Refinance demand is rate-sensitive and time-sensitive. When the market moves, the lead that reaches a loan officer in the first minutes is worth several that arrive in a file the next morning. Buying well here is mostly about two things: the right qualification fields and live delivery.
The fields that make a refinance lead workable
Everything else is noise:
- Refinance intent and reason
- Estimated property value
- Estimated mortgage balance
- Resulting loan-to-value
- Consumer-reported credit range
- State
- Timeline
- Verified contact details
What a lead vendor cannot tell you
No webform lead includes a hard credit pull, a verified income figure or an underwriting decision. Credit is consumer-reported. Property value is estimated. Anyone selling you certainty at lead prices is selling you something else.
The honest version: the lead tells you whether the conversation is worth having, and your process does the rest.
Purchase leads are a different product
Purchase intent asks a different set of questions — timeline, purchase price range, credit range, state and financing stage. Mixing purchase and refinance into one 'mortgage lead' is how buyers end up with volume they cannot convert. Buy the specific product.
Rate-window speed
Refinance interest is triggered by a headline, a rate alert or a neighbour's conversation, and it decays fast. Live routing plus an automated first touch is the difference between catching a borrower inside the window and calling them after they have already talked to their existing servicer.
Common questions
Do you sell exclusive mortgage leads?
Unless specifically stated in writing, webform leads are not sold with an exclusivity guarantee. Distribution is capped and published in our lead policy.
Is the credit information verified?
Credit range is consumer-reported on the form. There is no hard credit pull and no underwriting claim.