Best mortgage lead providers 2026: where to buy mortgage leads

Sources accessed: October 15, 2026, and October 17, 2026 for MortgageLeads.com, Mortgage Research Center and Aged Lead Store · Last updated: October 17, 2026

At a glance

One row per provider. Every cell comes from that provider's own public pages, read October 15, 2026. "Not stated" means the pages we read say nothing on the point, which is a question to ask, not a no. The rows are not ranked. Each provider gets its own block in section 2, with best for, how it works, pros, cons and price, and most have a comparison page of their own, linked from the name.

Seven columns. Swipe the table sideways to see them all.

Where to buy exclusive purchase mortgage leads

On their own pages, read October 15, 2026, two providers in this comparison state both halves: Exclusive Leads Agency says "Every lead we send you is 100% exclusive" and offers "both purchase and refinance mortgage leads", and MortgageLeads.com says "Exclusive leads are sold once" (its FAQ, read October 17, 2026) and publishes an exclusive new purchase rate card next to a shared one. Mortgage Research Center, LoanBright and Good Vibe Squad describe exclusive leads but do not name purchase as a lead type, so ask them whether purchase is one. VisionXLab sells exclusive purchase leads too, by the same rule: one lead goes to exactly one client. How ours are generated and delivered is on exclusive purchase mortgage leads.

Exclusive-only vendors

On their own pages, read October 15, 2026, four vendors say every lead they deliver goes to one buyer: Exclusive Leads Agency and Good Vibe Squad from the fifteen in this comparison, and LendingFlow and EquiBridgeFi, read for this section. LeadPops says the same of the leads its funnels generate, though it sells software and marketing rather than leads. Five more sell exclusive leads next to shared ones or by campaign, so ask them which one you are being quoted. VisionXLab sells exclusive leads only: one lead goes to exactly one client.

Mortgage Research Center names an "Exclusive lead model" on its homepage, and HousingWire describes "Exclusive and semi-exclusive leads" for it, so it is in neither group. What "exclusive" covers differs between vendors: ask each one in writing, as in section 4.1.

HELOC and home equity lead vendors

On their own pages, read October 15, 2026, eight vendors name HELOC or home equity leads: LendingTree, FreeRateUpdate, LoanBright and MortgageLeads.com from the fifteen in this comparison, and Lead Planet, Validated Mortgage Leads, EquiBridgeFi and RGR Marketing, read for this section. EquiBridgeFi is the one of them whose own words say every lead goes to one buyer. VisionXLab sells HELOC leads as their own product, exclusive like every lead we sell: one lead goes to exactly one client.

"Names HELOC or home equity" means a page we read on that date says so. It does not mean the others cannot supply it, and it says nothing about volume or price: ask each vendor whether HELOC is a lead type you can buy on its own, in your states.

Shared lead marketplaces

On their own pages, read October 15, 2026, three providers in this comparison sell a lead that can go to more than one buyer. LendingTree is a shared marketplace: its Form 10-K says one consumer request is transmitted to "up to five participating Network Partners", each paying a match fee. MortgageLeads.com sells both, and its FAQ, read October 17, 2026, says "Exclusive leads are sold once. Shared leads are sold to more than one buyer, as described on each offer." LoanBright's page title says "Exclusive & Shared", and its pages do not say which plan is which. Of the three, only LendingTree states how many buyers one lead can reach, so ask the other two, as in section 4.1. VisionXLab does not sell shared leads.

Aged lead vendors

On their own pages, two providers in this comparison sell aged leads. Aged Lead Store sells mortgage leads "3-365 Days Old", downloaded as a file. Read again on October 17, 2026, its about page calls the company "a lead aggregator (data broker) and not a lead generator" and says its leads "do not come with the prior express written consent of consumers to be contacted for telemarketing purposes, and are non-exclusive"; its lead types page calls them "shared Internet leads", and its FAQ says "We do not generate any leads inhouse". LeadPoint, read October 15, 2026, is a lead exchange where the buyer sets a price ceiling, selling real-time leads, aged leads and voice transfers. Before you dial an aged lead, ask what consent comes with it, as in section 4.3. VisionXLab does not sell aged leads.

