Buy Mortgage Leads — Exclusive, Real-Time, Verified

Is Buying Mortgage Leads Right for You?

If you're a mortgage broker, the chances are you've considered buying leads at some point. Perhaps referrals have slowed down, or you're looking to grow beyond your existing network. Before you spend anything with us — or anyone else — it's worth being honest about whether purchased leads suit your business.

Mortgage leads work best for brokers who have a reliable process for following up quickly. The data across our platform is clear: brokers who call within 5 minutes of receiving a lead convert at roughly double the rate of those who wait an hour or more. If you're a sole trader who's frequently tied up in client meetings and can't respond in real-time, you may find that lead quality appears lower than it actually is. The lead was genuine — the problem was timing.

Mortgage leads also suit brokers who handle a broad range of cases. Our general mortgage leads include purchase mortgages, remortgages, first-time buyers, and some specialist cases. If you only handle one specific sub-type, you might be better off with one of our specialist lead categories — such as remortgage leads, first-time buyer leads, or buy-to-let mortgage leads.

One more thing worth saying upfront: not every lead will convert. Industry-wide, a reasonable conversion rate for purchased mortgage leads is 8-15% from lead to completed application. Some brokers achieve 20%+ with excellent follow-up processes, but if you're expecting every lead to become a client, you'll be disappointed regardless of which provider you use.

How We Generate Mortgage Leads

We run paid advertising campaigns across Facebook, Instagram, Google Search, and several of our owned comparison and advice websites. When a consumer is researching mortgage options — whether they're buying a new home, looking to remortgage, or exploring their options after a fixed rate has ended — they encounter our ads or organic content.

The consumer then completes a qualifying form that captures key details about their situation. For mortgage leads, we typically ask about the mortgage purpose (purchase, remortgage, or moving home), rough property value, deposit or equity amount, employment status, and their timeline. This isn't a quick two-field form — most consumers spend 60-90 seconds completing it, which filters out casual browsers.

Once the form is submitted, the consumer receives an SMS verification code. They must enter this code to confirm their phone number is correct and that they genuinely want to speak with a broker. This step alone eliminates a significant proportion of fake or mistyped numbers. Only after SMS verification is the lead delivered to you — typically within seconds of the consumer completing the process.

Every lead is exclusive. We never sell the same enquiry to multiple brokers. The consumer expects to hear from one adviser, not three or four competing for the same business.

Mortgage Lead Pricing & What to Expect

General mortgage leads are priced between £10 and £45 per lead. The price depends on several factors: the specificity of the qualifying criteria, the geographic area you're targeting, and the current volume available. Leads in densely populated areas like London, Manchester, and Birmingham tend to sit at the lower end because volume is higher. More rural or specific geographic targeting costs more because the audience pool is smaller.

In terms of what to expect: across our mortgage lead buyers, the average contact rate sits at around 68%. That means roughly two-thirds of leads will answer the phone or respond to a message within the first 48 hours. Of those you contact, conversion to a booked appointment is typically 30-40%, and conversion from appointment to completed application is around 30-50% depending on your proposition and how well you qualify at first contact.

Working through those numbers: if you buy 20 leads at £25 each (£500 spend), you'd expect to contact around 13-14, book 4-6 appointments, and complete 2-3 mortgage applications. If your average proc fee is £500-£800 per case, the return on investment becomes clear — but it's not instant, and it does require consistent effort on follow-up.

We'd always recommend starting with a small test batch — 10-20 leads over a week or two — before committing to higher volumes. This lets you calibrate your follow-up process and get a realistic sense of conversion before scaling.

Tips for Converting Mortgage Leads

Having delivered tens of thousands of mortgage leads, we've observed some consistent patterns among brokers who convert well versus those who struggle.

Speed matters more than anything else. The single biggest predictor of conversion is how quickly you make first contact. A consumer who has just completed a mortgage enquiry form is actively thinking about their mortgage. Five minutes later, they're making dinner or watching television. Call within 5 minutes if at all possible. If you can't call immediately, send a personalised SMS introducing yourself and letting them know you'll call shortly.

Don't lead with a sales pitch. The consumer has asked for help with their mortgage — they don't need to be sold on the idea of getting a mortgage. Start the conversation by asking about their situation. What's prompting the move or remortgage? What's their timeline? What are they most concerned about? This builds trust and gives you the information you need to actually help them.

