The DSCR Loan Marketing Playbook | CRE Loan Pro

Complete Guide

The DSCR Loan Marketing Playbook

A Complete Guide to Generating Your Own DSCR Leads with Google Ads

By Tanner Kauffman, CRE Loan Pro

I'm going to teach you exactly how I generate DSCR loan leads for mortgage brokers using Google Ads. Not the theory. The actual system: keywords, landing pages, follow-up sequences, and the real numbers behind it.

Some of you will read this, implement it yourself, and never need to hire anyone. Good. That means I wrote something useful.

Others will read this, realize it's more complex than expected, and decide their time is better spent closing deals than managing ad campaigns. If that's you, we should talk. But that's not why I wrote this.

I wrote this because the internet is full of vague advice about mortgage lead generation, and almost none of it addresses DSCR specifically. DSCR borrowers are different. They search differently, they evaluate differently, and they convert differently. This playbook covers what actually works.

What I'll Cover

1 How DSCR lead generation actually works
2 The Google Ads setup (campaign structure, keywords, ad copy)
3 The landing page anatomy
4 The follow-up system
5 The real numbers from my clients
6 When to DIY vs. when to hire help

Let's get into it.

Section 1: How DSCR Lead Generation Actually Works

What DSCR Borrowers Are Actually Searching For

DSCR borrowers aren't searching like conventional homebuyers. A first-time homebuyer types "mortgage rates" or "how much house can I afford." They're early in their journey, overwhelmed, and comparison shopping.

DSCR borrowers already know what they want. They're searching for:

Search Queries

"DSCR loan [state]"
"DSCR lender near me"
"investment property loan no income verification"
"rental property financing"
"no doc investment property loan"

These are specific, product-aware searches. The person typing "DSCR loan Texas" already knows what a DSCR loan is. They're not looking for education. They're looking for a lender who can close their deal.

This distinction matters because it changes everything about how you market to them. You're not nurturing cold leads through a long education process. You're capturing people who are ready to talk, qualifying them quickly, and getting them on the phone.

The Investor Mindset

DSCR borrowers are real estate investors. They think in terms of ROI, cash flow, and scale. A few things this means for you:

They're repeat borrowers.

A conventional homebuyer gets one mortgage every 7-10 years. An active investor might close 2-5 properties per year. One good DSCR client is worth ten conventional clients over time.

They're numbers-driven.

They care about rate, but they care more about speed, certainty, and whether the deal pencils out. Don't lead with "lowest rates." Lead with "we close investment properties in 21 days."

They talk to each other.

Investors run in networks. REI meetups, BiggerPockets, private masterminds. One happy client generates referrals in a way that conventional borrowers simply don't.

They're sophisticated but impatient.

They understand the lending process, but they also have deal timelines. If you're slow to respond, they're gone.

Why Google Search Beats Facebook for DSCR

Facebook and Instagram can work for mortgage marketing, but they're fundamentally different from Google Search.

Social media advertising is interruption-based. You're showing an ad to someone scrolling through vacation photos, hoping your message resonates enough that they stop and engage. You're creating demand.

Google Search is intent-based. Someone is actively typing "DSCR loan California" into a search bar right now. They have a need. They want a solution. You're capturing existing demand.

For DSCR specifically, Google wins because:

1

Search volume exists. People actively search for DSCR loans. The demand is there to capture.

2

High intent. Someone searching "DSCR lender" is further along than someone who clicked a Facebook ad out of curiosity.

3

Targeting precision. Facebook's special ad categories restrict mortgage targeting significantly. Google lets you target exact keywords.

4

Qualified leads. In my experience, Google leads for DSCR convert at 2-3x the rate of Facebook leads.

Facebook has a role, particularly for retargeting people who've visited your landing page but didn't convert. But for primary lead generation, Google Search is the engine.

The Funnel: Search → Click → Land → Qualify → Book → Show → Close

Here's how a lead moves through the system:

Search Investor types "DSCR loan Florida" into Google.

Click They see your ad, it speaks to their need, they click. You pay Google somewhere between $15-40 for that click depending on the market.

Land They arrive on your landing page. Not your homepage. A dedicated page built specifically for DSCR leads.

