“This new law is a major victory for mortgage borrowers that will protect them from the barrage of unwanted calls, texts and emails they too often received immediately after applying for a mortgage,” Bob Broeksmit, president and CEO of the Mortgage Bankers Association (MBA), said in a statement. “It will create a more efficient, responsible, and respectful home buying process when it goes into effect on March 5, 2026.”
Broeksmit added that the MBA will “work with our members and federal agencies to ensure a seamless transition over the next six months.”
The law bars companies from making offers of credit unless a consumer provides explicit consent, or the offer comes from their existing originator, servicer, bank or credit union. Firms must also be prepared to extend a “bona fide” credit offer.
While most trade groups applauded the law, some industry professionals are less enthusiastic about its opt-in requirement for consumers.
Critics told HousingWire the measure could give retail lenders another way to box out competitors, raising questions about whether the rule protects consumers or undermines competition.
Jim Nabors, president of the National Association of Mortgage Brokers (NAMB), called the bill a “victory” for American consumers.
“Consumers now have more control over the information they receive as part of the homebuying process, and they can now eliminate trigger lead abuses while preserving their use in appropriately limited circumstances.”
Others in the mortgage space expressed their gratitude for the end of a long legislative process.
“The BAC is proud to see this fight finally cross the finish line. This bill shows what’s possible when the industry puts differences aside and works together toward a common goal,” said Brendan McKay, chief advocacy officer for the Broker Action Coalition (BAC).
Isaac Boltansky, head of public policy at Pennymac, believes the law brings positive change for consumers and lenders alike.
“By curbing abusive data practices while preserving responsible competition, this framework strengthens trust in the mortgage process and creates a healthier, more sustainable marketplace,” Boltansky said.
“We appreciate President Trump’s willingness to collaborate with industry experts to tackle problems and implement practical, common-sense protections for consumers,” said Craig Ungaro, chief operating officer at AnnieMac Home Mortgage.
Editor’s note: This story was updated with comments from the Broker Action Coalition, Pennymac and AnnieMac.