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Mortgage brokers and loan officers · Lead generation

The next loan arrives through an agent, not through a form.

Lead generation for a mortgage broker runs on two pipelines. There are the agents, builders and advisers who send borrowers, and the smaller number of enquiries that come to you directly. GullySales works the referral bench on a schedule, answers direct enquiries fast, and records where every application came from.

Tell us what you needor call +91 80958 58589

Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of mortgage brokers and loan officers at work in the United States

What lead generation means

Lead generation is the combined work of every channel that brings in a new enquiry, whether from search, adverts, referrals or a stall at an exhibition. GullySales runs these channels together and reports the number of enquiries each one produced, not the activity behind it.

Also for mortgage brokers and loan officers

Sales and marketing for mortgage brokers and loan officers, the overview.

Last updated 5 Oct 2026. Rules for this trade differ by state and professional body, and they change. We describe restrictions in general terms, so check the current position with your own council or adviser before you publish anything.

For mortgage brokers and loan officers

Where it usually goes wrong, and what we would do.

  • “A bought lead has already been sold four times”

    An internet lead reaches several lenders in the same minute, and the borrower knows it. An agent's introduction arrives with trust attached.

  • “Agents refer out of fear, not affection”

    A bench is won by answering on a Sunday and calling the hour a problem appears, not by a closing gift in December.

  • “The quietest pipeline is the one nobody has asked”

    Financial planners, accountants and divorce attorneys see the need for a loan months before an agent does, and almost nobody in your market approaches them.

What we do

What we deliver for mortgage brokers and loan officers.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. A ranked bench with an outreach schedule

    Agents in your market ordered by recent volume, split into who sends already and who has never met you, with a contact rhythm for each group.

    Result: One retirement stops being a revenue event.

  2. A first-response routine with agreed hours

    Every enquiry from the site, a portal or a partner picked up inside the overlap hours we agree, with the first call made while they are still reading.

    Result: Nobody waits until Tuesday for an answer.

  3. Qualifying questions your originators set

    Timeline, property type, employment and where they are in the search, captured before a conversation reaches a licensed originator.

    Result: Your people spend their day on borrowers who can close.

  4. Referral partners beyond real estate

    Planners, accountants, attorneys, relocation coordinators and title officers approached with something useful rather than a business card.

    Result: Files arrive from sources your competitors never worked.

  5. Source recorded on every application

    The agent, builder, adviser or campaign behind each file written into the CRM at the start rather than guessed at the end of the quarter.

    Result: You can name the relationships that pay.

  6. A report by source and partner

    Applications, pre-approvals and funded loans counted by referral partner and channel, against the baseline recorded before work starts.

    Result: Time goes to the partners actually sending work.

How the result is measured

  • Enquiries generated
  • Cost per enquiry
  • Enquiries by source

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full demand and lead generation page

Where enquiries come from

A mortgage broker is approached by agents, builders, advisers and past borrowers, and each source needs its own note.

Real estate agent referral
Record the agent, the brokerage, the property and the contract date. Reply to the buyer the same day and tell the agent what happens next, since agents judge you on that.
Builder's on-site sales office
Log the community, the sales agent and the incentive terms the builder offers. Check any arrangement the builder asks for against the lending rules that apply to you before agreeing.
Financial planner, accountant or attorney
Note the adviser, the client's situation as the adviser described it and whether the client knows the adviser has called you. Thank the adviser after the first call.
Past borrower who rings after a rate move
Record the existing loan type, the balance as told and the reason for calling. Reply with an appointment with a licensed originator, and do not quote terms in the first message.
Website or portal enquiry
Tag the portal and note the loan purpose, property type and timeline. Expect the borrower to have contacted others, so reply with a call slot and the documents to bring.
Past client's family or friend
Write down who made the introduction and how they know the borrower. Ask the introducer first, then call, and let them know you have spoken.

Who it is for

This is written for these mortgage brokers and loan officers.

  • Independent mortgage brokers
  • Loan officers inside a bank or independent mortgage bank
  • Branch managers building a team of originators
  • Purchase-focused originators working with agents
  • Refinance-heavy shops
  • Non-QM, bank statement and self-employed borrower specialists
  • DSCR and investor property lenders
  • Construction to permanent lenders working with builders
  • Reverse mortgage specialists
  • New originators building a first referral base

How it works

From your first message to the first report.

No open-ended retainer. Every step gives you something in writing.

  1. First

    Your brief

    You tell us what you need in a few short steps: your business, what you want, where enquiries come from and how they are handled.

  2. After the brief

    A conversation and a written scope

    We read it, then talk with whoever handles your enquiries. If you want our help, the scope, the fee and the reporting come in writing, and nothing starts before you have read them.

  3. Before work starts

    Baseline recorded

    The numbers this work is meant to move, such as enquiries, quotations, orders, visits or renewals, written down so every later report has an honest comparison.

  4. After the baseline

    The first fix goes live

    The fix we agreed to start with is put in place and measured against the baseline, whether that is a reply, a follow-up, a page, a listing or the handover between marketing and sales.

  5. As agreed

    Report against the baseline

    What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.

  6. At renewal

    Renew on the numbers

    The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.

How the lead generation work runs

  1. 1

    Understand your capacity

    We agree how many enquiries your sales team can actually handle well, so the system is not built to overwhelm it.

  2. 2

    Audit current sources

    We check what already brings in enquiries today, even informally, before adding anything new.

  3. 3

    Strategise the channel mix

    Content, search and paid channels are chosen based on where your buyers already look.

  4. 4

    Implement capture and follow-up

    Pages, forms and a follow-up process are built and connected end to end.

  5. 5

    Measure and optimise

    We track enquiry volume and quality and adjust the channel mix to match.

Why us

Why owners pick GullySales over an agency.

  • Marketing and sales, as one job

    Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.

  • The person on the first call does the work

    No account managers in between. You are never handed to someone you have not met.

  • A baseline before anything starts

    Your numbers are written down on day one, so every later report compares against something honest.

  • The fee in writing, split three ways

    Our time, your media spend and production on separate lines. You always see what goes to us.

  • No guarantees we cannot keep

    The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.

  • Hours that fit your day, agreed up front

    Which hours we overlap with yours is settled before any work starts, so you know when a reply is coming and when it is not.

#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.

Your brief

Tell us what you need, and we will read it before we call.

Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.

Tell us what you needor call +91 80958 58589

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Should we buy internet leads?
Only with somebody able to call within minutes, every time. Those leads go to several lenders at once, so the fourth call is money gone. Most brokers get more from the agent bench and the past client list first.
Would your team speak to our borrowers?
Not about a loan. Rates, programmes and anything else needing a licence stay with your originators. We take the first response, ask the qualifying questions you set, and chase the silence.
An agent sends us a buyer who has also contacted another lender. How do we record it?
Record the agent as the source and the other lender as a competitor on the file. Ask the buyer what they have been quoted and why they are comparing. Do not criticise the other lender, and keep the agent informed.
A past borrower rings after a rate drop but is not ready. What do we log?
Log it with a trigger, such as the rate the borrower would act at or a date. Set a reminder to call when that happens. The enquiry stays open and tagged as a past borrower, so it does not disappear from the book.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

From the blog

Further reading for mortgage brokers and loan officers.

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Everything else we would do for you.

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Tell us what you are trying to grow, and we will read it before we call.

Eight short steps, mostly taps. Skip anything you would rather answer on the call.

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