The 3 Types of Loans We Generate Leads For (And Which One Might Fit Your Business)

Not every loan lead is the same borrower, the same paperwork, or the same buyer. We generate borrower leads across three distinct verticals, and understanding the difference matters if you want leads that actually match what you fund.

Investment Property Leads

This is where most of our volume lives, and it's the category most private and hard money lenders come to us for. Investment property borrowers aren't buying a home to live in — they're funding a deal, which means the underwriting conversation is completely different.

• •Fix and flip — short-term financing for a purchase-and-rehab project, underwritten on purchase price, rehab budget, and after-repair value rather than the borrower's income.
• •DSCR purchase — rental property financing qualified on the property's own cash flow (debt service coverage ratio) instead of the borrower's personal income.
• •DSCR refinance — refinancing an existing rental property under the same cash-flow-based underwriting.
• •Ground-up construction — financing to build a property from the lot up, for borrowers who already have the deal and the plans.
• •Multifamily (5+ units) — financing for larger residential investment properties that fall outside conventional single-family lending.

Business Funding Leads

This vertical serves business owners looking for capital to run or grow a company — not to buy real estate to live in or a specific investment property, but working capital for the business itself.

• •Working capital — short-term funding to cover day-to-day operating expenses or bridge a cash flow gap.
• •Equipment financing — funding tied directly to purchasing business equipment, often secured by the equipment itself.
• •SBA loans — government-backed loans for qualifying small businesses, usually longer approval timelines but stronger terms.
• •Business line of credit — revolving credit a business can draw against as needed rather than a lump-sum loan.
• •Commercial real estate — financing for a business purchasing or refinancing the property it operates out of.

Home Purchase and Refinance Leads

This is the vertical most people picture when they hear "mortgage lead" — a borrower buying or refinancing the home they actually live in.

• •Primary residence purchase — a borrower buying their next home.
• •Mortgage refinance — replacing an existing mortgage, typically to lower the rate or payment.
• •Cash-out refinance — refinancing for more than the current loan balance to access home equity in cash.
• •Second home / vacation property — financing a home that isn't the borrower's primary residence but isn't a rental investment either.

Which vertical should you be buying from?

Every lead across all three verticals is held to the same minimum standard — 660+ FICO and a $200K+ loan request — so the qualification bar doesn't change based on category. What changes is the underwriting conversation you're set up to have. If you lend on the deal instead of the borrower's income, investment property is your vertical. If you fund businesses rather than real estate, business funding is the match. If you're writing conventional mortgages for owner-occupants, home purchase and refinance is where your leads should come from.

Buying outside your vertical is the fastest way to waste a good lead on a borrower you were never going to be able to fund anyway.