Homeowners are sitting on record equity but won't touch their 3% first mortgage - so they want a HELOC or a home equity loan instead of a refinance. That demand is exactly why lead aggregators charge a fortune for "equity" leads and then sell the same name to four other brokers. You don't need their list. You need a page that catches the homeowner the moment they start wondering how much they can pull out.
Capture your own HELOC leads →| Aggregator HELOC leads | Capturing your own | |
|---|---|---|
| Exclusive to you | No - sold 3-5 times | Yes |
| They asked for you | No - form on a rate site | Yes - opted in on your page |
| Equity picture known | Rarely | You ask up front |
| Cost model | Per lead, rising with demand | Flat monthly |
| Speed-to-call race | You're dialing #4 | You're the only call |
A HELOC hinges on equity and use-of-funds. Build your capture page around the few answers that tell you if there's a real loan here before you ever pick up the phone:
| What you capture | Why it decides the deal |
|---|---|
| Estimated home value & balance owed | Sets the available equity and the line size |
| How they'll use the cash | Renovation, debt payoff, or investment changes the pitch |
| Rough credit band | Tells you which lenders and CLTV tiers to quote |
| Timeline | "This month" vs "just looking" sorts your callback order |
Attention you can already reach: "how much can I borrow against my home" and "HELOC vs cash-out refinance" searches, a link in your email signature, past clients you closed a purchase for, and local homeowner groups. Each of those can point at one capture page instead of a rate-comparison site that resells the click.
They feel fast because a name shows up instantly - but that name filled out a form on an aggregator, got sold to several brokers, and is now screening calls. Your own leads start a bit slower and then compound, because every homeowner you capture is yours to nurture until the rate or the need is right.
No. The same page handles fixed home equity loans and cash-out scenarios - you just ask what they're trying to do with the money and route accordingly. One page, every equity product you write.
That's the whole switch: one lead-capture page tuned to equity-rich homeowners, for a flat $50 first month, then $95/mo - instead of an open-ended bill for names four other brokers are dialing right now.
Build your home-equity lead-capture page →