Every figure on this page links to the organization that produced it, and each was re-checked against that source before publishing. How mortgage lenders and loan officers use video and market themselves, and the evidence behind it: our own read of the homepages of the 200 largest U.S. mortgage lenders; how many lenders, loan officers and loans there are and how rate swings moved them; how borrowers shop for a mortgage and where they get information; what listed lenders spend on marketing; the federal, Florida and platform rules for mortgage ads; and where five popular mortgage marketing numbers came from.
21.6% of the 171 readable homepages of the 200 largest U.S. mortgage lenders showed a video player on November 1, 2026 (our measurement). (Mark Studios)See details
46.8% linked to a YouTube channel but only 6.4% embedded a YouTube or Vimeo player, 7.3 times as many links as players (our measurement). (Mark Studios)See details
Independent mortgage companies' homepages showed video more often than banks' and credit unions' (27.7% against 12.1%) and printed an NMLS ID far more often (90.1% against 51.5%). (Mark Studios)See details
67% of U.S. home-purchase borrowers with 2024 mortgages applied to only one lender, and 44% seriously considered only one. (FHFA and CFPB (NSMO))See details
61% of 2024 home-purchase borrowers said an agent's recommendation mattered in choosing a lender; in Zillow's 2026 surveys only 3% first found their lender through social media. (FHFA; Zillow)See details
BLS counted 274,330 loan officer wage jobs in May 2025, and employment at real estate credit businesses fell 36.1% from 2021 to 2025 (our calculation). (BLS)See details
Per dollar of loans made in 2025, Rocket spent about 40 times as much on marketing and advertising as UWM, which sells through brokers (our calculation). (Rocket and UWM 10-Ks)See details
loanDepot's marketing cost per originated loan rose 28.8% from 2021 to 2025, to $1,534, even as its total marketing budget shrank (our calculation). (loanDepot 10-Ks)See details
The CFPB's 2020 sweep of deceptive VA-loan ads brought more than $4.4 million in civil penalties from nine lenders. (CFPB)See details
The popular '21 times' speed-to-lead figure measured qualifying business web leads in 2007, and the study says it did not address close ratios. (InsideSales.com and MIT)See details
How many mortgage lender websites show video?
About one in five. On November 1, 2026 we opened the homepages of the 200 largest U.S. mortgage lenders, ranked by loans originated in 2025 in the government's Home Mortgage Disclosure Act data, and 21.6% of the 171 we could read showed a video player (our measurement). Those 200 lenders made 4,639,037 loans in 2025, 67.9% of all reported originations. Of the 200, 5 showed a bot wall, 19 failed to load, 1 was skipped because its robots.txt returned a server error and 4 had no consumer homepage we could confirm.
Lenders link to social video far more than they show it. 46.8% of the homepages linked to a YouTube channel, but only 6.4% embedded a YouTube or Vimeo player: 7.3 times as many links as players (our calculation). 12.9% carried a video file hosted on the lender's own site and 8.8% a muted background clip that starts on its own.
On the homepage (171 readable homepages of the 200 largest U.S. mortgage lenders, Nov 1, 2026)
Apply now, start an application or get pre-approved
69.0%
Find a loan officer
48.0%
NMLS ID number printed on the page
75.4%
Equal Housing Lender or Opportunity text or logo
80.1%
Customer review widget (Trustpilot, Experience.com, Zillow and others)
17.0%
A mortgage rate shown on the homepage
10.5%
Independent mortgage companies put more on the page than banks and credit unions, whose homepages serve the whole institution. 27.7% of independents' homepages showed video against 12.1% of banks' and credit unions'; 90.1% printed an NMLS ID against 51.5%; and 25.7% loaded a review widget against 3.0%. Banks and credit unions linked to a YouTube channel more often, 57.6% against 38.6% of independents. The biggest lenders showed video less than the rest: 14.3% of the top 50's readable homepages against 24.0% of lenders ranked 51 to 200.
A hand check of 30 random homepages agreed with the automatic video classification on all 30, 100.0%; the application and loan-officer rules missed three times between them and were fixed before counting. Bot walls hit banks hardest, so the bank and credit union shares rest on 66 readable homepages, and the frame includes wholesale lenders such as UWM that market to brokers rather than borrowers. The per-lender results are in homepages.csv and the summary in crawl-summary.json.
How many mortgage lenders and loan officers are there?
