Using Webinars to Generate Mortgage Leads

Webinars are the most underused lead generation tool in mortgage. While every other LO is fighting over the same Facebook ad audiences and buying the same recycled leads, you could be hosting a monthly webinar that generates 20 to 50 qualified leads per session, positions you as the local expert, and gives you warm prospects who already trust you before you ever pick up the phone.

The barrier to entry is lower than you think. You don't need a studio, a production team, or a massive audience. You need a topic people care about, a laptop with a webcam, and a HighLevel funnel to capture registrations. Let's break it down.

Why Webinars Work for Mortgage

Buying a home is the biggest financial decision most people will ever make. They're scared, confused, and drowning in conflicting information from the internet. A webinar gives them something they desperately want: a real person explaining how this all works in plain English.

• Trust building at scale: A 45-minute webinar creates more trust than 100 text messages or emails. People see your face, hear your voice, and experience your expertise firsthand.
• Pre-qualified leads: Someone who registers for a homebuyer webinar is actively interested in buying. That's a self-selecting audience of motivated prospects.
• Realtor partnerships: Co-host with a realtor partner. They promote to their sphere, you promote to yours. Both databases grow.
• Evergreen content: Record the webinar once and use it as an on-demand lead magnet for months.

Webinar Topics That Attract Buyers

The topic makes or breaks your registration numbers. It needs to solve a specific problem for a specific audience. "Learn About Mortgages" is too vague. Get specific.

Proven Webinar Topics

• "First-Time Homebuyer Workshop: Everything You Need to Know in [City]" (This is the #1 performing topic. Run it monthly.)
• "How to Buy a Home with Less Than 5% Down"
• "Understanding Your Credit Score: How to Get Mortgage-Ready in 90 Days"
• "[City] Housing Market Update: What Buyers Need to Know Right Now"
• "VA Home Loans Explained: A Workshop for Veterans and Active Military"
• "Refinancing 101: Is Now the Right Time to Refinance?"
• "Renting vs. Buying in [City]: Let's Run the Numbers Together"

The Webinar Funnel in HighLevel

Your webinar funnel has four pages. Build all of them in HighLevel.

Page 1: Registration Page

This is your landing page. Keep it simple:

• Headline: The webinar title
• Date, time, and duration
• 3 to 4 bullet points of what they'll learn
• Your headshot and brief bio
• Registration form: Name, Email, Phone

Page 2: Confirmation Page

After registration, show a thank-you page that:

• Confirms their registration
• Asks one qualifying question: "Where are you in the homebuying process?" (Just starting / Actively looking / Pre-approved elsewhere / Just curious)
• Offers an "Add to Calendar" button

Page 3: Webinar Room

Use Zoom, Google Meet, or a webinar platform of your choice. Embed the link or redirect registrants on the day of the event.

Page 4: Replay Page

For people who registered but didn't attend (expect 40% to 60% no-show rate). Host the recording and include a CTA to book a consultation.

Promoting Your Webinar

The biggest mistake LOs make with webinars: they build it and expect people to come. You need to actively promote for 2 to 3 weeks before the event.

Promotion Timeline

The Webinar Itself: How to Deliver

Structure (45 to 60 minutes)

1. Introduction (5 min): Who you are, what you'll cover, and why it matters to them
2. Education (25-30 min): The meat of the content. Teach them something genuinely useful.
3. Q&A (10-15 min): Answer live questions. This is where real engagement happens.
4. CTA (5 min): Offer a free consultation or pre-qualification. "If you want to see what you qualify for, I've set aside time this week to do free 15-minute consultations. Book yours at [link]."

Presentation Tips

• Use slides, but don't read from them. Slides should be visual aids, not scripts.
• Tell stories. "I had a client last month who..." is 10x more engaging than data alone.
• Keep your energy up. Stand up while presenting if it helps.
• Engage early: "Drop a 1 in the chat if you're a first-time buyer." This gets people interacting.
• Don't sell for 55 minutes. Teach for 50, sell for 5. The value you deliver IS the sales pitch.

Post-Webinar Follow-Up

The webinar ends. Now the real work begins. Your HighLevel automation handles most of this.

For Attendees

1. Immediately: Email with replay link, slides, and consultation booking link
2. Day 1: Personal text. "Thanks for joining the webinar! Did you have any questions I didn't get to?"
3. Day 3: Email with additional resources related to the webinar topic
4. Day 5: Text with consultation CTA. "I have a few slots open this week if you want to chat about your situation."
5. Day 7+: Move into standard nurture sequence

For No-Shows

1. Immediately: Email. "Sorry we missed you! Here's the replay."
2. Day 1: Text with replay link
3. Day 3: Follow-up email. "Did you get a chance to watch?"
4. Day 5+: Standard nurture sequence

Turning It Into an Evergreen Machine

The first webinar takes effort. The second one is easier. By the third, you have a repeatable system. Here's how to make it evergreen:

• Record every webinar. Use the best recording as an on-demand lead magnet.
• Build a "Watch the Replay" funnel in HighLevel. People register with their info and get instant access to the recording. Same lead capture, zero live effort.
• Repurpose the content. Chop the webinar into short video clips for social media. Turn the slides into a blog post. Use the Q&A as content ideas for future posts.
• Run the same webinar monthly. Your audience rotates. New buyers enter the market every week. The same first-time buyer workshop can run 12 times a year with fresh audiences.

The Numbers You Should Expect

• Registration rate: 20% to 40% of landing page visitors
• Show-up rate: 30% to 50% of registrants
• Consultation booking rate: 15% to 30% of attendees
• Close rate from consultations: 20% to 40%

So if 200 people visit your registration page, you get 60 registrations, 25 attend, 5 book consultations, and 1 to 2 close. That's 1 to 2 loans from a single webinar, with zero lead purchase cost and a database of 60 people you can nurture for future business.

"I was nervous about hosting my first webinar. 18 people showed up. Three booked consultations. One closed a $400K purchase loan. Now I do it every month. The ROI is insane compared to buying leads." — HL4MP Community Member