Why Mortgage Lead Gen is Different
Mortgage leads aren't like other leads. The stakes are higher, the sales cycle is longer, and the compliance requirements are stricter. This playbook shows you how to navigate all three.
The Mortgage Lead Landscape in 2026
The market has shifted. Here's what's working now:
- Rate-focused messaging still converts, but trust signals matter more than ever
- Local targeting outperforms national campaigns by 3.2x
- Video content drives 47% higher engagement on landing pages
Phase 1: Campaign Setup
Start with a focused campaign structure that separates your audiences.
Audience Segmentation
Create distinct campaigns for each mortgage type:
- Purchase - First-time homebuyers and move-up buyers
- Refinance - Rate-and-term and cash-out seekers
- DSCR - Real estate investors and landlords
- Reverse - Seniors 62+ with home equity
Creative Best Practices
Your ads need to stop the scroll. Here's what works:
Headline: [City] Homeowners Are Saving $400/Month
Body: See if you qualify for today's lower rates.
Takes 30 seconds. No impact to credit score.
CTA: Check My Rate →
Phase 2: Landing Page Optimization
The landing page is where conversions happen—or don't. Every element matters.
Above the Fold
Include these five elements:
- Clear value proposition (savings amount or rate)
- Trust signals (NMLS #, reviews, security badges)
- Simple form (name, phone, loan type)
- Urgency indicator (rates, limited availability)
- Social proof (recent closings, testimonials)
Form Strategy
Less is more. Start with 3-4 fields:
- First Name
- Phone Number
- Loan Purpose
- Property Type
Collect additional information through your AI qualification flow, not your landing page.
Phase 3: AI Qualification
This is where AdBuy shines. When a lead submits your form, Odin takes over.
Qualification Questions
Odin asks the questions that matter:
- "What's your estimated credit score range?"
- "When are you looking to close?"
- "Have you been pre-approved anywhere else?"
Scoring Logic
Leads are scored 1-100 based on:
| Factor | Weight |
|---|---|
| Credit Score | 30% |
| Timeline | 25% |
| Loan Amount | 20% |
| Property Type | 15% |
| Employment | 10% |
Leads scoring 70+ get routed to your LOs immediately. Others enter nurture sequences.
Phase 4: Follow-Up Automation
The money is in the follow-up. Here's the sequence that works:
Day 0: Immediate response + qualification Day 1: Rate update + next steps Day 3: Value-add content (calculator, guide) Day 7: Check-in + availability Day 14: Re-engagement offer
Measuring Success
Track these metrics weekly:
- Cost per Lead (CPL): Target $15-40 depending on market
- Lead to Application Rate: Benchmark 8-12%
- Application to Close Rate: Target 45%+
- Blended Cost per Closed Loan: This is your north star
Ready to implement this playbook? Get started with AdBuy and we'll help you launch your first campaign.