Live transfer providers

On their own pages, read October 15, 2026, four providers in this comparison offer live or voice transfers. FreeRateUpdate says "We transfer the consumer to you live on the phone" and "You pay per live connection, not for a list of names". MortgageLeads.com sells exclusive and shared web leads and live transfers. LeadPoint sells voice transfers next to real-time and aged leads. Exclusive Leads Agency names live transfer as one of the ways a lead reaches the buyer, next to a dashboard and email. VisionXLab does not sell live transfers: our leads are delivered in real time into the buyer's CRM.

1. How to read this comparison

Three things are worth knowing before the full table in section 2, because they are where comparisons of this kind usually go wrong.

• Prices are attributed to whoever published them. Most providers here do not publish a price. Where a figure exists only because a publication printed it, this page credits the publication, not the provider, and gives the date. A range with no name attached to it is not a price, and you will not find one here.
• "Exclusive" means something different at every company. The exclusivity column reports only what a provider says about itself on its own site. It is not a verification. Some say a lead goes to one buyer, some say nothing at all, one states a number in a filing with the SEC, and several sell exclusive and shared side by side. Treat the column as a starting point for the question in section 4, not as an answer.
• The list is not ranked. The "best for" line describes the kind of buyer each provider's own material is written for. It is not a score, and the order of the rows carries no meaning. The pros and cons are facts from the same pages: a con is a limit the provider states or something its pages leave out, not a verdict on its service.

2. The comparison

Fifteen providers, plus us. Some sell leads, some sell software or marketing services and the leads are a result of what you spend on ads through them. The second column says which. How we sell and screen our own purchase leads is on a page of its own, and every lead type we sell is on our mortgage leads page.

One label worth getting right. Zillow appears in two roles. Partner lenders buy consumer contacts through Connect, operated by Zillow Group Marketplace, Inc., a licensed mortgage broker, and Zillow also originates loans itself through Zillow Home Loans, which its Form 10-K says is available in 49 states and the District of Columbia. Both facts come from the same filing.

Provider by provider

The same five lines for every provider: who it suits, how it works, two pros, two cons and price. Every line comes from the provider's own pages or a named third party, read October 15, 2026, and the order carries no meaning. A con is a stated limit or a gap in what is published; the question to ask about it is in section 4.

2.1 LendingTree

Best for: Lenders with fast contact-center follow-up who want nationwide volume and filters.

How it works: A shared marketplace. A consumer fills one request form, and its Form 10-K says the request is transmitted to "up to five participating Network Partners", each paying a match fee. Lenders get "real-time data through our Canopy Lender Portal".

• Pro: Purchase is a named product: "Home Purchase" is listed on its partner page.
• Pro: The number of buyers per request is stated, in an SEC filing. No other provider here that sells shared leads states one.
• Con: Not exclusive: up to five partners can receive the same request, per its Form 10-K.
• Con: No per-lead price, no minimum and no contract term on its own pages.

Price: Not published on its own site. HousingWire lists "From $30-$100 per lead".

2.2 Bankrate

Best for: Lenders with competitive, frequently updated rates and a large ad budget.

How it works: Rate-table advertising: a lender lists its rates, and "Our Mortgage advertisers only pay for leads after a consumer works their way through our funnel and chooses to provide their contact information". The media kit names cost per call as well, and ties cost per click to other product categories. It offers geo-targeting across "over 650 markets in all 50 states".

• Pro: Mortgage advertisers pay only for a lead the consumer chose to submit, per its own media kit.
• Pro: Geo-targeting by market is stated on its own media kit.
• Con: Exclusivity and the number of lenders per lead are not stated on the media kit.
• Con: No price and no minimum on its own site. HousingWire puts the minimum monthly spend at $20k.

Price: Not published on its own site. HousingWire lists "From $100-$200 per lead" and a $20k minimum monthly spend.

2.3 Zillow

Best for: Local lenders who want Zillow and Trulia buyer inquiries by location.

How it works: Connect, a prepaid cost-per-lead product operated by Zillow Group Marketplace, Inc., a licensed mortgage broker; lenders receive contacts based on location data. "Custom Quotes" is a separate rate display for consumer-direct call centers. Zillow also originates loans itself through Zillow Home Loans, per its Form 10-K.

• Pro: Purchase and refinance are both named, in its Form 10-K.
• Pro: Two products for two kinds of lender: Connect for local lenders, Custom Quotes for call centers.
• Con: Exclusivity and the number of lenders per contact are not stated.
• Con: The price is not published, and "A minimum initial deposit is required" with no amount given.

