Start Your Free Trial with HighLevelTABLE OF CONTENTS
- Why This Playbook Matters
- What You'll Learn
- Step 1: Get Found by Motivated Borrowers with Google Ads
- Step 2: Reach Refi Leads & Buyers with Facebook & Instagram Ads
- Step 3: Capture Every Lead with On-Site & Offline Tools
- Step 4: Track What Works & Optimize for ROI
Why This Playbook Matters
Most mortgage brokers depend too heavily on real estate agent referrals and outdated lead vendors, leaving their pipeline dry in slow months. But today’s borrowers start their mortgage journey online—often before they speak to a lender.
Key Mortgage Industry Stats:
93% of borrowers research mortgage options online before engaging a lender
70% of millennials say they would switch lenders for a better digital experience
Brokers who run digital ads generate 3.5x more applications than those who rely solely on referrals
If you’re not advertising on Google, Facebook, or Instagram—your competition is. This playbook will help you change that, using smart, automated, data-backed campaigns.
What You'll Learn
✅ How to get in front of motivated buyers using Google & Local Ads
✅ How to capture refi-ready homeowners on Facebook & Instagram
✅ How to avoid wasting ad spend with smart targeting & automation
✅ How to follow up instantly and never lose a lead again
✅ How to run retargeting ads that convert drop-offs into funded loans
Power up your marketing today—Start with HighLevel!
Step 1: Get Found by Motivated Borrowers with Google Ads
Why It Matters
When borrowers are ready to apply, they go to Google first.
60% of mortgage customers apply with the first lender they engage. If you don’t appear on page one, you’re invisible.
1.1 Run Google Local & Search Ads
✅ Appear for searches like:
“Best mortgage broker near me”
“First-time homebuyer mortgage [City]”
“Refinance FHA loan now”
✅ Target high-intent categories:
Conventional, FHA, VA, Jumbo
Cash-out refi, HELOC
Investment / DSCR / Bank statement loans
Pro Tip: Use keywords with urgency:
“Pre-approval in 24 hrs”
“Lock your rate today”
“Refi before Fed hike”
Example:
A broker running Google Ads for “No-Doc Refi in Texas” landed 32 funded loans in 60 days with a $42 CPL using a HighLevel landing page and CRM flow.
How to Set Up Google Ads for Mortgage Service
1.2 Use Call Tracking on All Campaigns
✅ Assign a unique number to each ad group
✅ Capture & respond to missed calls instantly with HighLevel automation
✅ Attribute every closed deal to the source
Example:
Your VA loan campaign has double the lead volume of your FHA refi campaign. With call tracking, you’ll see it—so you scale that campaign and increase ROI.
How to Set Up PPC Campaigns for Mortgage Broker
Step 2: Reach Refi Leads & Buyers with Facebook & Instagram Ads
Why It Matters
Many buyers aren’t searching—yet. But they’re on social, watching for advice, calculators, and current rate offers.
Facebook ads generate mortgage leads for $10–$30 each, with lower competition than Google.
Overview about the Ad Manager
Connect Facebook with Ad Manager
2.1 Create Trust-Building Ads
✅ Promote:
Free first-time buyer checklists
Mortgage calculators & instant quote tools
Client success stories & fast-funding cases
Ad Targeting:
Location: Zip codes you serve
Demographics: Ages 30–65, married, homeowner
Interests: Zillow, real estate investing, home renovation
Example Ad:
“Still paying 6%+? Refinance and save $400+/month—run your scenario in 30 seconds. No SSN required.”
How to Create Facebook Ads
2.2 Use Retargeting Ads to Recover Abandoned Leads
✅ Remarket to website visitors & dropped leads
✅ Show urgency-based offers (“Rates dropped—lock in 48 hrs”)
✅ Drive re-engagement with dynamic ads
Example Ad:
“Still exploring mortgage options? We saved your info—complete your pre-approval today and skip upfront fees.”
How to Set Up Retargeting Ads using Custom Audience Segment
2.3 Automate All Follow-Ups from Social Leads
✅ Every lead goes into HighLevel CRM
✅ Trigger instant text + email drip campaigns
✅ AI chatbot books consults automatically
Example:
Borrower clicks on your “Pre-Approval in 60 Seconds” Facebook ad. HighLevel triggers:
SMS: “Hi Sam! Want us to run your numbers now?”
AI chatbot handles FAQs
Calendar link to schedule a call with your loan officer
Result: 40% more leads converted by responding faster than competitors.
With the Help of Workflows Automate Your Facebook Lead Follow-Ups
Step 3: Capture Every Lead with On-Site & Offline Tools
Why It Matters
Your website’s bounce rate is likely over 80%. Without a chat widget or fast CTA, you’re losing deals daily.
3.1 Use Chat Widget + Smart Forms
✅ Install Live Chat with AI mortgage bot
✅ Ask:
Name, loan type, ZIP code, budget, credit tier
✅ Offer instant quotes or call scheduling
Example CTA:
“Want a no-credit-pull rate quote? Let’s get started below.”
How to Set Up Chat Widgets for Mortgage Broker
3.2 Use Text-to-Lead & QR Codes
✅ Run SMS-based ads or offline capture:
“Text HOME to 88888 to get today’s rates”
✅ Add QR codes to business cards, open house flyers, signage
✅ HighLevel sends auto responses with links + follow-up drip
How to Use Text-to-Lead Campaigns for Mortgage Broker
Step 4: Track What Works & Optimize for ROI
Why It Matters
30%+ of ad spend is wasted when brokers can’t see what drives actual funded loans.
4.1 Assign Unique Tracking Numbers
✅ Create a different number for:
First-time buyer campaigns
HELOC/refi campaigns
Realtor/builder referrals
✅ See exactly where each lead came from
How to Set Up Call Tracking for Mortgage Brokers
4.2 Monitor Key Metrics Daily
✅ CPL (cost per lead)
✅ CPA (cost per application)
✅ CPF (cost per funded deal)
✅ Time-to-first-contact (speed to lead)
Example:
| Campaign | CPL | Apps Funded | CPF |
|---|---|---|---|
| FHA First-Time | $28 | 16 | $112 |
| Facebook Refi | $17 | 8 | $81 |
Shift more spend to Facebook Refi—lower cost per deal.
Final Thoughts: Turn Your Ad Spend into Closings
With a proven ad strategy, you can:
✅ Show up first on Google
✅ Generate daily high-intent mortgage leads
✅ Build long-term trust with automation
✅ Convert cold traffic into funded deals
✅ Scale campaigns based on real ROI
Ready to Build Your Mortgage Lead Engine?
Sign up for HighLevel
Launch Google + Facebook ads
Automate follow-ups via AI & CRM
Track CPL & CPF in real time
Turn ad clicks into closings. HighLevel makes it happen.
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