HighLevel Mortgage Funnel Templates That Actually Convert

A mortgage funnel has one job: turn a stranger into a lead. Not a "maybe someday" lead. A real person with a phone number, a timeline, and a reason to talk to you. Most mortgage funnels fail because they either ask for too much information upfront or give the visitor zero reason to share their details.

HighLevel's funnel builder makes it easy to create landing pages that work. But "easy to build" and "actually converts" are two different things. Here are the funnel templates that consistently perform for mortgage professionals, along with the principles that make them work.

The 4 Mortgage Funnels You Need

You don't need 15 funnels. You need four, each serving a different stage of the borrower journey and a different ad or content strategy.

Funnel #1: The Rate Quote Funnel

This is your bread and butter. Someone searches "mortgage rates in [city]" or "current home loan rates," clicks your ad, and lands on a page that promises a personalized rate quote. It's the most intent-rich funnel you can build.

Page Structure

• Headline: "Get Your Personalized Mortgage Rate in 60 Seconds"
• Subheadline: "No credit check required. No obligation. See what you actually qualify for."
• Multi-step form (this is critical, see below)
• Trust elements: NMLS number, equal housing logo, star rating, number of reviews
• Social proof: "Trusted by 500+ homeowners in [area]"

Why Multi-Step Forms Win

A single long form with 8 fields scares people away. A multi-step form that asks one question per screen converts dramatically better. Here's the sequence that works:

1. Step 1: "What's the purpose of your loan?" (Purchase / Refinance / Cash-Out)
2. Step 2: "What's the estimated property value?" (slider or dropdown ranges)
3. Step 3: "What's your estimated credit score?" (Excellent / Good / Fair / Below Average)
4. Step 4: "When are you looking to close?" (ASAP / 1-3 months / 3-6 months / Just researching)
5. Step 5: "Where should we send your rate quote?" (Name, Email, Phone)

By the time they reach step 5, they've already invested effort in the process. The psychological commitment makes them far more likely to submit their contact info. This is the "foot in the door" principle applied to lead generation.

Funnel #2: The Pre-Qualification Funnel

This funnel targets people who are further along in the buying process. They know they need a mortgage. They want to know if they qualify and for how much. The positioning is different from a rate quote: it's about confidence and readiness, not rate shopping.

Page Structure

• Headline: "Find Out How Much Home You Can Afford"
• Subheadline: "Get pre-qualified in minutes. No impact to your credit score."
• Form fields: Name, email, phone, annual income (range), monthly debts (range), down payment estimate, property location
• Below the form: FAQ section addressing common concerns (Does this affect my credit? How long does it take? Is there a cost?)
• Thank you page: Calendar booking widget to schedule a consultation call

The thank you page is where most LOs drop the ball. Don't just say "thanks, we'll be in touch." Give them the option to book a call right now, while they're engaged. HighLevel's calendar widget makes this seamless.

Funnel #3: The Refinance Calculator

Refinance leads are gold because the borrower already has a loan. They understand the process. The question is whether the numbers make sense. This funnel answers that question.

Page Structure

• Headline: "Could You Save $200-500/Month by Refinancing?"
• Interactive element: A simple calculator or multi-step survey that asks current rate, remaining balance, and home value estimate
• Output: "Based on current rates, you could save approximately $XXX/month. Let's verify these numbers with a quick call."
• Contact form: Name, phone, email, best time to call

The psychological hook here is specific savings. Don't say "refinancing could save you money." Say "you could save $327/month." Even an estimate is more compelling than a vague promise.

Timing Matters

This funnel performs best when rates drop significantly. Keep it ready to go and activate your ad spend when the market moves. Pair it with a rate drop alert workflow to your existing database for maximum impact.

Funnel #4: The First-Time Buyer Guide

This is a lead magnet funnel. You're offering a free guide (PDF, video series, or email course) in exchange for contact information. It targets people early in their journey who are researching but not ready to apply.

Page Structure

• Headline: "The First-Time Homebuyer's Playbook: Everything You Need to Know Before You Buy"
• Bullet points of what's inside: How to check your credit, down payment programs, the pre-approval process, what to expect at closing, common mistakes to avoid
• Simple form: First name, email, phone (phone optional but recommended)
• Delivery: Immediate email with the guide, followed by enrollment in your long-term nurture sequence

These leads are longer-term, but they're often less competitive and cheaper to acquire. A first-time buyer who downloads your guide today could close with you in 6-12 months. The key is having a nurture sequence that keeps you relevant throughout that timeline.

Universal Principles for High-Converting Mortgage Funnels

Mobile First. Always.

70%+ of your traffic will be on mobile. Design for phones first, then adjust for desktop. In HighLevel's funnel builder, always preview on the mobile view and fix any issues before publishing.

Speed Over Beauty

A fast, simple page outperforms a beautiful, slow one every time. Avoid heavy images, complex animations, and video backgrounds. Your page should load in under 3 seconds on a phone.

One Page, One Goal

Don't put your rate quote form, your about section, your blog links, and your social media feeds on the same page. Each funnel page has one goal: get the visitor to complete the form. Remove every distraction that doesn't serve that goal.

Trust Signals Are Not Optional

Mortgage is a trust business. Include your NMLS number, company NMLS, equal housing logo, and state licensing information on every funnel page. Add Google reviews or testimonials above the fold if possible. A visitor who doesn't trust you won't give you their phone number.

The Thank You Page is a Conversion Opportunity

After form submission, don't send people to a dead end. Your thank you page should include:

• A calendar booking widget ("Want to skip the wait? Book a call now.")
• A short video introducing yourself
• Next steps so they know what to expect

Common Funnel Mistakes in Mortgage

• Asking for SSN or DOB on a landing page. Nobody is giving you sensitive information on a cold landing page. Save that for the actual application.
• No phone number field. Email-only leads are worth a fraction of phone leads. Always ask for the phone number. Make it required if you can.
• Generic stock photos. A smiling family in front of a house doesn't build trust. Use your actual photo, your actual office, your actual clients (with permission).
• No follow-up automation. A funnel without a workflow behind it is just a fancy form. Every submission should trigger an immediate speed-to-lead sequence.
• Forgetting compliance. Include NMLS disclosures, equal housing language, and proper opt-in consent language on every form.