About 4,768 institutions filed mortgage data under the Home Mortgage Disclosure Act for 2025, and they reported 6,827,891 originated loans (CFPB, HMDA data browser). That is 54.5% fewer loans than the about 15.0 million of the 2021 refinance boom (our calculation). The CFPB counted 4,898 filers for 2024 and 5,113 for 2023.
BLS counted 274,330 wage and salary loan officer jobs in May 2025, with a median annual wage of $76,690 and a mean of $87,790 (BLS OEWS). The count covers loan officers of every kind, not only mortgage; 69,380 worked in the industry group that includes mortgage lenders. Counting the self-employed, the Occupational Outlook Handbook puts loan officers at about 283,000 jobs in 2025 and projects growth of 1 percent to 2035, with about 17,100 openings a year (BLS OOH). Licensing counts run higher because one person can hold licenses in many states: at the end of 2019, 165,116 individuals held state mortgage loan originator licenses through NMLS and 415,978 were federally registered, mostly at banks (CSBS NMLS). UWM's 2025 10-K, citing NMLS, puts federally registered loan officers at about 358,000 (UWM).
In Florida, loan officers held 18,830 wage jobs in May 2025 at a median of $71,090; 4,190 worked in the Miami-Fort Lauderdale-West Palm Beach metro area, at a median of $71,510 (BLS OEWS).
How rate swings moved the industry
Mortgage employment follows rates. The Freddie Mac 30-year fixed rate hit a record low of 2.65% in January 2021 and peaked at 7.79% in October 2023 (Freddie Mac PMMS); it read 7.24% for the week of October 29, 2026. Private employment at real estate credit businesses, mostly mortgage lenders, fell 36.1% from the 2021 peak to 2025, and at loan brokers 34.8% (our calculations from BLS QCEW). Site-built single-family refinance originations fell 73.2 percent from 2021 to 2022, to 2.2 million, and then to 796,000 in 2023 (CFPB).
Jobs: BLS QCEW private-sector annual averages (BLS). Originations: CFPB annual reports for 2021-2023, HMDA data browser for 2024-2025, which can differ slightly from the CFPB's snapshots.
Brokerage got smaller per shop, not smaller overall. Private loan broker establishments rose 48.7% from 2019 to 2025, from 11,481 to 17,072, while their employment fell 6%, so the average broker office went from 7.8 to 4.9 workers (our calculation from BLS QCEW). Lender profit swung the same way: independent mortgage banks lost $1,056 on each loan in 2023, then earned $443 in 2024 and $785 in 2025, in the Mortgage Bankers Association's performance report (MBA, which represents lenders). Producing a loan cost them $11,094 on average in 2025, 14.1 times the profit per loan (our calculation).
Who makes the loans
Independent mortgage companies, not banks, make most U.S. mortgages: 56.1 percent of closed-end originations in 2023, down from 63.3 percent in 2021 (CFPB). Banks made 27.9 percent and credit unions 11.4 percent. The market is not concentrated: the top 25 lenders held 36.5 percent in 2023, and the largest, Rocket Mortgage, about 6.2 percent. 42.2 percent of reporters made fewer than 100 closed-end loans that year.
How much do mortgage lenders spend on marketing?
It depends on who the lender sells to. Rocket Companies, which markets to consumers directly, reported marketing and advertising expense of $1,088 million in 2025, equal to 0.83% of its $130,352 million of closed loan volume, against 0.36% of $351,193,352 thousand in 2021 (Rocket Companies 10-K; our calculation). UWM, which lends through independent brokers and leaves the borrower marketing to them, reported advertising and marketing of $34.1 million on $163,446,463 thousand of loans, 0.02% of its volume (UWM 10-K; our calculation). UWM's broader marketing, travel and entertainment line rose $9.4 million in 2025, to $106.2 million, mostly for broker training and sponsorships (UWM). Per dollar of loans made, Rocket spent about 40 times as much as UWM; on UWM's broader line the gap is about 13 times (our calculation).
Sources: each company's Form 10-K (Rocket, loanDepot, UWM, Mr. Cooper, Better, PennyMac). Rocket's 2025 figure includes Redfin and Mr. Cooper from their acquisition dates.
Budgets followed rates down and back up. Rocket cut marketing 41.0% from 2021 to 2023, then raised it as volume returned (our calculation); its 2025 expense rose 32% with the launch of a unified Rocket brand (Rocket). Rocket says it has spent over $7 billion on marketing since its founding and runs an in-house agency. loanDepot's marketing rose 76.9% in 2021 on bought leads, Major League Baseball and Miami Marlins sponsorships and national TV (loanDepot), and PennyMac's rose $24.2 million in 2025, mainly from becoming an Official Supporter of Team USA (PennyMac).
