RatePlug’s Afordal creates, nurtures real estate leads

Even though some mortgage industry economists are expecting existing home sales to improve this year, affordability remains an issue holding many consumers back from acting.

On the lender side, the competitive landscape for whatever leads are in the market is getting tougher because of the uncertainty around mortgage rates.

A new offering from RatePlug looks to address those concerns. The Naperville, Illinois real estate technology company has launched Afordal, which it said unifies the home search process with live mortgage rates, rapid consumer pre-approval and property-specific special financing, such as eligibility for zero-down mortgages.

Afordal was driven forward with RatePlug’s recent acquisition of HomeASAP at the end of 2024 and its IDX home search, lead generation and real…