Competitive intelligence briefing on private real estate lending, prepared by AIKO for Trilith Funding. Covers nine named competitors and a long tail of roughly 290 advertisers, the creative each is running, the hooks the category works, and how it converts.

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Competitive Intelligence

What every other investor lender is saying — and where the room is.

A read of the live advertising and organic output of the lenders Trilith competes with for the same borrower.

Ad data as of 13 September 2026, refreshed daily.

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The board

Who is actually in market

Every lender tracked, ordered by the size of its book — the ones with no published figure sit in the middle, and the two regional shops, ruled in ochre, come last. Ad count does not follow book size. The heaviest advertisers in the category are at the bottom of this table, not the top, and that mismatch is the finding. Volume is lifetime or annual originations; ad counts are live Meta ads, refreshed daily.

Lender Origination volume Live Meta ads Social reach Position they are buying
Kiavi ≈$8B / yr — #1 in the US 44 live ads 33.1K FB · 11.9K IG “You Find It, Kiavi will Fund It”
CoreVest $7.8B · 35,000 projects no paid ads 8.8K FB · 6.1K IG buys no position
Lima One Capital $2B+ funded 40 live ads 15.5K FB · 8.2K IG “High leverage. Speed to close.”
Visio Lending $1.5B in STR alone 38 live ads 1.7K FB · 1.6K IG “5-star host, meet the #1 DSCR lender”
Anchor Loans top-10 RTL originator no paid ads 4.7K FB · 41.6K CEO IG “We focused on the opportunity”
RCN Capital top-10 RTL originator 11 live ads 1.7K FB · 166 IG “Skip the Bank’s Red Tape”
Civic Financial Services institutional 10 live ads 5K FB “Fast, flexible financing with personalized support”
LendingOne — 29 live ads 3.3K FB · 8.1K IG “Your next deal should not stall waiting on your lender”
New Silver — 7 live ads 2.6K FB · 1.5K IG “Your lender should be your first call”
Renovo Financial — 8 live ads 1.6K FB · 4.5K IG “National lending power. Local lending love.”
Temple View Capital — 2 live ads 812 FB · 1.4K IG “Pain points we’ve experienced ourselves”
Capital Fund 1 regional · Scottsdale AZ 119 live ads 1.4K FB · 3.9K IG “Close in 10 days with no income verification”
Griffin Funding regional · San Diego CA 45 live ads 6.3K FB “Traditional mortgage rules don’t always tell the full story”

The long tail — 966 live ads from 290 advertisers · a sample below

Bayport Funding · Black Label Capital · Pacific Equity and Loan · Investmark Mortgage · Loan Mountain Capital · National Private Lending · REI Capital Fund · Stackd Capital · Lennox Lending · Mako Loans · IEO Loan Group · Stone Bridge Mortgage · Upperhand Solutions · Griffin Funding · Launch Financial Group · Springboard To Wealth · Strong Home Mortgage · The DSCR Shop · NewKey Lending · Red Heart Capital · Pulpos Capital Group · Levine Capital · LendingWise · Investment Property Brothers · KisonTeam · West Capital Lending · My Lending Genie · plus creators Grant Cardone and Brandon Turner

The creative wall

What they are running right now

Paid creative currently in market, verbatim, refreshed weekly. Every card opens the asset as it ran. Organic posts are excluded — this is what these lenders are buying, not what they are posting. The longest-running ad here has been in market 75 days; in paid social, longevity is the closest thing to a public performance signal.

