Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.
Analytics for Mortgage Broking
Analytics for Mortgage Brokers
A mortgage broker pays for clicks but gets paid at settlement, often months later. In between, calls, forms and fact-finds pile up with no label. Analytics ties each loan request back to the search or ad behind it, so you can see what produced applications and settled loans.
For brokers who want to know which marketing produces applications and settled loans, with call tracking, form events and a monthly report that follows each borrower from first contact to settlement.
Why mortgage marketing is hard to measure
Context from how your customers search, compare and book.
A borrower rarely goes from one search to one application. They read about borrowing power on a phone at lunch, compare a bank offer that evening, and ring a broker two weeks later from a different device. Plain website traffic numbers tell you almost nothing about that path.
The real events in your business are further down the line: a call that lasts long enough to be a conversation, a loan purpose form, a fact-find booked, a pre-approval issued, a loan submitted to a lender and a loan settled. Analytics should count those, not page views.
Time is the second problem. A refinance may settle weeks after the first call, and a first-home buyer may wait months for the right property. Reports must wait for those outcomes and be updated when they land, or they will undervalue slow channels such as search content.
Some work cannot be traced. Referrals from agents and accountants, and past clients who ring you directly, rarely carry a tracking tag. We label them honestly as referral or direct, so ad results are neither inflated nor hidden by them. That honesty makes the paid numbers more believable when you decide where the next month of budget should go.
Who gets the most from this analytics work
groups Customer segments
- person Solo brokers who split their week between client calls and marketing
- person Small practices with two or three brokers sharing one lead inbox
- person Teams running separate campaigns for purchase, refinance and investment loans
- person Brokers with strong agent and accountant referrals who want to see what paid marketing adds
psychology What drives their decision
- check_circle Cost per application and cost per settled loan, not cost per click
- check_circle Clear source labels for every call and form
- check_circle Reports that update when a loan settles
- check_circle Plain monthly numbers a busy broker reads in minutes
How we deliver Analytics
A clear, repeatable process built around how mortgage broking customers search and decide.
1
Map the loan journey
We sit down with you and list every step a borrower takes, from first call to settlement: fact-find, pre-approval, submission, approval and settlement. Each step becomes a named event, so reports speak your language, and we agree which steps you can update by hand or from your records.
2
Set up call tracking
Tracking numbers show which search, ad or page led to each call, with the number kept consistent for the visitor. We set call length rules so a wrong number or a missed ring does not count as a loan request, and we agree how recordings, if any, are announced to callers.
3
Tag forms by loan purpose
Your forms ask whether the borrower is buying, refinancing or investing, and when. Those answers are recorded as tags next to the source, so you can compare how first-home buyers, refinancers and investors behave and what each costs to reach.
4
Connect applications and settlements
Each month you mark which requests became applications and settled loans, in your own system or a simple sheet. We match them to their source, so cost per application and cost per settled loan are real figures, and slow refinances are not blamed on the wrong month.
5
Report and adjust
You get a short monthly report with calls, forms, applications and settlements by source and loan purpose. We point out what to do next, such as moving budget from rate-shopping searches to refinance pages, and we mark which numbers are still waiting on settlement.
monitoring
What Mortgage Broking Analytics includes
See which channels bring real inquiries and new customers
- check_circle Loan stage mapping
- check_circle Call and form tracking
- check_circle Source and loan purpose tags
- check_circle Monthly report in plain language
- check_circle Settlement matching support
What you can expect
- verified You see which searches and ads produce applications, not only requests
- verified Cost per application and per settled loan become numbers you can plan around
- verified Purchase, refinance and investment campaigns are judged separately
- verified Calls from rate shoppers are separated from calls that become fact-finds
- verified Referral work and paid marketing are reported side by side without confusion
- verified Borrower details stay inside your secure system
Deliverables you receive
inventory_2 Call tracking numbers for each search, ad and key page, with caller privacy handled carefully
inventory_2 Form events that record loan purpose, timing and source for every request
inventory_2 Loan journey stages set up as events from first contact to settlement
inventory_2 A monthly report showing cost per application and cost per settled loan by source
inventory_2 A referral and direct label so partner work is not mistaken for ad results
inventory_2 A simple method for marking applications and settled loans from your own records
Technical approach
The mechanics behind Analytics for mortgage broking, explained plainly.
Privacy and borrower data
Income, debts and identity details stay in your secure broking system. Analytics tools receive only labels such as loan purpose and stage, never names or figures. We review what each tool stores and keep it in line with local privacy rules and your own policy.
Late outcomes and the settlement lag
A loan settles long after the click that started it. We store the original source against each borrower and update the report when settlement is entered, so the numbers move as outcomes arrive and nobody judges a channel too early.
Honest limits on tracing
Some borrowers call from another phone, or after a partner's recommendation, and cannot be traced. We show these as unknown rather than guess, and we do not claim every settled loan came from marketing.
What Mortgage Broking analytics setup costs
Mortgage Broking analytics setup starts at $500 USD one-time. Ongoing monthly reporting and reviews are scoped separately.
What's included
Tracking plan
IncludedA short plan naming the calls, forms and bookings that count as a real lead or sale for your business.
Tags, events and call numbers
IncludedTracking set up and tested so each lead is tied to the search or ad behind it.
Report and handover
IncludedA simple report layout and a walkthrough so your team can read it without help.
Monthly reviews, extra dashboards and data clean-up are scoped separately. Talk to us for a fit.
What to expect from analytics
Measurement takes a few weeks to set up and a few months to become useful, because loans settle slowly.
Days 1 to 14
We map your loan stages, install call and form tracking and test every number and form end to end. You get a short list of anything on your site that blocks a borrower from reaching you.
Weeks 3 to 8
First reports show calls and forms by source and loan purpose. You start marking applications, and we agree how to treat referrals, repeat borrowers and calls that were not loan requests.
Months 3 to 6 and beyond
Settled loans start to match their sources and cost per settled loan becomes reliable. We use it to shift budget, and we say plainly where the data is still thin. We do not promise a lead count.
Other Mortgage Broking marketing services
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Our team
The same people on the audit and on the work
Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.
Certified and experienced
Certified where it matters. Accountable for the outcome.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓Frequently Asked Questions
What is the difference between a lead and an application in the report? expand_more
A lead is a call or form from a borrower. An application is a lead you have taken through a fact-find and submitted, which you mark in your records. The mortgage broking report shows both so you can see how many requests turn into real work.
Can analytics tell me which settled loans came from marketing? expand_more
For most of them, yes, because the source is stored against the borrower from the first call or form. Referrals and direct calls are labelled as such. We do not claim marketing produced every settled loan.
How do you handle recorded calls with mortgage borrowers? expand_more
Recording is optional and needs an announcement and your own policy. If you choose it, we help set a short notice at the start of the call. Sensitive details spoken on a call are not copied into marketing tools.
Will tracking numbers confuse mortgage borrowers or partners? expand_more
Visitors see a number that is consistent for them, and your main number stays on cards, signatures and partner material. Tracking numbers are used only where we need to learn which search or ad worked.
How long before the mortgage numbers mean something? expand_more
Call and form data is useful within weeks. Cost per settled loan takes longer, because loans take weeks or months to reach settlement. We flag every figure that is still waiting on outcomes.
Do we need a new CRM for mortgage analytics? expand_more
No. You can mark applications and settled loans in a sheet or your existing broking system. If you later want faster routines, the customer record system service can connect the two.
What will the monthly report cover? expand_more
Calls, forms, applications and settled loans by source and loan purpose, with cost per application and a short note on what to change. It is written for a broker, not an analyst, and we go through it with you by phone if you like.
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