Lead generation for loan officers
Loan officer lead generation. Your name, your pipeline, your files.
A loan officer's book usually rests on three legs: realtor partners, a lead marketplace, and past clients. Two of those you rent. Here is how Zillow and LendingTree describe what you pay for, and how to build the leg that stays with you if you change lenders.
- Google Ads fee is 10%, with a $600 CAD or $450 USD minimum
- $0 setup, month to month
- 30-day you-don't-pay guarantee
What you pay for today
Paying to stand next to an agent. Taken from Zillow's co-marketing FAQ and LendingTree's own pages, as published in September 2026. Terms change, so read the current version before you sign anything, and keep a copy with your compliance file.
Zillow co-marketing: you share an agent's ad
Zillow's co-marketing FAQ says an agent can share marketing costs with up to five lenders, and each lender can cover up to half of that agent's spend. Where only one lender can appear, Zillow rotates by relative spend: a lender paying twice as much shows twice as often. Lenders are billed in arrears.
What co-marketing does not buy
It buys placement beside a Premier Agent, not referrals. The borrower sees your face next to the agent's, but nothing guarantees they call you. If four other loan officers co-market with the same agent, you split that exposure.
LendingTree: shared by design
LendingTree's partner page says a borrower fills in a single form and then compares offers from multiple lenders. Its Terms of Use also allow matching to related products. Lead cost varies by product, credit band and exclusivity inside its Canopy portal.
Realtor referrals: the rules are strict
In the US, RESPA Section 8 forbids paying or giving anything of value for referrals of settlement business. Lunches, leads or split ad costs with a realtor must match fair value for real services. Your compliance team will ask. In Canada, your provincial regulator sets similar limits on referral payments.
What your own pipeline changes.
A personal page that follows you
Loan officers change lenders. Leads that come to a page under your name, with your NMLS number or provincial licence on it, go with you. We build it inside your employer's brand rules, or as a separate site if your company allows one. Website packages run $1,500 to $20,000+ one time.
Google Ads in your licensed states
Searches like “FHA loan officer near me”, “VA loan [city]”, “first time buyer loan” and “refinance my mortgage”. Campaigns run only where you hold a licence. You pay 10% of media on top, never less than $600 CAD or $450 USD a month, and the ad account sits in your name or your branch's.
Local SEO around the loan types you close
Pages for each program you actually write (FHA, VA, USDA, jumbo, down payment help in your state) plus a Google Business Profile if your branch rules allow. Each program page is $50 CAD or $38 USD, with a ten-page monthly start.
Past clients and partners on autopilot
We wire the site into your CRM (Total Expert, Jungo, Salesforce or your LOS) with a text-back on every new lead, a rate-watch email for past clients, and a closing-day review request. The cheapest file is the one you already earned.
The first 30 days.
01
Week 1: compliance first
We ask what your company's marketing team must approve, which disclosures they need on every page and ad, and who owns the ad account. Nothing launches without that answer. It saves a month of rework later.
02
Weeks 2 and 3: build and go live
Your personal landing page, one loan program page, a tracked number, and a search campaign in your main market. Every lead lands in your CRM tagged with its source.
03
Week 4: the acceptance test
We fill your form and dial your tracked line. Both should reach Total Expert or your CRM and your phone at once, labelled by source, and the report should show cost per lead. Otherwise, no fee.
Loan officer lead generation: FAQ.
It can be, when the agent is busy and few other lenders share them. Track how many applications trace back to that agent's leads. Zillow bills by relative spend, so being outbid by another lender shrinks your share.
Often yes, with approval. Many lenders require marketing review and specific disclosures. We build to your company's rules and hand every draft over for sign-off before launch.
In the US, paying for referrals of settlement business breaks RESPA Section 8. Shared marketing must be split at fair value. Ask your compliance team before any arrangement, and check your provincial rules in Canada.
Yes. Bank mortgage specialists and loan officers in Canada use the same funnel, with the licensing notes your province requires.
We charge 10% of the ad budget, minimum $600 CAD or $450 USD monthly, for Google Ads. Program pages for SEO are $50 CAD or $38 USD each, ten a month at least. You pay no setup and can stop any month. The proposal itself is free and comes within a business day.
Build the pipeline that moves with you.
Tell us where you are licensed and how you get files today. Our fixed-price proposal follows by the next business day.