The key to good mortgage leads is a complete mini-1003 that is verfied in a verbal (not web based) conversation with the client and includes up to three full pages of data.  That way you have a borrower who invested their time to complete an application that normally includeds dates of birth, employment, social security numbers, and income with interviewer comments and client objectives.  Below is an example of the comprehensive set of data that a high quality mortgage lead would contain. 

General Information

Id: 1128
Date Added: 1/22/2007
Campaign: FF Call Center (India)
Status: New
User: Craig A. King

Borrower Information

Ref Id: Test Lead
First Name: John
Last Name: Roberts
Email:johnr@mailsafe
SSN: 123-45-6789
Marital Status: Married
Spouse First Name: Julia
Spouse Last Name: Roberts
Street: 123 W Main St.
City: Los Angeles
State: CA
Zip Code: 95025
Date of Birth: 1/1/1965
Gross Monthly Income: $13,000.00
Occupational Status: Self-Employed
Employer Name: Roberts Construction
Employment Length: More than 5 years
Employer Address: 1230 S Bundy Ave
Employer City: Santa Monica
Employer State: CA
Employer Zip: 95018
Day Phone: (213)555-1212
Evening Phone:
Mobile Phone: (714)555-1212
Credit Profile: Fair
Monthly Debt Payments: $2,345.00

Co-Borrower Information

Co-Borrower First Name: Julia
Co-Borrower Last Name: Roberts
Co-Borrower SSN: 123-45-6789
Co-Borrower Street: 123 W Main St
Co-Borrower City: Los Angeles
Co-Borrower State: CA
Co-Borrower Zip Code: 95025
Co-Borrower Date of Birth: 6/1/1965
Co-Borrower Gross Monthly Income: $5,200.00
Co-Borrower Employer Name: Compucorp
Co-Borrower Occupational Status: Employed
Co-Borrower Employment Length: 7 years
Co-Borrower Employer Address: 1910 S Bundy Dr
Co-Borrower Employer City: Santa Monica
Co-Borrower Employer State: CA
Co-Borrower Employer Zip: 92025
Co-Borrower Credit Profile: Fair
Co-Borrower Work Phone: (213)535-3399

Property Information

Current Market Value: $865,000.00
New Home Value:
Property Found:
Intended Property Use:

Primary Residence

Property Street: 123 W Main St.
Property City: Los Angeles
Property State: CA
Property Zip Code: 92025
Property County:
Property Description: Single Family
Year Purchased: 2000
Mortgage Lender (1st): Wells Fargo Mortgage
Balance (1st): $213,000.00
Interest Rate (1st): 7.15
Rate Type (1st): Variable
Mortgage Term (1st):
30 Loan to Value (1st): 26
Mortgage Lender (2nd): None
Mortgage Balance (2nd):
Mortgage Payment (2nd):
Interest Rate (2nd):
Rate Type (2nd):
Mortgage Term (2nd):
Loan to Value (2nd):
Last Refinance: 2/3/2003
Mortgage Payments include Impounds?: Yes

Loan Information

Desired Loan Amount: $450,000.00
Desired Rate Type: Fixed
Current Need Situation: Need other options
Refinance Purpose: Cash Out
Loan Type: Home Debt Consolidation
Preferred Loan Type: No Preference
Loan Timeframe: 60-90 days
Estimated Down Payment:
Bankruptcy: Yes
Home Owner: No

Other Information

IP Address:
Need Purchase Realtor: No
Insurance Agent Name: Bill Wonder
Insurance Agent Phone: (714)555-1212
Insurance Company: State Farm
Insurance Need Selling Realtor: No
Additional Information: They want to payoff their boat, cars and credit cards ASAP.