Home equity loan leads
Homeowners who want a fixed sum, a set payment and no change to their first mortgage.
Home equity loan leads are for the homeowner who knows exactly how much they need. A kitchen quote, a tuition bill, a stack of card balances: one number, one disbursement, one payment that does not move. That is the difference from a HELOC, which is a line you draw on over time, and it is a difference the ad has to make obvious. The form captures the amount, the home value and the first mortgage balance.
- Amount needed and purpose captured
- Home value and first mortgage balance on the form
- Exclusive to one loan officer
Watch it in 39 seconds
A 39-second explainer from the Amplify Leads team: home equity loan leads, explained.
What home equity loan leads look like when they reach you
Who
Homeowners with a first mortgage they like and enough equity to borrow against, who have a defined need for cash.
What they want
A lump sum, usually at a fixed rate with a fixed payment, as a second lien without touching the first mortgage.
When
Usually when a project quote arrives or a bill comes due. These borrowers often want to move in weeks.
This page is about the lump-sum loan. If you offer a revolving line, the HELOC page covers that product and we can run both campaigns side by side.
Two ways to get them: a managed Facebook campaign under your name, or pay per lead. Related: HELOC leads, cash-out refi leads, and debt consolidation leads. Or see mortgage leads by state.
A homeowner with one number in mind
The home equity loan borrower arrives with a figure. They have a contractor's estimate, a medical bill or a balance on several cards they would like to be rid of. They are not looking for a line to dip into over the years, they want the money in one piece and a payment they can budget. Many of them have a first mortgage rate they would never give up, which is exactly why a second lien makes sense instead of a refinance.
A fundable equity lead versus a curious one
A fundable lead states a specific amount, a plausible home value and a first mortgage balance that leaves room under the lender's combined loan-to-value limit. The wasted call is a homeowner who is underwater or close to it, or someone who wants cash with no purpose and no number. Credit and income matter, since a second lien sits behind the first. The form puts balance, value and amount in front of you so the math is done before you dial.
What the equity loan form asks
The wording keeps the lump-sum idea front and center so the borrower and your sales process stay on the same page. Nothing on it asks for account numbers.
- How much money do you want to borrow?
- What is the money for?
- What do you think your home is worth?
- What do you still owe on your first mortgage?
- What is your credit score range?
- Which state is the home in?
Ads that say lump sum, not line of credit
The ad angle is a fixed amount with a predictable payment, aimed at homeowners with a plan for the money. We avoid language that blurs into HELOC territory, so the two campaigns do not compete. Facebook and Instagram reach homeowners with project-minded messages, and Google catches people searching for a home equity loan directly. The landing page promises a quick look at how much equity they could borrow against. We reply the same business day, and speed wins because a quote is often waiting.
Compliance for second-lien advertising
Home equity loans carry their own disclosures. Advertising a rate, a payment or a term triggers Regulation Z and MAP Act trigger-term requirements, and many states have specific rules on closing and fees for second liens. Calls and texts need TCPA consent on the form. Meta places housing and credit ads in a special ad category with limited targeting. Because the home is the collateral, ads must avoid pressure and promises, so confirm everything with your compliance contact.
Before you reach out
How is this different from your HELOC leads?
A home equity loan pays out once, usually at a fixed rate, and the borrower repays on a set schedule. A HELOC is a line the borrower draws from and repays over time. The ads speak to different needs, and the form asks different questions, so we run them as separate campaigns.
Do I need to offer second liens?
Yes. If your lenders do not offer standalone second mortgages, a home equity loan campaign is the wrong fit, and we will say so on the call.
Who is best placed to use these leads?
Loan officers at lenders and brokerages that offer fixed-rate seconds, and who can move quickly. Borrowers with a defined need rarely wait around.
Find out what a campaign could look like where you lend
Half an hour with our team, at no charge. Come with your state, the programs you write and what has not worked so far. You leave with a sketch of what we would build, or an honest no.