Want Michigan Mortgage Leads? Try These 12 Lead Providers

If you do an internet search for Michigan mortgage leads, you’ll turn up a seemingly endless stream of companies promising to deliver high-quality leads to your team. In some cases, that’s true. One of the top results — Zillow — is a tried-and-true option for providing Michigan mortgage leads that actually close.

Other companies don’t have the same trustworthy track record, though. They might promise you leads in Detroit, for example, but the contacts you get may actually have moved to Grand Rapids, Warren, Sterling Heights, Ann Arbor, or elsewhere in the state. They can give you a list of phone numbers, but if your loan officers start calling, they may quickly discover that these folks don’t want to be contacted.

In short, some Michigan mortgage lead providers are worth using, while others aren’t. We’re here to help you hone in on a dozen of the better options.

Before we get into specific providers of Michigan mortgage leads, though, let’s first look at how these companies fit into the state’s overall home loan market. 

A look at Michigan mortgage lending

After a dip in early 2024, the number of statewide purchase loans have started to climb. That said, as of June 2024, purchase loan originations were down 16.6% year over year.

Fortunately, things have started to turn around as Michigan mortgage rates ticked down through the summer and fall. Dropping rates led to an increase in people buying homes (and, consequently, seeking out financing). By the end of the summer, the numbers of homes sold had grown 5% year over year.  

That’s particularly true in Grand Rapids, Lansing, and Ann Arbor, which experts have pinpointed as some of the hottest housing markets in the state. 

While rates have started to swing up again, the Federal Reserve is expected to cut rates at its upcoming meetings. Paired with enthusiasm about the shifting mortgage rate environment, that should help rates slide back down. And that, in turn, will encourage more people to the closing table.

So, what does this mean for your Michigan mortgage lending institution? For starters, it means you need to be prepared to strike while the iron is hot. As this fall’s rate movement indicated, a lot of would-be borrowers are watching rates and waiting to take action until things feel relatively low. If rates tip back down again, you want to be in a position to capture as large a share as possible of those interested borrowers. 

That means getting your mortgage company and your loan officers in front of them. You can take some internal steps, like ensuring your site has the latest rates you can offer and comparison tools like calculators. But how do you reach the people who won’t necessarily find your website?

With Michigan mortgage lead providers. 

Top Michigan mortgage lead generation opportunities

Whether you operate in Ann Arbor, Detroit, Grand Rapids, Sterling Heights, Warren, or elsewhere in Michigan, your website’s reach is probably fairly local. Even if you operate statewide, it’s hard to compete with the state’s biggest loan originators like Quicken Loans and US Bank. These companies have national name recognition. 

That doesn’t mean, however, that you don’t have options. By partnering with other groups that your potential borrowers lean on, you can get your loan offerings in front of them.

For that kind of reach, here are a few Michigan mortgage lead generation opportunities you can explore. 

#1: Michigan State Housing Development Authority (MSHDA)

The other Michigan mortgage lead providers we’re going to explore operate differently: you pay them in exchange for leads. The MSHDA isn’t a lead provider, per se, but because it’s a great opportunity to get your loan officers in front of borrowers, we wanted to highlight it. 

Specifically, if your lending institution participates in the MI Home Loan program, your team has the chance to make the MSHDA’s list of top-producing loan officers by region. These lists specifically include the loan officers’ phone numbers and email addresses. As a result, interested borrowers can directly reach out to explore their MI Home Loan options. 

#2: Zillow

As we mentioned earlier, Zillow provides Michigan mortgage leads to lending institutions throughout the state. 

Your company has options here. You can generate leads by getting your loan officers featured on individual real estate listing pages. Or you can explore Zillow Connect, which connects people early in their homebuying journey to experts (like your loan team) who can answer their questions. And that means the opportunity to guide them toward loan products you offer. 

In short, the Zillow Group offers a variety of pathways that your company can use to generate high-intent Michigan mortgage leads. 

#3–12: More Michigan mortgage lead providers

Zillow is just one example of a Michigan mortgage lead provider. Your other options include Bankrate, LendingTree, and more. We have a thorough overview of 11 solid lead generators that you can use.

That said, with so many choices, you might be unsure which is the best fit for your lending operation and your team. We can help. We directly work with a lot of these companies because many of them point leads back to tools on the lender’s website, which we support. 

If you want to talk with us about our experience with these different Michigan mortgage lead providers, book some time with us today.

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