Tempe, AZ – August 4, 2025 — As federal lawmakers move to significantly restrict the use of “trigger leads,” lenders and mortgage professionals are re-evaluating how to stay in front of homebuyers during key decision windows. In response to the sweeping bipartisan passage of anti-trigger lead legislation by both the House and Senate, Cordless.co is highlighting its Retention product as a compliant, future-proof alternative for proactive lender engagement.
The legislation, which aims to curb the widespread use of credit-based trigger leads, will have a major impact on lenders who have relied on this strategy to identify borrowers in the market. Cordless offers a smarter path forward.
“Trigger leads have long been a double-edged sword—powerful but increasingly scrutinized,” said Greg Buhl, SVP of Sales for Cordless. “We built Cordless Retention to help lenders engage in-market borrowers using intent signals that are ethical, privacy-safe, and not reliant on credit reporting agencies.”
A Smarter, Search-Based Solution
Unlike trigger leads that rely on credit pulls and bureau data, Cordless Retention is powered by search-based signals. It identifies existing customers who are actively searching for real estate listings, mortgage information, or refinancing options—capturing intent when it matters most.
Because the Retention product does not depend on credit data, it is fully compliant with the newly passed legislation and is positioned to remain viable even if future laws impose additional restrictions on credit reporting agencies.
Benefits of Cordless Retention:
- Non-Credit-Based: 100% unaffected by the new trigger lead legislation
- High Intent: Uses real-time property search behavior and mortgage shopping signals
- Privacy-Compliant: Built on anonymous ID matching and first-party engagement
- Retention-Focused: Targets current borrowers before competitors can
- Future-Proof: Immune to upcoming changes in credit bureau data restrictions
Protect Your Future Pipeline
As the industry navigates the coming regulatory changes, Cordless is actively working with lenders, banks, and credit unions to transition their lead acquisition and retention programs to a privacy-first, compliant strategy.
Now is the time to future-proof your borrower engagement. Contact the Cordless Sales Team at Cordless.co to schedule a demo and discuss your roadmap beyond trigger leads.
About Cordless.co
Cordless.co powers intelligent advertising, retention, and monetization solutions for real estate, lending, and home services brands. Our proprietary platform connects advertisers with in-market consumers across a premium network of real estate listing sites using privacy-compliant audience targeting and dynamic integrations.