Marketing cost per loan
Cutting the budget did not cut the cost of each loan. loanDepot spent $1,534 on marketing and advertising per loan it originated in 2025, against $1,191 in 2021, a rise of 28.8% while its total marketing fell by more than two thirds (our calculation from its 10-Ks). Better Home & Finance, which sells online, spent $2,496 per funded loan in 2025, on 15,386 funded loans, against $2,314 on 29,818 loans in 2022 (our calculation from its 10-Ks). loanDepot funded 95,653 loans in 2025, down from 392,737 in 2021, and its licensed loan officers fell 52.6% over the same years, from 3,373 to 1,599 (loanDepot). Better had about 10,400 team members at its 2021 peak and about 1,250 at the end of 2024 (Better).
Across all U.S. credit intermediation firms, banks included, purchased advertising and promotion came to $43.8 billion in 2024, 2.06% of their $2.13 trillion revenue (Census AIES; our calculation). Census does not publish the figure for mortgage lenders alone.
Where video shows up in lenders' own filings and surveys
Video is rarely named. Rocket's 10-K says its servicing clients can get personalized videos that explain topics such as escrow changes (Rocket), and Guild's 2021 10-K describes its loan officer platform as having texting and video functionality (Guild Holdings). In SEC full-text search, 11 Form 10-Ks filed in 2025 contained both "mortgage loan officers" and "social media", against 3 in 2019 (SEC EDGAR); most are banks' risk-factor passages, not marketing disclosures.
Lenders themselves rank marketing low. In Fannie Mae's 2025 Mortgage Lender Sentiment Survey of 240 senior executives, only 12% named marketing a top-two priority, though 21% of smaller lenders did; consumer-facing technology was a top-two priority for 27%, down from 41% in 2019 (Fannie Mae). Among lenders cutting costs, 1% planned to cut marketing outreach. In 2023, 30% of lenders were using or trialling AI (Fannie Mae). Technology-based lenders' share of U.S. mortgage lending grew from 2 percent in 2010 to 8 percent in 2016, and they processed applications about 20 percent faster (Federal Reserve Bank of New York researchers).
How many lenders do borrowers shop before they apply?
Usually one. Of U.S. home-purchase borrowers with 2024 mortgages, 67% applied to only one lender or broker, and 44% seriously considered only one before applying, according to the National Survey of Mortgage Originations run by the Federal Housing Finance Agency and the CFPB (FHFA). The one-application share has fallen, from 75% for 2014 mortgages, a drop of 8 percentage points in a decade (our calculation), but the share who considered only one lender barely moved: it was 45% for 2014 mortgages.
Most buyers choose the lender before the loan. 73% of 2024 home-purchase borrowers picked their lender or broker first and the loan type second, and 64% had decided which lender to use before making an offer on the home (FHFA). 83% had a pre-approval or pre-qualification before the offer, and 68% contacted a lender to explore options before it. 42% applied through a broker who works with several lenders and 48% directly to a lender such as a bank or credit union, down from 59% for 2014 mortgages.
Different surveys give different answers to the one-lender question, because they ask different people at different times:
Survey (who was asked)
Loans or field period
Applied to or contacted only one lender
Source
CFPB National Survey of Mortgage Borrowers (1,922 home-purchase borrowers)
Zillow sells advertising to lenders and agents and surveys an opt-in panel; its 2026 report drew more than 144,000 responses across 21 surveys (Zillow). The NSMO is a federal probability sample of mortgage records.
What one more quote is worth
Freddie Mac estimated in April 2018 that getting one additional rate quote saves a borrower an average of $1,500 over the life of a loan, and about $3,000 with five quotes (Freddie Mac). The unrounded figures are $1,435 and $2,914 for a typical $250,000 loan, and $966 to $2,086 for 80% of borrowers. These are model estimates from lenders' rate offers, not savings measured among real borrowers. When rates spiked in late 2022, Freddie Mac found the rate cut from applying with two lenders doubled to 20 basis points and put the possible saving at $600-$1,200 a year (Freddie Mac); rates offered to similar borrowers spread by about 50 basis points in October and November 2022.
