How a Top 10 mortgage lender saved tens of thousands by fixing lead quality
Industry
Financial Services
Read Time
3 min
Summary
A Top 10 U.S. mortgage lender partnered with ActiveProspect to solve critical lead qualification challenges while controlling costs and maintaining compliance during a strategic shift toward mortgage refinancing. By implementing LeadConduit and leveraging TrustedForm, the lender gained the ability to filter duplicate leads, validate contact data, and identify existing customers earlier in the funnel. The result was immediate cost savings, higher-quality lead flows, and greater operational efficiency—allowing the lender to scale refinance programs without wasting marketing dollars or sales effort.
3% reduction in duplicate leads
$10,000/month saved by filtering out bad phone numbers
$17,000/month saved by eliminating duplicate leads
Problem
In July 2020, this Top 10 lender pivoted from general home loans to a highly specialized mortgage refinancing program. That shift introduced new challenges: refinance eligibility requirements were narrow, competition was intense, and lead quality became critical to profitability.
The lender identified three major issues impacting performance and budget efficiency:
- Duplicate leads: Roughly 10% of purchased leads were duplicates, resulting in repeated payments for the same consumers.
- Flagging customers already in the pipeline: With many loan officers working simultaneously, multiple teams could unknowingly contact the same prospect.
- Identifying existing customers: For refinance campaigns, distinguishing net-new prospects from current customers was essential—but previously impossible within their lead flow.
Without better lead qualification and filtering, the lender risked overspending on low-value leads and creating a poor customer experience.
Solution
After evaluating multiple vendors, the lender selected the ActiveProspect platform to address all three challenges through a single, flexible solution. Using LeadConduit, the lender was able to:
- Validate phone numbers and email addresses before leads entered sales workflows
- Filter out duplicate leads across vendors and campaigns
- Flag existing customers and prospects already in the pipeline
- Adjust acceptance criteria quickly as refinance targets evolved
The ActiveProspect platform checked all of our boxes for our lead qualifying issues—and including TrustedForm as a compliance solution was just an extra benefit.”
Vice President
TrustedForm was added as an extra layer of protection, providing documented proof of lead origin and consent—an important safeguard in a highly regulated financial services environment.
Company
This anonymous Top 10 mortgage lender is one of the largest loan originators and servicers in the United States, licensed in all 50 states, the District of Columbia, Puerto Rico, and the U.S. Virgin Islands. The company specializes in helping consumers—particularly U.S. servicemen and women—buy or refinance homes and achieve long-term homeownership across a wide range of financial circumstances.
