Lenders Struggling To Overcome Borrower Rate-Fixation Need To Focus On Communication

As the market corrects and mortgage demand sinks, lenders are struggling to market themselves to a shrinking pool of rate-focused borrowers, according to J.D. Power’s latest U.S. Mortgage Origination Satisfaction Study. The study found that as demand hits a 22-year low, mortgage brokers are finding it difficult to stand out from the crowd. Borrowers are choosing lenders based solely on who is offering the lowest rate that day. “The average mortgage customer experience has become increasingly commoditized, with few lenders finding the right formula to build long-term trust and loyalty that truly stands out from the competition,” the report reads. Rocket Mortgage ranked highest for origination satisfaction, followed by Chase, Citi, and Fairway Independent. Overall, lenders were on equal footing…