We Explored the Most Effective Mortgage Lead Generation Strategies

Helpful Summary

• Overview: We explore six powerful mortgage lead-generation strategies to attract potential clients and drive business growth.
• Why Listen to Us: Our lead capture forms have helped clients like Stax Payments, BeMarketable, and Linear streamline their lead generation efforts  So, we know a thing or two about lead generation. 
• Why It Matters: Consistent mortgage lead generation ensures a steady flow of potential clients, effective lead targeting, and early relationship-building with potential borrowers, and drives your business growth.
• Action Points: We recommend employing strategies such as creating mortgage calculators, hosting webinars, partnering with real estate agents, claiming your Google Business Profile, and establishing a referral program to capture and convert leads.
• Further Research: Check out the Growform blog for more tips and insights on lead generation.

Need Help Navigating Mortgage Lead Generation?

Mortgage customers aren’t the easiest to come by, and there’s a good reason. It’s simple—committing to a loan that’s several times your annual income isn’t a decision anyone takes lightly.

So, if you’ve only had a few borrowers here and there, don’t sweat it. It’s understandable. But you don’t want to remain in that rut, so you need to pay more attention to mortgage lead generation.  

In this Growform guide, we’ll introduce you to mortgage lead generation and discuss some effective strategies for gaining a steady stream of clients.  

But first…

Why Listen to Us?

Well, lead generation is like second nature to us at Growform because it’s what we’re all about. Specifically, we provide multi-step lead capture forms that help businesses 2X-3X their lead quality and quantity. 

Stax Payments, BeMarketable, and Linear are just some of the businesses that can testify to this. 

With this level of experience and tangible results, we have plenty of tips, strategies, and tools that can ramp up your mortgage lead generation efforts quickly.

What Is Mortgage Lead Generation?

Mortgage lead generation is the process of attracting people who might be interested in obtaining a mortgage and getting them to give you their contact information.

These people could be people who are interested in:

• Buying their first home
• Remortgaging
• Selling their current home and purchasing a new one

The goal of this process is to build a bridge (ideally multiple) that connects your business with people who are likely to fall into one of those categories. 

A simple example? Creating blog content around confusing mortgage jargon. The reasoning is that people who are confused about the terminology are probably in the process of trying to secure a mortgage and are looking for answers. By giving them a hand,  you throw your hat in the ring as an expert.

Why Should You Care About Mortgage Lead Generation?

A Steady Stream of Potential Customers

Without a consistent flow of leads, your business might struggle to find new clients. Mortgage lead generation helps build a pipeline of interested borrowers, keeping your sales team busy and generating revenue.

Targeted Outreach to the Right Audience

Lead generation lets you focus your marketing efforts on people looking for a mortgage. This means you’re not wasting time and resources on those who aren’t interested, leading to a more efficient use of your marketing budget.

Builds Relationships Early

Mortgage lead gen allows you to connect with potential borrowers early in their home-buying journey. This allows you to build trust, establish yourself as an expert, and ultimately increase your chances of winning business.

6 Strategies to Help You Generate Consistent Mortgage Leads

1. Create a Lead Capture Form

Lead capture forms are a battle-tested strategy for generating leads. The trick? Use your form to solve a problem.

For example, lots of mortgage customers have common questions:

• Do I qualify for a mortgage?
• Can you help me get a mortgage?
• What are my mortgage options?

If you can build lead capture forms that address one or more of these questions, you’re going to have a much easier time getting people to fill them out. Plus, you get to qualify and capture leads at the same time.

The easiest way to create these forms? Growfrom.

We offer a multi-step form building tool that allows you to easily create lead capture forms that are designed to convert. Plus, we offer a variety of templates and customization options so you can tailor your form to fit your specific needs and target audience—no developers required.

We seamlessly integrate with landing page builders like Unbounce, Leadpage, and Instapage, so embedding is as simple as copying and pasting a code snippet.

2. Attract Leads With a Free Mortgage Calculator

Mortgage calculators are very popular. 

In fact, according to Ahrefs data, around 4 million people search for the term “mortgage calculator” every month. The point? Lots of people need a mortgage calculator, and if you can offer a free and user-friendly one on your website, you have a good chance of attracting leads.

This is a powerful lead gen tactic for a few key reasons:

1. There’s a large pool of potential borrowers looking for mortgage calculators (as we discussed).
2. These leads are likely high-intent, meaning they are actively researching mortgage options and are more likely to convert into customers.

So, how can you create these calculators? The easiest way is to use a pre-built tool. There are tons of dedicated calculator builders on the market that let you define complex formulas and build clean-looking calculators.

