Canadian Private Lenders’ Podcast
The #1 Podcast on Private Mortgage Lending in Canada. Ryan MacNeil and Neal Andreino of Keystone Capital Group outline their private mortgage lending experience and help you grow your mortgage business, while focusing on the importance of the growing Canadian Mortgage Broker channel.
Canadian Private Lenders’ Podcast
Ep.127 | How SEO Is Replacing Brokers in Private Mortgages with Jonathan Alphonso
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In this episode of the Canadian Private Lenders Podcast, Ryan and Neal sit down with Jonathan Alphonso of Mortgage Broker Store Inc. to break down a completely different approach to private lending.
Instead of relying on brokers, Jonathan reveals how his team built a direct-to-borrower pipeline using SEO, high-speed lead response, and aggressive online marketing. They dive into the realities of lending in today’s Ontario market, from rising power-of-sale opportunities to the risks of high LTV lending and market downturns.
This episode is a deep look into how simplicity, speed, and strong fundamentals can outperform traditional models, and why many lenders may be in trouble heading into the next cycle.
Show Notes:
00:00 – Intro & episode overview
02:44 – Jonathan Alphonso background & company origin
05:00 – SEO strategy & direct-to-borrower model
10:43 – Lead generation + conversion (50–100 leads per deal)
15:14 – Speed-to-lead & deal vetting process
18:23 – Why they avoid brokers
23:24 – Risk management & 75% LTV strategy
30:49 – Exit strategies (refinance vs sale)
33:49 – Where they lend in Ontario + market risks
37:05 – Business growth & portfolio strategy
42:29 – Market outlook: rising power of sales
Resources:
Keystone Capital Group
CPLP Instagram: @cplpodcast
Keystone Instagram: @keycapgroup
Find Neal On:
Instagram: @neal.andreino
LinkedIn: Neal Andreino
Find Ryan on:
LinkedIn: Ryan MacNeil
E-mail: ryan@keycap.ca