How do mortgage brokers get leads?

Ascent Vision · Published October 31, 2026

Mortgage brokers usually get leads from real estate agents and other referral partners, from past borrowers, and from online lead sites judged by loans closed. In Florida, section 494.00165 prohibits misleading advertising about mortgage loans, brokering or lending. The CFPB says RESPA Section 8(a) prohibits kickbacks for business referrals. This is a plain summary, not legal advice.

Real estate agents and other partners

Most purchase loans start with someone buying a home, and an agent is often part of that conversation, which often makes agents the most common referral partner. The related answer on how real estate agents get leads covers their side. Builders, attorneys and accountants can be partners too. The related answer on getting referrals from other businesses covers how to ask. Because of the CFPB's position described below, ask a Florida attorney before any thank-you that has value.

Past borrowers

A past borrower's next step, such as a refinance, a second home or a relative's first purchase, is often a lead you already know how to reach. As general advice, stay in touch with a short note a few times a year, by text only with the person's consent, and record the borrower's own return as direct, since a returning customer counts as direct, and a relative they send as a referral.

Online lead sites

Lead sites are the paid route most brokers hear about. The related answer on buying leads from lead sites says to judge each one by what you win from it, so for a broker, loans closed. Google's page on getting started with Local Services Ads, checked in October 2026, has no United States category named mortgage, so the ads may not be open to you.

Florida's advertising rule

Section 494.00165 of the 2026 Florida Statutes is titled "Prohibited advertising; record requirements". Its prohibitions apply to "any person". They include advertising unqualified access to credit without disclosing material limits, advertising a stated interest rate without noting it could change or not be available at commitment or closing, and engaging in unfair, deceptive or misleading advertising about mortgage loans, brokering or lending. Another prohibition reads "Falsely advertise or misuse names indicating a federal agency".

A second subsection requires each person who must be licensed under chapter 494 to keep a record of samples of each advertisement, including scripts of radio or television broadcasts, for the state office to examine. The page gives the period as 2 years after the date of publication or broadcast.

Paying for referrals

The CFPB's RESPA FAQs say "RESPA Section 8(a) prohibits kickbacks for business referrals". As the CFPB describes it, that covers cash or other things of value exchanged for referring settlement service business tied to a federally related mortgage loan. It adds that an arrangement can exist "pursuant to an agreement or understanding, oral or otherwise" and, in its answers on marketing services agreements, gives payments based on the number of referrals as one example of an arrangement that can be a disguised kickback.

This is a plain summary, not legal advice. Before you pay for, accept or trade anything of value for a referral, ask a Florida attorney.

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