Private Lender Link, Inc. (PLL) 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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How It Works

Real Estate Investors and Mortgage Brokers seeking private financing for a property can use our open platform to easily find private lending firms throughout the United States. Read more about How It Works

People Love Us

Angela Vannucci

Blackburne & Sons

I think the most beneficial aspect of Private Lender Link, is that the leads are relevant to our lending programs. Contrary to other lead generating sites, when people come to this site, they are already aware they need private-money and are not “sticker-shocked” to learn of our rates and terms. This saves time for our loan representatives and we all know, time is money. In the few months that Blackburne & Sons has been listed as a lender on Private Lender Link, we have already closed two loans where the lead was generated from their site. And, with that, we look forward to seeing what the future holds for us with Private Lender Link!

Noelle Wheler

Nationwide Mortgage

I have worked with Private Lender Link for years, and every aspect of the site is quality. The look and feel speaks for itself. The lenders are all vetted so I feel I am in good company. The leads that come through the site are good people, looking for a little help with their financing.

Michael Faiella


Private Lender Link has been a great resource for connecting lenders with potential borrowers. I have found that the clients that have reached out to me have been a much better fit for our funding platform vs other sources. The technology behind PLL has been very helpful and has made my job much easier as an originator. PLL has been a fantastic partner for us. They have spent a lot of time, effort and energy in improving the platform over the years. PLL is a great resource for lenders and borrowers when searching for funding for their next real estate project.

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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