About Lender Link

The ultimate source for real estate investors and brokers to find direct lenders.


Private Lender Link, Inc., DBA Lender Link, is an online directory that advertises and promotes private / hard money lending companies throughout the United States. Since PrivateLenderLink.com was launched in 2010, tens of thousands of people have flocked to PLL and connected with the lenders showcased on the site. Borrowers, mortgage brokers, investors and real estate professionals continually use PLL as a powerful online resource to get deals funded.

In 2018, PrivateLenderLink.com was rebuilt from the ground up, and we expanded the platform to include mortgage investment opportunities, service providers, capital providers and technology providers. PLL’s success can be attributed to a number of factors, including…

  • Ease of Use – Users are not required to register
  • Unique – One of the few sources of reputable private lenders, mortgage funds and direct hard money lenders all in one place
  • Time Saving – Users can quickly find, compare and connect with several companies in one place rather than browse multiple sites
  • Free Information – Users see a detailed profile of each company with lending guidelines and background information
  • Deal Samples – One of the few sites that consistently publishes funded loan transaction summaries

  • Our office is located in San Jose, California (Silicon Valley).

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About The Founder

Private Lender Link, inc. was founded by Rocky Butani (CA DRE Broker Lic. 01893537) in 2010. A San Francisco native, Rocky Butani started his career in 1997, during his senior year in high school, as a real estate marketing assistant and loan processor for Eagle Mortgage in San Mateo, California. From 2001 to 2003 he ventured off into the rapidly growing technology industry in Silicon Valley as a Tech Support Associate at Centerbeam, an IT services company in San Jose.

The years of real estate experience, coupled with his technology experience, was the inspiration that he needed to launch his own online business. Butani founded CarShowing in 2002, and he sold the thriving business in 2006 to a professional photographer who appreciated the unique business model and the aesthetics of the website. The business is still in existence today. He also founded RealShowing in 2003, a virtual tour real estate service which later evolved into a commercial property marketing service.

After a few years in the commercial real estate space, Butani was looking for a new direction. While reading a commercial real estate magazine, he came across an article about private lending and was immediately intrigued. After a year of research and connecting with a few private lenders, he found there was a need for an online resource for people to find reputable private lending companies. He launched PrivateLenderLink.com in 2010 and it’s been growing in leaps and bounds ever since.

Rocky Butani is licensed as a real estate broker by the State of California, Bureau of Real Estate, CA DRE Lic. 01893537.

Connect with Rocky Butani on LinkedIn


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