Marketing for
mortgage brokers
who refuse to buy leads.
You shouldn’t have to compete with Ratehub, the big banks, and lead aggregators selling the same applicant to four other brokers. We build direct-response funnels that put you in front of buyers before they hit a comparison site — and turn pre-approval requests into closed deals.
You can close any file.
Getting the file is the problem.
You know the products. You know the lenders. You know how to structure a deal. What you can’t easily do is find the qualified applicant before they end up filling out a Ratehub form that gets sold to four other brokers.
“I close 1 out of every 7 aggregator leads. The other 6 are either tire-kickers, already in process with another broker, or just want a rate. Meanwhile I’m paying $40–$80 per lead. The math is brutal.”
- ✕ Aggregator math doesn’t work. Ratehub, LowestRates, and HomeWise sell the same applicant to multiple brokers. Even your best closing rate gets crushed by competing against three other brokers on a 30-minute window.
- ✕ The big banks own the SEO. Type “best mortgage rates [city]” and you’ll see TD, Scotia, RBC, and the aggregators above the fold. As a broker, you can’t out-rank them on rate alone.
- ✕ Most ads get rejected. Meta and Google flag mortgage advertising aggressively. If you don’t know how to structure compliant copy, your account gets disabled — and good luck getting it back.
- ✕ The buyer doesn’t trust you yet. Mortgage is the largest financial decision most people make. Pre-approval forms with 18 questions, no proof of who you are, and no rate transparency don’t convert.
- ✕ Refis and purchases are different campaigns. Most brokers run one funnel for both — and wonder why the cost-per-lead is so high. Refi buyers and first-time homebuyers are completely different people with different mindsets.
Two funnels.
Two different humans.
A first-time homebuyer and a homeowner refinancing a 5-year fixed are not the same buyer. They Google different things. They respond to different creative. They convert at different speeds. We build for both, separately, with different campaign architecture for each.
Purchase & pre-approval
First-time buyers, move-up buyers, investment property buyers. High-stakes, high-anxiety, long consideration window. We build for the journey: from “what can I afford?” curiosity to a pre-approval submission.
- ✓ Affordability calculators as lead magnets
- ✓ Educational content (FTHB programs, downpayment assistance)
- ✓ Pre-approval funnel with 24-hour response promise
- ✓ Retargeting that nurtures over 30–90 days
- ✓ Realtor partnership co-marketing
Refinance & renewal
Existing homeowners watching rates, coming up for renewal, or wanting to access equity. Lower anxiety, higher urgency. We hit them with rate-driven creative when they’re actively shopping — usually 90 days before renewal.
- ✓ Rate alert sign-ups (long-term lead nurture)
- ✓ Renewal-window targeting via Meta
- ✓ Equity-access campaigns (HELOC, refi-out)
- ✓ SMS + email re-engagement of past clients
- ✓ Comparison content: “should I break my mortgage?”
We actually understand
mortgage advertising rules.
The fastest way to lose your Meta or Google Ads account as a mortgage broker is to use generic agency creative that gets flagged for misleading rate claims, missing disclosures, or improper licensing references.
We’ve been running mortgage ads long enough to know what gets approved and what gets your account disabled. Every ad goes through a compliance review before it goes live. Every landing page includes the disclosures it needs. Every offer is structured to be defensible if a regulator asks.
That doesn’t mean we’re lawyers — your compliance officer or legal counsel still owns final sign-off. But you won’t get back to us with an entire campaign needing to be rebuilt because we forgot to mention the brokerage license number.
FSRA-aware (Ontario)
Brokerage license, agent disclosures, and rate-claim language built into every ad and landing page.
Provincial regulators
BCFSA in BC, RECA in Alberta, and other provincial bodies — we adjust copy by region as required.
CFPB / RESPA-aware
For US-based brokers and lenders: APR disclosures, equal housing logos, NMLS ID display, and TILA-compliant copy.
Platform-level rules
Meta and Google have their own special-category restrictions for housing/credit ads. We build campaigns inside those rules.
Calculators, alerts,
and lead capture that works.
