Forget California or Michigan call centers faking Alabama charm—we’re the real deal, headquartered in Gadsden, just steps from the Coosa River. We’ve got history here, once spanning branches from Trussville to Hoover, Roebuck to Albertville and Fort Payne. Now, with cutting-edge tech, we cover our entire state from one hub, simpler and smarter than ever. Our team lives and breathes Alabama’s market—Hoover’s luxury boom, Fort Payne’s quiet treasures, all seeing 8-10% yearly value jumps. That means fast, custom loans delivered with a local’s know-how, not some outsider’s guesswork. We know our streets, our people, and our tech makes it seamless—every deal proves it.

When you work with us, you bolster Alabama’s lending community, not distant shareholders. Big lenders use trigger leads—snatching your info the second we pull your credit—and deceptive pitches to steal business, even posing as locals according to our customers. This drains our state’s economy, hurting my firm, my loan officers, and mortgage professionals, friends, and colleagues statewide. Choosing First Equity keeps our markets thriving—like supporting the Northeast Alabama Regional MegaSite’s  potential right here at home. Let's grow Alabama!

Those national call centers pestering our clients? They’re all talk—promising the moon, especially on VA loans, then leaving clients high and dry. We hear it from folks they’ve burned: big promises, weak delivery. At First Equity, we go head-to-head and win with better rates, faster closings, and no hype—just results. Whether it’s a Jumbo loan or a USDA deal, our Gadsden team outshines their automated scripts every time.

Our loan officers aren’t just locals—they’re pros, with certified credit specialists and Veteran’s Lending experts on staff. Big lenders lean on volume and deception; we lean on skill. Need a VA streamline for a vet in Shelby County? We’ve got it. A bank statement loan for a self-employed client? Done. We solve problems they dodge, protecting Alabama borrowers from their one-size-fits-none approach.

Out-of-state giants push generic loans that ignore Alabama’s unique landscape—60-80% home value growth over a decade, retirees with equity, growing rural hubs. We offer FHA, VA, Jumbo, HELOCs, and second mortgages built for *our* market. They compete with trigger-lead spam; we compete with options—like debt consolidation or rehab loans—that keep your money working here, not lost to their scams.