Borrowers say price is not the whole decision. Only 31% of mortgage customers in J.D. Power's 2023 study chose their lender solely for the lowest rate (J.D. Power), and 79% of 2024 home-purchase borrowers in the NSMO rated the lender's reputation as important, the top-rated factor (FHFA). 54% were very satisfied that they got the lowest rate they could qualify for, down from 73% for 2021 mortgages, while 72% were very satisfied with the lender itself.
Where do borrowers get mortgage information, and how much comes from social video?
Mostly from the lender itself and the real estate agent. 70% of U.S. home-purchase borrowers with 2024 mortgages relied "a lot" on their own lender or broker for information, 39% on real estate agents or builders and 23% on websites (FHFA). 39% used no websites at all, down from 47% for 2014 mortgages, a fall of 8 points (our calculation). 19% leaned heavily on friends, relatives or co-workers.
Agents steer the choice of lender more than any ad does. 61% of 2024 home-purchase borrowers said an agent's or builder's recommendation was important in choosing their lender, up from 54% for 2015 mortgages, and 50% said the same of a friend's or relative's (FHFA). For 33%, first contact with the lender came through a third party such as an agent; 59% reached out themselves. In Zillow's 2026 panel of mortgaged buyers, 20% were first referred to their lender by an agent (Zillow, a seller to agents and lenders).
Social media and video
Social media is a research channel for borrowers, rarely the place they find their lender. 33% of mortgaged buyers in Zillow's 2026 surveys looked at social networking sites or apps while reviewing financing options, down from 38% in 2023, and 54% used a search engine (Zillow). Only 3% first found their lender through social media, and 2% through a TV or radio ad.
Fannie Mae's December 2023 Mortgage Understanding Study found 24% of U.S. consumers named social media among their three most-used sources on getting a mortgage, up 12 points from 2018, the fastest-growing source; 50% named websites, and lenders were the single most influential source for 29% (Fannie Mae). Only 45% said they would feel confident going through the mortgage process.
The audience for video skews young, which is where first-time buyers are. In Pew Research Center's 2026 survey 84% of U.S. adults used YouTube, including 95% of 18- to 29-year-olds; 65% of that age group used TikTok and 79% Instagram (Pew Research Center). The FINRA Investor Education Foundation found in April 2025 that 24 percent of U.S. adults got information about managing money from social media, and 35 percent of 18- to 29-year-olds, against 13 percent of those 65 and older (FINRA Foundation); its probability sample was 1,031 adults. 4% used AI chatbots for it.
In Bankrate's 2023 survey, fielded by YouGov among 2,391 adults, 30 percent of people who got financial advice got some from social media, rising to 49 percent of Gen Z advice seekers; 9 percent named TikTok influencers (Bankrate). Bankrate earns from financial product referrals. A Philadelphia Fed article citing the same survey gives 76 percent for Gen Z (Federal Reserve Bank of Philadelphia); Bankrate's own release says 49%, so we list the Fed's figure as a conflict and use Bankrate's.
Online or in person
Borrowers want an online process and a person. 53% of 2024 home-purchase borrowers said a paperless online process was important in choosing a lender, up from 40% for 2018 mortgages, while 43% still valued a nearby branch, down from 56% (FHFA). 40% dealt with their lender mainly online and 54% mainly by phone or text. In ICE Mortgage Technology's 2023 survey of 2,010 adults, 70% of recent borrowers said an online application influenced their choice of lender and 67% a document-upload portal, but only 9% wanted a fully digital mortgage; forty-five percent of millennials wanted both digital and in-person contact (ICE Mortgage Technology, which sells lending software). In 2012, before most of this, 74% of lower-income mortgage shoppers preferred to finish the application in person (Fannie Mae).
Mortgage customer satisfaction reached 760 on a 1,000-point scale in J.D. Power's 2025 study, and was 32 points higher when the lender engaged the customer before active shopping began (J.D. Power), and 38% of 2023 customers started working with a lender when they first thought about buying. J.D. Power sells its studies to the lenders it ranks. Early, educational contact is where explainer video fits; no study we found measures video's effect on choosing a lender.
What do the rules say about mortgage ads and video?
A video that promotes a mortgage is an advertisement under Regulation Z, and the same disclosure rules apply as in print. Regulation Z names four "triggering terms" for closed-end credit ads (down payment, number of payments or term, payment amount, finance charge); a video that says any of them must also state the down payment, the repayment terms and the annual percentage rate (eCFR, 12 CFR 1026.24). Its mortgage-ad section lists 7 prohibited practices, including calling a rate or payment fixed when it can change.
