Attract, Capture, Convert: How to Close More Mortgage Leads

How to Compete with Zillow and Rocket Mortgage

Big mortgage players are playing a different game than most LOs.

• They’re not just capturing leads—they’re nurturing them for months, even years before closing.
• They’re using behavioral data to target the right leads at the right time.
• They have entire systems built around keeping people engaged until they’re ready to buy or refinance.

And what do most loan officers do?

• They run an ad.
• They get a lead.
• They call once.
• The lead doesn’t convert immediately, so they move on.

That’s how you lose business without realizing it. If you’re only following up with the leads that are “ready now,” you’re missing out on the 80% of buyers who aren’t ready today—but will be in the next 6-12 months.

How Loan Officers Can Actually Convert More Leads

So what’s the fix? Here’s Andrew’s 3-step playbook for closing more deals—without spending more on ads.

1. Capture the Lead the Right Way

Most loan officers have terrible lead capture forms.

Instead of throwing an “Apply Now” button in front of a cold prospect, you need a frictionless entry point that doesn’t scare them off.

• Use a soft CTA like “See what you qualify for” instead of “Apply Now.”
• Make your forms feel conversational instead of overwhelming.
• Ask the right amount of questions—enough to pre-qualify, but not so much they leave.

Andrew’s clients see up to 60% conversion rates on their HELOC landing pages because of this. And guess what? Those forms have 27 questions. It’s all about how you guide people through the process.

2. Have a System for Nurturing Cold Leads

Most mortgage buyers take months to make a decision.

If you don’t have a system that keeps you in front of them, you’re guaranteed to lose them to a competitor.

Here’s what you need:

• Automated email sequences that send relevant content every month.
• Retargeting ads that keep your brand in front of past visitors.
• Text follow-ups that add value, not just “checking in.”
• A CRM that tracks lead engagement, so you know who’s actually paying attention.

If you’re only calling people once and hoping for the best? You’re done. You need a real strategy to keep leads engaged over time.

3. Stop Begging Agents for Business—Help Them Generate Leads Instead

Most LOs approach agents completely wrong.

• They show up empty-handed, asking for business.
• They offer nothing of value beyond “I close on time.”
• They compete against every other LO trying to do the same thing.

What’s the better way? Help agents capture and convert leads.

• Offer them co-branded landing pages for their marketing.
• Show them how they’re losing deals because of their weak follow-up.
• **Use data to identify where they’re missing opportunities (instead of just pitching them).

Andrew has seen loan officers take over entire agent accounts just by doing this. Instead of begging for a slice of the business, they become an irreplaceable part of the agent’s process. That’s how you build real partnerships.

Get in the Game or Get Left Behind

At the end of the day, this market is brutal—but there’s still a ton of opportunity.

Loan officers who tighten up their process, improve their lead conversion, and build real relationships will win.

Those who don’t? They’ll keep losing business without even realizing it.

If you’re tired of wondering why your leads aren’t converting, take Andrew’s advice:

• Fix your website.
• Optimize your lead capture.
• Build a system for nurturing long-term buyers.

And most importantly? Play the long game.

Want to Connect with Andrew?

Andrew drops mortgage marketing advice daily on LinkedIn. Follow him for practical tips you can actually use. https://www.linkedin.com/in/andrewpawlak/

And if you’re serious about turning more leads into closed deals, check out Rebel IQ—it’s built specifically for loan officers who want to stop leaking business.