Price: Not published on its own site: "The price varies based on factors such as loan amount, credit score and loan type".

2.4 FreeRateUpdate

Best for: LOs who want pause and activate control, and live transfers.

How it works: Web leads and live phone transfers ("We transfer the consumer to you live on the phone", and "You pay per live connection, not for a list of names"). Its own pages name purchase, refinance, home equity, VA, FHA and DSCR leads, and "FreeRateUpdate posts leads into" ten named CRMs.

• Pro: "No contract, no minimums." and "Activate and pause your account, no daily volume commitment."
• Pro: Names DSCR ("Turn DSCR on in your account") and cash-out refinance ("Rate and term and cash out refinance leads") as lead types.
• Con: Exclusivity and the number of buyers per lead are not stated.
• Con: No price on its own site.

Price: Not published on its own site. HousingWire says pricing depends on the service.

2.5 Mortgage Research Center

Best for: Lenders focused on VA, FHA or USDA loans who need CRM-integrated delivery.

How it works: Leads from home search websites and from its own sites, sold through a "self-service buyer portal". Its own pages promise "Real-time lead delivery" and "Integration with all top lead management systems, CRMs and email", and state NMLS #1907 and "Licensed in 50 states". Read October 17, 2026, its how-it-works page names one of its own sites, "one of our owned-and-operated sites like USDALoans.com", and its homepage shows VAloans.com, FHAloans.com and USDAloans.com logos under "As Seen On".

• Pro: An "Exclusive lead model", named on its homepage.
• Pro: Real-time delivery and CRM integration are both stated on its own pages.
• Con: HousingWire describes "Exclusive and semi-exclusive leads", and neither source says which inventory is which.
• Con: No lead-type list and no price published.

Price: Not published on its own site, and HousingWire prints no figure for it.

2.6 LeadPops

Best for: LOs who want to own their funnels, brand and lead flow.

How it works: Funnel software plus marketing, paid for by the LO, who also funds the ad spend. It says "We don't sell leads". Its own mortgage-leads page says "Leads flow directly to your CRM", with named integrations.

• Pro: Leads are "generated for one lender only, never shared, sold, or distributed".
• Pro: Delivery straight into the CRM, with the integrations named on its own page.
• Con: Not a lead seller: the LO funds the ads, so the cost of each lead depends on that spend.
• Con: No contract term, minimum engagement or cancellation terms on the pages read.

Price: Budget guidance rather than a price, on its own homepage: "plan on $1,000-$5,000 monthly total marketing investment", platform plus ad spend.

2.7 Good Vibe Squad

Best for: LOs who want marketing run for them rather than buying leads.

How it works: A "Fractional CMO" service covering ads, CRM, coaching and sales training. The leads come from ad campaigns it runs for the LO, and it names "campaigns specific to first-time homebuyers".

• Pro: One provider covers ads, CRM, coaching and sales training.
• Pro: Its FAQ says "The leads you get from our ad campaigns are 100% exclusive to you."
• Con: You buy a service and fund the ads, so there is no per-lead unit to compare.
• Con: No price on its own site: "The pricing depends on a few different factors".

Price: Not published on its own site, which states "a monthly minimum ad spend of $1,000 in our main service plan". HousingWire lists "Custom quotes".

2.8 LoanBright

Best for: LOs who want a fixed monthly subscription.

How it works: A fixed monthly lead subscription: "5 REAL-TIME mortgage leads each weekday". The page title says "Exclusive & Shared", and its California page names "Cash-out refinance and HELOC".

• Pro: A published price: $500 a month, on its own site.
• Pro: An "Unconditional Money Back Guarantee", with a refund request "within 7 days of your last payment".
• Con: Its pages do not say which plan is exclusive and which is shared.
• Con: Its homepage says "Work Unlimited Leads Each Day", so two of its own pages describe volume differently.

Price: $500 per month for 5 real-time leads each weekday, on its own site. HousingWire's figure matches.

2.9 Aged Lead Store

Best for: Older leads for mail and email prospecting.

How it works: Aged leads, "3-365 Days Old" for mortgage on its homepage, downloaded as a file and imported into "most CRM systems". It calls itself "a lead aggregator (data broker) and not a lead generator".

