How To Get More Mortgage Leads Without Buying Them

Work through these in order. The borrower pages come first because they are where the enquiries you actually want come from, and the fee page comes second because it decides whether those enquiries ring you or the next firm.

A contractor on a day rate types ‘contractor mortgage’ and their town. A director types ‘mortgage using retained profits’. A landlord types ‘limited company buy to let mortgage’. Someone with a missed payment types ‘mortgage with a default’. Those are different people, with different worries, on different days, and most broker websites answer all of them with a services page that says first-time buyers, remortgages, buy to let, adverse credit, and a phone number.

Google cannot rank a paragraph against a page that gives the situation a proper explanation, and the borrower cannot tell from a paragraph whether you have actually placed a case like theirs or just list it.

Write a page for each borrower situation you want more of. Who it is for, what lenders actually look at, the documents you will need, how long it takes, what a broker does that going direct does not, and the risk warning where it belongs. Start with the two or three situations you are best at, not the full list. Then send it to compliance before it goes live, every time.

Before a borrower rings any broker, they search ‘do mortgage brokers charge a fee’, ‘fee free mortgage broker’ or ‘mortgage broker fees UK’. It is the question they will not ask on the phone, and the answer decides who they ring.

If you are fee-free, that is your best argument and it should be on the homepage, on every borrower page and on its own page explaining how you are paid. If you charge, say how much, when it is payable, whether it is refundable and what you do to earn it. Firms that hide the fee are assumed to charge a lot.

A plain fee page also ranks for those searches on its own, and it is what AI tools cite when someone asks whether a broker is worth paying for.

Search ‘mortgage broker near me’ from your phone. The map with three firms is what everyone sees first, and those three came from Google Business Profiles, not websites. If you are not in that box, or you are in it as ‘Financial consultant’ with a stock photo and four reviews, the local borrower rang somebody else.

Open the profile as a borrower would. Is the primary category ‘Mortgage broker’? Is the address the office people can actually visit, not a registered office or a home address you would rather not publish? Are the advisers in the photos? Are the services listed in the words borrowers use? Has every review been answered, including the one about the valuation that came in low?

Then ask for reviews properly, on completion, with the link. Recent reviews from real completions beat a hundred old ones, and they are the trust signal borrowers check before they send a payslip.

‘How much can I borrow’ and ‘mortgage repayment calculator’ are huge searches, and the comparison sites and lenders own them. A widget on your homepage will not rank for them, and it turns a visitor into a number with no reason to get in touch.

Keep the calculator, but build the page around it. Explain what the figure means and why a broker’s answer differs from a lender’s, especially for self-employed income, bonuses, day rates and existing commitments. Then say what happens next: send us these three things and we will tell you what is actually available.

The page will not outrank the comparison sites for the calculator search. It will turn the people who arrive from your borrower pages into enquiries, which is the job.

Borrowers are about to send you their bank statements. Before they do, they check who you are: the FCA register entry, whether you are directly authorised or an appointed representative and of which network, what ‘whole of market’ means at your firm, and who the advisers actually are.

Make one page. Firm name exactly as it appears on the register, the FCA reference with a link to the entry, your status and network if you have one, the advisers with a photo and a sentence each on what they place, and how complaints work. Then check the firm name, address and phone match exactly on the site, the register and the Business Profile.

This is also what AI tools check when someone asks whether a broker is legitimate. A firm whose details match everywhere gets named. A firm whose registered name differs from its trading name on every listing does not.

A broker’s website can double its visits and write no more cases, usually because the visits are people looking for a rate table, a job or a definition of LTV.

Put a tracked phone number on the site and a short enquiry form on every borrower page, and record which page each enquiry came from. In Search Console, look at which searches you appear for and whether they are borrower situations and towns you want. If ‘mortgage calculator’ is your biggest search, the widget is doing the ranking and your borrower pages are not.

Once you can see cases by source, compare the cost of a case from your own pages against the lead generator’s invoice. That comparison is usually the point at which the budget moves.