Mortgage leads are sold by licensed state and loan type, and many arrive by phone.

What mortgage lead companies sell

What the 69 companies in our mortgage directory say they offer, read from their own websites.

Counts cover everything each company says it sells, which can include other verticals.

Real-time and exclusive leads lead the table at 57 and 43 of the 69 companies, but phone products are close behind: 35 sell live transfers and 24 sell inbound calls. Aged leads at 24 companies and data or lists at 21 make a large second-hand market, and a few lead stores let buyers filter by lead age. Juiced distributes web leads, so calls and transfers need separate call tracking.

What mortgage leads are screened for

Mortgage sellers screen on the loan program, the borrower's own answers, the license map and the phone, and their return terms show what lenders reject.

• Loan purpose and program. Twenty-six companies publish mortgage qualifiers, splitting purchase, refinance, cash-out and home equity and adding FHA, VA, jumbo, non-QM and investor programs. Seven name DSCR, fix and flip, bridge or other investor loans, and eight list reverse mortgage leads, usually screened for age, equity and a home the borrower lives in.
• Self-reported credit and value. Credit band, loan amount, home value, loan-to-value and income are usually the borrower's own answers. Three companies say plainly that some fields are not verified, two of them noting there is no credit pull. One instead credits a lead whose credit falls under its threshold at all three bureaus, one scores leads with credit bureau data, and one checks ownership and liens against public records.
• Licensed state. Five companies list licensed states as a targeting filter, and two credit leads that arrive from outside the lender's licensed or selected states. One company says it targets only the states a buyer is licensed in.
• Phone and intent. A few companies verify the phone with a text code or one-time passcode, and 14 have agents or call center staff confirm interest before a transfer.
• Consent records. Twelve companies name a third-party consent certificate service. One stores the exact consent wording and version and notes that it covers calls and texts from the receiving lender, not email, and two say they do not guarantee their consent records are sufficient for the buyer's use.

What a mortgage lead has to carry

State is the first filter, named by 35 companies, and five use licensed states specifically. After that lenders filter on loan type or purpose, loan amount, credit tier, loan-to-value, income and property type, and 13 companies go down to county, city, ZIP or radius.

Every lead type in Juiced starts with ten default fields. Add your own on top, and decide for each one whether it is required and whether the buyer receives it.

The mortgage fields

Field names and answer options checked against 7 public lead forms, form templates and posting specs in this market, October 2026.

Every lead starts with these

Provenance

This page does not state what the rules on consent require. They are published by the FCC and the FTC, and TCPAWorld tracks how they change. The full list of field types is on the lead fields page.

What you need to decide on a lead is not what you need to sell it

Every field carries four switches rather than one required flag.

Ping with state, zip, loan_purpose, property_type, property_use, property_value, loan_amount, credit_range, and down_payment, purchase_timeline, current_mortgage_balance or cash_out_amount where they apply. A lender can see whether the borrower is in a licensed state and inside its thresholds without seeing contact details before the bid.

How mortgage leads are sold and priced

Forty-two of the 69 price per lead, and 36 quote each buyer. Beside that, eight price per sale or funded result, ten per call, four per transfer, six charge a subscription or monthly fee and five run bids or auctions. Seven bill a live transfer only once the call passes a minimum length, so short hang-ups are free.

Fourteen companies describe a prepaid or funded account and five keep a card on file, while four invoice. Twenty-three say there is no long-term contract and seven work under a contract or insertion order. A few network terms say leads are not exclusive unless the order says so, and one lead store's terms describe aged leads as the same consumers at a later date and price.

Shared leads here are rarely open-ended. Of the companies that sell shared or semi-exclusive leads, 11 name a cap or a small group, and several sell the same lead exclusive or shared as two tiers. That is a natural fit for several lenders bidding: each lead still goes to one buyer, and the price is set by who wants it most.

Lenders are vetted before they buy

Twenty-five companies start with a call, consultation or demo, 14 let a buyer sign up on their own, and nine take an application, four of them with a stated approval step. Five go further and vet the lender: an NMLS number, proof of recent DSCR closings, or an established sales team with a CRM. Six put the first order under an insertion order, service agreement or order paperwork, and one marketplace asks for business references.

Minimums split the market. Thirteen companies set a minimum order, weekly budget, monthly volume or upfront purchase, and one ties exclusive leads to a volume commitment. Eleven say there is no minimum. Seven offer a test, pilot, trial or sample, and one gives free leads on a first order.

• Ask each lender for its licensed states, loan programs and thresholds before you buy traffic.
• Take a funded balance up front instead of a free trial or a promised count of leads by a date.
• If you sell investor or reverse leads, expect the buyer to ask about your sources the way you ask about their closings.

Returns: objective defects, not unanswered phones

Most companies mention returns. The common credit reasons are disconnected or wrong numbers, fake or fictitious entries, duplicates, leads outside the agreed filters or states, and people in the mortgage business. Five say in writing that no answer, an established contact or no conversion does not qualify. Two will credit a borrower who cannot be reached, but only after documented outreach and with proof.

Six companies' terms say sales are final or non-refundable, sometimes beside a replacement promise elsewhere on the site, and several replace a lead rather than refund it. Aged leads are usually excluded: several companies give no replacement on aged data or sell it as-is. One network requires the lead ID, a reason code and evidence with every dispute, and one requires a call recording for a wrong-number claim.

• Write the return policy before the first lead, using the objective reasons this market already accepts.
• Tell lenders on the first call that a borrower who did not answer is not a bad lead.
• In Juiced, approved returns are credited back to the lender's wallet.

The supply side and the fine print

Thirty-four companies buy leads or calls from publishers, affiliates, call centers, media buyers and other lead sellers, by ping post, direct post, API, hosted forms and transfers. Payouts are per lead, per sale, revenue share or per call. Two networks pay nothing on rejected or returned leads, two hold publisher pay until the buyer pays, and two auction marketplaces let the seller set a floor price. Five bar incentivized traffic and three bar robocalls, prerecorded voice or ringless voicemail.

Read the agreement, not the homepage. Researchers found three companies whose exclusivity claims on one page conflict with another page or the terms, a replacement window that differs between two pages, and several sites with placeholder text or sample statistics. Seven companies say they scrub against do-not-call lists, while 11 put compliance in using the leads, including do-not-call checks, on the buyer. Two currently exclude one state's consumer data, and one has stopped selling in another state. The rules on calling and consent are published by the FCC and FTC.

How Juiced runs a mortgage lead business

1. Buyers fund a wallet

   Each buyer adds funds before leads arrive and is charged as each lead is delivered. Approved returns are credited back to the wallet. No invoices to send and no payments to chase.

2. Buyers set filters and caps, then bid

   Each buyer filters on your fields and caps how many leads they take. They bid above your minimum, and the highest bid wins the lead in seconds.

3. Delivery goes where the buyer works

   By webhook into the buyer’s CRM, by email or by text.

4. Unsold leads go to your marketplace

   A lead no buyer takes is not dropped. It goes to your own marketplace, where its price falls until someone buys it outright or a standing buy order picks it up.

Related

• Mortgage lead buyers and sellers: every company in this market, checked against its own website
• How to sell mortgage leads: who buys, what to screen for and the order to build in

Frequently asked