Qualify They fill out your form. Not a simple "name and phone" form. A 10-15 question qualification form that filters serious borrowers from tire-kickers.

Book If they pass your qualification criteria (credit score, loan amount, timeline), they're invited to book a call. Many will book immediately while still on the page.

Show They actually show up for the call. This is where most brokers lose money: leads who book but don't show. More on this later.

Close You work the deal, submit the application, get it through underwriting, and fund the loan.

Each stage has a conversion rate, and small improvements at each stage compound significantly. A 10% improvement at three stages results in 33% more closed deals from the same ad spend.

10%

Improvement per stage

3

Stages optimized

33%

More closed deals

Realistic Timelines

I need to set expectations here because this is where most brokers quit too early.

Week 1 Campaign launches. You start getting clicks. First leads come in.

Week 2-4 Leads are flowing. You're following up. Lots of conversations, but nothing has closed yet. This is normal. DSCR loans take 21-45 days to close even when everything goes smoothly.

Month 2 Your first deal from paid ads closes. You're still in the red overall, but you have proof of concept.

Month 3 More deals closing. You start to approach break-even. Google's algorithm has learned from your conversions and is getting better at finding similar people.

Month 4-6 ROI turns positive. Repeat clients from early leads start coming back for their second property.

Month 6-12 Compounding kicks in. Referrals from happy clients. Repeat business. Your effective cost per deal drops significantly.

If you're expecting positive ROI in month one, you'll be disappointed and quit. Plan for 90 days of investment before you judge the results.

Why Most Brokers Fail at This

I've seen brokers burn money on Google Ads and conclude "it doesn't work." It does work. But here's why they failed:

Common Failure Modes

Impatience. They ran ads for 3 weeks, didn't close anything, and shut it down. They never gave the system time to mature.
Poor follow-up. They got leads, called once, left a voicemail, and moved on. Internet leads require 5-8 touches minimum. More on this in Section 4.
Wrong expectations. They expected every lead to be a ready-to-go borrower. In reality, 15-25% of leads will be qualified and closeable. The rest are researchers, tire-kickers, or people who aren't ready yet.
Sending traffic to their homepage. Their homepage talks about refinancing, purchase loans, conventional mortgages, and somewhere in the footer mentions investment properties. The DSCR borrower bounces immediately.
No qualification. They used a short form to maximize lead volume, then wasted hours chasing people with 550 credit scores and vague intentions.

Every failure mode is fixable. That's what the rest of this playbook addresses.

The Google Ads Setup | DSCR Loan Marketing Playbook | CRE Loan Pro

Section 2: The Google Ads Setup

Campaign Structure

Keep it simple. For DSCR lead generation, you want:

One Search campaign per state (or geographic region)

Ad groups organized by keyword theme

No Performance Max, no Display, no YouTube (at least not initially)

Performance Max is Google's AI-driven campaign type that runs across all Google properties. It works for e-commerce. It's unpredictable for lead generation. Stick with Search campaigns where you control exactly which keywords trigger your ads.

Example structure for a broker licensed in Texas, Florida, and Arizona:

                                
campaign-structure.txt

                            Campaign: DSCR Texas
                            ├── Ad Group: DSCR Loan Texas
                            ├── Ad Group: Investment Property Loan Texas
                            └── Ad Group: Rental Property Loan Texas
                            
                            Campaign: DSCR Florida
                            ├── Ad Group: DSCR Loan Florida
                            ├── Ad Group: Investment Property Loan Florida
                            └── Ad Group: Rental Property Loan Florida
                            
                            Campaign: DSCR Arizona
                            ├── Ad Group: DSCR Loan Arizona
                            ├── Ad Group: Investment Property Loan Arizona
                            └── Ad Group: Rental Property Loan Arizona

Separate campaigns by state because budgets, competition, and performance vary significantly by geography. You might spend $3,000/month in Texas and $1,000/month in Arizona.

