AI Visibility Market Study/Mortgage lenders/United States/01 Oct
Who AI recommends for mortgage lenders in United States
We asked four AI assistants the 50 questions a buyer in United States asks before choosing, none of which names a seller, and read 400 answers. Quicken Loans was named in 181 of them, 45%.Then Better (135), Chase (127), Bank of America (117). 83 of 400 answers named no local seller at all.
The leaderboard
80 sellers were named more than once. These are the ones buyers hear about.
Share is the fraction of all 400 answers that named the seller. Cited counts answers that linked to the seller's own site. Average position is where the seller first appeared in the answer, 0 being the first word. Runs is how many of the 2 runs named it.
| # | Seller | Named | Share | Cited | Avg position | Runs | |
|---|---|---|---|---|---|---|---|
| 1 | Quicken Loansdealer groupas Rocket Mortgage, Rocket Mortgage (Quicken Loans), Quicken Loans/Rocket Mortgage | 181 / 400 | 45% | 73 | 0.24 | 2 | |
| 2 | Betterdealer groupas Better.com, Better Business Bureau (BBB), Better Mortgage | 135 / 400 | 34% | 49 | 0.28 | 2 | |
| 3 | Chasedealer groupas Chase Bank, Chase Home Lending | 127 / 400 | 32% | 40 | 0.32 | 2 | |
| 4 | Bank of America | 117 / 400 | 29% | 59 | 0.30 | 2 | |
| 5 | Navy Federaldealer groupas Navy Federal Credit Union, Navy Federal CU | 113 / 400 | 28% | 2 | 0.30 | 2 | |
| 6 | Wells Fargodealer groupas Wells Fargo Home Mortgage | 96 / 400 | 24% | 49 | 0.32 | 2 | |
| 7 | Zillowdealer groupas Zillow Home Loans, Zillow Mortgages, Zillow Lender Reviews | 89 / 400 | 22% | 39 | 0.35 | 2 | |
| 8 | LoanDepot | 82 / 400 | 21% | 46 | 0.38 | 2 | |
| 9 | Freddie Mac | 76 / 400 | 19% | 57 | 0.50 | 2 | |
| 10 | PenFeddealer groupas PenFed Credit Union, PenFed (Pentagon Federal Credit Union), PenFed CU | 69 / 400 | 17% | 3 | 0.36 | 2 | |
| 11 | Veterans Uniteddealer groupas Veterans United Home Loans | 68 / 400 | 17% | 2 | 0.29 | 2 | |
| 12 | Guaranteed Rate | 66 / 400 | 17% | 15 | 0.35 | 2 | |
| 13 | SoFidealer groupas SoFi Mortgage | 60 / 400 | 15% | 35 | 0.36 | 2 | |
| 14 | HUDdealer groupas HUD (Housing and Urban Development), HUD (Department of Housing and Urban Development), HUD Housing Counselors | 58 / 400 | 15% | 40 | 0.47 | 2 | |
| 15 | Guild Mortgage | 52 / 400 | 13% | 21 | 0.32 | 2 | |
| 16 | U.S. Bankdealer groupas U.S. Bank Home Mortgage | 52 / 400 | 13% | 0 | 0.35 | 2 | |
| 17 | NMLSdealer groupas NMLS Consumer Access, Nationwide Multistate Licensing System (NMLS), National Mortgage Licensing System (NMLS) | 35 / 400 | 9% | 10 | 0.64 | 2 | |
| 18 | AmeriSavedealer groupas AmeriSave Mortgage | 34 / 400 | 9% | 14 | 0.44 | 2 | |
| 19 | Fairway Independent Mortgagedealer group | 33 / 400 | 8% | 0 | 0.33 | 2 | |
| 20 | USAA | 30 / 400 | 8% | 16 | 0.40 | 2 | |
| 21 | CrossCountrydealer groupas CrossCountry Mortgage | 30 / 400 | 8% | 2 | 0.38 | 2 | |
| 22 | Movement Mortgage | 29 / 400 | 7% | 1 | 0.46 | 2 | |
| 23 | Alliant Credit Union | 28 / 400 | 7% | 19 | 0.42 | 2 | |
| 24 | Caliber Home Loans | 27 / 400 | 7% | 21 | 0.44 | 2 | |
| 25 | Federal Housing Administrationdealer groupas Federal Housing Administration (FHA), Federal Housing Administration (HUD) | 24 / 400 | 6% | 0 | 0.39 | 2 |
What stands out
Four things to take from this
- Quicken Loans is the default answer, named in 181 of 400 answers (45%). Better follows at 135.
