About Us
Who We Are & What We Do
Loren Howard
Founder And Managing Member
Loren Howard’s journey is defined by resilience, vision, and a commitment to success. As a standout college athlete, Loren achieved remarkable success on the field. He was named Freshman All-American Defensive End and Big Ten Defensive Freshman of the Year. In his sophomore year, he earned All-Conference Defensive End honors, and by his junior year, Loren was ranked as one of the top draft prospects by Mel Kiper. However, his football career was cut short by injury.
Undeterred, Loren shifted his drive and focus to the business world. His first major success came through his lead generation company, where he earned his first million. This achievement marked the beginning of a series of ventures across multiple industries, where Loren consistently grew companies to 8-figure successes. Today, he brings that same vision and determination to Prime Plus Mortgages, helping real estate investors achieve financial success through strategic note investing.
Loren’s passion extends beyond business. As the co-founder and board member of Valley Guardians, a nonprofit organization dedicated to helping children through education, mentorship, and financial support.
Loren and his wife Diane, who owns Esthetic Finesse, Lip Injections Scottsdale, reside in Paradise Valley, with their two young children.
About Prime Plus Mortgages
Prime Plus Mortgages was founded in 2017 by real estate investors who had lived the frustration firsthand: slow approvals, excessive paperwork, and conventional lenders who didn’t understand the urgency of a deal. We built Prime Plus to be the lender we always wished existed, one that moves at the speed of the market.
As a licensed Arizona hard money lender, we specialize in fast, asset-based financing for real estate investors across the Phoenix metro. We don’t base our decisions on your credit score or income history. We base them on the property and the deal. That means same-day approvals and none of the red tape that slows you down when timing is everything.
Since 2017, we’ve funded over 1,000 local deals totaling more than $224 million in loan volume for fix-and-flip investors, developers, property flippers, and buy-and-hold strategists across Arizona. Whether you’re closing on your first investment or scaling a portfolio, we know what it takes to make a deal work because we’ve been on your side of the table.
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- ✓ Same-day approvals
- ✓ No credit checks
- ✓ Asset-based approval
- ✓ Up to 90% LTV
- ✓ Rates from 10.99%
Fast Turnaround
You need an answer quickly, and we want to get you started on your project as soon as possible. You will get a response to your loan application within days from submission.
Full Coverage
You may be able to finance up to 80 percent (and in many cases even more) of the value of your real estate asset.
Seamless Process
Cut through the red tape by working with a local representative. You may bypass certain requirements imposed by conventional lenders such as appraisals, inspections, borrower financial qualifications and other paperwork.
Asset-Based Approval
We make our decision on the value of the property, not primarily on the qualifications of the borrower.
Paperwork Reduction. Really.
The application process is simple with minimal documentation required. No bank statements, tax returns, and proof of income paperwork typically required by conventional lenders.
Get Prequalified For A Hard Money Loan Today
We’re your native Maricopa county lender. Always make sure you apply, because there are occasions where we may be able to negotiate some of the terms.
