What a LenderMatch HELOC lead looks like

Every field a HELOC request carries when it reaches your system, with sample values for a made-up homeowner. Real requests post in real time, at the moment the homeowner submits the form, with field names mapped to your CRM.

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Updated October 27, 2026

This sample

Product: HELOC, from the HELOC form on lendermatch.io
Homeowner: Made up. 555-01xx numbers and example.com are reserved for fiction.
Consent IDs: Placeholders here. Real requests carry a live TrustedForm certificate and Jornaya LeadiD.
Field names: LenderMatch's own. Mapped to your system at onboarding.

Every field, with a sample value

The numbers add up: a $450,000 home with a $210,000 first mortgage, asking for a $90,000 line, is at 66.7% CLTV with the new line.

Fields on a sample LenderMatch HELOC request
Field	Sample value	What it is
`lead_id`	lm-7f3c9a21	LenderMatch request ID, for returns and support
`created_at`	2026-10-27T14:32:08-05:00	Time the homeowner submitted, in their time zone
`product`	heloc	heloc, refinance or va_cash_out: the form they filled out
`first_name`	Jane
`last_name`	Sample
`email`	jane.sample@example.com
`phone`	5125550142
`address`	100 Sample St	Property address
`city`	Austin
`state`	TX
`zip`	78701
`property_type`	single_family	Single family, condo, multi-family or manufactured
`property_use`	primary	Primary home, second home or investment
`property_value`	450000	Homeowner's estimate
`mortgage_balance`	210000	First mortgage balance
`second_mortgage_balance`	0
`cltv_current`	46.7	Combined loan-to-value today
`cltv_with_new_loan`	66.7	Combined loan-to-value with the requested line
`line_amount`	90000	Credit line amount requested
`credit_range`	680-719	Self-reported
`va_status`	no	Veteran or active military household
`phone_line_type`	mobile
`phone_grade`	A	Phone line verification grade, A to F
`trustedform_cert_url`	https://cert.trustedform.com/0000000000000000000000000000000000000000	Placeholder. Real requests carry a live certificate.
`jornaya_leadid`	00000000-0000-0000-0000-000000000000	Placeholder. Real requests carry a live Universal LeadiD.
`consent_timestamp`	2026-10-27T14:32:08-05:00	When the homeowner agreed to the consent text
`landing_page_url`	https://lendermatch.io/mortgage/heloc/	The form the request came from

The same request as a JSON post

How it arrives by direct post when you take our field names as they are. XML, form fields and CRM-specific formats are mapped the same way. See CRM integrations.

{
    "lead_id": "lm-7f3c9a21",
    "created_at": "2026-10-27T14:32:08-05:00",
    "product": "heloc",
    "first_name": "Jane",
    "last_name": "Sample",
    "email": "jane.sample@example.com",
    "phone": "5125550142",
    "address": "100 Sample St",
    "city": "Austin",
    "state": "TX",
    "zip": "78701",
    "property_type": "single_family",
    "property_use": "primary",
    "property_value": 450000,
    "mortgage_balance": 210000,
    "second_mortgage_balance": 0,
    "cltv_current": 46.7,
    "cltv_with_new_loan": 66.7,
    "line_amount": 90000,
    "credit_range": "680-719",
    "va_status": "no",
    "phone_line_type": "mobile",
    "phone_grade": "A",
    "trustedform_cert_url": "https://cert.trustedform.com/0000000000000000000000000000000000000000",
    "jornaya_leadid": "00000000-0000-0000-0000-000000000000",
    "consent_timestamp": "2026-10-27T14:32:08-05:00",
    "landing_page_url": "https://lendermatch.io/mortgage/heloc/"
}

What do lenders ask about the fields?

What fields come with a LenderMatch HELOC lead?

Contact details, property address, property type and use, estimated value, mortgage balances, combined loan-to-value today and with the new line, the line amount, credit range, VA status, phone line type and grade, the TrustedForm certificate URL, the Jornaya LeadiD, the consent time and the form URL.

Are the field names fixed?

No. These are LenderMatch's own names. Field names, order and values are mapped to whatever your CRM or endpoint expects, including custom value lists.

Is the credit range verified?

No. It is the range the homeowner picked on the form. LenderMatch never pulls the homeowner's credit.

What does the phone grade mean?

Every request's phone line is verified and graded from A to F before routing, and you can set a filter so you only receive the grades you want.

Do refinance and VA cash-out leads look the same?

Mostly. They carry the same contact, property, loan-to-value and consent fields, with the cash-out amount in place of the line amount, and VA status on every VA cash-out request.

More for lenders

Every page in this section, plus the public partner network page borrowers see before they submit.

Guides for buying leads

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.

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