- Better is a memory answer. Claude named it in 75 of 100 answers, the three web assistants in 60 of 300. The model knows the name; the live web sends buyers elsewhere.
- Quicken Loans leads 6 of 8 topics. Freddie Mac leads Mortgage types; Better leads Lender reviews.
- Bankrate, a marketplace, was named in 124 answers. Ranked against the sellers it would sit fourth. Every one of those answers is a shortlist a local seller could have been on.
By assistant
Four assistants, four different shortlists
Each cell is answers naming the seller out of answers given by that assistant.
| Seller | Claude | ChatGPT | Copilot | Gemini | All |
|---|---|---|---|---|---|
| Quicken Loans | 82/100 | 20/100 | 40/100 | 39/100 | 45% |
| Better | 75/100 | 11/100 | 33/100 | 16/100 | 34% |
| Chase | 70/100 | 17/100 | 15/100 | 25/100 | 32% |
| Bank of America | 64/100 | 17/100 | 14/100 | 22/100 | 29% |
| Navy Federal | 58/100 | 11/100 | 25/100 | 19/100 | 28% |
| Wells Fargo | 63/100 | 7/100 | 16/100 | 10/100 | 24% |
| Zillow | 61/100 | 3/100 | 7/100 | 18/100 | 22% |
| LoanDepot | 54/100 | 2/100 | 17/100 | 9/100 | 21% |
| Freddie Mac | 43/100 | 16/100 | 7/100 | 10/100 | 19% |
| PenFed | 47/100 | 6/100 | 10/100 | 6/100 | 17% |
| Veterans United | 31/100 | 5/100 | 19/100 | 13/100 | 17% |
| Guaranteed Rate | 51/100 | 2/100 | 6/100 | 7/100 | 17% |
By topic
Where each seller owns the answer
| Seller | Mortgage rates | Choosing lender | Mortgage types | Lender fees | Local programs | Application process | Post-closing care | Lender reviews |
|---|---|---|---|---|---|---|---|---|
| Quicken Loans | 31/56 | 35/56 | 16/48 | 19/48 | 16/48 | 18/48 | 19/48 | 27/48 |
| Better | 21/56 | 31/56 | 13/48 | 16/48 | 5/48 | 7/48 | 14/48 | 28/48 |
| Chase | 23/56 | 23/56 | 8/48 | 12/48 | 12/48 | 14/48 | 13/48 | 22/48 |
| Bank of America | 20/56 | 25/56 | 11/48 | 8/48 | 10/48 | 11/48 | 13/48 | 19/48 |
| Navy Federal | 24/56 | 21/56 | 13/48 | 13/48 | 12/48 | 7/48 | 11/48 | 12/48 |
| Wells Fargo | 20/56 | 16/56 | 7/48 | 14/48 | 11/48 | 8/48 | 13/48 | 7/48 |
| Zillow | 14/56 | 13/56 | 9/48 | 10/48 | 4/48 | 14/48 | 5/48 | 20/48 |
| LoanDepot | 18/56 | 13/56 | 7/48 | 9/48 | 8/48 | 7/48 | 7/48 | 13/48 |
| Freddie Mac | 20/56 | 8/56 | 20/48 | 5/48 | 6/48 | 6/48 | 7/48 | 4/48 |
| PenFed | 16/56 | 12/56 | 6/48 | 8/48 | 8/48 | 4/48 | 9/48 | 6/48 |
| Veterans United | 14/56 | 13/56 | 4/48 | 4/48 | 10/48 | 3/48 | 5/48 | 15/48 |
| Guaranteed Rate | 15/56 | 15/56 | 5/48 | 5/48 | 4/48 | 7/48 | 7/48 | 8/48 |
Topic authority
The leaderboard for every authority topic
Each table ranks sellers on one topic by answers naming them. Cited counts answers on that topic that linked to the seller's site.
