The debate around Internet mortgage leads versus direct mail has only grown stronger within the past few years. When consumers search for a mortgage on the Net, typically they will come across big name companies that spend a fortune on monopolizing the Web through online marketing strategies (i.e Lending Tree). Internet mortgage lead providers usually fall under the following three categories:

A. Online Lenders.
B. Affiliate Marketers.
C. Internet Marketing companies that specialize in the mortgage market, but aren't necessarily licensed to sell mortgage loan products or services.

The positive aspects of obtaining Internet mortgage leads is that in a sense, these leads are actively searching for a mortgage broker or lender to assist them in their process. The downfall is that if they are doing a search on the Internet, then most likely they have contacted a few companies (or several) to get information (in other words, you're not that special). If you have received the leads directly through your online marketing efforts and can provide them with a mortgage service, then great, it might be your lucky day. Just make sure you contact them before your competitors do. If you received the leads from an "online marketplace that connects you to a network of lenders", then be careful. These leads were not only sent to you, but may also fall in the lap of your various competitors. In which case, I would throw caution to the wind. In the case for exclusive leads, make sure you trust your lead provider and prepare for the high price you'll have to pay to be on the VIP list.