The Mortgage Acts and Practices Advertising Rule (Regulation N) bans any material misrepresentation about a mortgage in any commercial communication, and lists categories (a) through (s), 19 in all (eCFR, 12 CFR 1014). Anyone who advertises mortgage credit must keep copies of every materially different ad and sales script for twenty-four months after it last runs. That covers video scripts and recordings.
Co-marketing with real estate agents
RESPA Section 8 bans paying for referrals: No referral fees or other things of value may change hands for referring settlement business on a federally related mortgage (eCFR, 12 CFR 1024.14). A violation can bring a fine of up to $10,000 and a year in prison, and liability to the borrower for three times the charge (12 U.S.C. 2607). Joint videos and ads with agents are allowed only when each side pays its fair share. By October 2015 the CFPB said RESPA violations had cost the industry over $75 million in penalties (CFPB); it withdrew its marketing services agreement bulletin in 2020 and replaced it with FAQs. Prospect Mortgage paid $3.5 million in 2017 for paying referral sources through marketing deals (CFPB), and in the Genuine Title case Wells Fargo was ordered to pay $24 million in 2015 (CFPB).
Enforcement over deceptive mortgage ads
The CFPB's largest ad cases have targeted mailers that looked like government notices and VA-loan offers. In 2020 its sweep of nine lenders over deceptive VA-loan ads brought more than $4.4 million in penalties (CFPB):
Earlier, a joint CFPB and FTC review of about 800 randomly chosen mortgage ads led to the February 2015 cases (CFPB). Flagship Financial Group had called itself "HUD-Approved" in more than one million mailers and paid $225,000; NewDay Financial paid $2 million for undisclosed paid endorsements from a veterans' group and referral kickbacks (CFPB), and NewDay USA paid $2.25 million in 2024 over cash-out refinances marketed to veterans (CFPB). As adjusted in January 2025, the CFPB's maximum penalty for a knowing violation is $1,443,275 per day (eCFR, 12 CFR 1083).
NMLS IDs, Florida and fair housing
Federal Regulation Z requires the loan originator's name and NMLS ID on four loan documents, not on ads (eCFR, 12 CFR 1026.36(g)); display in ads comes from state rules. Florida requires mortgage brokers, lenders and loan originators to keep samples of every ad, including scripts of radio and TV broadcasts, for 2 years (Florida Statutes ch. 494), bars ads quoting an interest rate without saying it may change, and allows fines of up to $25,000 per count.
Platform targeting rules
Mortgage ads are restricted-category ads on the big platforms under their policies as read on November 1, 2026. Meta does not let housing, employment or credit advertisers in the U.S. target by age, gender or ZIP code (Meta), a rule that grew out of the HUD charge against Facebook in 2019 (HUD) and a 2022 Justice Department settlement in which Meta paid $115,054, the Fair Housing Act maximum (DOJ). Google bars ZIP code targeting and four demographic targets for housing and consumer finance ads in the U.S. and Canada (Google). TikTok allows loan ads in the U.S. only from licensed advertisers, shown to viewers 18 and older (TikTok).
What the popular mortgage marketing numbers really say
Mortgage marketing vendors, CRM sellers and loan officer coaches repeat a small set of numbers. We traced each to the organization that produced it. Pages that repeat a claim are linked only as dated evidence of how it spread, never as a source for the number.
"77% of borrowers apply with only one lender"
It is a 2013 figure, and it is one of three different measures. A 2026 mortgage CRM statistics page leads with 77% of borrowers applying to only one lender (SetShape), without the year. The source is the CFPB's January 2015 report on its National Survey of Mortgage Borrowers, which found about 77 percent of people who took out a home-purchase mortgage in 2013 applied to one lender (CFPB), among 1,922 respondents. The same report says almost half seriously considered only one lender, a different question. A later CFPB page rounds the first to more than 75 percent and adds that more than 30 percent did not comparison shop at all (CFPB).
Use instead: the 2024 figures from the National Survey of Mortgage Originations: 67% applied to one lender and 44% seriously considered one, each named for what it measures.
"Shopping around saves $1,500", "$3,000" or "$300 a year"
All three are model estimates, not savings measured among borrowers. The $1,500 and $3,000 come from Freddie Mac's April 2018 analysis of lenders' rate offers on a $250,000 loan: $1,435 for one more quote and $2,914 for five, rounded (Freddie Mac). Freddie Mac's 2023 update, $600-$1,200 a year, applies to the high-rate months of late 2022 only. The CFPB's $300 a year is a third measure: the gap between the rate the average borrower got and the lowest rate offered to similar borrowers (CFPB).