Kiavi ad still Kiavi · Explainer Building new construction projects is complex. VIDEO 23d View → Kiavi ad still Kiavi · Explainer Real estate investing moves in a cycle. VIDEO 16d View → Kiavi ad still Kiavi · Explainer Real estate investing moves in a cycle. VIDEO 16d View → Kiavi ad still Kiavi · Text Overlay Success on Repeat VIDEO 16d View → Kiavi ad still Kiavi · Text Overlay Real estate investing moves in a cycle. VIDEO 16d View → Lima One ad still Lima One · Announcement Portfolio power plays VIDEO 12d View → Lima One ad still Lima One · Text Overlay Compete like a cash buyer VIDEO 12d View → Lima One ad still Lima One · Announcement Portfolio power plays VIDEO 12d View → Lima One ad still Lima One · Text Overlay Scale your flip investments VIDEO 11d View → Lima One ad still Lima One · Text Overlay You fixed it. Now rent it. VIDEO 11d View → Visio Lending ad still Visio Lending · Text Overlay Know What Qualifies with Visio VIDEO 4d View → Visio Lending ad still Visio Lending · Text Overlay Built for Real Estate Investors. VIDEO 4d View → Visio Lending ad still Visio Lending · Announcement DSCR Loans Designed for Long-Term Rentals VIDEO 4d View → Visio Lending ad still Visio Lending · Announcement 5/6 ARM Pro | Visio Lending VIDEO 4d View → Visio Lending ad still Visio Lending · Text Overlay Built for real estate investors. VIDEO 4d View → New Silver ad still New Silver This September, we're covering your appraisal fee. Up to $500, refunded at closing. Free Appraisal on Any New Loan 🔥 This September, we're covering y AD LIBRARY View → New Silver ad still New Silver This September, we're covering your appraisal fee. Up to $500, refunded at closing. Free Appraisal on Any New Loan 🔥 This September, we're covering y AD LIBRARY View → New Silver ad still New Silver This September, we're covering your appraisal fee. Up to $500, refunded at closing. Free Appraisal on Any New Loan 🔥 This September, we're covering y AD LIBRARY View → RCN Capital ad still RCN Capital · Announcement A Lending Process You Can Count On VIDEO 75d View → RCN Capital ad still RCN Capital · Text Overlay Dependable Underwriting. Certainty of Execution. VIDEO 74d View → RCN Capital ad still RCN Capital · Text Overlay Skip the Bank’s Red Tape. VIDEO 73d View → RCN Capital ad still RCN Capital · Announcement A Lending Process You Can Count On VIDEO 72d View → RCN Capital ad still RCN Capital · Announcement Dependable Underwriting. Certainty of Execution. VIDEO 72d View → LendingOne ad still LendingOne Growing a portfolio means your financing has to keep up. LendingOne funds fix and flip, fix to rent, DSCR, and portfolio loans as a direct lender, so AD LIBRARY View → LendingOne ad still LendingOne Your cash belongs in the rehab, not the closing table. On your next fix and flip, pay no origination at closing. It moves to payoff instead, so more o AD LIBRARY View → LendingOne ad still LendingOne Your cash belongs in the rehab, not the closing table. On your next fix and flip, pay no origination at closing. It moves to payoff instead, so more o AD LIBRARY View → Renovo ad still Renovo 15 years of growing, learning, and building an one-of-a-kind culture. We’re proud of how far we’ve come, grateful for clients we've been able to help, AD LIBRARY View → Renovo ad still Renovo Build smarter with a lending partner that understands construction from the ground up. Whatever you're building next, Renovo has the funding and exper AD LIBRARY View → AUG 30 Renovo Consistency matters. From your first deal to your next one, you work with the same team from closing through servicing. No handoffs. No third-party se AD LIBRARY View → Temple View Capital ad still Temple View Capital · Announcement The biggest trends we're seeing in the lending market this year are greater appetite by investors for this type of credit product. VIDEO 60d View → Temple View Capital ad still Temple View Capital · Brand Story We created Templeview because we are investors. VIDEO 59d View → JUL 9 Temple View At Temple View Capital, we've designed our investment programs to address the investor pain points we've experienced ourselves. Learn how Temple View AD LIBRARY View →

Hook taxonomy

The eleven angles the category runs on

Ordered by how heavily the category leans on each one. The last two came from outside the primary corpus.

01 Deal-loss urgency Kiavi, Lima One
“Close before others even get approved”
“Compete like a cash buyer”
02 First-person financing confession Kiavi — 4 variants live

Admit the fear, name financing as the villain, resolve with the brand.

03 Volume flex as proof Kiavi
“I had 3 closings in one month and Kiavi funded all of them.”
04 Myth-bust / contrarian correction New Silver
“Stop comparing lenders on rate alone.”
05 Stage transition — you did X, now do Y Lima One — 4 ads on one grammar
“You fixed it. Now rent it.”
06 Legacy-system callout Kiavi
“Your builds are modern. So why is your financing stuck in the past?”
07 Betrayal / bait-and-switch Visio

The most aggressive line anyone is running.

08 Identity mirroring Visio

Flatter the operator’s craft, then indict their financing for not matching it.

09 Cost-of-error education Kiavi, New Silver — organic
“Small comp mistakes cost big money — $40K swings.”
10 The broker’s commission, not the borrower’s deal RCN — paid, invisible to Spyglass
“Don’t let a slow lender cost your client the deal — or your commission.”
11 Show the arithmetic Creators only

Line-item deal math, no claim attached. The single best-performing format in this audience — and no lender uses it.

Conversion

What they ask for, and where they send it

Button Sends to Ads What it tells you
Learn Moreevergreen bridge page27Their default, highest-volume ask
Get Offerreal-estate-agent page15A whole referral channel aimed at agents
Get Estimatenew construction page12Calculator as the lead magnet
See My RateArizona state page4State-by-state landing pages
Comment “KIAVI”DM, then discount linkorganicTheir single best asset — 5.7K views vs a 150–300 norm
Book a meetingbroker-specific pageVisioHalf of Visio’s landing pages are broker-facing