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What Are Trigger Leads?

A “trigger lead” is generated when a consumer applies for a mortgage and credit reporting agencies (CRAs) sell that borrower’s application data to outside lenders, brokers, or marketers. The result has often been a wave of unsolicited calls, texts, and emails—something both consumers and brokers have long criticized.

The new law significantly limits when and how these leads can be shared, aiming to reduce misuse and unwanted solicitations.

Key Changes Under the Law

• Consumer authorization (opt-in) — The borrower must have opted in, unless another specific relationship exists.
• Existing relationship — The recipient is already the borrower’s current mortgage originator, servicer, or a bank/credit union where the borrower holds an account.
• Firm offers only — Any outreach using trigger leads must constitute a bona fide “firm offer of credit or insurance” under the Fair Credit Reporting Act.
• Documentation & certification — CRAs must require evidence that one of the above conditions is met before furnishing a lead.
• Effective date — Most provisions take effect March 5, 2026.

Compliance Checklist for Washington Brokers & Lenders

• Review and Update Policies — Align privacy, marketing, and lead-handling policies with the new law and Washington’s Fair Credit Reporting Act (RCW 19.182).
• Vendor Agreements — Amend contracts with any lead vendors to include required certifications, audit rights, and clear limits on use.
• Consent & Opt-In Systems — If you plan to use opt-ins, capture clear, documented consent and provide appropriate disclosures.
• Firm Offer Readiness — Define criteria and ensure systems support true firm offers consistent with FCRA prescreening standards.
• Staff Training — Train loan officers and marketing teams on changed rules and approved scripts.
• Audit & Monitor — Review incoming leads and vendor compliance; honor consumer opt-outs from prescreened lists.
• Consumer Rights Compliance — Respect opt-out rights for prescreened solicitations under RCW 19.182.
• Watch for State Updates — Monitor Washington privacy developments that could add obligations.

Source Attribution - Federal law, analysis, and Washington references:

• Congress.gov – Homebuyers Privacy Protection Act (Bill Text)
• Americas Credit Unions – Compliance Breakdown of HR 2808
• JD Supra – Legal Analysis of the Act
• AGMB Law – Compliance Q&A (2025)
• Washington RCW 19.182 – Fair Credit Reporting
• U.S. Senator Reed – Press Release on Trigger Leads Bill
• Holland & Knight – WA Privacy Law Overview