What Facebook is good at
Reach and targeting. A refinance angle can be shown to homeowners in one state, a first home buyer angle to renters in another. The audience is large and the cost of a click is set by competition among advertisers, which we do not publish because it moves weekly.
Where its enquiries fall down
Pre-filled lead forms. The platform fills in the name, email and phone from the person's profile, so a form can be submitted in two taps without the person reading it. The result is a high volume of enquiries with stale numbers and no intent. That is the failure every supplier selling Facebook leads by the row is quietly passing on to the broker.
What we add between the click and the CRM
Every Facebook enquiry goes through the same five stages as every other source.
- A form built for one product that asks the questions a broker needs, rather than a pre-filled contact form
- Mortgage lead qualification on up to 98 data points
- SMS lead verification, so the number is live and in their hand
- Duplicate checking against everything already sent to you
- Live delivery into your CRM, then weekly optimisation of the ad angles that produced leads that answered
Why speed decides Facebook leads more than any other
A Facebook enquirer was scrolling. The Harvard Business Review audit of 2,241 firms found companies contacting a lead within an hour were nearly seven times as likely to qualify it as those an hour slower. For a social enquiry the window is shorter still, which is why delivery is live and why the callback rota matters before the campaign starts.
Facebook or search
Search enquiries start with intent and social enquiries start with an interruption. Most broker campaigns run both, with the mix tuned weekly. The search side is described under Google Ads for mortgage brokers. Either way the price is a fixed cost per verified lead, agreed before anything runs, with no retainer and no lock in.