Understanding mortgage rates in the US
| # | Seller | Named | Cited | Standing | |
|---|---|---|---|---|---|
| 1 | Quicken Loans | 31 / 56 | 11 | Leads | |
| 2 | Navy Federal | 24 / 56 | 0 | Lags by 7 pts | |
| 3 | Chase | 23 / 56 | 7 | Lags by 8 pts | |
| 4 | Better | 21 / 56 | 11 | Lags by 10 pts | |
| 5 | Freddie Mac | 20 / 56 | 18 | Lags by 11 pts | |
| 6 | Bank of America | 20 / 56 | 12 | Lags by 11 pts | |
| 7 | Wells Fargo | 20 / 56 | 11 | Lags by 11 pts | |
| 8 | LoanDepot | 18 / 56 | 10 | Lags by 13 pts |
Choosing the right lender in the US
| # | Seller | Named | Cited | Standing | |
|---|---|---|---|---|---|
| 1 | Quicken Loans | 35 / 56 | 16 | Leads | |
| 2 | Better | 31 / 56 | 10 | Lags by 4 pts | |
| 3 | Bank of America | 25 / 56 | 10 | Lags by 10 pts | |
| 4 | Chase | 23 / 56 | 5 | Lags by 12 pts | |
| 5 | Navy Federal | 21 / 56 | 0 | Lags by 14 pts | |
| 6 | Wells Fargo | 16 / 56 | 9 | Lags by 19 pts | |
| 7 | Guild Mortgage | 16 / 56 | 8 | Lags by 19 pts | |
| 8 | Guaranteed Rate | 15 / 56 | 1 | Lags by 20 pts |
Comparing mortgage types in the US
| # | Seller | Named | Cited | Standing | |
|---|---|---|---|---|---|
| 1 | Freddie Mac | 20 / 48 | 14 | Leads | |
| 2 | Quicken Loans | 16 / 48 | 9 | Lags by 4 pts | |
| 3 | Better | 13 / 48 | 5 | Lags by 7 pts | |
| 4 | Navy Federal | 13 / 48 | 1 | Lags by 7 pts | |
| 5 | Bank of America | 11 / 48 | 5 | Lags by 9 pts | |
| 6 | Federal Housing Administration | 11 / 48 | 0 | Lags by 9 pts | |
| 7 | Zillow | 9 / 48 | 4 | Lags by 11 pts | |
| 8 | SoFi | 8 / 48 | 5 | Lags by 12 pts |
Evaluating lender fees in the US
| # | Seller | Named | Cited | Standing | |
|---|---|---|---|---|---|
| 1 | Quicken Loans | 19 / 48 | 14 | Leads | |
| 2 | Better | 16 / 48 | 6 | Lags by 3 pts | |
| 3 | Wells Fargo | 14 / 48 | 8 | Lags by 5 pts | |
| 4 | Navy Federal | 13 / 48 | 1 | Lags by 6 pts | |
| 5 | Chase | 12 / 48 | 5 | Lags by 7 pts | |
| 6 | SoFi | 11 / 48 | 6 | Lags by 8 pts | |
| 7 | Zillow | 10 / 48 | 7 | Lags by 9 pts | |
| 8 | LoanDepot | 9 / 48 | 5 | Lags by 10 pts |
Finding local mortgage programs in the US
| # | Seller | Named | Cited | Standing | |
|---|---|---|---|---|---|
| 1 | Quicken Loans | 16 / 48 | 6 | Leads | |
| 2 | HUD | 14 / 48 | 9 | Lags by 2 pts | |
| 3 | Chase | 12 / 48 | 4 | Lags by 4 pts | |
| 4 | Navy Federal | 12 / 48 | 0 | Lags by 4 pts | |
| 5 | Wells Fargo | 11 / 48 | 8 | Lags by 5 pts | |