Keyword Strategy

Keywords that work:

High-Intent Keywords

These convert well for DSCR lead generation

Core DSCR Terms

dscr loan [state] dscr lender [state] dscr mortgage [state] dscr loans for rental property dscr loan requirements

Investment Property Terms

investment property loan [state] rental property loan [state] rental property mortgage investment property financing loan for rental property

No-Income-Verification Angle

no income verification mortgage no doc investment loan stated income investment property loan

Match types:

Start with Phrase Match and Exact Match. Avoid Broad Match until you have conversion data. It will show your ads for loosely related searches and burn budget.

[dscr loan texas]

Exact Match

Highest intent, most control

"dscr loan texas"

Phrase Match

Captures variations like "best dscr loan texas" or "dscr loan texas rates"

Keywords to avoid or add as negatives:

Negative Keywords

Add these from day one to avoid wasted spend

dscr loan calculator what is a dscr loan dscr loan rates dscr loan officer jobs how to get a dscr loan

Why exclude these? "Calculator" seekers want a tool. "What is" queries are too educational. "Rates" searches are often just rate shopping. Job searches and DIY queries won't convert.

Add these as negative keywords from day one. You'll discover more as you review your Search Terms report weekly.

Ad Copy That Converts

Your ad needs to accomplish three things:

Signal relevance

"Yes, this is exactly what I searched for"

Differentiate

"Why should I click this ad vs. the others?"

Qualify

"Is this for me?"

Headline formulas that work:

Headline Examples

DSCR Loans in [State] | Close in 21 Days

[State] DSCR Lender | No Income Verification

Investment Property Loans | DSCR Programs Available

Rental Property Financing | Fast DSCR Approval

Description copy that converts:

Focus on: speed, simplicity, and credibility.

Example Description

"Finance your next rental property based on the property's income, not yours. DSCR loans available for investors. 21-day closings. Licensed in [State]. Get a quote in minutes."

Avoid: Generic claims like "best rates" or "great service." Everyone says that.

Include these in your ad copy:

The state name (relevance signal)

Timeframe ("21-day closing," "quote in minutes")

The product ("DSCR loan," "investment property loan")

Qualification hint ("for investors," "rental property")

Bidding Strategy

Start with Maximize Conversions. This tells Google to get you as many conversions (form submissions) as possible within your budget. Google's algorithm needs data to learn, and this setting prioritizes volume.

After 30-50 conversions, switch to Target CPA. Once you have data on what a lead costs, set a target. If you're averaging $60/lead and happy with that, set Target CPA at $60. Google will optimize toward that number.

Don't start with Target CPA. Without conversion history, Google doesn't know what a "good" lead looks like and will either spend nothing or spend on garbage.

Budget Recommendations

Your budget depends on search volume in your target states. Here's a rough framework:

State Tier Monthly Budget

High-volume states

CA, TX, FL, NY, GA

$2,500 - $5,000/mo

Mid-volume states

AZ, NC, TN, CO, WA

$1,500 - $2,500/mo

Lower-volume states

Smaller/less investor-active

$750 - $1,500/mo

Minimum viable budget: $1,500/month per state. Below that, you don't get enough data to optimize, and results are inconsistent.

If you're testing, start with one state at $2,000/month for 90 days rather than spreading $2,000 across four states at $500 each. Concentration beats dilution for learning.

Geographic Targeting

Set your campaigns to target only the states where you're licensed and want leads. Use "Presence" targeting, not "Presence or Interest." You want people physically in Texas, not people who Googled something about Texas from California.

For large states, consider metro-level targeting. A broker in Dallas might not want to service leads in El Paso. You can add specific metros or exclude certain regions.

Common Mistakes That Waste Budget

Budget Killers to Avoid

Not checking Search Terms weekly. Google shows your ads for searches you didn't intend. Review the Search Terms report every week and add irrelevant terms as negatives.
Running ads 24/7 without dayparting. Most of your conversions probably happen between 8am-8pm. Check your data and consider reducing bids or pausing ads during dead hours.
Not tracking conversions properly. If Google doesn't know which clicks turned into leads, it can't optimize. Triple-check your conversion tracking is firing correctly.
Ignoring Quality Score. Google grades your ads/keywords on relevance. Low Quality Scores mean you pay more per click. Improve scores by aligning keywords, ad copy, and landing pages tightly.
Set it and forget it. This isn't passive income. Weekly optimization (adjusting bids, adding negatives, testing ads) is the difference between $50 leads and $100 leads.

