Mortgage leads: people researching home loans and refinancing
Borrowers compare rates, refinance options and first-time buyer programs before they apply. These are the people researching mortgages and refinancing right now.
What are mortgage leads?
Mortgage leads are people who may need a home loan or a refinance soon, bought by loan officers, brokers and lenders. Intent-based mortgage leads are people in the US whose recent reading is about refinance rates, cash-out refinancing, VA streamline loans, first-time buying or mortgage advice, identified from that research and delivered with contact details, home location, homeowner status and household income. They aren't rate-quote form fills shopped to several lenders at once, and they aren't credit-bureau trigger leads: nobody's credit was pulled, and the signal is what they read in the last two weeks.
People researching mortgages and refinancing
Purchase and refinance borrowers look different. A refinance borrower already owns, watches rates and reads about cash-out or VA streamline options; a purchase borrower is often renting and reading about first-time buying. Both start with research, and the loan officer who reaches them before they apply has a real shot at the loan.
We count those readers every day with homeowner status, household income and home location. Run one lane for refinance topics with homeowners only, and another for purchase topics with non-owners, each in the states you're licensed in.
| Topic | Category | People researching (US) |
|---|---|---|
| First-Time Home Buying | Residential Sales | 196,154 |
| VA Interest Rate Reduction Refinance Loan (IRRRL) | Mortgage & Home Loans | 12,214 |
| Mortgage Refinance Rates and Terms | Mortgage & Home Loans | 12,196 |
| Mortgage Refinance Lenders | Mortgage & Home Loans | 10,794 |
| Cash-Out Refinance | Home Equity & HELOC | 2,921 |
| Mortgage Advisory Services | Mortgage & Home Loans | 420 |
As of November 13, 2026. People in the US researching each topic on that day, counted exactly; the page checks for a new day every hour. People often research several topics, so the rows overlap: the total above counts each person once. A lane keeps a rolling 14-day window, so it also holds people from earlier days.
Ways to buy mortgage leads
The common ways to buy mortgage leads, side by side. Third-party prices come from each seller's own pages or a named industry source, checked November 2026 and linked below; where nobody publishes a figure, the row says how the price is set.
| Way to buy | Price | Exclusivity | Contact data included | Timing | Contract or subscription |
|---|---|---|---|---|---|
| Intent leadsPeople researching your topics, which you export yourself | 10¢ falling to 5¢ per lead; counts and samples free | Not exclusive, but no form fill is split among buyers | Name, personal email, mobiles with do-not-call flags, home city and ZIP, homeowner, income | Researched in the last 14 days; new people every data day | None: prepaid balance, top-ups from $250 |
| Shared marketplace leadsLendingTree, Bankrate and Zillow: one rate request shown to several lenders | $30–$100 per lead at LendingTree and an estimated $100–$200 at Bankrate, per HousingWire; Zillow prices by loan amount, credit and loan type123 | Shared: LendingTree matches a borrower with up to five lenders who call to compete | Name, phone, email, loan amount, credit band and property details from the form | Real time; the borrower hears from several lenders within minutes | Prepaid or monthly spend; HousingWire puts Bankrate's minimum at $20k a month, and Zillow asks for an initial deposit |
| Live transfersA call center reaches refinance prospects and transfers the interested ones to you | Priced per transfer by loan type and state; few vendors publish a current rate card | Usually one loan officer per transfer | A live call with the borrower on the line; you take the application details | Live, minutes after the call center qualifies the borrower | Prepaid blocks of transfers, often with a minimum order |
| Aged mortgage leadsRate requests from past weeks or months, resold cheaply | $0.25–$4.50 per lead at Aged Lead Store and $0.15–$5.40 for refinance leads at PowerBridge Media, by age and volume45 | Usually resold: assume other lenders bought and called them first | The original form fields: name, phone, email, loan purpose | Days to a year after the borrower asked; many have closed elsewhere | Prepaid orders with a minimum: $100 at Aged Lead Store, $1,000 at PowerBridge Media |
| Credit-bureau trigger leadsAlerts sold when a borrower's credit is pulled for a mortgage | Restricted since March 4, 2026: bureaus may furnish them only for a firm offer of credit, with the borrower's consent or an existing relationship6 | Were sold to many lenders at once before the change | Name, address and phone from the credit file | Hours after the credit pull | Through a credit bureau or reseller agreement |
- HousingWire, Where to buy mortgage leads (LendingTree and Bankrate figures), as of November 2026.
- LendingTree, Mortgage rates (lender matching), as of November 2026.
- Zillow, Mortgage advertising for lenders, as of November 2026.
- Aged Lead Store, Mortgage leads price grid, as of November 2026.
