- RBS is the least popular mortgage lender in the US, with just 105 Google searches generated per month.
- Chase is the most popular mortgage lender in the US, with 82,208 searches per month.
- New Hampshire residents are looking to refinance the most, with an average of 674 searches per 100,000 residents.
- The top search term is “lending calculator”, searched an average 723,025 times per month.
A new study delves into America’s top mortgage lenders and which states are looking to refinance the most, with RBS being the least popular lender.
The study, conducted by mortgage broker experts Eden Emerald Mortgages,analyzed all 50 states based on the number of times each state searches for terms related to remortgaging.
Using Google Keyword Planner, the search terms “refinance” and “lender” were combined with 41 templates. Templates include “free [refinance] advice,” “how much does it cost to [refinance],” “[refinance] deals,” “how long does it take to [refinance],” and “[refinance] to release equity.”
A total of 961 search combinations were analyzed, including “lending calculator,” “HELOC rates,” “HELOC,” “home equity line of credit,” “HELOC calculator,” “chase remortgage,” “lending broker,” “refinance calculator,” and “SoFi lending.”
A list of the 16 best mortgage and refinance lenders of August 2024 were analyzed, including “RBS”, “Chase,” “SoFi,” “Ally,” “Bank of America,” “PNC,” “Rocket,” and “Mr. Cooper.”
The total number of search terms for each state was then compared to the population to calculate the number of searches per 100,000 people.
The least popular mortgage lenders across the US
| Rank | Lender | Average monthly search volume |
| 1 | RBS | 105 |
| 2 | Northpointe | 253 |
| 3 | Better.com | 438 |
| 4 | Guaranteed Rate | 1,554 |
| 5 | New American | 1,905 |
| 6 | Flagstar | 2,894 |
| 7 | PenFed | 3,392 |
| 8 | Truist | 5,046 |
| 9 | Navy Federal Credit Union | 10,927 |
| 10 | Mr Cooper | 13,218 |
| 11 | Rocket | 15,266 |
| 12 | PNC | 17,374 |
| 13 | Bank of America | 19,129 |
| 14 | Ally | 26,660 |
| 15 | SoFi | 34,065 |
| 16 | Chase | 82,208 |
RBS is the least popular mortgage lender in the US, with a monthly average of 105 searches generated.
Northpointe ranks second with 253 average monthly searches.
Better.com is third, with 438 searches; Guaranteed Rate is fourth, and New American is fifth.
Chase is the most popular mortgage lender in the US, with a monthly average 82,208 google searches generated.
SoFi ranks second, with 34,065 searches generated per month.
Ally ranks third, with 26,660 searches. Followed by Bank of America in fourth and PNC in fifth.
Ranking sixth through to tenth are Rocket, Mr. Cooper, Navy Federal Credit Union, Truist and PenFed.
The top 10 refinance-related searches across the US
| Rank | Keyword | Average monthly search volume |
| 1 | Lending calculator | 723,025 |
| 2 | HELOC rates | 155,935 |
| 3 | HELOC | 114,336 |
| 4 | Home equity line of credit | 102,743 |
| 5 | HELOC calculator | 70,856 |
| 6 | Chase remortgage | 37,078 |
| 7 | Lending broker | 33,393 |
| 8 | Refinance calculator | 31,338 |
| 9 | SoFi lending | 29,781 |
| 10 | Ally lending | 23,523 |
Shaun Bettman, CEO of Eden Emerald Mortgages says,
“Remortgaging in the US can be a complex procedure. Generally, it is feasible for those who meet the necessary criteria and are prepared to navigate the process.
“Credit score is a significant factor in remortgaging. If you have a high credit score, you will likely qualify for better interest rates and loan terms more easily.
“Conversely, if you have a low credit score, you may find it difficult to qualify for a refinance and face higher interest rates.
“When preparing for refinance, you should assess your long-term financial goal first. If you want to reduce your monthly payments, aim to lower your interest rate.
“For stability, you may also want to consider switching from an adjustable-rate mortgage (ARM) to a fixed-rate mortgage (FRM).
Shortening your loan term from 30 to 15 years could help you repay your mortgage faster.
“If you aren’t sure about remortgaging, seek professional guidance and work with a mortgage broker or financial advisor to help you navigate the complexities of refinancing.”
The top 10 states looking to refinance
| Rank | State | Average monthly keyword searches | Keyword searches (per 100,000 population) |
| 1 | New Hampshire | 9,462 | 674 |
| 2 | Maine | 9,347 | 669 |
| 3 | North Dakota | 4,954 | 631 |
| 4 | Colorado | 35,889 | 610 |
| 5 | Utah | 20,320 | 594 |
| 6 | Vermont | 3,829 | 591 |
| 7 | Montana | 6,602 | 582 |
| 8 | Idaho | 11,336 | 576 |
| 9 | Wyoming | 3,368 | 576 |
| 10 | Oregon | 24,151 | 570 |
New Hampshire is the state most likely to refinance, with 674 searches per 100,000 residents and an average of 9,462 searches per month.
New Hampshire’s most searched lender is Chase, and the top search terms include “lending,” “HELOC,” and “refinance.”
Maine is the second state looking to refinance, with an average of 669 searches per 100,000 residents and an average of 9,347 searches per month.
Among Maine’s top search terms are “lending,” “HELOC,” and “refinance.” Maine’s top lender is Chase.
North Dakota is the third state considering refinancing, generating an average of 631 searches per 100,000 residents and 4,954 searches per month.
North Dakota’s top search terms include “lending,” “HELOC,” and “refinance.” North Dakota’s top lender is Chase.
Colorado is the fourth state looking to refinance, with an average of 610 searches per 100,000 people and an average of 35,889 monthly searches.
Among Colorado’s top search terms are “lending,” “HELOC,” and “home refinance.” Colorado’s top lender is Chase.
In fifth place is Utah, which generates an average of 594 monthly searches per 100,000 residents and an average of 20,320 per month.
Among Utah’s top search terms are “HELOC,” “remortgage,” and “home refinance.” The top lender in Utah is Chase.
Vermont, Montana, Idaho, Wyoming, and Oregon rank sixth-through-tenth.
New Mexico generates the fewest refinance -related searches, with an average of 205.26 searches per 100,000 residents and a total of 4,340 monthly searches.
