Privacy Policy

Effective Date: August 25, 2026 Shelby Lane Caldwell (“Shelby,” “we,” “us,” or “our”) respects your privacy and is committed to protecting the personal information you provide when visiting this website, contacting Shelby, submitting a form, requesting a consultation, or otherwise interacting with this website. This Privacy Policy explains what information may be collected, how it may be used and shared, and the choices available to you. This website is Shelby Lane Caldwell’s professional marketing website. Mortgage products and services are provided through Prime Equity Mortgage and may be subject to additional privacy notices, disclosures, and requirements.

Information We Collect

We may collect personal information that you voluntarily provide through this website, including: First and last name Email address Telephone number Mailing or property address Information submitted through contact or consultation forms General information regarding your mortgage, homebuying, refinancing, investment, or financing needs Information you provide when communicating with Shelby by email, phone, text message, or other means You are not required to provide personal information simply to browse this website.

Mortgage and Financial Information

This website is not intended to serve as a secure mortgage application portal. If you choose to apply for a mortgage loan or move forward with financing, you may be directed to a secure application platform, lender portal, or other approved system operated by Prime Equity Mortgage or a related service provider. During the mortgage process, additional information may be requested, including financial, employment, credit, asset, income, property, identification, and other information necessary to evaluate or process a loan. Please do not submit Social Security numbers, bank account information, tax returns, passwords, credit card information, or other highly sensitive financial documents through a standard website contact form or unsecured email. Information collected in connection with an actual mortgage application or financial transaction may be governed by separate privacy notices provided by Prime Equity Mortgage, lenders, financial institutions, or other parties involved in the transaction.

Information Collected Automatically

When you visit this website, certain information may be collected automatically through cookies, analytics tools, log files, pixels, or similar technologies. This information may include: IP address Browser type Device type Operating system Pages viewed Time spent on the website Referring website General geographic location Links or buttons clicked Website interactions Date and time of your visit This information may be used to understand how visitors use the website, improve website performance, troubleshoot technical issues, and measure the effectiveness of marketing efforts.

Cookies and Similar Technologies

This website may use cookies and similar technologies to improve functionality, remember preferences, analyze website traffic, and better understand how visitors interact with the site. Third-party website, analytics, scheduling, social media, advertising, or marketing providers may also place or use cookies according to their own privacy policies. Most internet browsers allow you to control or disable cookies through browser settings. Disabling cookies may affect certain website features or functionality.

How We Use Your Information

Information collected through this website may be used to: Respond to your questions or inquiries Schedule consultations Communicate with you regarding mortgage or financing services Provide information about loan programs or financing options Follow up regarding services you requested Connect you with secure mortgage application resources Provide customer service Improve website functionality and user experience Analyze website traffic and engagement Maintain appropriate business records Protect against fraud, misuse, or unauthorized activity Comply with applicable laws, regulations, licensing requirements, or legal obligations We may also use information you voluntarily provide to communicate with you about services, educational information, market updates, or other information that may be relevant to your inquiry.

Email Communications

If you provide your email address, Shelby may use it to respond to your inquiry, provide requested information, communicate regarding your mortgage or financing needs, or send other relevant communications. If you receive marketing emails, you may unsubscribe at any time by following the unsubscribe instructions included in the email. Transactional or service-related communications may still be sent when necessary.

Telephone Calls and Text Messages

If you voluntarily provide your telephone number, Shelby may contact you by telephone or text message regarding your inquiry, consultation request, mortgage needs, or requested services. Where required by law, marketing calls or text messages will only be sent with appropriate consent. Message and data rates may apply. Consent to receive marketing calls or text messages is not a condition of obtaining mortgage services. You may opt out of marketing text messages by replying STOP.

How We Share Information

Personal information may be shared with third parties when reasonably necessary to provide requested services, operate this website, respond to your inquiry, facilitate a mortgage transaction, or comply with legal requirements. These parties may include: Prime Equity Mortgage Mortgage lenders and financial institutions Loan processors and underwriters Credit reporting agencies Appraisers Title and escrow companies Insurance providers Real estate professionals involved in a transaction Technology and software providers Website hosting providers Customer relationship management platforms Email and communication providers Scheduling platforms Analytics providers Professional advisors Government or regulatory authorities when required by law Third-party providers may maintain their own privacy policies and security practices.

