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How to Generate Mortgage Leads Without Buying Them


by Rachel Southcott, Marketing & Lead Gen Consultant

by Rachel Southcott, Marketing & Lead Gen Consultant

Mortgage brokers and financial advisers all face the same challenges when growing their business.

There comes a time when brokers consider how else to generate mortgage leads other than relying on referrals.

Many brokers begin buying leads from lead generation providers like Inzuzo, Professional Leads and Unbiased, to name a few.

However, over the last few years the quality of those leads has deteriorated and the cost per lead has soared.

At a time when mortgage rates are high, the market is slow and competition is rife, brokers are at a loss for cost-effective ways to generate mortgage leads.

In this article I explain how to generate mortgage leads without buying them from a lead generation provider. But instead, how to generate your *own* enquiries directly through your business. Here are 6 ways to generate mortgage leads:

1. Google Ads

More often than not, companies that sell mortgage leads are using Google Ads to generate them, so why not create your own Google Ads campaigns instead?

By driving visitors directly to your website you’ll:

  • Build trust from the outset
  • Create a smoother customer journey
  • Have greater control over the campaign messaging
  • Target the type of clients you want and avoid those you don’t 

What’s more, by managing your own Google Ads campaigns you’ll be able to improve the performance of your ads over time, and as a result, reduce the cost per lead.

Read my article on how to get started with Google Ads here.

2. Facebook Ads

Facebook Ads are a great way to generate mortgage leads by targeting people based on where they live, their age and their interests.

I recently worked with a mortgage broker based in Norfolk who was looking to target people in his local area. He filmed video content that answered mortgage FAQs and we encouraged people to book a 30-minute consultation. Within a few weeks he gained several enquiries from people who had seen the video ads and were keen to find out more.

The key to success with any campaign is to be specific about who you’re targeting and what you’re offering. For example, a generic campaign about all types of mortgages for any type of borrower is not going to be as effective as a campaign about mortgages for self-employed individuals, or mortgages for limited company directors, for example.

You know the saying - you can’t be all things to all people. Similarly, your ideal customer isn’t ‘everyone’. If you’re selling to everyone, you’re selling to no one. The more targeted your campaign, the better quality mortgage leads you’ll gain. 

3. SEO

Search Engine Optimisation (SEO) is massively overlooked and undervalued across the financial services industry. There are very few businesses that actively work on SEO as part of their marketing strategy. While SEO can apply to many channels, it’s typically associated with Google. The objective is to rank on page one of Google search results without paying for sponsored ads.

The problem is that most people are looking for quick wins and SEO isn’t a quick way to generate mortgage leads. However, if you begin working on it today you’ll reap the benefits in the months and years to come.

The advantages of having a solid SEO strategy cannot be underestimated. Firstly, unlike social media and Google Ads, SEO will work time and time again. If you stop posting on social media or you turn off your Google Ads campaigns, the leads will stop coming in. Whereas, content that you’ve written months and even years ago will continue to drive traffic to your website and generate new leads. When you consider the effort versus reward of SEO compared to other marketing channels it’s a no-brainer. 

4. Social Media

Social media is one of the first options that brokers consider when looking for ways to generate mortgage leads. However, managing social media requires a lot of time and effort. Not only is it time-consuming, it’s difficult to generate a steady volume of leads frequently.

Nowadays, customers expect to see businesses and service providers on social media. It’s not a nice-to-have, it’s a must-have and could be the difference between winning and losing new business.

Social media is a great way to increase brand awareness and stay front of mind, but it shouldn’t be your primary source of leads. It’s one part of your overall marketing strategy.

5. Google Business Profile

One of the very first things you should do as a mortgage broker is create a free Google Business Profile. It looks like this:


A Google Business Profile enables your business to be discovered by potential clients via Google search results and Google Maps. You can add contact information including your address, website and phone number. As well as information about your products and services.

It’s a free and easy way to increase brand awareness, be discovered by people looking for the services you offer and generate mortgage leads.

6. Reviews

Client reviews are a fundamental part of your marketing strategy. If you’re not actively collecting reviews you’re missing out on opportunities for growth.

There are several platforms you can use to collect reviews including Google, VouchedFor, Unbiased, ESTAS and TrustPilot among others. Think carefully about which platform aligns with your objectives. For example, if you’re getting lots of enquiries through VouchedFor or Unbiased then it might make sense to collect reviews through one of those sites. Although, Google is a great option for most people because Google reviews positively impact your organic rankings. The more quality reviews you have on Google, the more likely you are to appear in Google search results.

It’s a simple, easy and free way to boost your online presence and generate mortgage leads.

Last thing...

To successfully generate your own mortgage leads you’ll need to take a holistic approach to your marketing strategy. Each of the six tactics outlined above work best in tandem rather than in isolation.

It can be overwhelming when you’re not sure how and where to get started. If you’d like some advice and hands-on support, get in touch!

Ready to generate mortgage leads?

Book a 30-min call to get started →

Hi, I'm Rachel.

I’ve spent the last 10 years building a career in marketing and lead generation for financial and professional services. I’d love to chat with you to learn about your business, discover how I can elevate your marketing strategy and drive more leads.


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Lead Generation for Financial & Professional Services - The Financial Marketer © 2024