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Thursday, April 13, 2023

Mortgage brokers rated their lenders, and these are the outcomes

If you wish to understand how mortgage lenders are performing in as we speak’s unstable market, who higher to ask than a mortgage dealer?

Properly, that’s precisely what Bond, a buyer expertise, loyalty, and development agency, did in partnership with Mortgage Professionals Canada for its seventh annual Dealer Loyalty & Lender Efficiency Research.

Over 600 mortgage brokers and brokers had been surveyed, offering precious perception into the place they see lenders serving them and their shoppers nicely, whereas additionally highlighting sure ache factors within the mortgage course of. The examine evaluated over a dozen A-lenders and 10 B-side lenders, with the outcomes highlighting the place lenders are excelling, in addition to areas that would use some enchancment.

“Brokers have needed to navigate their manner by way of numerous challenges over the previous couple of years, and additional challenges are anticipated this yr. Nevertheless, brokers are a resilient group,” Anthony Greco, Director of Expertise Insights & Measurement at Bond Model Loyalty, instructed CMT.

He mentioned that whereas some brokers are bracing for a tricky yr by way of enterprise quantity, many affirm they may take this chance to enhance their enterprise operations to develop into extra aggressive when financial circumstances flip extra beneficial.

“In addition they acknowledge that the companies they convey to the market are wanted greater than ever,” Greco added. “So, there’s undoubtedly purpose for optimism going ahead, and if there’s something we’ve realized from brokers within the 10+ years we’ve tracked the sector, it’s that they all the time discover a technique to keep related.”

The outcomes

We’ve gone although the report and have picked out a few of the key findings under.

Who’re brokers’ favorite lenders?

The A-side lenders that obtained the highest total scores and are more than likely to be really helpful, embrace:

  1. RMG;
  2. First Nationwide; and,
  3. Attempt.

On the B-side, brokers awarded prime scores to:

  1. First Nationwide;
  2. CWB Mortgages; and,
  3. Eclipse Mortgages.

All the lenders included within the survey had been rated on the practical components of their enterprise, in addition to their model character and the emotional connections they’re perceived to have with brokers and shoppers.

Some had been discovered to be excelling in issues like product choices, professionalism and help and companies, whereas others had been discovered to be missing in areas corresponding to turnaround occasions, consistency of service and ease of approvals.

A-side, B-side and personal lenders: newest developments

Brokers report that the quantity of A-side enterprise they’re doing (72%) has been trending down again to historic norms. Whereas that’s down from a excessive of 77% in 2020, it’s on par with ranges seen in 2019.

Because of this, brokers are reporting sending barely extra enterprise to B-side lenders (18%). That’s up from a low of 15% in 2020, but additionally again to regular pre-pandemic ranges.

And regardless of issues within the media concerning the prevalence of debtors turning to non-public debtors, the proportion of dealer offers being despatched to non-public lenders (9%) stays unchanged from 2021. That’s up from 8% in 2020, but additionally on par with 2019 outcomes.

How are A-side lenders performing?

On the subject of practical drivers of loyalty, Bond studies that lenders are acting on common.

Bond notes that “practical” drivers of loyalty, corresponding to ease of getting a mortgage, customer support, and so on., have risen in significance on this yr’s report and now account for simply over half of the choice of whether or not to suggest an A-side lender.

“Approvals (ease and turnaround time), service consistency, and underwriter relationships are crucial practical components,” the report famous.

When ranking their prime emotional connection components, brokers had combined emotions. A majority mentioned their lenders make them really feel assured, however having emotions of stress and anger got here in at quantity two and three by way of significance.

“Brokers are feeling confused (the second-most essential emotional driver) and nervous with many lenders, whereas additionally perceiving many as tough and rigid,” the report reads.

How are B-side lenders performing?

For B-side lenders, having a robust emotional connection has overtaken model character in figuring out if brokers will suggest particular lenders.

The report reveals many B-side lenders have room to enhance, with recurring emotions of anger and stress considerably influencing dealer loyalty. Whereas B-side lenders do a comparatively good job at coming throughout as straightforward to take care of {and professional}, many are perceived by brokers as being tough and out of contact.

“Most B-side lenders are battling ease of approval and turnaround occasions,” the report reads. “Lenders additionally wrestle with minimizing stress, a prime emotional driver of loyalty.”

Tips for new mortgage brokers

What brokers are—and aren’t—prepared to compromise on

One of many extra attention-grabbing findings from this yr’s survey was the response when brokers requested what sort of premiums they’d be prepared to pay to work with a most well-liked lender.

Fewer dealer perks (33%) was the top-cited profit they’d compromise on, adopted by approval time (29%) and compensation (27%). However few brokers had been prepared to compromise on options that sometimes show extra essential to prospects, corresponding to charges (17%) and product options (8%).

What number of lenders do brokers take care of on common?

After declining for a number of years, the variety of lenders that brokers take care of elevated in 2022 to a mean of 6 on the A-side (up from 5.5 in 2021) and a pair of.9 on the B-side (up from 2.4 in 2021).

Which expertise platforms do brokers use most?

There’s been an arms race within the mortgage trade with regards to expertise platform suppliers, with numerous offers and have bulletins over time. However which do brokers favour most?

Requested which expertise supplier they’ve used up to now 12 months, Filogix, a Finastra firm, which payments itself because the “expertise hub of the Canadian mortgage trade,” was the response given by 79% of brokers. One other 31% of brokers mentioned that they had used DLC Group’s Velocity and 20% cited M3 Group’s mortgageBOSS platform.

Requested for his or her main point-of-sale system, 52% of brokers cited Filogix, 24% mentioned Velocity and 9% named BOSS.

How have present financial circumstances impacted mortgage enterprise?


Requested how brokers count on their enterprise to be impacted by present excessive inflation and excessive rates of interest, the overwhelming majority (91%) mentioned they count on a lower in buy volumes, with 57% anticipating a “important” lower and 34% anticipating a “slight” lower. Simply 5% say they count on a rise in buy offers.


A 3rd of brokers (33%) count on no affect to their renewal enterprise, whereas practically an equal proportion (30%) anticipate a slight lower. One other 17% assume they may see a “slight” improve in renewals whereas 6% count on a “important” improve.


Opinions had been extra evenly break up by way of how refinance enterprise is predicted to carry out, with 38% anticipating a rise in enterprise and 53% forecasting a lower in refi offers.

What are the most important threats to dealer enterprise?

• Present financial circumstances: 79%
• Authorities rules (provincial or federal): 47%
• Housing market hunch: 32%
• Direct-to-consumer by way of on-line lenders: 26%
• Direct-to-consumer from main lenders: 25%

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