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Best Online Mortgage Brands

Quicken ranked highest on study of mortgage brands

Sept. 24, 2012

By Mortgage Daily staff

The mortgage lender with the best online brand earned the title thanks to its superior technology, its mobile platform and its search-engine optimization. Also playing a role was social media.

Quicken Loans Inc. has the best online brand in real estate finance, according to results of a study released Monday.

The Detroit-based company's website optimization based on technology, mobile and user experience helped it land the title. Also impacting its standing was the breadth of its social media participation and its search engine best practices and optimization.

The rankings were reported in The Top 25 Mortgage Lenders in America from Heardable Inc.

Temecula, Calif.-based Heardable said it examined 25 brands for the "brand health benchmark report."

Rankings were determined based on a measurement of online brand performance. With the study, Heardable said it hopes to answer the question, "Does building a better digital experience result in a better brand?"

Quicken's scored 688 out of a possible 1,000 points.

"Quicken Loans completely dominates the online mortgage sector," said Heardable co-founder John Sharp. "Their smart use of technology has fundamentally changed consumer expectations for online lender engagement. Home loan competitors take heed."

Quicken Loans Chief Executive Officer Bill Emerson was quoted in the Heardable announcement as saying that technology is critical to the company's business and is a growing factor in the industry.

"But it's not just technology alone-- it's technology and process," Emerson stated. "What we've been able to do is take our technology, which has been built internally, and leverage it tremendously in how we handle the mortgage transaction from end-to-end."

A distant second and the next-best online mortgage brand, Bank of America Home Loans, scored just 560.

Discover Home Loans followed with a score of 553. The lender was created earlier this year with Discover Financial Services' acquisition of Home Loan Center Inc. from Inc.

No. 4 was Capital One Home Loans, then HSBC Mortgage.

Heardable's full 267-page PDF report is available for $495 online at

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