Sale or Sharing of Personal Information

Shelby does not sell personal information in exchange for monetary compensation. Certain analytics, advertising, social media, or website technologies may involve disclosures of information that could be considered “sharing” under certain California privacy laws depending on how those technologies are configured. Where required by applicable law, California residents may have the right to opt out of certain uses or disclosures of their personal information.

California Privacy Rights

California residents may have rights regarding their personal information under applicable California privacy laws. Depending on the circumstances and the type of information involved, these rights may include the right to: Request information about the categories of personal information collected Request access to certain personal information Request correction of inaccurate personal information Request deletion of certain personal information Request information regarding certain disclosures of personal information Opt out of certain sales or sharing of personal information Limit certain uses of sensitive personal information where applicable Exercise privacy rights without unlawful discrimination Certain personal information related to mortgage lending or financial services may be subject to federal financial privacy laws and may be exempt from some California consumer privacy requirements. We may also be required to retain certain information to comply with mortgage, licensing, financial, legal, fraud-prevention, or recordkeeping requirements. To submit a privacy-related request, please use the contact information at the bottom of this policy.

Financial Privacy

Mortgage lending is subject to federal and state privacy laws. If you become a mortgage customer or submit a formal mortgage application, you may receive a separate financial privacy notice from Prime Equity Mortgage or another financial institution involved in your transaction. Those financial privacy notices may describe additional practices regarding the collection, use, sharing, and protection of nonpublic personal financial information. Where applicable, those notices apply in addition to this website Privacy Policy.

Data Security

Reasonable administrative, technical, and organizational measures are used to help protect information collected through this website. However, no website, email system, electronic transmission, or storage system can be guaranteed to be completely secure. For your protection, highly sensitive financial or identifying information should only be submitted through an approved secure mortgage application or document portal.

Data Retention

Personal information may be retained for as long as reasonably necessary to: Respond to inquiries Provide requested services Maintain business records Facilitate or complete transactions Resolve disputes Prevent fraud Enforce agreements Meet legal, financial, lending, licensing, or regulatory obligations Retention periods may vary depending on the type of information and the reason it was collected.

Third-Party Websites and Services

This website may contain links to websites or services operated by third parties, including mortgage application portals, social media platforms, real estate websites, scheduling platforms, financial resources, or other service providers. This Privacy Policy does not govern third-party websites. Shelby is not responsible for the privacy practices, security, content, or policies of third-party websites or services. You should review the privacy policies of any third-party website before submitting personal information.

Social Media

This website may include links to social media platforms. If you interact with Shelby through a social media platform, information you provide may also be subject to that platform’s privacy policy and terms of use.

Children’s Privacy

This website and the mortgage services described on it are intended for adults. We do not knowingly collect personal information from children under the age of 13 through this website. If we become aware that information from a child under 13 has been collected unintentionally, reasonable steps will be taken to delete it.

Legal Requirements

Personal information may be disclosed when reasonably necessary to comply with applicable laws, regulations, court orders, subpoenas, government requests, licensing requirements, or other legal processes. Information may also be disclosed when reasonably necessary to protect the rights, property, security, or safety of Shelby, Prime Equity Mortgage, website visitors, customers, or others.

Changes to This Privacy Policy

This Privacy Policy may be updated periodically to reflect changes in our website, technology, services, business practices, or applicable law. Any updated version will be posted on this page and the “Effective Date” above will be revised. Your continued use of the website after changes are posted constitutes your acknowledgment of the updated Privacy Policy.

Contact Information

If you have questions regarding this Privacy Policy, your personal information, or would like to submit a privacy-related request, please contact:

Shelby Lane Caldwell
Senior Loan Officer
Prime Equity Mortgage
NMLS #2798190

100 N Citrus Street, Suite 638
West Covina, CA 91791

Phone: (626) 277-9885
Email: ceshellinvestments@gmail.com

Prime Equity Mortgage
Company NMLS ID: 1765663
Licensed State: California