Equity release leads for UK mortgage brokers
Pay-per-show equity release appointments. Age-gated at 55+, residential property only, with explicit interest in releasing equity. £110 per show. Credits refund on no-show.
You buy a booked appointment, in a live calendar, with a diary entry on both sides.
- You buy a contact detail
- You cold-call to introduce yourself
- You chase for a date and time
- You pay whether they answer or not
- A lot of them never reply back
- You buy a booked calendar slot
- They picked the time themselves
- You turn up to the live meeting
- If they no-show, your credit refunds
- You only pay when they show up
- Arrives through our standard mortgage and remortgage ads on Facebook or Google, asking about mainstream borrowing.
- Starts the qualifier. Age and property type are asked early.
- If the applicant is 55-plus on a residential property, one extra question is asked: would they be open to a discussion about equity release or a lifetime mortgage?
- Three options: yes, no, or maybe. Only a direct yes marks the lead as equity release.
- Shares property value, outstanding mortgage balance if any, and postcode.
- Passes our funding and income checks.
- Confirms email and UK phone. Both validated.
- Books a slot in a live calendar and lands in your portal as a claimable appointment.
What is an equity release lead?
An equity release lead is a UK homeowner aged 55 or over who wants broker advice on releasing equity from their main residence. On MortgagesBooked, an equity release lead has met three conditions in our qualifier: age 55 or over, residential property, and a direct yes when asked whether they'd be open to a discussion about equity release or a lifetime mortgage.
Every equity release appointment here is exclusive to one broker — claimed once, then gone from the marketplace. It arrives screened on age (55+), property type (residential main residence), property value and explicit interest, and it's delivered as a booked appointment in your calendar, not a contact row pushed to your CRM. You pay the £110 only when the applicant shows up.
Equity release advice requires extra qualifications beyond a standard CeMAP. If your firm isn't permitted to advise on lifetime mortgages or home reversion plans, skip these leads. The rest of this page assumes you're set up to advise.
What's captured on every equity release enquiry
Every equity release lead arrives with the data you need before the call:
- Applicant age. Confirmed 55 or over in the qualifier
- Property type. Residential main residence (BTL applicants are filtered out)
- Property value and postcode
- Outstanding mortgage balance if any
- Applicant income and employment status
- Credit profile. Clean, light adverse, or heavier issues
- Explicit interest in equity release. Direct yes, not "maybe"
- Verified email and UK mobile. Both validated before release
- Appointment time booked in a live calendar
All of this is on the card before you claim. If the property value is below your panel's minimum, or the postcode is outside your area, skip it. You only spend a credit on equity release cases you'd take on. This is exactly how an equity release appointment looks in your marketplace:
Illustrative card, built from the real answer options the qualifier stores. Age is confirmed 55 or over and equity release interest is a direct yes before the lead is released. Name, email and phone stay hidden until you claim.
Why equity release leads sit higher on fees
Equity release cases carry higher broker fees than standard residential remortgages. The work is more complex, the suitability requirements are tighter, and there's more compliance paperwork. A single case usually earns more than a standard remortgage.
That matters because even at the same £110 per show, the revenue per completed equity release case is higher than a standard remortgage or first-time buyer. For brokers set up to advise on lifetime mortgages, the economics work out.
Why we gate by explicit interest
Worth being precise about where these applicants come from, because it's a different funnel from the equity-release-calculator ads most providers run. Our applicants arrive through our standard mortgage and remortgage funnels, asking about mainstream borrowing. When someone is 55 or over on a residential property, the qualifier asks one extra question: would they be open to a discussion about equity release or a lifetime mortgage? Only a direct yes marks the lead as equity release. Anyone who says no or "maybe", or skips the question, doesn't reach your portal as an equity release lead.
That reduces volume. It also lifts conversion. The calls you take are with applicants who've already made the mental leap that equity release is on the table, and because they started out with a mainstream borrowing question, the right answer for some will still be a standard product. A conversation for a qualified adviser either way.
Cost-per-lead providers vs pay-per-show
Most UK equity release lead providers sell on a cost-per-lead basis: £90 to £110 buys a contact record, delivered by email, CSV or API, and the phoning is on you. Here's how that model compares with buying the appointment itself:
| Typical cost-per-lead provider | MortgagesBooked | |
|---|---|---|
| You pay for | A form fill or call-back request | An appointment that showed up |
| Typical price | £90–£110 per lead | £110 per shown appointment |
| If they never answer | Your loss — the lead is spent | No show, no charge: credit refunds automatically |
| Delivery | Email, CSV or API into your CRM | Booked slot in your live calendar |
| Exclusivity | Varies — some resell | Exclusive; one broker per appointment |
| Contracts & setup fees | Often minimum spends or campaigns | None — credits, used when you claim |
The honest caveat: cost-per-lead works if you have a dialling operation that can hit a lead inside five minutes, all day. If you're an adviser who wants conversations with people who've already booked in, pay-per-show removes the part of the job you didn't want. We've ranked all 12 UK equity release lead providers side by side, with prices and terms, and the wider market is on the lead generation companies comparison.
Conversion rates and what an equity release deal actually costs
Because you're buying showed appointments and not raw leads, the maths is easy to run. Across our flow we generally see about one in three claimed appointments go through to an agreement in principle. At £110 per show, that works out to roughly £330 in lead cost per AIP. From there, brokers close on average around half of those AIPs, so figure another 2x — about £660 in lead cost per completed case, or one closed deal for every six appointments you claim.
That's the average, and equity release intent-gating tends to push it higher. Later-life specialist Austin Durant claimed five of these appointments and converted at around 60% — well above the one-in-six baseline — turning them into two completed cases with a third in the pipeline, about £11k of commission. Here's the full story in his own words:
Read Austin's full equity release case study →
This is why booked, showed appointments beat buying leads. With a raw lead list you pay for names and chase contact rates before you ever get a conversation. Here you only spend a credit once someone has already picked a slot and shown up, so the £110 sits against a call that's actually happening — and given the higher fees on an equity release case, the cost-per-deal maths above is comfortably worth it.
Pricing and no-show policy
Equity release volume runs lower than BTL or remortgage, so most brokers want to see the frequency before buying credits. The preview is free when you sign up. When the live flow feels right for your practice, the five-credit pack is the standard entry point. Credits stay in your account until you claim.
Want to see how this works for a real later-life specialist? Equity release adviser Austin Durant claimed five of these appointments and turned them into about £11k of commission. Read his equity release case study: two cases sold, a third in the pipeline, at a ~60% conversion rate, in his own words.
How each equity release lead clears the broader pipeline
The core lead quality story is the same across every lead type we send. Our own ads, our qualifier, a funding threshold, and validated contact details. Where equity release differs is in the extra gating that sits before the booking step. The 55-plus age floor, the residential-only filter, and the explicit-interest yes together trade volume for intent. Read the lead quality page for the full pipeline, pricing for how credits work, and remortgage leads for the sibling residential flow.