A new J.D. Power study has revealed a clear preference among borrowers for personal guidance over pure digital automation. While the mortgage industry continues to push toward streamlined, tech-driven processes, consumers are still looking for a human advisor who can guide them through the journey. This year’s survey of mortgage originators shows Mortgage Satisfaction is up—especially when loan officers deliver hands-on help early and often. In a world of AI and apps, the most powerful tool may still be a well-timed conversation. This post dives into what borrowers are saying—and what it means for loan professionals.
Mortgage Borrowers Still Want a Human Guide, Not Just a Digital App
In J.D. Power’s latest mortgage origination satisfaction study, borrower happiness rose to a score of 760 on a 1,000-point scale. This 33-point jump over the previous year signals improvement—but the real story isn’t just in the number. It’s in the reason why that number is going up.
“As the universe of consumer financial technologies slides toward self-service and personalization, newly published results from a mortgage origination satisfaction survey underscores consumers’ enduring preference for an advisory-style approach in the mortgage loan process.” That’s the quote from J.D. Power’s summary—and it’s a game-changer. Despite the rise of mortgage apps and digital portals, borrowers still crave a sense of personal connection. They want a lender who doesn’t just offer tools—but offers advice.
The survey found that Mortgage Satisfaction was notably higher when borrowers felt their lender provided guidance before they even started home shopping. Those who were educated upfront—on budgeting, pre-approvals, loan types, and timelines—were far more likely to report positive experiences. This highlights a crucial opportunity for loan officers: getting involved earlier in the process could translate directly into higher satisfaction scores and stronger client loyalty.
As the universe of consumer financial technologies slides toward self-service and personalization, newly published results from a mortgage origination satisfaction survey underscores consumers’ enduring preference for an advisory-style approach in the mortgage loan process.
Another key takeaway: borrower attitudes toward artificial intelligence are cautious. Only 54% of respondents said they were “completely comfortable” with AI involvement in their loan process. And 71% emphasized that it’s “very important” to be informed when AI tools are being used. Transparency, it seems, is just as important as technology. This reinforces the idea that trust and clarity beat convenience when it comes to lending relationships.
The J.D. Power rankings also spotlight which lenders are getting it right. Eleven lenders exceeded the 760 average Mortgage Satisfaction score, including some of the biggest names in the industry:
- Citibank: 802
- Bank of America: 792
- Citizens Bank: 787
- Huntington Bank: 780
- Movement Mortgage: 776
- Guild Mortgage: 775
- Prosperity Home Mortgage: 773
- Fairway Independent Mortgage Corp.: 772
- Chase Bank: 771
- TD Bank: 766
- Rocket Mortgage: 762
These lenders are showing that it’s possible to combine technology and human guidance in a way that leads to better outcomes for borrowers. While they all offer digital tools, it’s their advisory approach that appears to set them apart.
For professionals in the mortgage and real estate space, the message is clear: don’t bet everything on automation. While it may help with efficiency, the real differentiator is how well you connect with your clients on a personal level. Answering questions, anticipating confusion, and offering clarity aren’t optional extras—they’re what your clients value most.
This study confirms what many in the industry have long known: mortgage borrowers are not looking for a vending machine. They’re looking for a guide. And those who provide that guidance—especially early in the process—will win more trust, more referrals, and ultimately, more business.
Loan Officer Perspective
This report is a high-five to every loan officer who prioritizes relationships over automation. If you’ve been taking time to educate your clients early, walking them through their options, and being proactive instead of reactive—you’re on the right track. The data now proves what you’ve felt: that personal service still drives Mortgage Satisfaction. Keep leaning into that strength.
Real Estate Agent Perspective
Agents, this is your chance to align yourself with loan officers who offer more than just an app link. Recommend lenders who actually talk to your clients, provide upfront advice, and deliver a guided experience. It’ll make your buyer’s journey smoother and help you stand out as someone who brings real value—not just a referral list.
Home Buyer & Seller Perspective
If you’re buying or selling a home, know this: the best experiences happen when your lender is more than just a number cruncher. Work with someone who takes time to explain the process, answer your questions, and offer advice. It’s not about doing it alone—it’s about doing it right. Want to be connected with someone who will guide you every step of the way? Reach out to the pro who shared this post and let’s get you started.
Source Article: Scotsman Guide
Powered by: Mortgage Marketing Animals
Important Links
