Remortgage leads are generated by reaching homeowners in the three to six months before their mortgage deal ends and giving them an easy way to ask for advice. That window is the whole game: too early and the consumer is not thinking about it; too late and they have already taken their lender's retention offer. This guide covers the triggers that prompt an enquiry, the channels that reliably produce remortgage leads in the UK, what each costs if you run it yourself, and how that compares with buying leads. We generate remortgage leads for a living, so the cost figures for buying are ours; the DIY figures come from brokers on our platform who run their own campaigns.
What makes a homeowner enquire about remortgaging?
Almost every remortgage enquiry traces back to one of four triggers, and good lead generation targets the moment the trigger fires:
- The lender's maturity letter. Sent three to six months before a deal ends. It is the single most common prompt for a search. Campaigns timed to this window outperform everything else.
- A payment jump. The borrower has already rolled onto SVR and the direct debit has gone up. Urgent, and often a little embarrassed — handle with care.
- Rate news. A Bank Rate decision or a wave of lender repricing sends people to check whether they could do better. Demand spikes for a few days after each.
- A need for money. Home improvements, consolidating credit cards, helping a child with a deposit. These are capital-raise enquiries that arrive through remortgage searches.
Channel 1: your own back book
The cheapest remortgage lead is a client you already placed. Every borrower you put on a two-year fix in 2024 or a five-year fix in 2021 has a deal ending in 2026. A diary trigger four months before each deal end, a short email and a call produces conversions well above any bought lead — these people already trust you. Cost per lead is effectively zero; the constraint is that the volume is fixed by how many cases you wrote two or five years ago. For most brokers it is lumpy and not enough on its own.
Channel 2: Google search
Search is the highest-intent channel. Terms such as "remortgage deals", "fixed rate ending", "best remortgage rates" and "remortgage broker near me" carry clear intent. The difficulty is cost: these terms are contested by lenders, comparison sites and large brokerages, so clicks are expensive and a broker running a small campaign typically pays £30-£70 per remortgage lead after the first few weeks of optimisation, more before. You also need a landing page with a form, conversion tracking, and a few hours a week to manage bids and negatives. Done well over months, Google is the best DIY source. Done casually, it burns budget.
Channel 3: Meta and TikTok
Facebook and Instagram reach homeowners who are not yet searching but are in the deal-end window, which is why they produce more volume at lower cost — typically £15-£40 per remortgage lead once a campaign is tuned. The trade-off is intent: a proportion of social leads are earlier in the journey and need more follow-up. Meta's special-ad-category rules for credit products restrict targeting, so creative that speaks directly to "fixed rate ending in 2026?" does the targeting work instead. TikTok is cheaper again per lead but skews younger and converts less consistently for remortgage.
Channel 4: content, rate tools and email
A rate-check calculator, a "what happens when my fix ends" explainer and a monthly rate update email are slow to build but compound. Brokers who have run this for 12-18 months report a steady trickle of remortgage enquiries at near-zero marginal cost. It will not fill a pipeline on its own and it will not start producing for months, but it lowers blended cost per lead over time and strengthens every other channel.
Channel 5: referrals
Estate agents are a weak source of remortgage referrals (they see movers, not stayers), but accountants, IFAs and solicitors see homeowners at exactly the moments that trigger a remortgage — a tax return, a pension review, a will. A handful of reciprocal relationships typically yields a few remortgage introductions a month. High quality, low volume.
Cost per remortgage lead: running it yourself vs buying
| Source | Typical cost per lead | Set-up effort | Volume control | Notes |
|---|---|---|---|---|
| Own back book | ~£0 | Low | None — fixed by past cases | Highest conversion of any source |
| Google Ads (DIY) | £30-£70 | High | Medium | Highest intent; expensive to learn |
| Meta / TikTok (DIY) | £15-£40 | High | High | More volume, more nurture needed |
| Content & email | Near zero at margin | High, slow | Low | 12-18 months to compound |
| Referrals | £0 or a share of fee | Medium | Low | A few a month, high quality |
| Bought exclusive leads (Lurvo) | £10-£35 | None | High — up to 100 a day | SMS-verified, 83% contact rate, 1-2% refund |
The DIY figures assume a competently run campaign after its learning period; most brokers' first two months on Google or Meta cost two to three times these numbers. The bought-lead figure is our published pricing on the remortgage leads page.
Timing campaigns to deal-end dates
Whatever channel you use, the message should be anchored to the deal-end window, because that is what the homeowner is thinking about. Three practical rules:
- Lead with the month, not the product. "Fixed rate ending in the next six months?" outperforms "Looking to remortgage?" because it matches the letter the consumer has just received.
- Capture the deal-end date on the form. It is the field that lets you prioritise leads and schedule follow-up for those still months out. Every Lurvo remortgage lead carries it.
- Expect seasonality. Enquiries rise in January, after each Bank Rate decision, and in September-October; they dip over Christmas and in August. Budget accordingly rather than switching campaigns on and off.
Buy, build, or both?
Build your own generation if you have five to ten hours a week, £1,500-£3,000 of test budget, and the patience to run at a loss for two to three months while you learn. The long-run cost per lead is lower and you own the asset. Buy leads if you want volume this week, cannot spare the time, or want to prove your remortgage conversion before investing in campaigns. Most brokers who scale a remortgage pipeline end up doing both: bought leads for a predictable daily floor, their own campaigns and back book on top.
If you want to start with bought leads, our guide to buying remortgage leads explains how to test a supplier in four weeks, and the follow-up script gives you the process to convert them. The remortgage specialist case study shows what the combined model looks like at 200 leads a month.