Mortgage and personal finance leads
Operational method to capture mortgage, personal loan and refinancing leads. €15-40 CPL, 70% contactability, 6-14% close in 90 days.
The financial vertical splits into 3 products with very different CPLs and cycles: new mortgage (€30-40 CPL, 30-90 day cycle), subrogation/refinance (€20-30 CPL, 15-45 day cycle) and personal loan (€15-25 CPL, 3-14 day cycle). The key lever is the online calculator estimating payment or savings, using Bank of Spain reference rates.
What is a financial lead?
A financial lead is a contact of someone with declared intent to buy a financial product: mortgage, subrogation, personal loan, credit card or refinancing. Includes income, requested capital and employment situation.
The vertical operates with high margin (bank commission 0.5-1.5% of the amount) but long cycles in mortgage (30-90 days) and low bank approval rates (35-55% of leads pass CIRBE / scoring filter).
5-step method
- Payment or savings calculatorWidget that estimates mortgage payment or subrogation savings in real time. Increases opt-in 25-40%. Should use official Bank of Spain rates for credibility.
- Pre-qualify by income and CIRBEFilter income < €1,500/month and requests > 5× annual income in the form itself. Boosts quality and saves broker time.
- Bank simulation in 15 minutesFast pre-scoring with declared data + CIRBE consulted by broker. Return "yes/no/need more info" in 15 min. Contactability rises to 82%.
- Nurturing with comparisons and rate updatesMortgage cycle is long (30-90 days). Sending 4-6 emails with rate updates, comparisons and tax tips recovers 20-30% of initially discarded leads.
- Optimise by closed mortgageSend offline signal with formalised amount (not raw or pre-approved lead). Algorithms optimise toward real closings and CPS drops 25-35%.
Frequently asked questions
How much does a mortgage lead cost?
Exclusive CPL €30-40 for new mortgage, €20-30 for subrogation/refinance, €15-25 for personal loan. Google Ads Search is the dominant channel due to its higher intent.
What is the bank approval rate?
35-55% of leads pass CIRBE + bank scoring. The rest are discarded for overindebtedness, insufficient income or negative history. Pre-qualifying at the landing stage is critical.
How long does a mortgage take to close?
30-90 days from first contact to signing. Subrogation is faster (15-45 days). Personal loan is the shortest (3-14 days).
Which channel works best?
Google Ads Search 65-75% of budget for explicit intent. Meta Ads 25-35% with CRM lookalike. TikTok emerging for first mortgage in under-40s.
How do you stay GDPR-compliant in finance?
Explicit consent for CIRBE consultation, detailed privacy policy on financial data, encrypted delivery to the broker, and permanent opt-out. Financial data is a reinforced category.
Capture strategy for mortgage brokers, banks and personal-loan fintechs
The financial vertical is among the most profitable (high commissions, long LTV via cross-sell) but also the most complex: strict banking regulation, low approval rates and long cycles. The key is pre-qualifying with declared data + CIRBE and optimising by closed formalisation, not by raw lead. At eXprimeNet we execute this playbook with mortgage brokers and loan fintechs.