SRP Lending: Building Principal-to-Principal Relationships

Atlanta Real Estate Forum

The Great Recession changed the way many builders, developers and investors approached financing. As banks tighten their grip, private lenders offer a more competitive and personalized approach. Mark Whitmire, corporate strategist with SRP Lending, joins Host Carol Morgan on the Atlanta Real Estate Forum Radio podcast to discuss how SRP Lending is positioned in today’s market and why more builders and developers are turning to private lenders as interest rates rise.

Principal-to-Principal Lending

One of the biggest advantages of private lending, according to Whitmire, is the direct relationship between the borrower and lender.

“When you’re dealing with a bank, you’re often talking to an employee,” said Whitmire. “At the end of the day, it’s not their money, and they answer to regulators, loan committees and bureaucracy. With private lending, you’re talking principal to principal. It’s a much more honest and direct conversation.”

That directness translates to speed. Private lenders aren’t bogged down by lengthy approval processes or the whims of market headlines. Instead, they evaluate each deal on its own merits, focusing on one key question: Can the borrower execute the deal?

Navigating Rising Interest Rates

Higher interest rates over the last few years have reshaped buyer behavior, pushing the average homebuyer age upward and slowing overall demand. While institutional investors often respond cautiously to such market shifts, private lenders like SRP Lending take a more tailored approach.

“Your institutional investors tend to look at a market as a whole, so they can get skittish in some instances,” said Whitmire. “When banks are forced to raise interest rates because of the fluctuations in the federal funds rate, we don’t operate in that same economy. That closes the gap between our rates and what institutions charge. We’re also looking at each individual loan on its own merits. We ask, ‘Can the borrower execute?’ and ‘Is the property they’re trying to execute a valid, sensible project to move forward with?’”

This individualized approach helps fill a financing gap for builders, developers and investors, particularly when banks hesitate to lend in certain asset classes or price points.

Who Benefits from Private Lending

SRP Lending’s clients range from builders and developers to investors who hire general contractors. Some are highly capitalized, while others are just getting started. What they all have in common is the drive and ability to finish projects.

The firm focuses primarily on residential real estate in the Atlanta market, including ground-up construction, land development and select renovation projects. Certain property types, such as high-end custom homes inside Atlanta’s perimeter or teardown-to-new-build projects, can be tough for banks to understand. But SRP Lending, with decades of market experience, is equipped to evaluate those opportunities quickly and confidently.

Advice for First-Time Private Borrowers

For builders, developers or investors considering their first private loan, Whitmire tells them to be bold, honest and focus on execution.

“Let’s talk about the hard stuff,” said Whitmire. “Don’t hide it, let’s discuss the difficult things up front.”

Why Builders Choose Private Lending

While banks remain part of the financing picture, private lending offers unique advantages:

• Speed & flexibility – Quick decisions without endless red tape.
• Direct relationships – Borrowers work directly with decision-makers.
• Market insight – Lenders who have weathered multiple cycles can see opportunities beyond what an appraisal might capture.
• Support for niche projects – From luxury homes to land development, private lenders can fund deals banks shy away from.

“We do our own appraisals, so we’re not trying to check off a bunch of boxes or fill a loan file,” said Whitmire. “We build our own loan file and make our own decisions based on our own experiences, our perspectives and what we see in the marketplace.”

Tune into the full episode to learn more about how private lending supports today’s builders, developers and investors. For more information about SRP Lending, visit www.SRPLending.com.

About SRP Lending

SRP Lending is a leading private money lender providing quick, flexible, and straightforward loan options for builders and contractors. With a customer-centric approach, SRP Lending prioritizes efficiency, flexibility and customer control over the lending process, offering an effective alternative to traditional bank financing.

Podcast Thanks

Thank you to Denim Marketing for sponsoring Atlanta Real Estate Forum Radio. Known as a trendsetter, Denim Marketing has been blogging since 2006 and podcasting since 2011. Contact them when you need quality, original content for social media, public relations, blogging, email marketing and promotions. A comfortable fit for companies of all shapes and sizes, Denim Marketing understands marketing strategies are not one-size-fits-all. The agency works with your company to create a perfectly tailored marketing strategy that will suit your needs and niche. Try Denim Marketing on for size by calling 770-383-3360 or by visiting www.DenimMarketing.com.

About Atlanta Real Estate Forum Radio

Atlanta Real Estate Forum Radio, presented by Denim Marketing, highlights the movers and shakers in the Atlanta real estate industry – the home builders, developers, Realtors and suppliers working to provide the American dream for Atlantans. For more information on how you can be featured as a guest, contact Denim Marketing at 770-383-3360 or fill out the Atlanta Real Estate Forum contact form. Subscribe to the Atlanta Real Estate Forum Radio podcast on iTunes, and if you like this week’s show, be sure to rate it. Atlanta Real Estate Forum Radio was recently honored on FeedSpot’s Top 100 Atlanta Podcasts, ranking 16th overall and number one out of all ranked real estate podcasts.

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