Small mortgage companies must determine the most cost-effective way to market their services. There are different options to acquire mortgage leads. The options are direct source leads, internet leads from their own web site, newspaper advertising, and third party online leads or mortgage brokers.

Mortgage lenders may receive leads directly from Internet companies such as Lending Tree or mortgage companies who bundle and sell leads, such as leadpoint.com. Lending Tree markets their internet leads directly to mortgage institutions that must compete with 4 or 5 other mortgage institutions for the mortgage loans. Lending tree advertises that they represent 9 out of the top 10 financial institutions.

Leadingplanet.com sells their Internet leads to mortgage brokers. They advertise that they provide thousands of mortgage professionals with fresh leads each month and their primary goal is to provide cost effective leads that will increase borrower fundings. According to Claudio Perida, "leads are the blood to our loans. In order for me to be consistent and productive, I need a reliable source of mortgage leads."

Internet mortgage sites offer to sell bundles of mortgages by type to brokers or financial institutions directly. The loans are bundled into groups of 25 by type, purchase leads; refinance leads, debt consolidation leads, second mortgage leads, home equity leads, etc. One site listed 18 different type leads.

The cost of a bundle of 25 mortgage leads varied from $125 - $150. A single bundle at the lower price would cost $3,125 and all 18 bundles would run $56,250.
The same leads can be sold over and over again. The broker buying the leads must find a company willing to close on the mortgage.

Some lending institutions have set up web site to market leads directly. This is significant as more and more borrowers are turning to the Internet in their search for lenders. In order to get the most bang for their advertising buck, small companies must carefully research all of the options available and chose the one most suited for their needs.