Mortgage shoppers don’t fill out a 14-field form on cold traffic. They use a calculator. They sign up for rate alerts. They download a guide. We build the lead magnets that turn cold traffic into named, qualified pipeline.
Affordability calculator
“How much can I afford?” — the question every first-time buyer Googles. We build branded calculators that capture an email at the result, then nurture with relevant content for 30+ days.
Rate alert sign-up
Most refi buyers aren’t ready today — but will be when rates drop. Rate alert sign-ups build a long-term lead list we activate the moment market conditions shift in your favor.
Pre-approval checker
A short, friendly form that doesn’t feel like a credit application — but qualifies the lead enough that you can respond intelligently within 24 hours with real numbers.
Renewal countdown tool
For homeowners coming up for renewal: a tool that shows how much they could save by switching brokers. Built to capture the email of someone 60–90 days from their renewal date.
FTHB guide download
First-time buyer guide covering FTHBI, RRSP withdrawal, downpayment programs. Educational content that builds trust before any sales pitch — and gets the email along the way.
SMS & chat
Mortgage shoppers respond to text messages 8x faster than email. We integrate SMS workflows + on-site chat so when a lead comes in, you’re talking to them within minutes — not hours.
across all clients
across Meta & Google
Google reviews
compounding growth
Things mortgage brokers actually ask us.
The questions we hear most from independent brokers, brokerage teams, and lenders. If yours isn’t here, send it through — we’d rather have a 15-minute call than make you guess.
Yes — and most of our broker clients eventually drop aggregators entirely. The math: aggregator leads cost $40–$80 each and get sold to 3–5 brokers. Our average cost-per-application for broker clients lands between $15–$40, exclusive to you, with much higher conversion to funded deals.
It usually takes 3–4 months to fully replace aggregator volume. We recommend keeping aggregator spend running at low volume during transition, then cutting once your in-house funnel is producing reliably.
This is the #1 reason brokers fire generic agencies. Mortgage advertising falls into Meta and Google’s “special ad categories” — there are restrictions on rate claims, audience targeting (no age/gender/zip targeting on housing-related ads), and required disclosures.
Every ad we run is reviewed against the platform rules and your jurisdiction’s regulator (FSRA, BCFSA, CFPB, etc.) before going live. We don’t claim to be your compliance officer — your final sign-off is yours — but we won’t be the reason your account gets shut down.
Refi works great when timed correctly — typically 90 days before renewal, or when the Bank of Canada / Fed announces a rate move. Refi buyers convert faster than purchase buyers (lower anxiety, simpler decision) but the volume is more market-dependent.
Our strategy is usually: keep purchase running steadily as the always-on engine, then ramp refi spend during favorable rate windows. The two funnels reinforce each other.
Absolutely — single brokers are some of our best clients. The math is actually better at smaller scale because every funded deal contributes a higher percentage of revenue, and you don’t need to filter leads through layers of intake staff.
What we’ll discuss in the audit: how much volume you can realistically handle (one broker can typically manage 30–50 active applications at a time), and how to pace lead flow so you’re not drowning when ads ramp up.
Yes — we integrate with Velocity, Finmo, Lendesk, BluMortgage, Filogix, and most CRMs (HubSpot, Salesforce, Zoho, etc.). Lead capture flows directly into your origination pipeline so nothing slips between Meta/Google and your file system.
We also set up call tracking so you can attribute funded deals back to specific campaigns. That’s the data that lets us optimize spend toward what actually closes — not just what generates clicks.
Month 1 is mostly setup: tracking, ad accounts, landing pages, calculator integration, compliance review. You’ll likely see early lead flow toward the end of week 3, but the volume isn’t optimized yet.
Months 2–3 is when paid ads start producing predictable cost-per-application. SEO and rate-alert lists begin compounding around month 4–6. By month 6, most of our broker clients are seeing more leads, lower cost, and higher quality than aggregator-driven volume — at which point we usually have the conversation about pulling back aggregator spend.
Stop renting leads.
Start owning your pipeline.
Free 30-minute audit for your mortgage business. We’ll review your current funnel, your ad accounts, your website, and your aggregator spend — and tell you exactly where your cost-per-application could be. Yours to keep, even if you don’t hire us.