Private mortgage leads
Borrowers the banks turned down, with equity and a deadline, delivered with their situation.
Private mortgage borrowers are the most urgent leads in the business, and the most profitable when handled well. They are also the ones you most need to reach before a shared-lead vendor sells them to five brokers at once. Our private mortgage campaigns reach people who need a private lender in first or second position, capture the reason and the timeline, and deliver the inquiry to you alone.
- Equity, reason and timeline captured on the form
- Google and Facebook, because this borrower is on both
- Exclusive to you, never resold
Private mortgage leads, in 45 seconds
A letter with a deadline, a homeowner on both channels, and the inquiry card that tells you the situation before you dial.
Why borrowers end up with a private lender
Credit and income
Bruised credit, consumer proposal, bankruptcy discharge, self-employed with income that does not fit a bank's forms.
Time pressure
CRA arrears, a closing that fell through, a bridge between two properties, or a file declined elsewhere with a date approaching.
Property and equity
Properties and situations a bank will not look at, where a private lender focuses on the property and the equity.
Ads for private deals carry your brokerage name and licence details where required, and never promise approvals or an investor return. Position-based seconds are covered under second mortgage leads.
Two ways to get them: a Google campaign plus Facebook under your name, or pay per lead. Related: power of sale leads and refinance leads.
Questions brokers ask us
What is a private mortgage lead?
A homeowner or buyer who has been declined by, or does not fit, a bank or B lender and needs money from a private lender or MIC. Bruised credit, a consumer proposal, hard-to-prove income, tax arrears or a tight deadline are typical. They have told us their situation on the form, so you know what you are walking into.
Is a private mortgage the same as a second mortgage?
No. A private mortgage is defined by the lender: an individual, a firm or a mortgage investment corporation instead of a bank. It can be in first or second position. Position-based seconds, from any lender type, are covered under second mortgage leads.
Are private mortgage leads harder to close?
They are more urgent and more varied. Some have plenty of equity and a clear plan. Some need an honest conversation about what is realistic. The form captures equity, the reason and the timeline, which lets you prioritize.
Which channel works best for private deals?
Both. Google catches people searching for a private lender at 2am. Facebook reaches homeowners who do not yet know a private option exists. We usually run both for brokers who specialize here.
Can private lenders and MICs use this too?
Yes. Private lenders and MICs who want direct borrower inquiries or broker referrals use the same campaigns with different messaging. Borrower ads and investor ads are kept apart, and neither promises a return or an approval.
See what a campaign would look like in your market
A free 30-minute call. We look at your province, your products and what is already working, and map out what we would build. If it is not a fit, you will hear that too.