Mortgage Broker Websites That Fill Pre-Approval Funnels

Most mortgage broker traffic is informational, first-time buyers running ‘can I afford a $700k house?' searches, refinancers asking ‘what would my new payment be?', investors modelling rental property cash flow. The brokers who win this traffic publish calculators that answer those questions cleanly.

We build a payment calculator (price, down payment, rate, term, amortization → monthly payment + total interest), an affordability calculator (income + debts + down → max purchase price using GDS/TDS guidelines), a refinance break-even calculator (existing mortgage vs new rate vs penalty), and a stress-test calculator (current OSFI 5.25% / contract+2% rule). Each captures email at the end with a ‘send me my full report' opt-in.

Calculator users convert to pre-approval applications at 5–10x the rate of cold contact-form leads. They've already done the math; they're ready for next steps. We build the email-capture sequence to nurture them through the 3–6 month buying timeline.

Mortgage brokers in Ontario operate under FSRA (Financial Services Regulatory Authority of Ontario), with parallel regulators in BC (BCFSA), Alberta (RECA), Quebec (AMF), and others. Every page that discusses rates, products, or qualifications has compliance requirements: brokerage name + license number, broker name + license number, clear distinction between rates ‘from' vs ‘typical', and disclosure of compensation model where applicable.

Broker bios are an underused conversion lever. Buyers want a person, not a logo. We build per-broker pages with photo, FSRA license number, languages spoken, lender specialties (alt-A, BFS, new-to-Canada, investment), signature loan types, and direct contact. Each broker bio also serves as a landing page for that broker's personal marketing. Google Ads, LinkedIn, business cards.

Lender pages are a sleeper SEO opportunity. Pages like ‘[lender name] mortgage broker' rank quickly for narrow but high-intent queries. We build 10–20 lender pages covering the major banks (RBC, Scotia, TD, BMO, CIBC, National), credit unions (Meridian, Alterna, Vancity), monolines (MCAP, First National, Merix), and alt-A / private lenders. Each page explains the lender's typical products, who they're best for, and a CTA to start a pre-approval routed to a broker who specializes there.