- PowerBridge Media, Pricing, as of November 2026.
- Hunton Andrews Kurth, Homebuyers Privacy Protection Act amends the FCRA, as of November 2026.
Who uses mortgage leads
Loan officers and brokers
Borrowers comparing rates and programs in your licensed states, before they've picked a lender.
Lenders and credit unions
Refinance and purchase audiences for email and ad campaigns, kept to your footprint.
Real estate agents
Renters reading about first-time buying, who will need an agent once they're pre-approved.
Every field we have, at one price per person
Name, job title, company and website, business email with its validation status, personal email, every mobile we have with its own do-not-call flag, direct and company phones, LinkedIn, department, title and employer history, schools, home city, age, gender, household income, net worth, homeowner, married and children at home, the company's size, revenue, NAICS and SIC codes and address, and why they're here: the topics they researched or the pages they visited. The same fields in the dashboard, the CSV, the API and the webhook.
Every field, by group 70 in all
Who they are33
- First Name
- Last Name
- Job Title
- Seniority
- Standard Title
- Department
- Job Function
- Sub-departments
- Headline
- Title History
- Employer History
- Education
- LinkedIn Connections
- Company
- Website
- Industry
- NAICS
- SIC
- Employees
- Employee Range
- Revenue
- Revenue Range
- Company Address
- City
- State
- Company ZIP
- Company Country
- Company Description
- Photo
- LinkedIn Headline
- Current Title (LinkedIn)
- Current Company (LinkedIn)
- Location (LinkedIn)
Home and household11
- Home City
- Home State
- Home ZIP
- Home Country
- Age Range
- Gender
- Household Income
- Net Worth
- Homeowner
- Married
- Children at Home
How to reach them12
- Business Email
- Email Status
- Personal Email
- Mobile
- Mobile on DNC
- Direct Phone
- Company Phone
- Company LinkedIn
- X (Twitter)
- GitHub
- All Mobiles
Why they're here9
- Intent Topics
- Intent Score
- Last Active
- Visited Page
- Visited At
- Lane
- Keywords Matched
- Intent Strength
- First Seen
The ID that lasts5
- Exported
- Seen Before
- Suppressed
- Lead ID
- Person ID
Aim it at the people you can serve
Lanes take household and location filters as well as topics, so you only pay for people you can serve. For this market, these matter most:
- Homeowner yes for refinance lanes, no for purchase lanes.
- Household income, to match loan programs and price points.
- The states your NMLS license covers, or a radius around a branch.
- Home state, city, ZIP codes, or a radius around a ZIP code.
- Homeowner, household income, net worth, age range, married and children at home.
- Require a mobile, or only mobiles that aren't on do-not-call lists.
Pay per lead, only when you export
100% usage-based: pay per lead, no subscription. From 10¢ a person, falling to 5¢ as your month grows, with no seats or contract: add funds to a prepaid balance and spend them on any lane.
Intent leads
Charged once a month per person, however many of your lanes find them.
| People this month | Each |
|---|---|
| First 2,500 | 10¢ |
| 2,501 – 7,500 | 8¢ |
| 7,501 – 20,000 | 6.7¢ |
| Above 20,000 | 5¢ |
10,000 in a month cost $817.50; 50,000 in a month cost $2,987.50. Only the people inside each band get its price. More than 100,000 a month? Talk to us.
Free before you buy
Size the market and check who's in it at no cost.
- Daily counts for every lane and every topic.
- Samples of the people in a lane, before you export.
- Quotes on every export, shown before you pay.
- Exclusion lists, so you never pay for people you already have.
- API, webhooks and CSV on every account.
Set it up in 3 steps
- 01
Add the topics
Create a free account and start a lane with topics such as “Mortgage Refinance Lenders”, “Mortgage Refinance Rates and Terms” and “Cash-Out Refinance”. Or describe what you sell and pick from the topics we suggest.
- 02
Narrow it to your market
Keep your licensed states, then split homeowners for refinance from non-owners for purchase.
- 03
Export, or have them sent
Check the count free every day. Export a CSV when it looks right, pull leads through the API, or have each new person sent to your CRM by webhook.
How to work mortgage leads
- 01
Run refinance and purchase as two lanes
Put the refinance and cash-out topics in one lane with homeowner set to yes, and First-Time Home Buying in another with homeowner set to no. Give VA streamline readers their own lane too, since only borrowers with a VA loan can use an IRRRL and the message is different.
- 02
Offer a break-even, not a rate
A homeowner reading about refinancing wants to know how many months the lower payment takes to cover the closing costs. Offer to work that out from their balance and current rate, with no credit pull. If an email or ad does state a rate or a payment, the Truth in Lending advertising rules require the APR and other terms beside it.
