The Top 25 Mortgage Lenders in America


Published: September 20, 2012
Length: 267 pages, 100+ charts
Author: Jon Samsel, editor & co-founder
Format: PDF instant download (no hard copy)

Brands Featured in this Report 
AmeriSave, Bank Of America Home Loans, Capital One Home Loans, CashCall Mortgage, Chase Mortgage, CitiMortgage, Citizens Bank Mortgages, Crestline Funding, Discover Home Loans, EverBank Mortgages, Fremont Bank Mortgages, GMAC Mortgage, Greenlight Financial, Home Loan Investment Bank, HSBC Mortgages, Nationwide Bank Mortgage, PennyMac, PNC Mortgage, Provident Funding, Quicken Loans, State Farm Bank, SunTrust Mortgage, Union Bank Home Loans, U.S. Bank Home Mortgage, Wells Fargo Home Mortgage.


This report benchmarks the online performance of the top 25 home mortgage brands in the United States. Quicken Loans earned the top spot in a field of strong competitors.

According to the research, Quicken Loans's brand health score of 688 out of 1,000 possible points beat its nearest competitor, Bank of America, by 128 points, or 18.60%, and surpassed third place Discover Home Loans by 135 points, or 19.62%. The gap between Quicken Loans and lowest-ranked Fremont Bank Mortgages was 538 points, or 78.20%.

So how did Quicken Loans rise to the position of category leader? Three areas of competence caught our attention: 

1) mobile website optimization
2) social media participation
3) search optimization

"Technology has become so critically important to our business," said Quicken Loans CEO Bill Emerson. "I think it should become more important to the industry. But it’s not just technology alone – it’s technology and process. What we’ve been able to do is take our technology, which has been built internally, and leverage it tremendously in how we handle the mortgage transaction from end-to-end."
The Top 25 Mortgage Brands in America, Ranked by Online Brand Health

1. Quicken Loans
2. Bank Of America Home Loans
3. Discover Home Loans
4. Capital One Home Loans
5. HSBC Mortgages
6. U.S. Bank Home Mortgage
7. PennyMac
8. State Farm Bank
9. Wells Fargo Home Mortgage
10. Nationwide Bank Mortgage
11. CitiMortgage
12. AmeriSave
13. CashCall Mortgage
14. PNC Mortgage
15. Citizens Bank Mortgages
16. GMAC Mortgage
17. Chase Mortgage
18. EverBank Mortgages
19. Home Loan Investment Bank
20. SunTrust Mortgage
21. Greenlight Financial
22. Union Bank Home Loans
23. Crestline Funding
24. Provident Funding
25. Fremont Bank Mortgages

Table of Contents

Executive Summary
Social Media Assessment
Content Sharing Assessment
Measurement Assessment
Website Usability Assessment
Search Assessment
Top 10 Brands: A Closer Look
About Heardable

Report length: 267 pages

Analyst Quote

"Quicken Loans completely dominates the online mortgage sector in areas such as search, mobile and website optimization," said John Sharp, co-founder of Heardable. "Quicken's smart use of technology has fundamentally changed consumer expectations for lender engagement. Home loan competitors take heed."

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