The verdict in three sentences
A London mortgage brokerage that buys leads at 30 to 60 EUR each actually pays far more for every completed case, because only a fraction of those contacts convert. A well-built website, with a borrowing capacity calculator and the mandatory regulatory disclosures, costs 4,000 to 12,000 EUR with an agency (2026 market estimate) and 3,050 to 5,340 EUR with the Kolonell Premium package. Combined with SEO Growth follow-up at 300 EUR per month, it becomes the cheapest channel per qualified case within 6 to 9 months.
The real cost of a case by channel
The price of a lead tells you nothing. What matters is the cost per complete case submitted to a lender. A lead bought on a platform is often resold to 3 or 4 brokers, which drags down conversion.
| Channel | Unit cost (2026 estimate) | Lead to case rate | Cost per case |
|---|---|---|---|
| Leads bought on platforms | 30 to 60 EUR | 8 to 12 % | 375 to 500 EUR |
| Google Ads, mortgage broker London | 25 to 45 EUR per contact | 12 to 18 % | 200 to 280 EUR |
| Introducers (estate agents) | 20 to 30 % fee share | 40 to 60 % | 300 to 600 EUR |
| Website with calculator and local SEO | 300 EUR per month of SEO, site amortisation | 20 to 30 % | 60 to 120 EUR after 9 months |
| Client referral | Near zero | 50 % or more | Low, but limited volume |
The calculator makes the difference: a visitor who has already entered income, deposit and preferred term arrives with a costed project. They are more committed than a cold contact resold to several firms.
What a regulated broker's website must contain
The activity is regulated. A website that omits the required disclosures exposes the firm to regulatory scrutiny and loses credibility. The table details the building blocks and their indicative market cost.
| Building block | Content | Indicative market cost |
|---|---|---|
| Regulatory disclosures | FCA registration number, status (directly authorised or appointed representative), lender panel, complaints procedure | Included |
| Borrowing capacity calculator | Income, outgoings, deposit, term, affordability ratio | 1,500 to 3,000 EUR |
| 3-step case form | Project, situation, documents available | 800 to 1,500 EUR |
| Profile pages (first-time buyer, buy-to-let, expat, self-employed) | Arguments and typical cases | 1,200 to 2,500 EUR |
| Local pages (Islington, Wandsworth, Croydon, Richmond) | Average prices, lender timelines | 600 to 1,200 EUR |
| Verified client reviews | Google or review platform integration | 200 to 500 EUR |
| Online booking | Calendar per broker | 300 to 800 EUR |
In the Premium package, Kolonell bundles these blocks within a 3,050 to 5,340 EUR budget, depending on the number of profile pages and calculator complexity.
Why local SEO matters so much in London
The London market has two particularities: a large share of expat and non-resident buyers, and some of the highest property prices in Europe. Long-tail queries such as expat mortgage broker London or self-employed mortgage advice Croydon are less contested and highly profitable. The Kolonell SEO Growth plan at 300 EUR per month (200,000 FCFA) covers publishing and optimising 4 to 6 targeted pieces of content per month on these queries.
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Illustrative example: James, managing director of a 5-adviser brokerage in London, buys 80 leads per month at 45 EUR, i.e. 3,600 EUR. At a 10 % rate, he gets 8 cases, so 450 EUR per case. He invests 4,500 EUR in a Kolonell Premium website, then 300 EUR per month for SEO and 110 EUR for maintenance. By month nine, the site generates 12 cases per month. He halves his lead purchases: 1,800 EUR saved minus 410 EUR of recurring costs, i.e. 1,390 EUR net per month. At that pace, the initial investment is recovered in just over 3 months.
FAQ
Must the regulatory disclosures appear on every page?
They must be easy to find, usually in the footer and on a dedicated legal page. The FCA registration number and the firm's status are essential.
Is a mortgage calculator really useful?
Yes, it is the most visited page on most broker websites, with a conversion rate 2 to 3 times higher than a simple form. Its affordability logic must reflect current lender criteria, typically 4 to 4.5 times income.
How long before SEO produces cases?
Allow 4 to 6 months for first rankings on local queries, and 6 to 9 months for a steady flow. Niche queries such as expat mortgages often react faster.
Can the form connect to my broker software?
Yes, most market tools accept an API import or a structured email. Integration costs range from 500 to 1,500 EUR depending on the vendor.
What happens when rates change?
The calculator's reference rate updates from the back office in seconds. Plan a monthly review, included in Standard maintenance at 110 EUR per month.
Let's scope your project. A broker website with a calculator, a case form and compliant disclosures, indicative budget of 3,050 to 5,340 EUR in Premium, live in 4 to 6 weeks. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