• Pro: A per-lead rate card by age and order size, published on its own site.
• Pro: It states its limits plainly, on its own site, which makes the consent question easy to ask.
• Con: Its leads "are non-exclusive".
• Con: They "do not come with the prior express written consent of consumers to be contacted for telemarketing purposes", and it prohibits autodialers, mass texting and prerecorded messages with them.

Price: Mortgage leads at $0.25-4.50 per lead, "3-365 Days Old", "Price Varies by Age and Volume", on its own site, with a $100 minimum order. It recommends buying "between 1,000-2,000 leads at a time".

2.10 LeadPoint

Best for: Buyers with their own lead-management system who want bid control.

How it works: A lead exchange where the buyer sets a price ceiling, selling real-time leads, aged leads and voice transfers.

• Pro: The buyer sets the price ceiling.
• Pro: Real-time leads, aged leads and voice transfers from one exchange.
• Con: Exclusivity and the number of buyers per lead are not stated.
• Con: No fixed price: "market dynamics set pricing".

Price: No fixed price on its own site.

2.11 Hova Digital

Best for: LOs building a personal brand and working their own database.

How it works: A personal-brand marketing agency plus a CRM built on a Go HighLevel account. Its own pages sell marketing and the CRM, and offer no leads for sale.

• Pro: The CRM has a published monthly price, "Month-to-month. Cancel anytime."
• Pro: Built for an LO working a database they already have.
• Con: No leads for sale on its own pages, so no exclusivity claim and no per-lead unit.
• Con: Packages beyond the CRM show no price; their buttons lead to a consultation.

Price: Its CRM at $97 per month on its own, on its own site, and free inside its larger packages, which show no price.

2.12 Kaleidico

Best for: Lenders investing in channels they own over several years.

How it works: An agency for SEO, content, PPC and websites that builds programs to "generate exclusive leads", and also sells leads: its homepage invites lenders to "buy our qualified leads that align with your loan products", and its enquiry form offers "Buying leads on a per-lead basis".

• Pro: SEO, content, PPC and websites under one agency.
• Pro: Two ways in: channels the lender owns, or leads bought per lead.
• Con: Exclusivity and lead types of the leads it sells are not stated.
• Con: No price on its own site.

Price: Not published on its own site. HousingWire says pricing depends on the service.

2.13 MortgageLeads.com

Best for: Buyers who want per-lead pricing listed by credit tier.

How it works: "A lead exchange for agents and agencies", "built on Astoria Company's proprietary lead exchange platform": exclusive and shared web leads and live transfers, and "All leads are delivered in real time". Its FAQ, read October 17, 2026, says "Exclusive leads are sold once. Shared leads are sold to more than one buyer, as described on each offer."

• Pro: A full per-lead rate card by credit tier, on its own site.
• Pro: Exclusive and shared are priced separately, on its own rate cards.
• Con: The credit tier is "Self-selected" by the consumer.
• Con: No minimum or contract term is stated, and its FAQ, read October 17, 2026, gives no number of buyers for a shared lead.

Price: Exclusive new purchase leads at $35.00, $25.00 and $15.00 by credit tier, on its own rate card. The full card is in section 3.

2.14 Exclusive Leads Agency

Best for: Small-minimum tests of exclusive purchase or refinance leads, with a replacement guarantee.

How it works: A lead seller across legal, insurance, home services and mortgage, offering "both purchase and refinance mortgage leads", "delivered in real time, usually within seconds of the borrower submitting their details", to a "dashboard via email or live transfer", with SMS, CRM and Google Sheets also named on its homepage. Each lead includes "loan type, credit score range, and consent proof".

• Pro: "Every lead we send you is 100% exclusive."
• Pro: "If a lead still doesn't meet your predefined criteria, we replace it."
• Con: A minimum order of 50 leads, shown on its homepage.
• Con: No price is published: the page says "Get Pricing Now".

Price: Not published on its own site.

2.15 Own Up

Best for: Cannot be stated from published pages.

How it works: A mortgage marketplace run by RateGravity d/b/a Own Up, which its footer calls "an advertising-supported publisher and comparison service". Its own providers page says RateGravity, Inc. "is a wholly owned subsidiary of Experian Consumer Financial Services, Inc."

• Pro: None we can state: no lender-facing terms were public on the days we read it.
• Con: Its lender-network page returned a 404 on September 15 and again on October 15, 2026.
• Con: Exclusivity, lead types and price are not stated on its own site.

Price: Not published on its own site.

