Mortgage · Purchase
Purchase mortgage leads are homebuyers asking about financing before or during their search. They decide fast and talk to several lenders, so the first useful conversation usually wins the file.
Who they are
A purchase lead is someone who wants to buy a home and filled out a form asking about a mortgage. Some are months away and browsing listings; others have an accepted offer and a contract deadline. The form doesn’t say which, so your first question should be where they are in the search; the answer shapes your pitch and your follow-up.
Most purchase shoppers want three answers: how much they can afford, what the monthly payment will look like, and how quickly they can get a pre-approval letter their agent will take seriously. Many fill out more than one form in the same evening, which is why the first 15 minutes matter more here than for almost any other mortgage lead type.
Purchase business also compounds. A buyer you pre-approve brings a real estate agent with them, and that agent may send you the next three buyers if you communicate well and close on time. Conventional borrowers with solid credit and a down payment are covered on this page too; FHA and VA shoppers have their own pages because their questions are different.
Playbook
What the best-performing teams do from the moment the lead lands.
Purchase shoppers compare lenders the same day. Have the lead hit your dialer or CRM by webhook and call immediately; the Lead Response Management study (Oldroyd, MIT/InsideSales, 2007) found contact odds drop sharply after the first few minutes. If you miss them, text within a minute of the call so your name is in front of them.
Ask where they are in the search: just looking, touring homes, or writing offers. A buyer with an offer out needs a letter tonight; a buyer six months out needs a plan. Rate quotes before you know the scenario sound like every other lender and invite a shopping contest you cannot win on the phone.
Collect income type, employer, assets for down payment and closing costs, and permission to pull credit. Ask whether they already have an agent. A fast, credible pre-approval letter is the product purchase buyers actually want, and it moves the conversation from quote shopping to working with you.
If they have an agent, ask permission to introduce yourself and send the pre-approval. If they don’t, offer a referral to an agent you trust. Agents remember the loan officer who answered on a Saturday and closed on time, and that relationship is worth more than the original lead.
Buyers three or more months out still deserve a call, then a set cadence: a payment scenario by email, a check-in when rates move, and a reminder before their lease ends. Many of them will buy with whoever stayed useful while they were looking, not whoever called first.
Campaign setup
Recommended settings for buying purchase mortgage leads on Maple Leads.
Pricing
Hot 1
$110
Under 15 min
Exclusive · 1 buyer
Hot 2
$85
15 min – 30 min
Up to 2 buyers
Hot 3
$65
30 min – 45 min
Up to 3 buyers
Warm 1
$55
45 min – 2 h
Up to 3 buyers
Warm 2
$45
2 h – 4 h
Up to 3 buyers
Warm 3
$35
4 h – 8 h
Up to 3 buyers
Cold 1
$20
8 h – 12 h
Up to 5 buyers
Cold 2
$15
12 h – 18 h
Up to 5 buyers
Cold 3
$10
18 h – 24 h
Up to 5 buyers
Aged
$5
1–30 days
Up to 50 buyers
Price per purchase mortgage lead, set by its age when it's routed to you. Same ladder for every lead type.Full pricing
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FAQ
Leads routed in the first 15 minutes (Hot 1) go to one buyer only. After that a lead can be sold to up to two, three or five buyers depending on its age, at a lower price each step. You choose which tiers your campaigns accept, and you can always see how many buyers already have a lead.
No. Maple does not pull credit or verify income. The credit band is self-reported by the consumer on the form, and the loan amount is their estimate. Treat both as useful signals for routing and your opening questions, then confirm everything through your normal application and credit pull.
The form doesn’t capture a buying timeline, so ask on the first call: are they touring homes, writing offers, or six months out? Buyers with an accepted offer usually give precise loan amount and property value figures. Tag the answer in your CRM and put each buyer on the follow-up track that fits.
Yes. Conventional is its own lead type in campaign filters, and this page covers it alongside general purchase leads. If you mainly close conventional loans for borrowers with stronger credit, filter on the Excellent and Good credit score bands and your typical loan amount range. FHA, VA and jumbo shoppers have separate lead types.
That happens with purchase shoppers, and it is not a valid return reason on its own. Many buyers still want a second opinion on rate, fees or speed, especially if their current lender is slow to respond. Valid returns cover problems like disconnected or wrong numbers, duplicates and fake information, opened within 48 hours.
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
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
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