BetterBetter Business Leads is a lead vendor. This page includes us. We have tried to describe the category as we would want it described to us, and we say plainly below where other vendors are a better fit.
The best way to choose a mortgage lead provider isn't a ranking — it's five questions, asked of every vendor, with answers you can check. Ask whether each lead is exclusive or shared, real-time or aged, priced openly or quoted after a call, consent-documented, and covered by a written replacement policy. A good provider — us or not — answers all five plainly. This framework is deliberately one a well-run competitor can pass without being us.
1. Is the lead exclusive or shared?
Good answer: a clear statement, ideally with a mechanism — "exclusive, one buyer, enforced so a second delivery can't happen." Bad answer: "mostly exclusive" or "exclusive for 24 hours." Vague exclusivity is a policy that bends. For the record, ours is a database constraint that rolls back on a second delivery — but a shared-lead vendor can still pass this question by saying so honestly and pricing accordingly. See exclusive vs shared.
2. Is it real-time or aged?
Good answer: a straight statement of lead age and how fast it's delivered. An aged-data vendor saying "these are 30–90 days old, priced accordingly" is being honest and can be exactly right for a high-volume outbound team. Bad answer: dodging the age question or implying freshness it can't support. See real-time vs aged.
3. Is pricing published or quoted after a call?
Good answer: a number on the record, the same for everyone. Ours is published ($95 HELOC and every vertical on the pricing page), but a competitor with a published rate card passes this equally. Bad answer: price only after a sales call. That's not automatically a worse deal — but it isn't checkable, and it lets the vendor quote you differently than the next buyer.
4. Is consent documented?
Good answer: yes, with an artifact — a TrustedForm or Jornaya certificate, the consent language, and a capture record — because the TCPA exposure for the call is yours. Bad answer: "the leads are opted in" with nothing to show. Any provider can pass this by actually documenting consent; many don't.
5. What's the replacement policy?
Good answer: a written policy — which lead defects qualify (wrong number, fake info, duplicate), the window, and how a credit is returned. Bad answer: "email us and we'll see." A wrong-number rate is normal; an unwritten policy for handling it is the problem.
Putting it together
Score each provider on all five and the right choice for your model usually becomes obvious — and it won't always be us. If you need purchase or refi leads, aged data, live transfers, or state-level filtering (which we don't currently offer), a provider built for that will out-score us on the questions that matter to you. Where you want exclusive, verified, published-price real-time leads for home-equity, investment-property, bridge, or small-business lending, we're built to answer all five well. Then buy thirty, not ten, before you judge the result.
Common questions
How do I choose a mortgage lead provider?
Ask five things: is the lead exclusive or shared, is it real-time or aged, is pricing published or quoted after a call, is consent documented (e.g. TrustedForm), and what's the replacement policy for bad leads. A good provider answers all five plainly. A bad one deflects on price and dodges the consent question.
What does a good answer on pricing sound like?
A number, on the record, the same for everyone — e.g. a published per-lead price and a stated minimum order. 'It depends, let's hop on a call' is not a price; it's a negotiation position. Published pricing isn't automatically cheaper, but it's honest, and it's checkable.
What's a red flag in a mortgage lead provider?
Vague exclusivity ('mostly exclusive'), no consent documentation, no written replacement policy, and pricing only available after a sales call. None of these is automatically disqualifying, but each one is a question you should get a straight answer to before you spend.
How many leads should I buy before judging a provider?
More than ten. At an industry lead-to-funded rate of 3–6%, ten leads carries roughly a 55–75% chance of funding nothing — arithmetic, not a verdict on the provider (assumption: 3–6% funded rate). Thirty is a fairer first test.