Use instead: Freddie Mac's figures with the loan size and period attached.
"Most buyers use the lender their agent recommends"
No federal survey measures that. The closest figures: in the CFPB's 2013 data, only 33 percent of home-purchase borrowers relied "a lot" on agents for mortgage information, against 70 percent who relied on their own lender (CFPB). By 2024, 61% said an agent's recommendation was important in choosing the lender and 33% first met the lender through an agent or builder. The higher percentages in mortgage marketing come from older trade-press polls of agents that we could not read in full.
"Video in email raises clicks 200-300%" and "'video' in a subject line lifts opens 19%"
Neither is a mortgage measurement. Loan officer marketing sellers repeat the first as 200-300% (EmpowerLO), 300% (LenderHomePage) or 200–300% credited to HubSpot (Webtonic). It comes from Forrester's May 2009 report, which said from interviews with marketing executives that video thumbnails, animated GIFs and clickable screenshots can raise click-through two to three times (Forrester). The 19% is Adestra's 2013 subject line report: campaigns that happened to use "video" in the subject line averaged 18.5% higher opens than average (Adestra), not a test of adding the word. Our video advertising statistics trace both the same way.
"Call a lead within 5 minutes and you are 21 times more likely to close"
The study measured contact and qualification of business web leads in 2007, not closed loans. A calling-software vendor presents the 21x figure as a mortgage finding (Aloware). The origin is the InsideSales.com and MIT Lead Response Management study, which found the odds of qualifying a web lead dropped 21 times when the first call came at 30 minutes rather than 5 (InsideSales.com and MIT), across six companies and about 15,000 leads; its write-up says it did not address close ratios. The related "391%" claim (EmpowerLO) comes from Velocify's 2013 study of almost 3.5 million leads across industries, which reported a 391% conversion lift for calling within a minute against an unstated baseline (Velocify). Velocify sold lead software to mortgage lenders.
Use instead: say "odds of contacting or qualifying a business web lead, 2007," never "more loans closed".
Two video numbers borrowed from other industries
"Listings with video get 403% more inquiries" traces to a 2012 Australian article about one property portal, with no study behind it (PropTechNOW), as our real estate video statistics show. "Video posts get 1,200% more shares", repeated to loan officers by a website vendor (LenderHomePage), is a distorted 2012 count of posts on Facebook's ten biggest brand pages. Neither says anything about mortgages.
We started from the questions people search for about mortgage video statistics and looked for the organization that actually produced each answer. Every figure on this page sits in an evidence ledger with its source, the exact table or paragraph it came from, the measurement period, the population measured, and the date we checked it. This edition holds 269 figures from 41 publishers.
On November 1, 2026, each sourced figure on this page was re-fetched with the fetch cache cleared and matched against the recorded wording: BLS Occupational Employment and Wage Statistics (through the BLS data API), Quarterly Census of Employment and Wages open data and the Occupational Outlook Handbook (through an Internet Archive copy, because bls.gov refuses automated requests); Census County Business Patterns, Nonemployer Statistics, the 2017 and 2022 Economic Census and the Annual Integrated Economic Survey (through the Census data API); the CFPB's HMDA reports, press releases and data browser, its enforcement orders and the National Survey of Mortgage Originations tables published by the Federal Housing Finance Agency; NMLS reports (some through Internet Archive copies); Freddie Mac, Fannie Mae and Mortgage Bankers Association releases; the Form 10-K filings of Rocket, UWM, loanDepot, Better, Mr. Cooper, PennyMac, Guild and Finance of America, and SEC EDGAR full-text search; Pew Research Center, the FINRA Foundation, the FDIC and Federal Reserve research; the surveys of J.D. Power, Zillow, Bankrate and ICE Mortgage Technology, each marked as a seller; the eCFR, the U.S. Code, Florida Statutes, HUD and Justice Department releases, and Meta, Google and TikTok ad policies; and the pages behind each popular claim. The homepage figures are our own measurement on the same day, described in the first section. We left out NMLS loan officer counts after 2019 because NMLS now publishes them only as spreadsheets behind a login, and a Meta ad radius rule we could not read on a Meta page.
We only cite the producer: government agencies, regulators, company filings and official posts, and the survey owner's own report. We do not cite statistics roundups, Statista-style aggregators, or salary sites without a public method. We did not bypass paywalls or sign-up forms; where a full report was gated, we used only the figures its publisher states publicly.
