Lead quality

Cost-per-client calculator

Because you only pay for shows, every cost downstream follows from one number: £110 a meeting. The inputs below are fixed from our own outcome data. Change your close rate and watch what a booked client actually costs you.

Illustrative, based on the outcomes brokers report back to us. Your figure depends on how well you follow up and close. Even a modest close rate keeps a client well under the value of one mortgage plus protection.

Lead conversion rates

A shown meeting is not a closed client, and we won't pretend it is. We generate qualified people who turn up to a booked appointment. What happens next depends on their situation and how you follow up. We ask brokers to log the outcome of every appointment, so we can show you the split we actually see rather than a number that flatters us.

Across shown appointments:

Every shown meeting is a fact find. The applicant turned up, talked through their situation, and had a proper conversation with a regulated adviser. That groundwork is done, and it's already paid for.

One in three books an AIP on the call. At £110 a show, an agreement in principle works out at about £330. You have an active deal before you've closed a thing.

Just over half go into your pipeline. Genuine, but not ready today. Work these properly and, going by what brokers tell us, somewhere in the region of 10 to 20% convert over the following weeks. Ignore them and they cool off.

Around 16% have no next step. Timing was wrong, circumstances changed, or the applicant went quiet after the call. We don't bury that figure. You never paid for a no-show, and you saw the funding, credit profile and situation before you claimed.

Austin Durant, a later-life adviser, claimed five of our equity release appointments and turned them into about £11,800 of gross commission, a roughly 60% conversion rate, with his one no-show credited back. His full breakdown is in the Austin Durant case study.

What brokers say

You don't have to take the conversion numbers on trust. Our reviews are broker screenshots and video testimonials, named and on camera, not anonymous star ratings. Brokers show their own portals, the appointments they claimed, and the deals that came from them.

Watch and read them on the reviews and case studies page, where brokers describe the appointment quality in their own words.

Where the leads come from

Every lead on MortgagesBooked is generated through our own marketing. We don't buy from third-party data brokers and we don't share leads with other lead-gen platforms.

Our paid advertising runs across Facebook, Instagram, and Google. We own the creative, the targeting, and the data flow from ad to qualifier to appointment. Every booked appointment originates from a person who clicked one of our ads and chose to engage.

Why our ads are FCA compliant

UK financial services advertising is regulated. Mortgage promotions sit under FCA financial-promotion guidance, which covers things like:

Every ad we run is written and reviewed against those rules. The applicant clicks knowing they're going to speak to an FCA-regulated mortgage broker about getting advice. There's no bait-and-switch funnel and no implied promise we can't back.

This matters for you because the lead has a clear expectation when they book. They want a conversation with a regulated adviser. They're not surprised by your call.

The 13-question qualifier

Once an applicant clicks through, they can't book an appointment straight away. First they complete a 13-question qualifier that captures everything you'd want before a call, including:

• Mortgage type (FTB, remortgage, buy-to-let, equity release)
• Income and employment status
• Property situation (value, deposit, or current loan and equity)
• Funding amount needed
• Age and any age-related factors (e.g. equity release qualifying)
• Credit profile (clean, light adverse, or heavier credit issues)
• Remortgage-specific context (extra borrow, fixed-rate end date, existing protection cover)
• Contact details (email and phone)

Anyone who abandons the form mid-way doesn't reach you. The data either lands in your portal in full, or it doesn't land at all.

Funding qualification

Not every form completer becomes a lead. We require a minimum funding amount before we let an applicant book a slot. People casually exploring without a genuine mortgage need don't make it through to brokers.

This is why funding amounts on every appointment in your portal are credible. Someone wouldn't have got to the calendar otherwise.

Validated contact details

Even after the qualifier is complete, we don't release the lead until the contact details check out:

If either fails, the lead doesn't go out. You won't see appointments where the email bounces back or the phone is a typo. And if a number ever slips through wrong, you get an instant credit refund anyway — you're never out of pocket for a bad contact detail.

You choose. You pay per show.

Once a qualified, validated lead has booked an appointment, it shows up in your portal. You see the mortgage type, funding amount, postcode, income summary, age, and appointment time before you decide to claim.

If it's a fit, you claim it for one credit (£110). If they no-show, the credit refunds automatically. You only end up paying for appointments that actually happen.