We’ve talked at length about leveraging mortgage lead providers. We explored top options in 2026, using their rate tables to drive more business, and tracking the quality of your leads. And that’s all just in the last few months.

Each time we revisit the topic of mortgage lead providers, we advise lenders to evaluate their options and choose what’s right for them. But we realize that begs a fairly big question: how?

There are some factors that are unique to your financial institution. We won’t be able to get into those today. We can, however, give you a general guide to steer you toward the right mortgage lead provider. Here are four factors we recommend considering before you lock in with any given provider. 

#1: Balancing on the spectrum: Beyond cost per lead

Price is understandably a top consideration when sorting mortgage lead providers. It can be a little more complicated than looking purely at cost per lead, though. 

That’s because each lead comes with its own unique parameters. You want to know:

• If the lead is exclusive
• The loan size and product (and if it fits your portfolio of offerings)
• Where the lead is in their exploration process (e.g., just shopping, ready to apply)

Let’s look at some leading options as examples here. If you want to see a low cost per lead, LendingTree delivers. Their leads are often a fraction of the cost of the ones from other providers. But that’s because these leads are non-exclusive. 

At the same time that individual’s contact info goes to your team, it’s going out to other lending institutions, too. You’re then in a race to try and beat out the competition. The potential borrower might be inundated with outreach, and you could get lost in the noise. 

You’ll pay more for an exclusive lead, like the ones from Bankrate. But when you’re the only team reaching out, the process gets smoothed for both your loan officer and the lead. The extra money you pay upfront tends to heighten the likelihood the loan will close. 

Other mortgage lead providers scale their pricing based on lead parameters. With Zillow, for example, you might pay more for a lead that’s exclusive and comes with a larger loan size.

Long story short, upfront price shouldn’t be your only consideration here. Evaluating lead quality and tracking the cost per funded loan helps you get the most bang for your buck over time. 

#2: Lead quality

In the lead quality vein, it helps to make sure the contacts you’ll get from the mortgage lead provider match what you want. 

Here, a few criteria come into play:

• Lead qualification. Some mortgage lead providers qualify leads before they send them your way. Own Up, for example, vets each lead before they distribute it to any lender in the company’s partner network. If this qualification happens, it should give you an idea of the borrower’s intent. Are they just starting to rate shop, or are they ready to apply for a loan? Higher-intent leads tend to be easier to close, so they might be a good fit if your loan officers are already fairly busy. Ask potential mortgage lead providers what their lead verification process looks like. 
• Lead completeness. You also want to understand what kind of information you’ll get when you buy a lead. Will it come with name and email only, or is the person’s phone number included? Does the lead collection process ask for their preferred loan type and size? Does it get their zip code or credit score? Does it ask how soon they plan to buy? The more complete the lead is when it comes to your team, the less work you all need to do. Make sure you’re getting what you expect in terms of lead completeness before you sign up with any given lead provider. 
• Lead alignment. On a similar note, you want to make sure the lead aligns with what your lending institution offers. Ideally, the mortgage lead provider collects info on their loan parameters and aligns that to you. Some providers let you filter leads so you only get ones for loan types and locations you service. Others put your information on rate tables for specific loan products, helping to direct the traffic you want your way. Choosing a mortgage lead provider that lets you align leads with your current offerings saves your team from wasted effort and money. 

#3: Service from the mortgage lead provider

Different mortgage lead providers interact with lenders in different ways. Some require you to complete a verification process before you can get started. Others assign you a dedicated account manager to help you best allocate your spending with them. Others still offer an online portal where you can manage your account. 

Figure out what working with that mortgage lead provider looks like and how that aligns with your team’s preferences.

Also, look at the flexibility with that particular provider. Do they require a contract or minimum spend? Is there a return policy for invalid leads? What does cancelling your account look like? Understanding all of this helps you home in on the right mortgage lead provider for you. 

#4: Fitting into your tech stack

Leveraging the leads you get from the provider is easier if they can work with your tech stack. Integration with your CRM is ideal. Reporting dashboards that feed to your core platforms or are otherwise easily accessible also help. 

When lead data flows into your existing systems, it gets easier for your loan officers and systems (e.g., automated email campaigns) to act initially. It also streamlines staying on top of nurturing the lead along. 

Again, these are general guidelines. If you want to talk through your specific needs, our team can offer more personalized suggestions. We have experience working with leading mortgage lead providers, so we know what each offers. If you want to get more insights to help you choose the right lead provider for your institution, book some time with us today.