded lender is waiting
Point traffic at the states and programs your funded lenders cover. A DSCR lead from a state where none of your lenders is licensed has nowhere to go.
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Let several lenders bid on each lead
Rather than a flat price to one lender, let every lender licensed in that state bid above your minimum. The highest bid wins the lead in seconds, and each lead still goes to one lender.
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Have overflow ready
Leads outside every lender's thresholds are the biggest avoidable cost. They go to your own marketplace, where the price falls until someone buys with Buy Now or a standing Buy Order.
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Record the source on every lead
Store a source sub ID on each lead. When a lender reports out-of-state leads or bad numbers, it shows which source sent them, and a few networks here ask suppliers to name their traffic sources anyway.
What makes mortgage different
- Licenses shape distribution: five companies target by licensed state and two credit out-of-state leads.
- Sellers vet buyers: five check an NMLS number, recent closings or an established sales team.
- The market is layered: 28 of the 69 run call centers or live transfers, 23 are networks or exchanges and 19 sell data or lists.
- Shared leads come with a cap: 11 companies name a small group or a number of buyers per shared lead.
- Investor and reverse loans are their own niches, with seven companies naming investor programs and eight listing reverse leads.
- Most screening answers are self-reported, and three companies say so plainly.
Common mistakes
- Buying traffic before a lender licensed in that state has funded a balance.
- Mixing purchase, refinance, home equity and investor requests in one lead type so lenders cannot filter for the loans they write.
- Calling a lead exclusive on the homepage while the terms let it be sold again, a conflict researchers found at a few companies.
- Selling every lead in a state to one lender at a flat price when other licensed lenders would bid.
- Leaving the return policy unwritten until a lender pushes back on unanswered calls.
- Treating self-reported credit as verified, then crediting leads a lender's credit check turns down.
- Having no overflow plan for leads outside every lender's thresholds.
Related
- Mortgage lead buyers and sellers: every company in this market, checked against its own website
- Mortgage lead distribution: the fields, screens and routing for this market
- Pay-per-lead vs. pay-per-call: why selling records is simpler than selling live calls
Frequently asked
Who buys mortgage leads?
Lenders, brokers and loan officers buying by licensed state and loan program, plus investor and reverse mortgage specialists. Networks and exchanges also buy from publishers and call centers to resell, and aged lead stores buy older leads.
Should I sell mortgage leads exclusive or shared?
Start exclusive. Forty-three of the 69 companies offer exclusive leads, and those that share usually name a small cap. Letting several lenders bid on each lead gets a competitive price while the lead still goes to one buyer.
Do I need to verify credit before selling a mortgage lead?
Most sellers here do not. Credit band and loan amount are usually the borrower's own answers, so label them that way and agree with each lender how a credit turndown is handled in your return policy.
Will lenders ask about my traffic sources?
Yes. Lenders and networks here review applications, approve creative and ask for consent records, and a few networks ask suppliers to name their traffic sources. A source sub ID on every lead makes those answers easy.
Can I sell reverse mortgage and DSCR leads?
Both are active niches. Eight companies list reverse leads, usually screened for age and equity, and seven name DSCR and other investor loans. Give each its own lead type and sign lenders who write those programs before generating.
What should a mortgage lead include?
Loan purpose and program, state and ZIP code, loan amount, home value, credit band, property type and use, and timeline, plus a consent record and a source sub ID.
What do mortgage leads sell for?
No prices are published here. Sellers rarely publish them, and what a mortgage lead sells for depends on whether it is exclusive or shared, a web lead or a call, the geography, how fresh it is and how many buyers want it. The pay-per-lead pricing guide shows how to work out your own floor from cost and let buyers bid above it.
Does Juiced handle mortgage calls or live transfers?
No. Juiced distributes web leads and delivers them by webhook, email or text. It does not track or route phone calls, so if calls are part of your product you need call tracking software for that side.
Selling mortgage leads to more than one buyer?
Juiced is lead distribution software for companies that sell leads. Buyers fund a wallet and bid above your minimum, each lead goes to the highest bid in seconds, and leads that miss their first buyer go to your own marketplace instead of being lost.
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