The Landing Page Anatomy | DSCR Loan Marketing Playbook | CRE Loan Pro

Section 3: The Landing Page Anatomy

Why Your Website Homepage Won't Work

Your homepage has navigation menus, multiple services, company history, team bios, and information about conventional loans, refinancing, FHA programs, and somewhere in the mix, a mention of investment properties.

A DSCR borrower who clicks your ad sees this and thinks: "Is this even the right place? Do they specialize in what I need?"

They bounce. You paid $30 for that click and got nothing.

A dedicated landing page solves this. One page, one offer, one audience. Everything on the page speaks directly to the DSCR investor. No distractions. No navigation menu. No "learn about our other services."

The Page Structure

yourdomain.com/dscr-loans-texas

Above the Fold

Headline + Subheadline + CTA + Trust Elements

"DSCR Loans for Texas Investment Properties" • Key benefit statement • "Check Your Rate" button • NMLS number, state licensing

The Fold Line

Brief DSCR Explanation

2-3 sentences for context about how DSCR loans work

Key Benefits

Speed, flexibility, no W-2 required in bullet form

Simple Process Steps

Step 1, 2, 3 explanation of how it works

FAQ Section

5-6 common questions answered

Broker Info + Secondary CTA

Your photo, name, brief bio, and another call-to-action

Above the fold (what they see without scrolling):

1

Headline: Clear statement of what you offer. "DSCR Loans for Texas Investment Properties"

2

Subheadline: Key benefit. "Qualify based on the property's rental income, not your personal income. Close in 21 days."

3

Primary CTA: Button to start the qualification form. "Check Your Rate" or "See If You Qualify"

4

Trust elements: NMLS number, state licensing, one strong credential

The Qualification Form

This is the most important element on the page. Most brokers make their forms too short, prioritizing lead volume over lead quality. This is a mistake.

A longer form (10-15 questions) does three things:

1

Filters out tire-kickers. Someone who won't spend 90 seconds on a form probably won't spend 30 minutes on a call.

2

Provides qualification data. You know their credit score range, loan amount, and timeline before you call. No wasted conversations.

3

Increases commitment. Psychological principle: the more someone invests (even just time), the more committed they become. Someone who completes a 12-question form is more likely to show up for a call.

The exact questions, in order:

1

Property type

Single family, 2-4 unit, 5+ unit, commercial

2

Property use

Long-term rental, short-term/Airbnb, fix and flip

3

Transaction type

Purchase, refinance (rate/term), cash-out refinance

4

Property location

State, city, or zip code

5

Estimated property value

Dropdown ranges work well

6

Estimated monthly rental income

For calculating DSCR

7

Loan amount needed

Range or specific number

8

Credit score range

This is your filter question

Key Filter

9

Timeline

Ready now, 1-3 months, just researching

10

First name

11

Last name

12

Email

13

Phone number

Trust Elements That Matter

DSCR borrowers are sophisticated. They're not impressed by stock photos of happy families or vague claims about "great service." What builds trust:

NMLS number

They'll check if you're legit

State licensing clearly displayed

Especially the states you're targeting

Your photo and real name

They're entrusting you with a large transaction

Google reviews

A 4.8-star rating from 25 reviews beats any marketing copy

Specific experience

"Closed $45M in DSCR loans in 2024" beats "Years of experience"

What doesn't matter as much:

Awards nobody's heard of

Generic industry awards don't move the needle

Association memberships

Most investors don't care

Generic testimonials

Without names or specific details

Mobile Optimization

60-70%

of your traffic will be mobile

If your page doesn't load fast and work perfectly on a phone, you're wasting the majority of your ad spend.

Mobile Optimization Checklist

Check these before launching

Form fields are finger-sized, not tiny
Page loads in under 3 seconds (use Google PageSpeed Insights to test)
No horizontal scrolling required
CTA button is visible without scrolling
Phone number is tap-to-call

The Thank You Page

What happens after they submit the form matters.