- 03
Show your license in every message
Put your NMLS ID and the states you're licensed in under your name. Most states require it in mortgage advertising, and it tells a borrower burned by rate-quote spam that a real loan officer is writing.
- 04
Build a custom audience from the list
Upload the emails as a custom audience on Google and Meta and show your break-even offer and reviews to it, following each platform's rules for credit and housing ads.
- 05
Pair purchase leads with agent partners
First-time buyers need an agent as well as a pre-approval. Co-market with agents you trust, and keep it within RESPA: each side pays its fair share of joint marketing, and no fee changes hands for a referral.
- 06
Follow the rate market
When rates move, write to the refinance lane again with a fresh break-even. A borrower who wasn't ready at last month's rate may be ready at this one.
Cadence
Export the refinance lane twice a week while rates are moving and weekly otherwise, and the purchase lane weekly. Send three emails over two weeks, then a short rate update each month to anyone who opened and didn't opt out.
SubjectIs a refinance worth it at your rate?
Hi {first name}, If you've been reading about refinancing, the number that matters is how long the lower payment takes to cover the closing costs. Send me your balance and current rate and I'll work out your break-even month. No credit pull, no obligation. {name}, loan officer, NMLS #{number} Licensed in {states}
Interest signals, not opt-in leads
These people researched the topics above. They didn't fill in a form or agree to be contacted, so these aren't opt-in or consented leads. Every mobile carries its own do-not-call flag. Follow the TCPA, state telemarketing laws, the national and state do-not-call rules and your industry's own marketing rules before you call or text. They work best for email, ad audiences and other compliant outreach.
Mortgage leads questions
How counts, targeting and prices work for mortgage leads. The lanes guide covers keywords, filters and strength in detail.
How much do mortgage leads cost?
100% usage-based: pay per lead, no subscription. Intent Leads charges 10¢ per lead for the first 2,500 in a month, then 8¢ up to 7,500, 6.7¢ up to 20,000 and 5¢ after that, from a prepaid balance. Counts and samples are free, and each person is charged once a month however many of your lanes find them. Other ways to buy them, as of November 2026. Shared marketplace leads: $30–$100 per lead at LendingTree and an estimated $100–$200 at Bankrate, per HousingWire; Zillow prices by loan amount, credit and loan type. Live transfers: Priced per transfer by loan type and state; few vendors publish a current rate card. Aged mortgage leads: $0.25–$4.50 per lead at Aged Lead Store and $0.15–$5.40 for refinance leads at PowerBridge Media, by age and volume. Credit-bureau trigger leads: Restricted since March 4, 2026: bureaus may furnish them only for a firm offer of credit, with the borrower's consent or an existing relationship.
Are these trigger leads?
No. Trigger leads came from credit-bureau alerts when someone applied for a mortgage, and since March 4, 2026 the Homebuyers Privacy Protection Act limits them to firm offers of credit made with the borrower's consent or by lenders who already have a relationship with them. These are people researching mortgage topics; nobody's credit was pulled to find them.
Are these mortgage leads exclusive?
They aren't sold as exclusive, and no one filled in a rate request that is being passed to five lenders. You find borrowers while they read about refinancing or buying, and another lender could still reach the same person through their own marketing.
How fresh are the mortgage leads?
The counts on this page are for November 13, 2026, the latest data day. Everyone on the list researched mortgage topics within the last 14 days, and new borrowers arrive with each data day. Refinance interest follows rates, so a homeowner reading about cash-out this week may have applied by next month: export at least weekly.
Can I keep mortgage leads to the states where I'm licensed?
Yes. Filter by home state, list ZIP codes, or draw a radius around a branch. A loan officer licensed in three states sees the free count for exactly those three before exporting anyone.
Do mortgage leads include phone numbers?
On November 13, 2026, 173,561 of the 225,245 people researching mortgages and refinancing (77%) had at least one mobile number. Each borrower comes with every mobile we have, each flagged if it's on a do-not-call list, along with a personal email and home location.
Can I call or text these borrowers?
Only within the law. These are interest signals, not opt-in leads, and no one asked a lender to call. Check each mobile's do-not-call flag and follow the TCPA, your state's telemarketing rules and the lending advertising rules that apply to you. Email with your NMLS ID is the simpler first touch.
Can I separate refinance borrowers from first-time buyers?
Yes. Pair the refinance topics with homeowner set to yes in one lane and First-Time Home Buying with homeowner set to no in another, so each gets its own offer. This page doesn't use foreclosure, debt-relief or bankruptcy topics.