Bought mortgage leads are the definition of a race to the bottom: a rate shopper, sold to a dozen loan officers, who closes with whoever quotes an eighth of a point lower. You can win that race or you can leave it - by building a referral-driven pipeline of purchase and refi prospects who come to you already trusting a recommendation.
Shared with many LOs, price-shopping, no loyalty. You compete on rate alone and lose the margin either way.
Sent by a realtor or past client, warm and exclusive. They chose you on trust, so rate is one factor, not the only one.
The steady mortgage business flows through realtors, past clients, and repeat refinancers. Give each a simple reason to send people to your page: a co-branded "get pre-approved" page for your realtor partners, a "should you refinance?" check for past clients, and a first-time buyer guide for open-house traffic. Every opt-in lands in a pipeline you own.