HELOC and home equity leads, delivered in real time
A LenderMatch HELOC lead is a homeowner who filled out the HELOC form on lendermatch.io to ask for home equity line offers, and agreed to be contacted by up to four participating lenders and partner companies. It posts to your system the moment the form is submitted, filtered to your states, credit range and CLTV limits.
Updated
At a glance
- Product
- HELOC and home equity lines of credit
- Lenders per request
- At most four on standard programs, named on the partner network page. Exclusive on request.
- Delivery
- Real time at submit, by direct post, ping/post or your CRM
- Key filters
- CLTV, credit range, property value, line amount, states
- Pricing
- On request, set by product and filters
What is a HELOC lead from LenderMatch?
One homeowner, one form, one property, with consent captured at submit.
Homeowners reach LenderMatch through search and paid social ads, then fill out the form themselves. The HELOC form asks the homeowner about the property and how they use it, its estimated value, their current mortgage balances, the credit line they want, their credit range, the property address and how to reach them. It takes about 2 minutes, and LenderMatch never pulls the homeowner's credit.
Before submitting, the homeowner sees the consent, which covers LenderMatch and up to four participating lenders and partner companies named on the partner network page. A TrustedForm certificate and a Jornaya LeadiD are captured on every form submission, and the phone line is verified and graded before the request is routed.
The form sits next to the consumer HELOC guides LenderMatch publishes: what a HELOC is, HELOC rules by state and the HELOC payment calculator.
Which fields come with a HELOC lead?
A sample field list, no real data. Field names, order and values are mapped to your system.
| Field | What it holds |
|---|---|
| Contact | Name, phone and email the homeowner entered on the form |
| Property location | Property address, city, state and ZIP |
| Property | Estimated property value, property type, and use (primary home, second home or investment) |
| Loan-to-value | Combined loan-to-value, both current and with the new loan |
| Amounts | Total loan amount and the cash-out or credit line amount requested |
| Credit | Self-reported credit range |
| Phone line grade | The result of the phone line verification run on every request |
| Consent proof | TrustedForm certificate ID and Universal LeadiD (Jornaya) token |
Which HELOC filters can you set?
Your buy box goes into the insertion order, so both sides work from the same written filters.
- CLTV
- A limit on the current combined loan-to-value, or on the CLTV with the new line.
- Credit
- Credit range or grade.
- Property
- Property value, property type, and use: primary home, second home or investment.
- Amounts
- Minimum or maximum total loan amount and requested line amount.
- Geography
- State, ZIP or city, only where you lend.
- Phone line grade
- Only requests whose phone line passed the grade you set.
- Caps and schedule
- Daily caps, overall and per filter group, and the days and hours you take requests.
How many lenders receive each HELOC request?
At most four on a standard program, and only you on an exclusive one. The homeowner's consent covers LenderMatch and up to four participating lenders and partner companies, and a request is never sent beyond that. Exclusive programs are available on request and priced on request. Every company that can receive a request is named on the public partner network page, which the consent links to, and your company is added there before any request reaches you.
Delivery runs in real time by direct post (JSON or XML), ping/post or your CRM. The details are on the network overview.
What do lenders ask about HELOC leads?
More answers in the lender FAQ.
Are HELOC leads exclusive?
They can be. Exclusive programs are available on request and priced on request. On a standard program, each HELOC request goes to at most four participating lenders and partner companies, which is what the homeowner agrees to on the form, all named on the public partner network page.
How fast are HELOC leads delivered?
In real time. The request posts to your system at the moment the homeowner submits the HELOC form.
Can I set a CLTV limit?
Yes. You can filter on the current combined loan-to-value or the CLTV with the new line, alongside credit range, property value, property type and use, loan amount, line amount and states.
Do HELOC leads include homeowners with a recent bankruptcy or foreclosure?
No. Requests with a recent bankruptcy or foreclosure are blocked for all buyers before routing.
What does a HELOC lead cost?
Pricing is quoted per program and depends on your filters and your caps. Send an inquiry and we will put it in writing.
Can I return a HELOC lead?
Returns are reviewed against a written return policy agreed at onboarding, and approved returns are credited.
More for lenders
Every page in this section, plus the public partner network page borrowers see before they submit.
- Join our networkProducts, delivery, filters, pricing model and the test program form
- HELOC leadsYou are on this page
- Refinance and cash-out leadsRate-and-term and cash-out refinance requests
- VA cash-out refinance leadsRequests from the VA cash-out form
- Sample leadEvery field on a HELOC request, with sample values
- CRM integrationsVelocify, Insellerate, LeadMailbox, Bonzo and direct post
- How requests are generatedConsent text, TrustedForm, Jornaya, opt-outs, records
- The trigger leads banWhat the 2025 law restricts and when it took effect
- Lender FAQEvery question lenders ask before buying
Guides for buying leads
- How to buy mortgage leadsWhat to check before you pay for a lead
- Mortgage lead generation companiesThe kinds of lead companies and how to compare them
- Exclusive vs shared mortgage leadsWhat each means and when each fits
- Real-time vs aged mortgage leadsPlus live transfers, and how to test each
- How to get mortgage leadsEvery channel for loan officers and brokers
- Speed to leadHow fast to call and what to say
- TCPA rules for mortgage leadsConsent, Do Not Call and revocation in 2026
- Trigger lead alternativesWhere lenders find borrowers after the ban
- Mortgage lead calculatorCost per funded loan and break-even lead price
Start with a test program.
Tell us your products, states and filters. We reply within one business day to talk through pricing and a test insertion order, and a test post reaches your system before any live request does.
Prefer email? Write to contact@lendermatch.io.