2.16 VisionXLab publisher of this page

Best for: Multi-state branches, brokerages and lenders with 10 to 500+ loan officers that want 100% exclusive, real-time, pre-qualified purchase, cash-out refinance and HELOC leads, with orders set up per state and per product line across the states they are licensed in.

How it works: Purchase, cash-out refinance and HELOC leads, plus DSCR investor leads as self-serve packs only, from our own landing pages and lead ads. Each lead is checked against our qualification criteria and delivered in real time into the buyer's CRM, nationwide. How a lead type is sold is on our mortgage leads page.

• Pro: Exclusive by default: one lead goes to exactly one client, written into Section 2.3 of the agreement every client signs.
• Pro: Consent proof is a TrustedForm certificate by ActiveProspect, captured on the landing page form and pulled on request.
• Con: Only list prices are published, on our pricing page; a team order is set on a call.
• Con: Four lead types only, and no live transfers or aged leads.

Price: Published list prices per lead type, on our pricing page. A team order is set on a call.

3. Prices that are actually published

Of the fifteen providers above, four publish a number on their own site. Everything else in this section carries the name of whoever published it. What moves a lead's price, and why cost per funded loan is the figure to compare, is answered in how much mortgage leads cost.

3.1 Published by the provider, on its own site

• LoanBright: $500 per month for "5 REAL-TIME mortgage leads each weekday", with an "Unconditional Money Back Guarantee" that allows a refund request "within 7 days of your last payment". Its homepage separately says "Work Unlimited Leads Each Day", so the two pages describe volume differently. Worth asking which plan is which.
• Aged Lead Store: mortgage leads at $0.25-4.50 per lead, "3-365 Days Old", with the note "Price Varies by Age and Volume", and a $100 minimum order. Its refinance rate card runs from $4.50 a lead for leads 3 to 30 days old in an order of 1 to 249, down to $0.25 for leads 86 to 365 days old in an order of 25,000 or more. It recommends buying "between 1,000-2,000 leads at a time".
• MortgageLeads.com: rate cards by credit tier, with the tier "Self-selected" by the consumer. Refinance, exclusive: $55.00 good or excellent, $35.00 fair, $25.00 poor; shared: $25.00, $20.00, $15.00; live transfer "$130 - $150 on a 90 Second Buffer". New purchase, exclusive: $35.00, $25.00, $15.00; shared: $20.00, $10.00, $7.00; live transfer "$100 on a 90 Second Buffer". Home equity: $10.00 exclusive for excellent, good or fair, $6.00 for poor. Reverse mortgage: "Exclusive reverse mortgage leads for $60."
• Hova Digital: its CRM at $97 per month, "Month-to-month. Cancel anytime." Its other packages show no price, and their buttons lead to a consultation.
• LeadPops publishes budget guidance rather than a price. Its homepage tells an LO to "plan on $1,000-$5,000 monthly total marketing investment", platform plus ad spend, and its leads page shows spend tiers of $500-$1,500, $1,500-$5,000 and $5,000+ per month. That is what you would spend, not what LeadPops charges per lead. It states that it does not sell leads.
• Zillow publishes no number. It says "The price varies based on factors such as loan amount, credit score and loan type" and that "A minimum initial deposit is required", without saying how much.
• Good Vibe Squad publishes no price either, but states "a monthly minimum ad spend of $1,000 in our main service plan". Like LeadPops' figures, that is ad spend, not a lead price.

3.2 Published by a named third party, not by the provider

One trade publication, HousingWire, printed price lines for several providers in "9 top places to buy mortgage leads in 2026", by Julia Mahan, published October 27, 2025 and last modified March 25, 2026, read here on September 15 and again on October 15, 2026, unchanged. HousingWire discloses at the top of that article that it may earn a commission when a reader buys through its links, and it gives no source for the figures themselves. On that basis:

• LendingTree: HousingWire lists "From $30-$100 per lead".
• Bankrate: HousingWire lists "From $100-$200 per lead" and states a minimum monthly spend of $20k "with flexible pilot program options".
• LoanBright: HousingWire lists "Pricing quoted at $500 a month", which matches LoanBright's own page.
• For FreeRateUpdate, MRC, Hova Digital and Kaleidico, the same article says "Pricing depends on the service", and for Good Vibe Squad "Custom quotes".

