Why a loan magnifies losses more than it magnifies gains, in the only sense that matters. In percentage terms leverage is symmetric, and doubling exposure doubles the percentage move in either direction. The asymmetry is in survival. The loan is a fixed claim that does not fall with the market, so as the position loses value the whole loss lands on the investor's equity, and when that equity runs low the position can be closed by someone else at the worst available moment. A holder with no loan can simply wait. A borrower may not be permitted to.
The forced-sale power is the fact most borrowers underestimate, and the SEC states it in unusually direct language. If the value of the securities falls, the firm "can require you to deposit cash or securities to your account immediately, or sell any of the securities in your account to cover any shortfall, without informing you in advance." Then two qualifications that remove the escape routes people assume exist: "the brokerage firm decides which of your securities to sell," and "even if the brokerage firm notifies you that you have a certain number of days to cover the shortfall, it still may sell your securities before then." So the borrower does not control the timing, the amount, or which holdings are liquidated, and a stated deadline is not a commitment. The mechanics of the demand itself belong with the term for a margin call.
The regulated minimum is a floor, and the number that governs a real account is usually higher. The Federal Reserve's Regulation T sets the initial requirement for a margin equity security at "50 percent of the current market value of the security or the percentage set by the regulatory authority where the trade occurs, whichever is greater," at 12 CFR 220.12(a). The trailing clause is the operative part and is easy to read past, because it is what makes the federal figure a minimum that a self-regulatory organization can raise. A separate maintenance requirement then applies for as long as the position is held, set by the investor's self-regulatory organization rather than by the Federal Reserve, and it is that ongoing requirement rather than the initial one that determines when a shortfall arises. On top of both, firms impose their own house requirements: the SEC has noted that broker-dealers "may always collect additional margin from customers than required" under the applicable rules, and its own investor education adds that a firm "may at any time change the threshold at which customers are subject to a margin call." The practical instruction that follows is to read the margin agreement and ask the firm for its current house requirement, because that is the number that will be applied.
The loan has a running cost, and it is charged whether or not the position works. Interest accrues on the borrowed balance for as long as it is outstanding, which means a margined position must earn more than the borrowing rate before it earns anything at all. Rates on these loans move with prevailing short-term rates and vary by firm and by balance, so the cost of a strategy financed this way is not fixed at the moment it is entered.
Borrowing changes how the securities are held, which changes what protection applies. Fully paid securities and margin securities beyond what the firm may use as collateral are treated differently from securities pledged against a loan, and our page on brokerage accounts sets out the custody rules and what SIPC does and does not do. The short version for this page is that protection is strongest in an account with no margin borrowing, and that borrowing is a change in the legal position of the holdings as well as in the arithmetic.
What a margin account is used for beyond buying more stock. It is a requirement rather than a convenience for several activities, including selling short and, under the day-trading rules, for trades that are opened and closed on the same day. Some investors also use the borrowing capacity as a short-term source of cash without selling holdings, which avoids realizing a taxable gain but replaces one exposure with two: the market risk of the holdings and the obligation of the loan.