10 minutes Reading time
20 pages Length
Report Updated September 2021
We’ve taken a walk through the mortgage market for our next sector report, investigating how mortgage providers are operating in the online world.
We look into the ins-and-outs of your prime competitors, building our report around key metrics such as visibility, keyword potential, and page speed. As well as the essentials, you also get a peek at rarer metrics, like social score, brand reach, and reputation analysis… all for free.
The Mortgage Market Report provides an insightful view on the mortgage industry’s digital performance for the year, with analysis on current standings, movements, and opportunities for digital growth. With this asset in the palm of your hands, you’ll get a broad overview of who’s performing the best, who’s in need of a major renovation, and trended identified as to why.
This is a no cost, no risk opportunity to get the latest on what’s going on within the mortgage market. This report will provide you with crucial insight, enabling you to take your business to a whole new level. Download your free mortgage sector report now using the form above.
The mortgage market is on the rise. Overall, the entire market has improved by 26% – that’s on the back of a 50% increase in 2020 too, meaning this is an industry that has seen a real shift towards digital in recent years. But of course, where there are wins, there are also losses.
Take Tussle, for example. While this brand came out of nowhere last year and took the market by storm with a visibility increase of 6000%, they’ve continued to grow – this time by 14%. A smaller rise than last year but they’re still definitely one to analyse and learn from. The biggest rise over the last year is mojomortgages.com. They’ve grown by 636% and while only the the 17th biggest brand in terms of visibility, they are definitely making the right moves. Alternatively, it’s also worth learning from those who aren’t doing so well. Justmortgagebrokers.co.uk have dropped 17 places with a 67% decline while alexanderhall.co.uk have dropped 10 spots; their visibility has declined by 50%. This equals a 76% drop when compared to the rest of the growing market.
Want to see where your brand ended up in our visibility league table? Download the free report now.
Here is a quick rundown of the top 10 sites in terms of their online visibility in the mortgage market:
These online mortgage providers saw the biggest year-on-year wins in their organic visibility:
High competition keywords are present in all industries, especially those in demand. Understanding these keywords, and where you sit on them, better equips you when tackling them. It is for this reason as to why we include a high competition analysis in our report.
We look at the most competitive words in your market and see where the brands on this list place. With this, you get insight into what your competitors are doing to get those sought-after spots, allowing you to mimic them in the hopes of achieving the same results.
The most competitive term in the mortgage industry is ‘current mortgage rates’. This keyword has a monthly search volume of 74K and is definitely one you should add to your target list. This keyword is a sign of a shift in the market and a lack of public knowledge around changes to mortgages in line with the pandemic and struggling economy.
Last year, the highest term, ‘best mortgage rates’ had a search volume of 27.1k. This shift in the most popular search term, and the incredible increase in interest on said term, clearly identifies how current, up-to-date information is crucial for acquiring custom in today’s online mortgage scene. When searching this term, as expected, the majority of the results are comparison sites such as Money Supermarket and banks like HSBC and Santander.
Surprisingly, the first mortgage provider only result is rocketmortgage.com – a brand who didn’t even make our top 50. We’d highly recommend a quick look at their site to understand what page signals and structure they’re using to compete beyond the likes of any of the brands in our report. It’s also interesting to note that “news story” SERP features are shown within the SERP for this term. At present, the likes of businessinsider.com and cnet.com. Perhaps a quicker way to compete on these high volume, high competition terms would be through informational channels as opposed to lead-gen landing pages.
As well as high competition keywords, our Mortgage Market Report also breaks down the opportunities that present themselves for both established and underdog brands. These keywords allow you to successfully meander the competition and achieve good visibility without using a lot of resources.
We take a look at the SERPs for some of these keywords to see what brands need to do to achieve high positions. Here are some of the elements we noticed.
Most of the opportunity terms in the online mortgage market centre around first-time buyers. Whether that’s for renovation projects, buy-to-let or 90% mortgages, there’s plenty of opportunity within this sphere of interest. It makes sense too – while the pandemic has clearly been a struggle for most, it’s also given those looking to buy their first home the chance to save like never before. With such a shift towards these kinds of keywords, it’s apparent that there are more potential first-time buyers than ever before.
Want to see the exact keywords? Get the report now.
