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A private lender has two sales jobs. You need capital to lend, and you need good borrowers to lend it to. Most private lenders and mortgage investment corporations are lopsided at any given time: either money sits idle waiting for deals, or deals stack up with no capital behind them. Idle capital drags down what you can pay investors. Idle deals send brokers to another lender.
The fix is to market both sides on purpose, with a separate funnel for each. The audiences, the message, the channels and the rules are different.
Run Two Funnels, Not One
- Investors want to understand risk, process and track record. They decide slowly, often over months, and the marketing is governed by securities rules.
- Borrowers want speed and certainty. They often come through mortgage brokers, decide in days, and the marketing is governed by lending and advertising rules.
Keep separate landing pages, separate ad accounts or campaigns, separate email lists and separate reporting. Mixing them confuses both audiences and creates compliance risk.
The Investor Side Starts With Securities Rules
Raising money from investors is a securities offering, so read the rules before you write any ads. In Canada, MICs usually raise capital under prospectus exemptions such as the offering memorandum or accredited investor exemptions, often through an exempt market dealer, and marketing materials can become part of the offering memorandum. In the US, Rule 506(b) offerings cannot use general solicitation, while Rule 506(c) allows advertising but only to accredited investors whose status you verify. Talk to your securities lawyer and dealer first, and have them approve every piece of investor copy.
Copy rules that keep you safe:
- No promised returns. Never present a yield as certain. If you show historical performance, use wording and disclaimers your lawyer or dealer has approved.
- No "safe" or "guaranteed" language. Secured lending still carries risk, and investors should hear that from you.
- Explain the real risks. Defaults, limits on redemptions, liquidity and concentration in one region or property type.
- Gate the details. Offering documents and performance data go behind an eligibility questionnaire, not on a public ad.
Investor Marketing That Builds Trust Over Time
Investors do not wire money after one ad. They need to understand how you lend and who is running the fund. Build assets that answer their questions:
- Education content. How a MIC or private lending fund works, how loans are underwritten, your loan-to-value limits, and what happens when a borrower defaults.
- A principal on camera. Short videos of the people making lending decisions, explaining their process in plain language.
- Investor information sessions. A recurring webinar or small in-person event, with questions answered live.
- An email nurture series. Monthly market updates and lending commentary for people who requested information but have not invested.
The funnel is simple: content or an ad leads to an investor information request with a few eligibility questions (province or state, accredited status, approximate investment range, timeline), then a call with your dealing representative, then documents. Score requests so your team spends time on people who are eligible and ready.
The aim is booked conversations, not downloads. Chris Allinson of Nest Capital Mortgage Investment Corp credits Avi with driving a $380,000 increase in their revenue in 60 days, and told other lenders to start the program because they will book 30 calls easily.
The Borrower Side: Brokers First, Direct Second
Most private mortgage deals come through mortgage brokers, so treat brokers as a market of their own.
- Publish a one-page lending box. Maximum loan-to-value, regions, loan sizes, terms, property types and typical turnaround time.
- Do steady broker outreach. Cold email and LinkedIn messages to brokers in your regions, with the lending box attached and a clear way to submit a file.
- Answer fast. A quick yes, no or "yes if" on a submitted file is the best marketing you can do with brokers. They send deals to lenders who reply.
For direct borrowers, Google search works because the intent is clear. Build ad groups around terms like "private mortgage lender [city]", "second mortgage lender", "bridge loan for a house", "construction loan private lender" and "mortgage after bank decline." Add negatives for car loans, student loans and payday loans.
On Meta, select the special ad category the platform requires for your offer and country. In the US, mortgage ads fall under the housing category and other credit offers fall under financial products and services, both of which limit targeting. Never advertise guaranteed approval, and only say "no credit check" or "fast funding" if it is true for every borrower who applies.
Qualify Deals Before They Reach Underwriting
Every file your team reviews costs hours. Ask borrowers and brokers for the basics up front: property type and location, estimated value, existing mortgage balance, loan amount, purpose, timeline and exit strategy. Deals outside your lending box get a polite no or a referral within a day. Deals inside it go straight to an underwriter.
Measure the return on this work like any other marketing spend. Victor Abache of Leadervest described the result of generating qualified sales opportunities as "$1 in = $5 out." That kind of line belongs in your marketing reports. It never belongs in front of an investor as a statement about their returns.
Numbers to Track on Both Sides
Investor side:
- Cost per eligible investor inquiry.
- Calls booked and held.
- New capital committed per dollar of marketing spend.
- Average time from first inquiry to subscription.
Borrower side:
- Cost per qualified deal submission.
- Percentage of submissions inside your lending box.
- Funded volume and time to fund.
- Brokers who send a second file.
Watch one ratio above all: capital deployed compared with capital available. If capital is piling up, push borrower and broker campaigns. If deals are waiting, shift budget to investor campaigns.
Build Both Sides of Your Book With Us
Our Dealflow program runs borrower campaigns on Google and Meta, broker outreach by cold email and LinkedIn, and investor nurture content that your lawyer and dealer approve before anything goes live. You get a dedicated campaign manager, AI creative for ads and weekly reporting on both funnels.
Book a free Scale-Up Session. We will look at your lending box, your capital position and your current deal flow, and map out a plan to keep both sides of your book full.
