Picture this: a potential borrower is browsing your mortgage website, a bit curious about today’s rates. They’re on the fence, but open to the idea of talking to you.
Then you hit them with a giant form asking for their name, email, phone, address, credit score, date of birth, and five other details before they even know who you are.
They close the tab.
Sound familiar?
Borrowers today have endless options, and they’re wary of giving up personal information unless they see real value in return. If you want to capture their details without coming across as pushy or desperate, you need to give them a reason — and make it as easy as possible.
Here’s how to do it right.
1️⃣ Give Value First
Modern lead capture is about value exchange. You ask for their contact info, but what are you giving in return? A static “contact us” form doesn’t cut it anymore.
👉 Instead, offer something genuinely useful:
- A first-time homebuyer checklist
- An interactive quiz to match them to the right mortgage
- A local rate guide they can download
These small tools provide instant value and position you as a helpful guide, not a pushy salesperson.
Remember: more value = more leads. Simple as that.
2️⃣ Simplify Your Forms
Nothing scares off a potential client like a mile-long form. In the first touchpoint, you really only need:
✅ Name
✅ Email
✅ Phone (optional, but useful)
That’s it. Three or four fields max. Once you have their permission to follow up, then you can collect more details down the line.
People will abandon forms that look too long or complicated — keep it short, clean, and approachable.
3️⃣ Add Social Proof
Borrowers need reassurance. They want to know you’re legit, experienced, and trustworthy. A simple line of social proof can make a huge difference.
For example:
“Trusted by 500+ Minnesota homebuyers.”
or
“Voted Best Mortgage Advisor in 2024.”
These statements create confidence, remove doubt, and nudge people to complete your form.
4️⃣ Strong, Clear CTAs
A confusing or generic call to action will kill your conversions. Make it bold, obvious, and valuable:
✅ “Book a free 15-minute strategy call”
✅ “Get your custom rate quote”
✅ “Download the Homebuyer Checklist”
People should know exactly what happens after they click. The clearer you are, the less friction they feel.
5️⃣ Test It on Mobile
Over half of mortgage leads start their journey on a phone. If your form is impossible to use on mobile, you’ll lose them instantly.
✅ Are the fields easy to tap?
✅ Is the text big enough to read?
✅ Do all buttons work?
Run through the form yourself on your phone before you launch. Don’t just assume it works.
Final Thoughts
Borrowers are bombarded with online ads, websites, and sales pitches every day. If you want them to trust you with their contact info, show them real value and make their experience seamless.
✅ Give first.
✅ Keep it simple.
✅ Back it up with proof.
✅ Test on every device.
That’s how you capture more leads without ever begging for them.
