Mortgage · VA
VA loan leads are veterans, active-duty service members and eligible surviving spouses asking about VA financing to buy a home or refinance. They expect a lender who knows the program well.
Who they are
The VA home loan is an earned benefit, and the people asking about it know that. Eligible borrowers can often buy with no down payment and no monthly mortgage insurance, though most pay a VA funding fee unless they are exempt, for example because of a service-connected disability. VA mortgage leads include first-time buyers, families relocating on orders, and veterans buying again after a previous VA loan.
These borrowers worry about different things than conventional buyers: whether their entitlement is available, how the funding fee works, whether sellers will accept a VA offer, and whether the appraisal will cause problems. A loan officer who answers those confidently and explains the Certificate of Eligibility process earns trust quickly.
Refinance requests show up too, including the Interest Rate Reduction Refinance Loan (IRRRL) for existing VA borrowers and VA cash-out refinances. Military schedules and time zones vary, so a borrower may reply by text at odd hours; a steady follow-up cadence matters more here than a single fast call. Ask early how they prefer to be contacted.
Playbook
What the best-performing teams do from the moment the lead lands.
Thank them for their service once, then get practical. Ask about their service history and whether they have used a VA loan before. Offer to pull the Certificate of Eligibility for them; it confirms entitlement and is often the first concrete step a veteran hasn’t taken on their own.
Walk through the funding fee, whether they might be exempt, and what closing costs to expect. Many VA borrowers have heard “zero down” and assume “zero cost.” Clear numbers now prevent surprises later and set you apart from lenders who skip this conversation.
Explain how VA appraisals and minimum property requirements work, and help their agent write a strong offer. If they don’t have an agent, connect them with one experienced in VA transactions. Sellers sometimes hesitate on VA offers, and a loan officer who calls the listing agent can help.
Active-duty borrowers may be deployed, training or several time zones away. Use text and email alongside calls, confirm the best time to reach them, and keep a longer follow-up sequence than you would for a civilian buyer. Patience here closes loans that impatient lenders give up on.
Campaign setup
Recommended settings for buying VA loan 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 VA loan lead, set by its age when it's routed to you. Same ladder for every lead type.Full pricing
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FAQ
No. Military status and VA interest are self-reported by the consumer on the form. Maple validates contact details and blocks duplicates, but does not verify service history or entitlement. Confirm eligibility the normal way, by obtaining the Certificate of Eligibility once you have the borrower’s permission.
Some do. You will see existing VA borrowers asking about an IRRRL to lower their rate and others asking about a VA cash-out refinance. Confirm the purpose on the first call. If you only want refinance traffic, you can also buy the Rate/Term and Cash-Out Refinance lead types in a separate campaign.
If you can call within minutes, Hot tiers give you the best chance to be first. VA borrowers often plan around orders or a separation date, so Warm tiers can also convert well with steady follow-up. Start with a mix, track contact and application rates by tier, and adjust.
Campaigns filter by state and ZIP, so you can target ZIP codes around bases where you have agent relationships or local knowledge. Maple does not tag leads by base or branch of service. Ask about their duty station and plans on the call instead.
Some borrowers have entitlement tied up in an existing VA loan, or need to restore it. That is a qualification issue, not a valid return reason. Explain their options, including other programs, and keep them in your nurture plan. Returns cover problems like wrong or disconnected numbers, duplicates and fake information.
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