Follow up persistently but respectfully. Not reaching someone on the first attempt doesn't mean the lead is bad. People are busy. A good follow-up cadence is: call immediately, SMS if no answer, call again the next morning, email the next afternoon, and a final call or SMS on day three. After that, move the lead to a longer-term nurture sequence with a monthly check-in.

Track everything. If you're not tracking how many leads you receive, how many you contact, how many you book, and how many complete — you can't improve your process. Use a simple spreadsheet or CRM to track the pipeline. This also helps you have a data-driven conversation with us about lead quality rather than going on gut feel.

Qualify properly on the first call. Not every lead will be a case you can or should take on. It's better to identify cases you can't help early and refer them appropriately than to waste time on applications that won't proceed. This is especially true for leads with credit issues — if you don't handle adverse credit, refer them to a specialist rather than declining and leaving the consumer without help.

When to Generate Your Own Mortgage Leads Instead

We'd genuinely recommend considering this option before buying from us or anyone else. If you have the capacity and budget, generating your own mortgage leads through Facebook or Google advertising will almost certainly give you a lower cost per lead in the long run.

Here's what that typically involves: you'll need to set up a Facebook Business Manager or Google Ads account, create landing pages with qualifying forms, write ad copy, and spend time optimising campaigns. Budget-wise, you should expect to spend at least £1,500-£2,000 over 4-6 weeks to gather enough data to optimise effectively. Time-wise, plan for 5-10 hours per week managing campaigns, testing creatives, and adjusting targeting.

The advantage of doing it yourself is control and long-term cost efficiency. You'll own the process, the data, and the creative assets. You can test different messaging and refine your targeting over time. The disadvantage is the learning curve — it takes time and money to learn what works, and there's a real risk of wasting budget during the testing phase.

If you don't have the time, the technical confidence, or the upfront budget to test and iterate, buying leads is a reliable shortcut. You're essentially paying a premium for our experience, infrastructure, and ongoing optimisation. Many of our most successful clients started by buying leads, learned what good lead flow looks like, and then gradually built their own generation capability alongside purchased leads.

We've written a detailed guide on this topic: buying leads vs generating your own. It covers the pros, cons, and realistic costs of both approaches.

Specialist Mortgage Lead Types We Cover

As well as general mortgage leads, we generate enquiries from consumers in specialist mortgage categories. Mortgage brokers who handle the full spectrum of cases often find these leads highly profitable, as the advisory complexity justifies higher fees and builds stronger client relationships.

First-Time Buyer Mortgage Leads

First-time buyers are a unique audience for mortgage brokers. These are people who have never been through the mortgage process before — many of them don't fully understand what a broker does, how mortgage offers work, or what fees are involved. They need more guidance, more reassurance, and more patience than an experienced homeowner switching to a better rate.

If you enjoy educating clients and building relationships from scratch, FTB leads can be extremely rewarding. First-time buyers who have a good experience tend to be loyal: they'll come back to you when they remortgage in a few years, and they'll refer friends and family who are also getting on the property ladder. A single FTB client acquired through a purchased lead can generate several future cases through referrals alone.

However, FTB leads do come with trade-offs. The mortgage values are typically lower — the average first-time buyer property price in the UK sits around £220,000-£240,000, though this varies significantly by region. Lower mortgage values mean smaller proc fees per case. You need higher volume or efficiency to build revenue from FTB leads compared to buy-to-let or remortgage leads where mortgage values tend to be higher.

Self-Employed Mortgage Leads

Self-employed borrowers are one of the most underserved segments of the UK mortgage market. Despite making up around 15% of the workforce, they routinely face more hurdles, more paperwork, and more rejections than employed applicants. Many have been turned away by high-street banks or told they need to wait another year before they have enough trading history. By the time they reach a broker, they're often frustrated, confused, and genuinely grateful for expert help.

This creates an opportunity that few lead types can match. Self-employed clients who receive competent, empathetic advice become fiercely loyal. They refer other self-employed friends and colleagues — and in self-employed communities, word travels fast. A single well-handled self-employed mortgage case can generate three or four referrals over the following year, each of whom faces similar challenges and needs the same specialist knowledge.

That said, self-employed mortgage leads are not for every broker. You need genuine expertise in how lenders assess self-employed income. The difference between a sole trader declaring £35,000 net profit and a limited company director drawing £12,000 salary plus £40,000 in dividends is fundamental to which lenders will work and at what loan-to-income ratio. If your experience is primarily with employed PAYE applicants, you may find self-employed cases more time-consuming and complex than you expect.