3.3 Context figures, none of which is a lead price

These are useful for judging whether a quoted price is sane. None of them comes from a lead vendor.

• Search-ad cost per lead, from LocaliQ and WordStream's "Search Advertising Benchmarks", updated June 1, 2026, using Google and Microsoft Ads data: all-industry average $66.69, Finance and Insurance $74.44, Real Estate $102.51. That is the cost of generating a lead through search ads, not of buying one.
• Cost to originate one retail loan in 2025, from MBA and STRATMOR Peer Group Roundtables, in an MBA Newslink chart dated June 18, 2026: $16,320 per loan at depositories and $12,209 at independents, with sales expense, which includes marketing, at 42% and 60% of that cost respectively. No separate lead cost is broken out.
• Independent mortgage bank economics, Q2 2026, from the MBA's Quarterly Mortgage Bankers Performance Report released August 18, 2026, as reported by HousingWire: pretax net production profit of $973 per loan, per-loan production costs of $10,936, per-loan revenue of $11,909.

4. Questions to ask before you buy

These come out of the gaps in the material above: things a provider's own pages leave open. They are questions, not accusations, and they are worth asking of every provider here, including us. Ask them in writing, and keep the answer.

4.1 How many buyers get this same lead?

• LendingTree's Form 10-K states that a request is transmitted to up to five Network Partners, and that up to five match fees can come from one consumer request form. That is the only company on this page that states a number above one, and it says nothing about any other provider here. MortgageLeads.com's FAQ, read October 17, 2026, says "Shared leads are sold to more than one buyer, as described on each offer", with no number.
• So ask each of the others directly: how many buyers receive this lead, on average, not just at most? Bankrate, Zillow, FreeRateUpdate and LeadPoint do not state a figure on the pages we read, and neither does MortgageLeads.com.
• Where a provider sells exclusive and shared side by side, MRC, LoanBright and MortgageLeads.com among them, ask which one you are being quoted, and how many buyers a shared lead reaches.
• Where a lead is described as exclusive, ask what happens to the consumer's record afterwards, and whether the same person can be sold to you again later as an aged lead.

4.2 Price, minimums and term

• What is the current price for my filters, meaning product, credit band and state, and how often does it change?
• What is the minimum, and in what unit? The minimums visible on this page are of four different kinds: a monthly spend, a monthly ad spend, a first order of 50 leads or of $100 on Aged Lead Store's own site, and an initial deposit whose size is not published.
• Can I cap daily spend, pause, and restart without a penalty?
• If you are buying a service rather than leads, from LeadPops, Good Vibe Squad, Kaleidico or Hova Digital: what is the platform fee or retainer separate from ad spend, and what is the minimum term? A monthly marketing budget is not a cost per lead, and the two are easy to conflate when only one of them is published.

4.3 Consent and compliance

• Aged Lead Store states plainly on its own site that its aged leads "do not come with the prior express written consent of consumers to be contacted for telemarketing purposes, and are non-exclusive", and it prohibits "automated telephone dialing systems(ATDS), mass texting platforms, AI voice bots, ringless voicemail, and prerecorded messages" with them. That is the vendor being straight with you, and it is the right question to put to every seller of aged data: which channels may I lawfully use with these records in my states?
• Can you supply a consent certificate per lead, from TrustedForm or Jornaya, and can I see one before I buy?
• Which traffic sources produced this lead? Sources such as search ads, email, call centers and social media are not equivalent for compliance purposes, and few providers here list theirs. FreeRateUpdate says its leads are "Primarily generated from Google Search".
• Where a credit tier is self-selected by the consumer, as MortgageLeads.com says its is, how is it checked, and what is the return policy when it is wrong?

4.4 Delivery and returns

• Is delivery real-time into my CRM, and which integration exactly? Named CRM integrations vary widely across the providers here, and "integrates with all major CRMs" is worth confirming against your own.
• What is the return or credit policy for a lead outside the filters I bought, and within what window?
• For live transfers: what is the buffer, what counts as a connected call, and what is a billable transfer? MortgageLeads.com prices its transfers "on a 90 Second Buffer" and, like LeadPoint, states a "100% contact rate"; FreeRateUpdate says "You pay per live connection". The definition matters.

4.5 If you are buying marketing, who owns what?

• Who owns the ad accounts, landing pages, domain, creative and CRM data if I leave, and what can I take with me?
• How long before the program produces the first lead, and what does the ramp look like month by month?
• What cost per lead and cost per funded loan have clients in my market and my product actually seen?

