What is a good CPL in mortgage?

It depends on channel and rate environment. Paid social frequently prices at $18–$55; paid search $45–$95. What matters is CPL relative to your closed-loan yield.

Is cold SMS a viable channel?

No. TCPA exposure alone makes it a bad trade; consented SMS is where the real return lives.

Should I be doing TikTok?

Only if you or a teammate will show up consistently. Half-hearted vertical video is worse than none.

Mortgage Marketing Benchmark 2026

Channel-by-channel benchmarks for mortgage marketing: SEO, paid, social, email, SMS, video, and referral. What is working, what is not, and where AI is changing the math.