Mortgage lead costs vary widely in price depending on factors like purchase vs refinance, exclusivity, minimum commitment, age of a lead, and a lot of the times the attributes of the lead like self-reported credit score, income, purchase price, and zip code. We've seen lead costs range anywhere from $5 for an exclusive purchase lead generated on Facebook to $100 for an exclusive purchase lead generated on Zillow in some markets. The most important number to keep an eye on is your cost per closed loan. Just be sure to factor your time into the cost equation!