Once your calculator is ready, embed it on a dedicated landing page (like this).

Finally, promote your landing page aggressively on social media, through SEO, forums, or wherever your ideal customers hang out. The wider your reach, the more leads you’ll reel in.

3. Claim your Google Business Profile

If your brokerage or lending business mainly serves a specific geographic region, claiming a Google Business Profile (GBP) is a powerful lead generation tactic. 

Why? Assume someone searches for a mortgage-related local keyword like “mortgage lenders in California” or “mortgage lenders near me.” Only businesses with a GBP can appear in the local 3-pack (or “places”) results on Google.

This section dominates the SERPs for location-based queries. It’s prime real estate you can occupy with optimized content and customer reviews for better lead gen. Plus, having a GBP also boosts your credibility through reviews and information like your business address and hours.

Signing up for a Google Business Profile is quick and easy. Visit the Business Profile platform, sign up with your Gmail account, and fill in your business details —it’s completely free. Then, make sure your NAP (name, address, and phone number) is consistent across all online platforms.

4. Host Webinars

Webinars are a great way to give prospects an engaging, high-value experience that showcases your expertise. For that reason, they make excellent lead magnets. A webinar locked behind a simple lead capture form offers value, while still encouraging people to engage with your brand.

Mortgages are complex for non-experts. There are tons of topics worth exploring, like:

• “Getting a Mortgage as a Self-Employed Person”
• “When to Go for an Adjustable Rate Mortgage”
• “How to Get a Mortgage with a Low Credit Score”

The key to turning this lead generation tool into a successful conversion funnel? Choosing a topic that resonates with your target audience and collecting information upfront.

To do this, create a simple webinar landing page with an embedded lead capture form (like this).

Source: Gotowebinar

But remember—the type of lead capture form you use is important, too. If it’s too long or unattractive, it could deter people from signing up, regardless of how valuable your webinar is.

That’s where Growform comes in.

Our intuitive, multi-step lead capture forms have been battle-tested and proven to deliver up to 2X more lead conversions compared to traditional forms. You can use our intuitive drag-and-drop form builder to build a form from scratch or get a jumpstart with over 100 templates.

And just like our calculators, you can embed this form directly into your landing pages. 

5. Partner With Real Estate Agents

Real estate agents are important parts of the home-buying journey. They work closely with potential buyers, guiding them through property searches, negotiations, and ultimately, securing financing.

This makes them a goldmine for qualified mortgage leads—after all, anyone working with a real estate agent is actively considering buying a home and might need a mortgage.

Besides, a recommendation from a trusted real estate agent goes a long way. By building strong relationships with agents, you benefit from their positive endorsement and establish yourself as a reliable mortgage lender.

So, first, identify reputable agents. Focus on building relationships with agents who share your values and cater to your target audience. Look for agents with a proven track record and positive client reviews.

When you find these agents, don’t first approach them for a referral. Instead, offer something valuable to them. Provide co-branded educational materials for homebuyers, host joint workshops on the mortgage process, or offer them discounts that they can pass on to clients.

As your relationship solidifies, you’ll naturally become more comfortable asking for referrals. 

6. Create a Referral Program

Happy clients are your most valuable marketing asset. They’ve experienced your expertise firsthand. As a result, people would believe what they say about your service more than what you say about yourself. 

A well-structured referral program incentivizes satisfied clients to spread the word and bring you new business—a win-win situation for everyone involved.

But first, you need to decide on a reward that’s attractive to your customers. This could be cash bonuses, gift cards, discounts on future services, or even charitable donations in their name. You can conduct a mini-survey by asking them. 

Next, make it easy for your clients to refer others. Provide clear instructions on what qualifies as a referral and effectively promote the rewards. You should also provide them a referral link they can easily share with their networks. Tools like Referral Candy or Referral Rock can streamline this process for you.

And once your program is up and running, make it known on your website and social channels! 

Generating Consistent Mortgage Leads

Mortgage leads can be tough to generate, but with the right approach, you can stand out from the crowd and connect with customers who are perfect for your business. Implement the strategies mentioned above, and be consistent. We’re confident you’ll start seeing results in no time.

And don’t forget that the effectiveness of your lead magnets—like webinars and mortgage calculators—hinges on the quality of your lead capture form. 

And if you’re looking for multi-step, conversion-focused forms, Growform has you covered. With our easy-to-use form builder, you can create custom lead capture forms that integrate seamlessly with your website and CRM.

Get started with a free trial today.