| 6 | Bank of America | 10 / 48 | 6 | Lags by 6 pts | |
| 7 | Veterans United | 10 / 48 | 0 | Lags by 6 pts | |
| 8 | LoanDepot | 8 / 48 | 6 | Lags by 8 pts |
Navigating the application process in the US
| # | Seller | Named | Cited | Standing | |
|---|---|---|---|---|---|
| 1 | Quicken Loans | 18 / 48 | 11 | Leads | |
| 2 | Chase | 14 / 48 | 11 | Lags by 4 pts | |
| 3 | Zillow | 14 / 48 | 9 | Lags by 4 pts | |
| 4 | Bank of America | 11 / 48 | 10 | Lags by 7 pts | |
| 5 | Wells Fargo | 8 / 48 | 6 | Lags by 10 pts | |
| 6 | HUD | 8 / 48 | 6 | Lags by 10 pts | |
| 7 | LoanDepot | 7 / 48 | 6 | Lags by 11 pts | |
| 8 | Better | 7 / 48 | 4 | Lags by 11 pts |
Understanding post-closing support in the US
| # | Seller | Named | Cited | Standing | |
|---|---|---|---|---|---|
| 1 | Quicken Loans | 19 / 48 | 6 | Leads | |
| 2 | Better | 14 / 48 | 7 | Lags by 5 pts | |
| 3 | Bank of America | 13 / 48 | 8 | Lags by 6 pts | |
| 4 | Chase | 13 / 48 | 4 | Lags by 6 pts | |
| 5 | Wells Fargo | 13 / 48 | 2 | Lags by 6 pts | |
| 6 | Navy Federal | 11 / 48 | 0 | Lags by 8 pts | |
| 7 | PenFed | 9 / 48 | 0 | Lags by 10 pts | |
| 8 | LoanDepot | 7 / 48 | 6 | Lags by 12 pts |
Assessing lender reviews in the US
| # | Seller | Named | Cited | Standing | |
|---|---|---|---|---|---|
| 1 | Better | 28 / 48 | 1 | Leads | |
| 2 | Quicken Loans | 27 / 48 | 0 | Lags by 1 pts | |
| 3 | Chase | 22 / 48 | 3 | Lags by 6 pts | |
| 4 | Zillow | 20 / 48 | 4 | Lags by 8 pts | |
| 5 | Bank of America | 19 / 48 | 2 | Lags by 9 pts | |
| 6 | Veterans United | 15 / 48 | 0 | Lags by 13 pts | |
| 7 | LoanDepot | 13 / 48 | 2 | Lags by 15 pts | |
| 8 | AmeriSave | 13 / 48 | 2 | Lags by 15 pts |
Who takes the answer instead
Bankrate was named in 124 answers
Marketplaces and makes are the other names in these answers. The most named were Bankrate (124), NerdWallet (95), LendingTree (64), Credible (52). 83 of 400 answers named no local seller at all. Every marketplace mention is a shortlist a local seller could have been on.
Sources
0 websites were cited most
| # | Site | Answers citing | Share |
|---|
Every question
What each question produced
The score is assistants that named at least one seller out of assistants asked. Below each question, the sellers named most, with the number of assistants naming them. Open a question to read every answer as the assistants gave it.
