Short answer: the mortgage marketing vendors that print a price charge about $97 to $497 a month for software, $147 to $497 a month or $1,900 once for a website, and $500 to $1,000 a month for SEO. What almost none of them print is the fee for running your Facebook ads. Of the twelve vendors we read on 13 October 2026, seven publish a number, and only one of those states what it charges on top of your ad budget: $14 plus 15 percent of spend per campaign. The agencies that manage ads for loan officers quote privately.
Search for mortgage marketing agency pricing and the results are ranked lists of agencies, most of which say "custom" in the price column. That is not much use to a loan officer deciding whether a $600 ad budget needs a $3,000 retainer around it. So we read the vendors' own pricing pages, the agencies, the mortgage CRMs, the website builders and the lead sellers, and put what they print onto one unit: one loan officer, one month.
A disclosure first. We sell a generator that writes briefs and timed scripts for short video ads, including mortgage Facebook ad scripts. We do not manage ads, build websites or sell leads, so we are in none of the tables. We have an interest in the section on ad creative near the end, and we say so there.
How much does a mortgage marketing agency cost?
It depends on which of four things you are buying, because "mortgage marketing" covers all of them and they are priced on different meters. These are the vendors that print a number on their own site.
| Vendor | What it sells | Published price | Terms |
|---|---|---|---|
| Walled Garden HQ | Software that builds and runs Facebook and Instagram ads, with programs for loan officers | Solo $97 a month; Branded $497 a month plus $497 setup; Enterprise $1,997 a month | Each campaign also carries a fee of $14 plus 15 percent of ad spend; media is paid to Meta |
| BNTouch | Mortgage CRM with marketing content and automation | "$165 per month for a single user"; "$95 per user per month for teams" of 2 to 10 | Standard plan is month to month; custom pricing above 10 users |
| Empower LO | CRM and follow-up system for loan officers | Scale $297 a month plus a $300 one-time setup; Teams from $497 a month | Month to month; managed Google Ads is an unpriced add-on with ad spend separate |
| Vonk Digital | Mortgage websites and local content | Infrastructure from $147 a month; Authority from $497 a month | "Month-to-month, no contracts"; a one-time setup fee applies and is not printed |
| Tim Armstrong Marketing | Mortgage websites and SEO | $1,900 one-time website; SEO at $500 or $1,000 a month; extra market $850 a month plus $1,000 setup | Month to month with 30 days notice; paid ad management is excluded |
| Mortgage Snapshot | A prebuilt automation system installed in your own CRM account | $1,497 one-time; social media management from $497 a month; website $137 a month plus $797 once | No monthly fee for the system itself; you pay the CRM subscription separately |
| Lead Planet | Mortgage leads, exclusive or shared | "$300 minimum to get started" | No contracts and no setup fees; the price per lead is not printed |
And these are the ones that do not. leadPops replaces its price list with a four-step questionnaire that builds "a custom pricing package". Web Tonic says its "monthly pricing scales with your ad spend" and asks for a call, with a three month setup engagement before the contract turns month to month. 39 Celsius offers a done-for-you Facebook service and a one-time campaign setup for mortgage brokers with no fee shown. Proven ROI and Real Marketing Solutions print no prices either. One more vendor, Roar Solutions, does print a flat $299 a month for managing Google, Facebook and Instagram ads for mortgage brokers with a $500 minimum media budget, but it is based in Ontario, Canada and does not state the currency, so we left it out of the US table.
What does one month of Facebook ads cost a loan officer?
Take a single campaign at $20 a day, which is $600 of media in a 30 day month. That figure is not ours: Walled Garden HQ advises loan officers to "budget $10 to $20 per day per campaign while you learn your own cost per lead", and 39 Celsius writes that about $300 is the bare minimum for a month with lead generation as the objective. Here is what the published prices add on top of that $600.
| Route | Paid to Meta | Paid to the vendor | First month total |
|---|---|---|---|
| Run it yourself in Ads Manager | $600 | $0 | $600 |
| Walled Garden HQ Solo | $600 | $97 subscription, plus $14 and 15 percent of $600 ($90) | $801 |
| Empower LO Scale, ads run yourself | $600 | $297, plus $300 setup in month one | $1,197, then $897 |
| BNTouch single user, ads run yourself | $600 | $165 | $765 |
| A mortgage agency that manages the ads | $600 | Not published by the agencies we read, apart from the one in Canada | Unknown until the call |
Two things stand out. The software routes add between about a quarter and a half to a small ad budget, and they buy different things: one builds the ad, the others handle what happens after someone fills in the form. And the last row, the one most people mean when they search for agency pricing, has no number in it. Apart from the Canadian firm, not one of the agencies we read that manage Facebook ads for loan officers prints a retainer.
