Consumers — especially younger ones — prefer to shop online. And that doesn’t just mean for clothes or household goods. It also extends to their biggest financial decisions.
Companies sell cars exclusively online, eliminating the need to ever visit a dealership. Real estate agents offer virtual walkthroughs so home shoppers can explore properties without leaving the couch. And lending institutions offer their rates online to help consumers compare their options.
If you want to be where today’s homebuyers are, you can explore getting your rates onto at least a few of the bigger websites in the game. And doing so can help you generate warm leads for your team.
With that in mind, let’s look at 11 of the top mortgage lead providers for 2024.
Bankrate is a leading online publication that provides today’s potential homebuyers with the latest average mortgage rates. Because so many people turn to Bankrate for information, it can be a valuable resource in your lead generation strategy.
When it comes to mortgage lead providers, Bankrate ranks high in two key areas: lead quality, but also cost per lead. On average, we’ve found that a lead from the site can run you $150 to $230. You’re usually looking at around $30,000 to get started. You also need to be licensed in at least 10 states because Bankrate’s rate tables often cater to a nationwide audience.
That $30k is a hefty investment, but it can generate lots of high-quality leads for your team. With an average of 4 million page views per month, Bankrate gets a significant amount of traffic that they can convert into leads for you. If you have the budget, it’s worth reaching out to Bankrate’s sales team to see what they can do for you.
Natural Intelligence runs the BestMoney site, which features rate tables and educational material just like Bankrate. While it might not get as much traffic or be a well-known as Bankrate, BestMoney is no slouch — as its evidenced by involvement from lenders like Rocket Mortgage and Sofi.
Also, because BestMoney isn’t as established, this mortgage rate table provider doesn’t charge as much. If you’re looking to stretch your dollar a little further, talking with their team about becoming a partner might be a good option.
Alongside sites like Bankrate and NerdWallet (mentioned below), Credit Karma is one of the better-known mortgage lead providers. The company offers rate tables and educational content to consumers from its website. It also captures leads via those rate tables, and can potentially send them on to you.
As the name suggests, Credit Karma offers credit scores — and it does this for free. In part, the company can offer that to consumers because it uses advertising revenues from lending institutions to subsidize the cost of the credit scores.
The benefit of advertising with Credit Karma is that because the credit score is a key piece of this site, when you do get a lead, it’s already vetted. You’ll be able to immediately weed out anyone who doesn’t have the credit profile you need to lend to them.
Mortgage Research Center
MRC maintains its own site, but it also provides mortgage rates to sites like VAloans.com and FHAloans.com. When you buy leads from the MRC, they should integrate seamlessly with your CRM. Currently, the MRC is delivering about 227,000 leads a month to its customer base.
If you want to join that base and buy leads, you can get started on the MRC’s site.
LendingTree is an established player in the game and it has earned its spot as one of the top mortgage lead providers. That said, most of LendingTree’s leads aren’t exclusive. That means that while you get that lead’s contact info, so do other lending institutions. It’s up to your sales team to beat out the competition.
One upside of these non-exclusive leads is that they cost less. We’ve seen LendingTree leads average out to anywhere between $30 and $100 per lead.
To explore partnering with this company for leads, you can click the “Get Started” button on this page.
This site, from Money Group, LLC, functions a lot like LendingTree, Bankrate, and the other sites that blend informative content with rate tables. They might not have the notoriety of some of those other sites, but Money is continually putting out new content to help its search engine rankings, driving more traffic there. Money Group also publishes an award-winning magazine under the same name: Money.
If you’re interested in getting involved with this lead generation platform, you can fill out the company’s Google Form.
Movoto focuses less on general financial content or mortgage education and more on real estate listings. It does, however, offer a mortgage pre-approval service. Potential homebuyers can use that service to get matched to lenders who have paid to get featured on Movoto’s site. As a result, it’s worth mentioning when talking about top mortgage lead providers.
To partner with Movoto, you’ll go through OJO, which owns Movoto.
One of the best-known mortgage lead providers in terms of consumer awareness, NerdWallet is poised to keep its spot in 2024. While it started as a credit card comparison company, it has expanded to include mortgage rate comparison.
Getting featured on NerdWallet’s rate tables costs around $75 to $150 per lead. Even if that’s in your budget, it isn’t easy to get started with NerdWallet, though. The best we could find to kick off the process was this page to submit a request for more info.
Own Up is a technology company that helps homebuyers compare lenders and gather prequalified loan offers. Because those buyers have to create a profile in Own Up to use the company’s tools, leads from this company are well-vetted. Own Up also limits the number of lenders it works with by geography, so you can rest easy knowing there’s a ceiling on your competition.
Zillow, the well-known real estate website, makes our list of top mortgage lead providers in part because of its high web traffic. With Zillow Home Loans in the mix, the lead generation platform is your direct competitor, but Zillow gets so much traffic that there’s enough to go around. That’s doubly true when you learn that advertising with Zillow also connects you to Trulia, which Zillow now owns.
Leads from Zillow usually cost somewhere between $75 and $150.
Not all markets are still open to lenders who want to advertise on Zillow. To find out if yours is, call (877) 661-3172 or complete the short contact form on this page.
These are 11 standout options for mortgage lead providers. If you’re looking to expand your lead generation in 2024, they’re great starting places.
For more help generating warm leads and closing them next year, put our BankingBridge tools to work for you. Request a demo today.