Understanding mortgage rates in the US
What are the current mortgage rates in the United States
Freddie Mac (3), U.S. Bank (2), Zillow (1), Wells Fargo (1), Bank of America (1)
Which mortgage lenders offer the best rates in the US
Quicken Loans (4), Better (4), Navy Federal (4), PenFed (4), Veterans United (4)
Where can I find the most competitive mortgage rates near me
Zillow (2), Chase (2), Bank of America (2), Navy Federal (2), Quicken Loans (2)
How to compare mortgage rates across different lenders in the US
Quicken Loans (3), LoanDepot (3), Wells Fargo (2), Better (2), Navy Federal (2)
Who are the most trusted mortgage lenders in the United States
Quicken Loans (4), Navy Federal (4), Chase (4), Bank of America (4), Wells Fargo (4)
What factors affect mortgage rates in the US market
Freddie Mac (2), Quicken Loans (2), HUD (1), Chase (1)
Which states have the lowest average mortgage rates
Freddie Mac (2), Quicken Loans (2), Zillow (1), Chase (1), Bank of America (1)
Choosing the right lender in the US
What are the top mortgage lenders in the United States for first-time buyers
Quicken Loans (4), Chase (4), Bank of America (4), Navy Federal (3), Guild Mortgage (3)
How to choose a mortgage lender in my area
NMLS (2), Chase (1), Bank of America (1), Wells Fargo (1), Quicken Loans (1)
Where to find reviews on mortgage lenders in the US
Better (4), Zillow (3), NMLS (3), Quicken Loans (3), Freddie Mac (1)
Which mortgage lenders have the best customer service in the United States
Quicken Loans (4), Veterans United (4), Navy Federal (4), Bank of America (4), Better (3)
How to identify the most reputable mortgage lenders near me
NMLS (4), Better (3), Wells Fargo (2), Guild Mortgage (2), Bank of America (1)
Who provides the quickest mortgage approval in the US
Better (4), Quicken Loans (3), Guaranteed Rate (3), LoanDepot (2), SoFi (2)
What are the most affordable mortgage lenders for low income buyers in the United States
Quicken Loans (3), Bank of America (3), HUD (3), Guild Mortgage (2), CrossCountry (2)
Comparing mortgage types in the US
What types of mortgage loans are available in the United States
Freddie Mac (3), Federal Housing Administration (3), Quicken Loans (2), CalHFA (1), HUD (1)
Which mortgage options are best for refinancing in the US
Quicken Loans (2), Better (2), LoanDepot (2), Navy Federal (2), HUD (2)
Where can I compare fixed vs adjustable-rate mortgages in my area
Zillow (2), Chase (2), Bank of America (2), Wells Fargo (2), Freddie Mac (1)
How to determine the best mortgage type for my financial situation in the US
Chase (2), Freddie Mac (1), Federal Housing Administration (1), HUD (1), Zillow (1)
Who has the lowest closing costs for mortgages in the United States
Better (4), Navy Federal (4), Quicken Loans (3), PenFed (3), Ally (3)
What are the differences between conventional and FHA loans in the US
Freddie Mac (3), Federal Housing Administration (3), HUD (1), CMS Mortgage (1), ClearValue Lending (1)
Evaluating lender fees in the US
What are the average lender fees for mortgages in the United States
Zillow (2), Freddie Mac (1), Quicken Loans (1), HUD (1), LodeStar (1)
How to evaluate lender fees from different mortgage companies in my area
Wells Fargo (2), Better (2), Navy Federal (2), Chase (1), Bank of America (1)
Which mortgage lenders offer the lowest origination fees in the US
Better (4), Navy Federal (4), Quicken Loans (3), PenFed (3), SoFi (2)
Where can I find a breakdown of lender fees for mortgages near me
Chase (2), Quicken Loans (2), Guild Mortgage (2), HUD (1), Zillow (1)
What are common hidden fees associated with mortgage lenders in the United States
Quicken Loans (2), Zillow (1), HUD (1), CMS Mortgage (1), AmeriSave (1)
How to assess total costs including fees from various mortgage lenders
Chase (2), Wells Fargo (2), Quicken Loans (2), Better (2), LoanDepot (2)
Finding local mortgage programs in the US
What local mortgage programs are available in my area
National Council of State Housing Agencies (1), HUD (1), CalHFA (1), Florida Housing Finance Corporation (1)
Where to find government-backed mortgage options in the US
HUD (4), Bank of America (2), Chase (2), Quicken Loans (2), AmeriSave (2)
Which lenders offer special mortgage programs for veterans in the United States
Veterans United (4), Navy Federal (4), Quicken Loans (4), LoanDepot (4), USAA (3)
How to locate first-time homebuyer assistance programs near me
CalHFA (2), HUD (1), National Council of State Housing Agencies (1), Florida Housing Finance Corporation (1), NACA (Neighborhood Assistance Corporation of America) (1)