Right to Buy Mortgage Leads

Right to Buy (RTB) is one of the longest-standing property schemes in the UK, giving council tenants the opportunity to purchase their home at a significant discount. Depending on the length of tenancy and property type, discounts can be substantial — up to £96,000 in London and £127,900 outside London (2024/25 figures). For housing association tenants, a similar but separate scheme called Right to Acquire exists, typically offering smaller discounts.

Right to Buy leads come from tenants who are at the point of seriously considering purchasing their council home. These are people who have often lived in their property for years, sometimes decades, and are now motivated to take the step to ownership. The discount they receive means the mortgage they need is often surprisingly affordable — sometimes less than their current rent — which is a powerful motivator.

For brokers, RTB cases have some distinctive characteristics. The buyer persona is often older than a typical first-time buyer (40s-60s is common), may have a more complex financial profile, and frequently has never been through the mortgage application process before. They need patient, clear guidance, and they value a broker who takes the time to explain each step without rushing them.

Shared Ownership Mortgage Leads

Shared ownership is one of the most misunderstood areas of the UK property market — both by consumers and by some brokers. The scheme allows buyers to purchase a share of a property (typically 25-75%) and pay rent on the remaining share to a housing association. It is designed primarily for first-time buyers who cannot afford to buy outright on the open market, though some existing shared owners and returning buyers also qualify.

For brokers, shared ownership leads present a distinctive opportunity. These buyers need more guidance than almost any other mortgage client. They are navigating a process that involves a housing association, a mortgage lender, a solicitor, and often a developer — all with their own requirements and timelines. Many shared ownership buyers have never heard the term staircasing, do not understand how the rent component works alongside their mortgage payment, and are unsure whether the scheme is right for them. A broker who can explain the whole picture clearly and calmly earns enormous trust.

The practical reality is that shared ownership cases require specific lender knowledge. Not all lenders offer shared ownership mortgages, and those that do have varying criteria around minimum share percentages, maximum property values, eligible housing associations, and income requirements. Some lenders will only consider shared ownership on new-build properties, while others are comfortable with resales. Knowing which lenders work for which scenarios is the specialist value you bring.

Help to Buy Mortgage Leads

Help to Buy was one of the UK's most significant government housing schemes, providing equity loans of up to 20% (40% in London) to first-time buyers purchasing new-build homes. The scheme closed to new applicants in March 2023, but its legacy creates a substantial and ongoing opportunity for mortgage brokers. Hundreds of thousands of homeowners still have active Help to Buy equity loans, and a growing proportion of them need specialist mortgage advice.

Help to Buy leads today come from three main scenarios. First, equity loan holders whose initial fixed-rate mortgage is ending and who need to remortgage — but with the added complexity of the equity loan. Second, homeowners who want to repay their equity loan (either partially or in full) before interest charges begin after the five-year interest-free period. Third, people who want to sell their Help to Buy property and need guidance on how the equity loan repayment works in the context of a sale.

Each of these scenarios requires specialist knowledge that most high-street bank advisers lack. Help to Buy remortgages are more complex than standard remortgages because the equity loan sits as a second charge on the property, which limits the pool of first-charge lenders willing to participate. Equity loan repayments require a valuation, a process with Homes England, and often a remortgage to release the funds to repay the loan. Selling with an equity loan involves calculating the repayment amount (which is a percentage of the current market value, not the original loan amount) and coordinating with the conveyancer and Homes England.

Let-to-Buy Mortgage Leads

Let-to-buy is one of the more complex scenarios in residential mortgage lending. The consumer wants to keep their current home and rent it out, while simultaneously purchasing a new property to live in. This means they need two mortgages: a consent-to-let or buy-to-let mortgage on their existing property, and a new residential mortgage on the property they're buying. Coordinating both applications — often with different lenders — requires genuine expertise in structuring dual-application cases.

These leads work best for experienced brokers who are comfortable managing multi-property transactions. The clients tend to be existing homeowners in their mid-30s to 50s who have built up equity in their current home and see an opportunity to keep it as an investment rather than selling. They might be moving for work, upsizing for a growing family, or relocating but wanting to retain their original property in a strong rental area.

The financial dynamics are interesting. Because the consumer retains their existing property, they often have a smaller deposit for the new purchase than they would if they sold. This means the new residential mortgage may require a higher LTV than typical, while the existing property needs to switch to a let or BTL mortgage that meets rental coverage requirements. Balancing these two applications — and managing the lender relationships — is where the specialist broker adds enormous value.