Online Mortgage Shopping Made Easier
CONSUMERS who have practically made a national sport out of hunting down the best price for everything from lipstick to laptops online often fail to comparison-shop for mortgages, finding the Web sites unhelpful or difficult to navigate.
Some of the nation’s leading mortgage sites have responded by working to become more consumer-friendly. Their revamped sites, they say, will let borrowers not only browse lender rates and terms, but learn about market trends and read comments from other shoppers.
Keith T. Gumbinger, the vice president of HSH Associates, which tracks mortgage rates and provides rate quotes from lenders, says that while there is plenty of mortgage information out there, much of what has been available on the Web until recently is “broad but shallow.”
“Consumers often can’t get some of the more technically oriented stuff,” he said, citing explanations of when an adjustable-rate mortgage actually adjusts, or prepayment penalties apply.
At LendingTree, an online marketplace that connects borrowers to lenders, consumers can browse not just quotes from various lenders but also a burgeoning array of industry articles, research tools, calculators and consumer-generated ratings and reviews of lenders.
In December, according to Nicole Hall, a spokeswoman for LendingTree, the company created an online feature in which borrowers can post a mortgage-related question to be answered by a LendingTree loan specialist. “We’ve been doing a lot of development of information resources for consumers over the past year,” she said, citing the company’s growing list of how-to tips for first-time buyers and those wanting to refinance.
Quicken Loans, an online direct lender, has an expanding number of customer-written reviews — both positive and negative — on buying and refinancing. Starting in March, consumers can also download Quicken Loan’s iPhone app and track when appraisals come in, closing dates are set, and other time-sensitive hurdles in the home-buying process are reached.
Even major banks are making changes. Bank of America said it was taking a “dual path” online, offering one set of articles and tools for first-time buyers, another for the more experienced. For all borrowers, “we shoot for a ninth-grade reading level for everything we put on the Web,” said Arturo Perez, a home loans marketing executive at the bank. “We want simpler language.”
The added educational resources and customer tools arrive amid indications that buyers aren’t shopping around for loans nearly as much as they should.
A poll of more than 1,300 homeowners conducted by Harris Interactive, a market research firm, for LendingTree, and published in December, found that while 96 percent of Americans comparison-shopped for “anything,” only 61 percent said they did so for mortgages. The remaining 39 percent took out home loans based on just one quote — even though 9 in 10 of those buyers said they knew that rates varied among lenders.
Mr. Gumbinger believes that consumers, particularly first-time home buyers, simply “get freaked out” by the entire process. “There are so many choices, decisions, time pressures, things to sign,” he said. Thomas Martin, president of America’s Watchdog, a consumer advocacy group, agreed. “They are trying to educate the consumer,” he said of the online companies, “and there’s a lot of information out there, but a lot of times, it’s overkill.”
Bob Walters, the chief economist at Quicken Loans, says online mortgage companies are generally “more uniformly educational” than the bricks-and-mortar lenders. But he agrees about consumers’ propensity to feel overwhelmed — a fact acknowledged on Quicken’s Web site with a hint of levity: during the holidays, it posted instructions for turning excess paperwork into Origami.
Source: New York Times