Preferred

Option A: Immediate calendar booking

If they qualify, show a calendar embed and let them book a call right now. Strike while they're engaged. This is my preferred approach.

Option B: Confirmation + next steps

Thank them, tell them what happens next ("We'll call you within 2 hours"), and set expectations.

Either way, your automation should be triggering the moment they submit. More on that in Section 4.

The Follow-Up System | DSCR Loan Marketing Playbook | CRE Loan Pro

Section 4: The Follow-Up System

Speed-to-Lead Is Everything

Here's the stat that should change how you operate:

21x

more likely to convert

Leads contacted within 5 minutes vs. after 30 minutes

Twenty-one times.

The person who filled out your form is sitting there, phone in hand, thinking about their investment property. In 30 minutes, they're back to their day job, dealing with a contractor, or filling out a form on your competitor's site.

This is why automation isn't optional. You can't manually respond to every lead in 5 minutes. You need systems.

The First 5 Minutes: What Should Happen Automatically

The moment a form is submitted:

0-1 min

SMS sent Internal notification

SMS asks a question to invite engagement. Internal alerts go to your phone via text, email, and app push.

1-2 min

Email sent

Personalized intro, what happens next, your contact info, and calendar link.

5 min

Phone call attempt

If no response to SMS, you call directly.

Notice the SMS asks a question. It's not "Thanks for your inquiry, we'll be in touch." It invites a reply. An engaged lead who responds to your text is 3-4x more likely to close than one who doesn't.

The Message Templates

Initial SMS:

SMS Template

Hi [First Name], this is [Your Name] with [Company]. Got your DSCR loan inquiry for [State]. Quick question: are you looking at a specific property already or still searching?

Short. Personal. Asks a question that's easy to answer.

Initial Email:

Email Template

Subject: Your DSCR Loan Inquiry

Hi [First Name],

Thanks for reaching out about DSCR financing.

I specialize in investment property loans where you qualify based on the property's rental income, not your personal income. Based on what you shared:

• Property type: [from form]
• Estimated loan amount: [from form]
• Timeline: [from form]

I'd like to learn more about your deal and see if we're a good fit.

Are you available for a quick 10-minute call today or tomorrow? You can book directly here: [calendar link]

Or just reply to this email with a good time.

Talk soon,
[Your Name]
[Phone]
[NMLS#]

Voicemail script (when you call and they don't answer):

Voicemail Script

"Hey [First Name], it's [Your Name] calling about your DSCR loan inquiry. I took a look at what you submitted: looks like a [property type] in [location]. I have a few quick questions that'll help me give you accurate numbers. Give me a call back at [number] or just reply to the text I sent. Talk soon."

Under 30 seconds. Specific. Gives them a reason to call back.

The No-Response Nurture Sequence

Not everyone responds immediately. Many are busy, distracted, or need more time. Don't give up after one attempt.

1 Day

Initial SMS + Email + Call attempt (as above)

2 Day

Second SMS if no response

"Hi [First Name], following up on your DSCR loan inquiry. Still interested in exploring financing for your investment property? Happy to answer any questions."

3 Day

Second call attempt + voicemail

5 Day

Third SMS

"Hey [First Name], wanted to check in one more time. If the timing isn't right, no problem. Just let me know and I'll stop bugging you. If you're still interested, I'm here when you're ready."

7 Day

Email with value-add content

DSCR requirements breakdown, rate info, market insights, etc.

14 Day

Final SMS

"Last message from me, [First Name]. If you end up needing DSCR financing down the road, feel free to reach out. I'm here. Good luck with your investing."

Then stop. Move them to a long-term nurture (monthly email) or mark them as unresponsive.

The key: be persistent without being annoying. Each message should feel human, not robotic. Vary the timing slightly. Don't send at exactly 9:00 AM every day.

Reducing No-Shows

Booked appointments that don't show up are the silent killer of ROI. You're paying for the lead, the calendar slot is blocked, and nobody shows.

75%+

Target show rate

Here's how to achieve it

Confirmation sequence:

Immediately

SMS + Email confirmation with date/time and what to prepare

24 hours before

SMS reminder

2 hours before

SMS reminder

15 min before

"Looking forward to our call in 15 minutes. I'll call you at [number]."