Why do mortgage marketing agencies not publish prices?
Partly because the work really does vary, and partly because the price is tied to your ad budget. Web Tonic says so directly: its fee "scales with your ad spend". An agency paid a share of spend earns more when you spend more, which is a reasonable way to price a growing account and an awkward thing to print for a solo loan officer spending $600.
The other reason is that an agency is rarely selling one thing. A proposal bundles ad management, a landing page, a CRM, follow-up texts and sometimes the leads themselves. Each of those has a market price in the first table. When you get a quote, ask for it split the same way, because a $2,500 retainer that includes a $297 CRM and a $147 website is a different offer from one that includes neither.
Is it cheaper to buy mortgage leads than to run ads?
Nobody can tell you from a pricing page. Lead Planet, the one lead seller in our set with a number, prints a $300 minimum and no price per lead, and says shared leads go to up to three lenders "at a lower cost" than exclusive ones. That is the trade in one line: a bought lead is a person who filled in a form somewhere else and may be hearing from two other loan officers today, while a lead from your own ad saw your face first.
Compare them on cost per closed loan over three months, not on cost per lead. And whichever you choose, look at what other loan officers in your market are already running before you pay for anything. Meta's Ad Library shows every active ad for free, and it will tell you in ten minutes whether your competitors are posting rate graphics or talking to camera.
What do the prices leave out?
Three things that decide whether the money works.
The ad itself. Software plans include templates, and agencies include "creative", but none of the twelve pricing pages we read lists a written video script as a line item. For a product sold on trust, that is the part a borrower actually sees.
Compliance. A mortgage ad is a regulated communication. Regulation Z treats phrases as ordinary as "30-year mortgage" as triggering terms, Meta places mortgage loans in its Housing special ad category, and Regulation N requires you to keep your ads and sales scripts for twenty-four months. No vendor above prices a review, so it falls to you and your company. Lenders with more than a handful of originators usually track those rules in compliance management software with regulatory monitoring instead of a shared folder.
Follow-up. Facebook leads are cheap and cold. The CRM prices in the first table exist because the loan officers who close these leads call within minutes and keep in touch for months. That is the argument the CRM vendors make, and it is worth hearing before the whole budget goes to media.
What should the ad creative cost?
This is the part we sell, so weigh this section accordingly. The cheapest ad a loan officer can make is a 30 second video, filmed on a phone, answering one question a buyer asked that week. It costs ten minutes to film. What it needs is a script: a first line that stops a renter scrolling, an answer in plain words, one ask, and no rate or payment figure that pulls in a paragraph of disclosures.
A brief and script generator writes that for $49 a month, with the first brief needing no account. You film it, add your company name and NMLS ID, send it through your compliance review and run it in your own Meta account. The mortgage Facebook ads page shows what the script contains and quotes the rules it is written around, including the commentary example that makes "30-year mortgage" a triggering term. A freelance scriptwriter is the other route, and we put their published rates on one 30 second script in video ad scriptwriter rates.
How to compare mortgage marketing quotes
- Ask for the fee as a dollar figure at your real ad budget. A percentage of spend sounds small until there is a minimum behind it.
- Split the quote into ads, CRM, website and leads. Then check each line against the published prices above.
- Ask who owns the ad account, the website and the leads. Tim Armstrong Marketing makes ownership its selling point, setting a $1,900 one-time build against "a low monthly that never ends". Ask what you keep if you cancel.
- Ask for the contract term in writing. The vendors that print prices are mostly month to month. Web Tonic states a three month setup engagement first.
- Ask to see the script before the ad runs. You are the licensee, and the record keeping duty for the ad is yours whoever writes it.
If you also sell protection or advisory products, we ran the same comparison for insurance agency marketing services and for financial advisor marketing agencies.
All prices were read on each vendor's own website on 13 October 2026. Vendors change prices, so check the live page before you sign anything.
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