Pent-Up Demand Expected to Fuel Renewed Mortgage Market Activity

Executive Summary

• Solidifi released findings from its seventh annual 2025 Consumer Mortgage Experience Survey and the 2025 Future Plans of Homeowners Survey, highlighting strong continued demand for homeownership despite affordability challenges.
• Key insights include: 60% of consumers plan a real‑estate move within 3–5 years, 50% intend to refinance when rates ease, and over 70% underestimate true ownership costs.
• The surveys underscore the importance of lender‑customer experience, with borrowers favoring in‑person interactions while increasingly adopting digital tools.

Key Details

• Survey Scope:
• Consumer Mortgage Experience Survey – >1,000 residential borrowers who purchased, refinanced or obtained a home‑equity loan/line of credit within the past two years.

• Future Plans of Homeowners Survey – >1,100 current or prospective homeowners across the United States.

• Major Findings:

• Homeownership Demand: 60% plan to move in the next 3–5 years; 50% will refinance when rates decline.
• Refinance Motivation: Shift from rate‑term savings to debt consolidation and liquidity via home‑equity extraction.
• Timing Barrier: ~65% of prospective buyers aim to purchase within 1–3 years but are delayed by affordability issues; expected surge once rates ease.
• Cost Underestimation: >70% of homeowners, including first‑timers, underestimated total ownership costs.
• Lender Loyalty Drivers: Convenience, quality, and trust boost loyalty; positive experiences increase brand affinity and channel growth.
• First‑Time Buyer Preferences: Seek empathetic guidance, transparent communication, and a personal touch to reduce stress.

• Experience Preference: In‑person appraisals/closings remain the most trusted method for ~7 years running; digital tools gaining traction for transparency and convenience.

• Quotes:

• “Even in a challenging market, Americans continue to aspire to homeownership – not just as a financial investment, but as a way to build stability, comfort, and connection.” – Loren Cooke, President, Solidifi.

• “For seven years, our research has underscored one clear truth – the best experiences blend human experiences with technology.” – Loren Cooke, President, Solidifi.

• Methodology:

• Fielded in July 2025 by Market Street Research; panels sourced by Dynata and fielded by Snap Surveys.

• Access to Full Results: https://go.solidifi.com/2025mortgageexperiencesurvey

Notable Quotes

• “The key for lenders is to be ready – by delivering extraordinary experiences that foster trust, loyalty, and long‑term relationships.” – Loren Cooke, President, Solidifi.
• “Now, with AI and data innovation, we can take those extraordinary experiences even further.” – Loren Cooke, President, Solidifi.