Figures marked "our calculation" are arithmetic on the cited numbers, and anyone can reproduce them:
4639037 / 6827891; numerator = sum of originations_2025 in homepages.csv, denominator = HMDA Data Browser nationwide aggregation years=2025&actions_taken=1 (own/data/originations_total.json)
37 / 171 readable homepages with video_player = true in homepages.csv; rule: video player: a <video> element or player iframe/placeholder (YouTube, Vimeo, Wistia, Vidyard, Brightcove ...) at least 150x80 px, or a labelled click-to-play control or hidden player embed
22 / 171 readable homepages with video_self_hosted = true in homepages.csv; rule: video player that is a native <video> element (incl. background videos)
147 / 171 readable homepages with any_social_link = true in homepages.csv; rule: any of the YouTube channel, Facebook, Instagram, TikTok, X or LinkedIn links
118 / 171 readable homepages with online_application = true in homepages.csv; rule: a link or button labelled apply / start (your) application / get pre-approved or pre-qualified / pre-approval, or an apply/pre-approval URL path, or a link to a mortgage point-of-sale host (Blend, SimpleNexus/nCino, Floify, ICE Consumer Connect ...); career, credit-card, deposit-account and membership applications excluded
18 / 171 readable homepages with rate_shown = true in homepages.csv; rule: a percentage with two or three decimals in the page text whose surrounding 160 characters mention APR/rate and a mortgage term (30-year, fixed, ARM, FHA, VA, jumbo, refinance, home equity ...) and no deposit/card/auto/personal-loan words
82 / 171 readable homepages with find_loan_officer = true in homepages.csv; rule: a link or button labelled find/search/meet/contact a loan officer, mortgage banker/advisor/consultant or lender, or naming loan officers, or a loan-officer search URL path
129 / 171 readable homepages with nmls_id_shown = true in homepages.csv; rule: page text matching "NMLS" followed by an ID number (NMLS #, NMLS ID, NMLS No. ... then 3-8 digits)
137 / 171 readable homepages with equal_housing = true in homepages.csv; rule: page text "Equal Housing Lender" or "Equal Housing Opportunity", or an image whose alt/src/title names it
29 / 171 readable homepages with reviews_widget = true in homepages.csv; rule: a network request, iframe or link to a review platform or widget (Experience.com, SocialSurvey, Trustpilot, Zillow lender reviews, Birdeye, Podium, Elfsight, Trustindex, Bazaarvoice ...)
top_50: 6/42, rank_51_200: 31/129 readable homepages with video_player = true in homepages.csv (split in crawl-summary.json); rule: video player: a <video> element or player iframe/placeholder (YouTube, Vimeo, Wistia, Vidyard, Brightcove ...) at least 150x80 px, or a labelled click-to-play control or hidden player embed
independent_mortgage_companies: 28/101, banks_and_credit_unions: 8/66 readable homepages with video_player = true in homepages.csv (split in crawl-summary.json); rule: video player: a <video> element or player iframe/placeholder (YouTube, Vimeo, Wistia, Vidyard, Brightcove ...) at least 150x80 px, or a labelled click-to-play control or hidden player embed
independent_mortgage_companies: 39/101, banks_and_credit_unions: 38/66 readable homepages with youtube_channel_link = true in homepages.csv (split in crawl-summary.json); rule: link to a YouTube channel or handle (not a single video)
independent_mortgage_companies: 91/101, banks_and_credit_unions: 34/66 readable homepages with nmls_id_shown = true in homepages.csv (split in crawl-summary.json); rule: page text matching "NMLS" followed by an ID number (NMLS #, NMLS ID, NMLS No. ... then 3-8 digits)
independent_mortgage_companies: 26/101, banks_and_credit_unions: 2/66 readable homepages with reviews_widget = true in homepages.csv (split in crawl-summary.json); rule: a network request, iframe or link to a review platform or widget (Experience.com, SocialSurvey, Trustpilot, Zillow lender reviews, Birdeye, Podium, Elfsight, Trustindex, Bazaarvoice ...)
This edition contains no Mark Studios customer data.
Limitations
Our homepage read covers the largest lenders only. The 200 largest lenders by 2025 HMDA originations made about two thirds of the loans, but the thousands of smaller lenders and brokers may differ; bot walls kept 29 of the 200 out, banks most often.
