Mortgage lead prices to rise as trigger lead ban disrupts lenders

“We are seeing lead costs trend higher across the board,” said Praveen Chandramohan, senior vice president at Cotality Mortgage Data Solutions. “Because the ban removes a high-volume, low-cost source of data, lenders are reallocating those budgets into bidding-based environments.”

Chandramohan said increased competition on platforms such as Google Ads and third-party lead…