Mortgage marketing is rarely one-size-fits-all. While many lenders focus on channels, such as SEO, PPC, and email, fewer take a hard look at what happens after the click.

The reality is that your lead capture method (click-to-call vs. form fill) can significantly impact conversion rates, and performance often varies substantially by loan product.

In this article, we’ll break down when to prioritize each lead conversion path, how to test them by loan type, and how modern marketing teams structure these tests to maximize borrower intent and close rate.

Why lead path testing matters

For lenders spending thousands on lead gen, optimizing the lead path isn’t optional—it’s essential.

A click-to-call button may work wonders for urgent loan products, while a progressive form may outperform for more research-heavy decisions.

Borrower behavior isn’t uniform. It changes based on:

• Loan complexity (FHA vs. DSCR)
• Consumer urgency (refi vs. purchase)
• Demographics (first-time buyers vs. investors)
• Device usage (mobile vs. desktop)

That’s why high-performing marketing teams build loan-specific funnels using both call and form-based conversion paths, then A/B test to drive higher conversion percentages per campaign.

Click-to-call: When voice works best

Best for: Urgent, high-intent, mobile-first leads

Click-to-call CTAs are especially effective when borrowers need immediate answers or are comparing lenders quickly.

These are often found in:

• VA or FHA streamline refinances
• Reverse mortgages (seniors prefer speaking to a person)
• Hard money or DSCR loans (investors vetting offers)

Pros:

• Speeds up the funnel—lead speaks to LO in real time
• Reduces friction on mobile devices
• Easier for less tech-savvy demographics (e.g., retirees)

Cons:

• Requires call handling coverage (or missed leads)
• Harder to qualify or filter leads before they enter the CRM
• No automatic data capture (unless call tracking software is integrated)

Pro tip: Use call tracking with whisper messages to route calls by campaign or loan type and feed outcomes into Google Analytics or your CRM for conversion attribution.

Form fills: When forms beat phones

Best for: Research-heavy, rate-shopping, or multi-step journeys.

Progressive forms (especially those that qualify or segment upfront) tend to win when borrowers are:

• Comparing rates
• Not ready to talk
• Needing documentation (e.g., pre-approval, HELOC applications)
• Submitting after-hours

Loan types where forms win:

• Conventional and jumbo loans (often tied to home purchases)
• HELOC and cash-out refi (more financial planning involved)
• First-time homebuyer programs (high info-seeking behavior)

Best practices:

• Use progressive disclosure: show 1–2 fields at a time
• Include loan-specific copy: e.g., “See what FHA rates you qualify for.”
• Implement real-time validation: avoid drop-offs from errors

Effective frameworks often include custom-built forms for each loan type, designed to boost lead capture and segment leads for loan officer (LO) routing from the start.

How to run the test: campaign blueprint

Here’s how to structure a lead path test by loan product:

1. Choose your product

Select a loan program with enough search or ad traffic—e.g., FHA or VA refinance.

2. Split by lead path

Build two identical landing pages:

• One optimized for click-to-call
• One optimized for a progressive form

3. Traffic allocation

Drive equal traffic to each using Google Ads or Facebook campaigns.

Track:

• Total clicks
• Calls initiated
• Forms submitted
• Conversion to app or pre-qual (final goal)

4. Use analytics & CRM data

Layer in attribution data:

• Call duration and quality (for phone leads)
• Form field completion rate
• Lead-to-app rate

Interpreting the results

The best metric isn’t just raw lead count—it’s cost per qualified lead and lead-to-close rate.

Ask:

• Did the form fill produce more but less-qualified leads?
• Did the calls convert better, but cost more?
• Which funnel produced more funded loans?

In many cases, we’ve found a hybrid approach wins:

• Use click-to-call for mobile, urgent programs (e.g., reverse, FHA streamline)
• Use forms for desktop or complex programs (e.g., DSCR, jumbo)

Don’t ignore post-click optimization

Testing lead paths is meaningless if the post-click journey is flawed.

• Are form fills being added to segmented CRM lists?
• Is someone answering calls within 10 seconds?
• Are auto-responders confirming the action and setting expectations?

Your follow-up strategy should be tailored to each lead path. For example, form fills may trigger a 5-touch email/SMS sequence, while calls might benefit from a voicemail drop fallback system.

Well-aligned teams sync these workflows with their LOS and marketing stack to enable real-time insights and lead routing.

External benchmark: What the data says

According to Invoca, calls convert 10–15 times more often than web leads for high-value services like financial products—but that assumes they’re answered quickly and handled well.

That’s why our testing framework emphasizes not just click behavior, but conversion through to the funded loan.

Build funnels that flex

The loan product is the starting point for your funnel strategy, not an afterthought.

Smart mortgage marketers tailor their lead capture to borrower behavior, test continuously, and optimize both the tech stack and sales follow-up.

If you’re ready to tighten your funnel, increase funded loans, and scale with confidence, we’re here to help.

Discuss your project with Kaleidico, and let’s optimize your lead system by product, path, and outcome.