Nobody measures what video does for a mortgage lender. We found no published study linking video to applications or funded loans; the conversion and click figures marketers use come from other industries or have no source.
Several surveys come from companies that sell to lenders or earn from borrowers. Zillow, Bankrate, J.D. Power and ICE Mortgage Technology are named as sellers beside each figure; Zillow's panels are opt-in.
Loan officer counts differ by source. BLS counts wage jobs across all lending, NMLS counts licensed and registered individuals, and companies count their own staff, so the numbers are not interchangeable.
Company marketing lines are not alike. Rocket, UWM, loanDepot and others define marketing and advertising expense differently, and Rocket's 2025 figure includes acquired companies.
HMDA figures come from two releases. The CFPB's annual reports cover 2021 to 2023; 2024 and 2025 come from the HMDA data browser, which serves the latest data and can differ slightly.
How to cite this page
For a single figure, cite the original publisher named next to it, and link here if the verification trail is useful to your readers. Each figure has its own anchor, so you can link straight to it, for example https://www.markstudios.com/research/mortgage-video-statistics#DRV-004. To cite the page as a whole:
Mark Studios. "Mortgage Video Statistics." Last verified Nov 1, 2026. https://www.markstudios.com/research/mortgage-video-statistics
APA
Mark Studios. (2026, November 1). Mortgage video statistics. https://www.markstudios.com/research/mortgage-video-statistics
MLA
“Mortgage Video Statistics.” Mark Studios, 1 Nov. 2026, www.markstudios.com/research/mortgage-video-statistics.
Chicago
Mark Studios. “Mortgage Video Statistics.” Last modified November 1, 2026. https://www.markstudios.com/research/mortgage-video-statistics.
BibTeX
@misc{markstudios_mortgage_video_statistics_2026,
author = {{Mark Studios}},
title = {{Mortgage Video Statistics}},
year = {2026},
month = nov,
url = {https://www.markstudios.com/research/mortgage-video-statistics},
note = {Last verified 2026-11-01}
}
Our calculations and the evidence table are free to reuse with attribution and a link to this page. Each underlying figure remains the claim of its original publisher, and some publishers ask for a link when their figures are reused.
We re-verify every figure quarterly and when a major source publishes a new edition. The next scheduled review is February 2027. Corrections go to contact@markstudios.com.
Nov 1, 2026: First published with 269 figures from 41 publishers, each checked against its original source.
Frequently asked questions
How many mortgage lenders use video on their website?
In our November 1, 2026 read of the homepages of the 200 largest U.S. mortgage lenders by 2025 HMDA originations, 21.6% of the 171 we could read showed a video player. 46.8% linked to a YouTube channel and 85.4% to Facebook.
How many loan officers are there in the U.S.?
BLS counted 274,330 wage and salary loan officer jobs in May 2025, about 283,000 including the self-employed, across all types of lending. NMLS counted 165,116 individuals with state mortgage loan originator licenses at the end of 2019.
How many mortgage lenders are there?
About 4,768 institutions filed HMDA mortgage data for 2025 and reported 6,827,891 originated loans. Independent mortgage companies made 56.1 percent of closed-end loans in 2023.
Do borrowers shop around for a mortgage?
Most do not shop much. 67% of U.S. home-purchase borrowers with 2024 mortgages applied to only one lender and 44% seriously considered only one. Freddie Mac estimated in 2018 that one more rate quote saves about $1,500 over the life of a loan.
How do borrowers find a mortgage lender?
Mostly through the lender itself, agents and people they know. 70% of 2024 home-purchase borrowers relied a lot on their own lender for information and 61% said an agent's recommendation was important. In Zillow's 2026 surveys 3% first found their lender through social media.
How much do mortgage lenders spend on marketing?
Rocket Companies reported $1,088 million in marketing and advertising in 2025 and loanDepot $146,688 thousand. Per originated loan, loanDepot spent $1,534 in 2025 (our calculation).
What rules apply to mortgage videos and ads?
Regulation Z's advertising rules apply to video: stating a triggering term such as a payment amount requires the down payment, repayment terms and APR. The MAP Rule requires keeping copies of ads and scripts for twenty-four months, and Florida requires ad samples and broadcast scripts for 2 years.
Does video increase mortgage leads or closings?
No published study we found measures it. The '21 times' speed-to-lead figure comes from a 2007 study of business web leads that did not address close ratios, and the 200-300% email click figure is from a 2009 Forrester interview report.