4.6 Is the offer current?

• Two of the pages behind this table carry no date at all, and one URL that a program should live at returned a 404 on both days we read it. A lead program can be quietly wound down long before the page describing it is taken down.
• So ask whether the program is open to new buyers today, in my states, for my product, and ask for the answer in writing with a date on it.

5. DSCR and cash-out on the pages we reviewed

On the pages we reviewed on October 15, 2026, one of the fifteen providers above sold DSCR leads as a named lead type, and four named cash-out refinance. FreeRateUpdate names both: "Turn DSCR on in your account", and "Rate and term and cash out refinance leads". LeadPops builds funnels for "cash-out, non-qm and more" and lists a "non-QM / DSCR" row in a table of what leads cost to generate, which is not a lead for sale. LoanBright's California page names "Cash-out refinance and HELOC", and Aged Lead Store lets a buyer filter aged refinance leads by cash-out. None of the others named either one. On September 15, 2026, none of the fifteen had. FreeRateUpdate and MortgageLeads.com list home equity, and purchase and refinance appear nearly everywhere.

That is an observation about the specific pages we opened on that date, and nothing more. It is not a statement about the mortgage lead market as a whole, and it is not a claim that any provider here cannot supply those lead types if you ask them. If you originate DSCR or cash-out, the practical use of the observation is simple: it is a question to raise on the first call rather than an assumption to make from a website.

6. Method

When. Every page behind this comparison was first read on September 15, 2026, and every provider's own pages and the HousingWire article were read again on October 15, 2026; the cells carry what the second reading found, and a fact a provider no longer publishes was removed. The three filings were read September 15, 2026 and have not been superseded. Anything that changed on a provider's site after October 15, 2026 is not reflected here yet.

What we read. Each provider's own public web pages, primarily its lender-facing or advertiser-facing pages; three filings, being LendingTree, Inc.'s Form 10-K for FY2025, Zillow Group, Inc.'s Form 10-K for FY2025, and Experian plc's FY26 results announcement; and one trade publication, HousingWire, cited by name wherever it is the source. A few sites blocked automated access and were read through a reader proxy, so quotations are as extracted from the page text.

How the tables were built. Every cell traces to one of those sources. Where a provider says nothing on a point, the cell says "not stated" rather than filling the gap with an inference. Where a figure exists only in a publication, the publication is named in the same sentence as the figure. Figures that appeared only in a search snippet, an undated page, or a competing vendor's blog were left out entirely, which is why some cells are emptier than a listicle's would be. The list is not ranked, and the row order carries no meaning.

Five more vendors, outside the tables. RGR Marketing, Lead Planet, Validated Mortgage Leads, LendingFlow and EquiBridgeFi were read from their own pages and, where a site publishes one, its own llms.txt file, on October 15, 2026, for the exclusive-only and HELOC sections only. They are not yet in the at-a-glance table, the comparison table or the provider-by-provider blocks, which still cover fifteen providers.

Who is not here. A few names came up repeatedly in search results but had no lender-facing program page we could open and read, so they are not in the table. NerdWallet is one: we found no lender-facing program page for it, and HousingWire reported in October 2024 that it had acquired the mortgage broker Next Door Lending.

What this page does not do. It does not judge lead quality. It does not measure anyone's performance, conversion or contact rates, ours included. It does not publish a price that a provider has not published itself, unless a named third party published it and this page says who and when. It does not rank, score or recommend, and it is not a substitute for asking the questions in section 4 yourself.

Corrections. If you are a provider listed here and a fact about you is wrong, out of date, or missing context, write to info@visionxlab.com with the page it comes from, and we will correct the cell and move the date stamp at the top of this page.

Disclosure. This page is published by VisionXLab. VisionXLab sells mortgage leads, so we are one of the companies being compared, and we appear in both tables above, listed by the same rules as everyone else and marked as the publisher. Every fact about another provider comes either from that provider's own public web pages or from a named third party, accessed on October 15, 2026, and the source is stated next to the fact. If you are a provider on this page and something here is wrong or out of date, write to info@visionxlab.com and we will correct it.

© 2026 VisionXLab · M4 Labs LLC. All rights reserved. Trade names and trademarks on this page belong to their respective owners and are used to identify the companies described.