What to include in confirmations:

Exactly when you'll call and from what number

What you'll discuss (set expectations)

What they should have ready (property address, rent estimate)

Easy reschedule link if they can't make it

Make rescheduling easy. A lead who reschedules is better than a lead who no-shows. Include a reschedule link in every reminder. If they can't make Tuesday at 2pm, let them move to Wednesday at 10am with one click.

CRM Requirements

You need a system that can:

Capture form submissions and store lead data

Trigger automated SMS, email, and internal notifications

Track every touchpoint (calls, texts, emails)

Manage a pipeline (new lead → contacted → qualified → application → closed)

Integrate with your calendar for booking

I use Go High Level (GHL). It does all of the above and is built for agencies running this kind of system. Alternatives include HubSpot, Salesforce, or even a scrappy combination of tools.

What doesn't work: trying to manage this manually with spreadsheets and Gmail. You'll miss follow-ups, lose track of leads, and wonder why your conversion rate is terrible.

The Human Element

Automation gets them engaged. You close the deal.

No amount of sophisticated drip campaigns replaces being good on the phone. When you get a DSCR investor on a call, you need to:

Quickly understand their deal (property, numbers, timeline)

Qualify them (credit, liquidity, experience)

Explain how DSCR loans work if needed

Quote them (or give them a realistic range)

Set clear next steps

Handle objections

This is sales. It's a skill. If you're not confident on the phone, practice. Record your calls (with permission) and review them. Get coaching if needed.

The best marketing in the world can't fix a broken sales process.

The Real Numbers | DSCR Loan Marketing Playbook | CRE Loan Pro

Section 5: The Real Numbers

I promised specifics, so here's actual client data from 2025.

Top Client Results (DSCR, Full Year 2025)

Return on Investment

8.47x

$13,687 in → $116,000 out

If the deal under contract closes, that's 11.39x ROI

$13,687

Ad spend

237

Total leads

$57.75

Cost per lead

17

Qualified leads (hot)

1

Deals under contract ($2.0M)

9

Closed deals ($5.8M volume)

Understanding the Conversion Math

Let's break down the funnel:

Total Leads

237

Form submissions

Qualified (Hot)

17

~7% of total leads

Closings/Contracts

10

~59% of qualified

The lesson: Don't judge the system by total lead quality. Judge it by qualified lead quality and what those qualified leads turn into.

What "Cost Per Lead" Actually Means

When I say cost per lead is $57.75, that's cost per form submission. That includes:

What's included in that $57.75

People with bad phone numbers

People who never answered

People with 580 credit scores who slipped through

People who were "just researching"

What you actually care about is cost per qualified lead and cost per closed deal:

                            Cost per qualified lead
                            $805
                        

$13,687 ÷ 17 qualified leads

                            Cost per closed deal
                            $1,521
                        

$13,687 ÷ 9 closed deals

When that closed deal generates $12,800 in commission (2 points on $640k average loan size), $1,521 in acquisition cost is excellent.

Conversion Benchmarks

Based on my experience across multiple clients:

Stage Rate Notes

Lead → Contacted 100% Should be 100%. If not, fix that first.

Contacted → Qualified 15-25% Most leads won't be ready or won't qualify.

Qualified → Application 60-70% Varies by broker skill.

Application → Closed 70-85% Depends on lender relationships.

Timeline Expectations

Week 1-2

Leads start coming in

You're having conversations.

Week 3-4

Applications submitted

Nothing closed yet. DSCR loans take 21-45 days.

Month 2

First closing from paid ads

You might be at 1-2x ROI (close to break-even).

Month 3

2-3 more closings

Approaching 3-4x ROI.

Month 4-6

System is mature

5-8x ROI.

Month 6-12

Compounding kicks in

Repeat clients + referrals. Effective ROI jumps because some deals cost $0 to acquire.

The J-Curve

Your cash flow looks like this:

Monthly Cash Flow

$0

-$2K

-$2.5K

+$1K

+$5K

+$8K

+$12K

M1 M2 M3 M4 M5 M6

You have to survive the dip to reach the payoff. This is why I recommend having 90 days of budget committed before you start. If you're going to panic-quit after 6 weeks, don't start.