On top of the big opportunity within high-intent first-time buyer keywords, there has also been a real increase in those searching for informational terms. Key themes include stamp duty, foundation home loans and government schemes. We’d recommend splitting your content efforts out to target those at varying phases of intent, consideration and awareness. Not only will those ensure you are targeting users at all stages of their house-buying journey and therefore putting your brand front and centre, it also means you’ll provide a substantial depth of content to help you rank for those more searched high competition terms.
Want to see a set of keywords which will help you create a wholesome, holistic content plan? Get your free copy of the report now.
Social media is a very important part of any online strategy. Without it, your brand won’t be in front of millions of people who are interested in the type of product you’re selling. Additionally, you wouldn’t have the opportunity to engage with them and bring them closer into your company culture.
We include an in-depth social analysis in our report to show you who’s performing the best in the mortgage sector. Along with this, you also get to see a brand reach score to see how social media translates to brand searches outside of the platforms.
Within the report, we also analyse emerging brands. Bluestone and Habito are both top of the charts in terms of increased brand searches per month. Bluestone now have 57% more searches (49.5k!) than they did at this time last year while Habito have jumped up by 6% and clock in a total of 18k searches per month.
Interestingly, both these brands made it into the top 5 of our digital reach league table, also included in the report. Clearly, a strong digital reach equals greater brand recognition and puts your brand in a prime place to acquire new customers. This is arguably more important than ever with so many newcomers to the mortgage and house-buying scene. With first-time buyers, you can be sure that brand loyalty is less of a thing and you’ll likely be able to outplay some of the bigger brands if you can get in front of potential borrowers via alternate digital channels.
Taking a look at Habito’s Instagram, they have just shy of 8000 followers, include strong USPs within their about section and also make strong use of Instagram stories categorised into easy-to-understand themes and pillars. This includes Expert Q&As alongside How It Works, Who We Are and even a Lockdown specific story category. Looking specifically at their posts, they use a number of infographics to target specific concerns across the industry. For example, one of their posts states that ‘1/3 people think they can’t get a mortgage while self-employed’. Other posts centre around trust, consisting of screenshots of TrustPilot reviews and visualisations of awards they’ve won in recent years.
Want to see how your mortgage social strategy compares with the competition? Get your free report using the form above.
Online reputation is key. If you’re not making sure your brand is conveying trust and authority in the online world, it’ll cost you customers and loyalty. Not to mention Google’s signals of E-A-T (expertise, authority and trust) are always at play.
One of the best ways to manage your online reputation is through online reviews, such as Trustpilot. Users can explore these reviews and make sure you’re a brand to trust. Additionally, Google uses signals like this to judge your site, so having them there is highly preferable.
Because of this fact, our sector report dives into the online reputations of mortgage providers, measuring this using online reviews. With this information, you can see where your brand sits against the competition, as well as spying on who’s pleasing their customers the most.
Here are the top 5 brands who are crushing it in terms of online reputation:
When people are shopping online and browsing the web in general, they don’t want to be slowed down by a poorly loading site. If they come across a sluggish site, they’re likely to bounce off and explore someplace else. Therefore, making sure your site is lightning fast should be a priority concern. This becomes even more important now that the Core Web Vitals is complete and considered a ranking factor. Some of the key metrics for this include cumulative layout shift (CLS), largest contentful paint (LCP) and first input delay (FID). These all play a huge role in your pagespeed so understanding who’s excelling and who isn’t is a good start in your journey to overtake those brands more visible than yours.
Google also looks at your site’s speed when measuring its quality, as it wants to give its users the best experience. Thus, you have even more of a reason to speed up your servers.
For this reason, we have thrown in a free speed analysis of the top mortgage providers on the web, seeing how they compare against each other. With this insight, you can see what the fastest brands are doing to achieve high quality ratings.
Here’s what PageSpeed Insights identified as the top 5 fastest mortgage brands:
Read more about the importance of page speed.
It’s free! Unlike others, our industry reports are completely free – no strings attached. We aim to build relationships in sectors we want to work in and providing competitive insights is how we achieve that. Feel free to download your free report using the form above.
We have a number of thresholds a brand has to meet in order to be included in finance industry reports like this one. If your brand didn’t meet all the criteria, it may have been missed. If this has happened, get in touch immediately and we’ll send out a personalised report ASAP.
If you want to know anything about the report or are curious about how we can create a bespoke SEO strategy for your brand, get in touch today.