Who provides the best mortgage options for self-employed individuals in the US
Guild Mortgage (3), Quicken Loans (2), CrossCountry (2), Acra Lending (2), Chase (2)
What are the eligibility requirements for local housing assistance programs in my state
HUD (4), CalHFA (1), National Council of State Housing Agencies (1), massHousing (1)
Navigating the application process in the US
How to navigate the mortgage application process in the United States
Bank of America (2), SoFi (2), Guaranteed Rate (2), HUD (1), Zillow (1)
Where to find local mortgage lenders that specialize in government loans
HUD (2), Navy Federal (2), Regions Bank (2), Freddie Mac (1), Zillow (1)
Which documents are required for applying for a mortgage in the US
Zillow (3), Quicken Loans (2), Chase (1), Freddie Mac (1), HUD (1)
Who can help me with mortgage pre-approval in my area
Chase (2), Fairway Independent Mortgage (2), Movement Mortgage (2), Bank of America (1), Wells Fargo (1)
What are the steps to take after getting mortgage pre-approval in the US
Quicken Loans (3), Chase (1), Zillow (1), Freddie Mac (1), American Land Title Association (1)
Where to learn about mortgage application timelines in my state
National Council of State Housing Agencies (2), Chase (2), LoanDepot (2), Quicken Loans (1), Bank of America (1)
Understanding post-closing support in the US
What should I expect from post-closing support from mortgage lenders in the US
Freddie Mac (2), Quicken Loans (1), Wells Fargo (1), Chase (1), Bank of America (1)
Where can I find mortgage lenders that provide strong post-closing support in the United States
Quicken Loans (3), Chase (2), Bank of America (2), U.S. Bank (2), Navy Federal (2)
Which mortgage lenders have the best resources for post-closing assistance in the US
Quicken Loans (3), Bank of America (3), Wells Fargo (3), Veterans United (3), Chase (2)
How to evaluate post-closing support services offered by lenders in my area
Better (2), NMLS (2), Zillow (1), HUD (1), Wells Fargo (1)
Who offers the most comprehensive post-closing follow-up in the US mortgage market
Quicken Loans (3), CrossCountry (3), Better (2), Guaranteed Rate (2), Mr. Cooper (2)
What are the benefits of choosing a lender with strong post-closing support in the United States
Freddie Mac (2), Federal Housing Administration (1), Better (1)
Assessing lender reviews in the US
What are the top-rated mortgage lenders based on customer reviews in the United States
Veterans United (4), AmeriSave (4), Quicken Loans (3), LoanDepot (3), Chase (3)
Where can I find recent reviews of mortgage lenders in my region
Better (4), Zillow (3), NMLS (2), Fairway Independent Mortgage (2), National Association of Mortgage Brokers (1)
Which mortgage lenders are frequently recommended by industry experts in the US
Quicken Loans (4), Chase (4), Bank of America (4), Navy Federal (4), Better (3)
How to read and interpret mortgage lender reviews online
Better (3), Zillow (3), NMLS (2), Chase (1), Wells Fargo (1)
Who has the highest ratings for customer satisfaction among mortgage lenders in the US
Quicken Loans (4), Chase (3), Huntington (3), Movement Mortgage (3), Navy Federal (2)
What online platforms provide unbiased reviews of mortgage lenders in the United States
Zillow (4), NMLS (3), Better (2), Quicken Loans (2), HUD (1)
Method
How this was measured
- 50 questions across 8 topics, written the way a buyer in United States would type them. None of them names a seller.
- Every question was put to Claude, ChatGPT, Copilot, Gemini from a connection in United States, in two runs, 400 answers in all.
- A judge model read each answer and listed every business it named, whether the answer linked to that business, where it first appeared and how it was described. Names are merged on a normalised form and known websites are attached where the answer linked to them.
- Marketplaces, finance providers, manufacturers, service chains and reference sites are classified and kept out of the seller leaderboard. They are reported separately where they matter.
- Each question was asked once per assistant per run. A single cell can turn on chance; the pattern across the study is the finding.
- This measures being named, not being visited or chosen. Appearing in an answer is the first condition of being considered.
- Google AI Overviews was attempted and excluded: it answered 10 of 100 prompts, below the half needed to be scored.
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