Finding the Best Mortgage Leads Groshan Fabiola asked: Finding out where a mortgage lead company generates its leads from should be of high importance to loan officers and mortgage brokers. This knowledge can make an extreme amount of difference when it comes to reaping a better return on your investment. By understanding the process of your lead generating company, you will better understand your investment and better ensure yourself a more profitable outcome. A loan officer or mortgage broker should find out exactly how a company generates mortgage leads and the best way to do this is taking time to research them. It is not enough to simply read their entire website and the terms and conditions. Your best plan of attack is to call someone in the sales or customer service department to get a real individual’s explanation. When talking to your contact at the lead generating company, you will want to hear that your mortgage lead company owns and operates the web sites they acquire their leads from. A company with these resources helps guarantee the mortgage leads you receive will be fresh and of high quality. If you learn the opposite is true, that they gather leads through outside vendors, then it is best to move on. With this type of setup you will never be sure if this mortgage lead company recycles leads or how often they have sold them to other companies. If you have ever had a customer tell you your call is one of dozens they have received since they closed their loan, then you understand the importance of fresh, quality mortgage leads. It is also a good idea to stay away from mortgage lead companies that offer potential customers free gifts such as gift cards to home stores. As you will quickly find out, these customers are usually more interested in the gift card than their mortgage and you will see the money spent on the mortgage leads become a complete waste. Another aspect to consider is customer service and how you are treated when you call the lead generating company for information. Their response to you should be as a potential customer, not as a statistic. If you are treated badly, then you can assume their product will be bad as well. The knowledge of where your mortgage leads come from plays a crucial role in the success of your day-to-day operations. Obviously it is in your best interest to secure the highest quality of fresh leads to ensure you secure the highest number of applications and increase the amount of loans you will close.