Ad Spend Recommendations by State Volume

California, Texas, Florida

Highest search volume states

$3,000-$5,000/mo

Arizona, Georgia, North Carolina, Tennessee, Colorado

Mid-volume states

$1,500-$2,500/mo

Smaller/lower-investor-activity states

Lower volume markets

$750-$1,500/mo

Below $1,500/month in any state, you're getting too few leads to optimize effectively and results will be inconsistent.

When to DIY vs. When to Hire | DSCR Loan Marketing Playbook | CRE Loan Pro

Section 6: When to DIY vs. When to Hire

I run a DSCR lead generation service. I have an obvious bias here. So let me try to give you the honest framework for making this decision.

DIY Makes Sense If:

You have 5-10 hours per month to dedicate to this. Setup takes 10-20 hours initially. Ongoing is 5-10 hours/month.
You're technical enough to set up tracking correctly. Conversion tracking, UTM parameters, CRM integrations.
You have patience to optimize over 90+ days. You will make mistakes. Month six will beat month one.
You enjoy marketing. If campaign optimization sounds fascinating rather than tedious, you'll succeed.
Your volume is low enough that your time cost is reasonable. Doing $1M/month? 10 hours makes sense.

Hiring Makes Sense If:

Your time is worth $200+/hour. If managing ads is the least valuable use of your time, hire it out.
You've tried DIY and burned money. Some brokers spend $5-10K learning expensive lessons.
You want results in weeks, not months. An experienced operator can launch a campaign that works in week one.
You'd rather focus on closing deals. If your constraint is time not leads, outsourcing makes sense.
You're scaling across multiple states. Running ten campaigns with separate landing pages is a different level of complexity.

Questions to Ask Any Agency or Consultant

If you decide to hire, here's how to vet someone:

1

"Can you show me real client results with actual numbers?"

Not testimonials. Not "our clients see great results." Specific data: ad spend, lead count, cost per lead, closed deals, ROI. If they can't or won't share this, walk away.

2

"Do you specialize in DSCR/Non-QM, or do you do all mortgage types?"

Generalists spread thin. DSCR has specific keywords, audience behavior, and conversion patterns. Someone who ran Facebook ads for a refinance company is not qualified to run Google Ads for DSCR leads.

3

"What's your pricing model?"

Understand what you're paying for. Setup fee? Monthly management? Percentage of ad spend? Percentage of closed deals? Make sure incentives are aligned. If they get paid the same whether you succeed or fail, that's a red flag.

4

"Will I own the Google Ads account and data?"

This is non-negotiable. Some agencies run ads from their own accounts and hold your data hostage. You should have admin access to your own account. If the relationship ends, your campaigns and data should stay with you.

5

"What happens to my campaigns if I leave?"

Related to the above. If you can't take your campaigns with you, you're renting, not building. Favor arrangements where you own everything.

Non-Negotiable

You should have admin access to your own Google Ads account. If the relationship ends, your campaigns and data should stay with you. If an agency won't agree to this, find someone else.

A Note on Pricing

Agencies in this space typically charge:

Typical Agency Pricing

Setup fees (campaigns, landing pages, CRM) $3,000 - $10,000

Monthly management $500 - $2,000/mo

Or percentage of ad spend 15 - 25%

Performance models (per lead or per closed deal) Less common

Cheaper isn't better. An agency charging $500/month and delivering $100 leads is worse than one charging $1,500/month and delivering $50 leads. Focus on cost per result, not cost of service.

Where to Go From Here

You now have everything you need to build a DSCR lead generation system: the campaign structure, the keywords, the landing page framework, the follow-up sequences, and realistic expectations for results.

If you're the type who reads this and thinks "I've got this," go build it. Seriously. The information works. I've seen brokers implement versions of this themselves and succeed.

If you're the type who reads this and thinks "This is a lot, and I'd rather pay someone who's already figured it out," that's also a valid conclusion.

Either Way, I Hope This Was Useful

I run DSCR lead generation for mortgage brokers. If you want to talk about working together, I'm here.

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Tanner Kauffman

CRE Loan Pro