Lead generation & distribution
Written by the team that builds and runs the Maple Leads marketplace — the routing engine, the time-decay price ladder and the buyer tools loan officers and agents use every day. We write about what we see in lead operations: speed to lead, lead quality, CRM delivery and how to turn purchased leads into funded loans and signed listings.
Speed to lead
Speed to lead decides who wins mortgage and real estate leads. The research, why shoppers fill out multiple forms, and how to build a sub-5-minute response.
· 8 min read
Buying leads
Exclusive vs shared leads vs aged leads: typical 2026 price ranges, contact-rate trade-offs, break-even math and a framework for which mortgage leads to buy.
· 9 min read
Buying leads
How to calculate cost per funded loan from lead price, contact, application and funding rates, with worked examples for exclusive, shared and aged leads.
· 7 min read
Loan officer playbooks
Aged mortgage leads are cheap but need a plan. A 30-day multichannel nurture cadence, openers, rate-move triggers and how to measure cost per funded loan.
· 7 min read
Loan officer playbooks
A minute-0 to day-7 mortgage lead follow up cadence: how many times to call, what to say on attempt 1 vs 4, double dials, texts, email and CRM automation.
· 7 min read
Buying leads
How to choose a mortgage lead vendor: 12 questions on sources, exclusivity, consent, returns and pricing, plus a pilot test plan, red flags and a scorecard.
· 8 min read
Agent playbooks
A practical playbook for FSBO leads and expired listing leads: seller psychology, first-call openers, objection handling, follow-up and listing prep.
· 8 min read
Buying leads
How to send leads to your CRM the moment they arrive: webhook basics, HMAC signature checks, Zapier and native CRM setups, field mapping and failure alerts.
· 7 min read