As we dive into the world of borrower marketing, it’s crucial to understand how consumer behavior is evolving in 2025. Borrower marketing statistics reveal that a significant shift is taking place, with digital platforms, personalized communication, and AI-driven insights becoming central to how financial institutions connect with potential borrowers. For businesses in this space, staying ahead of these trends is key to gaining a competitive edge. As a leading marketing agency in New York, Amra & Elma has been helping financial brands craft strategies that resonate with today’s digital-first consumers, ensuring they stay ahead in a rapidly changing market.

Top 20 Borrower Marketing Statistics 2025 (Editor’s Choice)

Top 20 Borrower Marketing Statistics 2025

Borrower Marketing Statistics #1: 72% of Loan Shoppers Make Multiple Phone Calls During Loan Vetting

72% of loan shoppers made at least two phone calls during the loan vetting process, highlighting the importance of live interactions in the decision-making process. This statistic demonstrates that borrowers prefer a more personal approach, wanting to speak directly with experts to clear up any uncertainties. Financial institutions that invest in easy-to-access customer service channels, such as phone support, have a better chance of building trust and guiding borrowers toward making informed choices. The ability to answer questions on the spot helps to shorten the sales cycle and convert prospects into customers. For businesses in the financial sector, this underlines the need for a robust phone support system that can handle increased inbound inquiries.

Borrower Marketing Statistics #2: 95% of Check Cashing and Accounting Consumers Call After a Search

95% of check cashing consumers, 93% of accounting consumers, and 75% of tax return preparation consumers call a business after running a search, signaling the importance of phone calls in finalizing transactions. With most consumers researching financial services online first, the transition to offline contact is crucial for conversions. Marketers should ensure that their business contact information is easily accessible and visible across digital platforms to facilitate this transition. By responding promptly to inquiries, financial institutions can provide tailored assistance, ultimately enhancing the likelihood of securing the sale. This statistic highlights how important it is to have a strategy in place for managing incoming calls and converting them into loyal customers.

Borrower Marketing Statistics #3: 64% of Calls to Financial Service Providers Come from Organic Search

64% of calls to financial services providers originate from organic search, emphasizing the importance of a strong SEO strategy. With consumers relying on search engines to find financial solutions, appearing at the top of search results is critical for attracting prospects. This highlights how effectively SEO practices can drive organic traffic, which in turn leads to higher engagement with customer support. Investing in high-quality content, optimized landing pages, and relevant keywords is essential for ensuring visibility in competitive markets. As more consumers turn to search engines first, financial brands need to prioritize organic search strategies to meet borrower expectations.

Borrower Marketing Statistics #4: 36% of Calls Come from Paid Search

36% of calls to financial services providers come from paid search, showing that paid advertising remains a highly effective channel for generating leads. By utilizing platforms like Google Ads, financial businesses can target specific keywords that drive relevant traffic directly to their services. The ability to track ROI on paid search campaigns allows businesses to optimize their marketing spend and ensure they’re reaching the right audience. Paid ads offer a unique opportunity to compete in saturated markets and stand out among other financial service providers. This statistic reinforces the need for a balanced marketing strategy that incorporates both organic and paid search efforts.

Borrower Marketing Statistics #5: 49% of Financial Service Call Leads Come from Mobile Devices

49% of financial service call leads from organic searches came from mobile devices, with 52% of paid search leads originating from mobile, showing the growing dominance of mobile-first behavior among consumers. This shift towards mobile highlights the need for financial service websites and campaigns to be optimized for smartphones and tablets. Consumers are increasingly using mobile devices to compare rates, read reviews, and contact businesses, making mobile optimization a priority. For financial services, ensuring a seamless and responsive mobile experience can significantly enhance user engagement. This statistic reinforces the importance of adopting a mobile-first marketing strategy to cater to the growing mobile audience.

Borrower Marketing Statistics #6: 28% of Mortgages Are Sold Digitally

28% of mortgages in the U.S. are now sold digitally, reflecting the ongoing digital transformation in the mortgage industry. This shift indicates that more borrowers are comfortable with conducting mortgage transactions online, from applying for loans to receiving approvals. Financial services are increasingly offering end-to-end digital experiences to streamline the process and meet borrower expectations. Mortgage brokers and lenders who embrace digital technologies can improve efficiency and reduce operational costs while appealing to a tech-savvy clientele. As more consumers expect convenience and speed, businesses in this space should prioritize digital solutions to stay competitive.

Borrower Marketing Statistics #7: 75% Growth in Banking and Fintech App Downloads

Banking and fintech app downloads have increased by 75% over the last two years, reaching 3.4 billion downloads, with an average session duration of 3.1 minutes. The rise in app usage demonstrates that consumers are increasingly turning to mobile banking solutions for convenience and ease of access. Financial brands that offer user-friendly, feature-rich apps are able to engage with consumers on a more frequent and personal level. Additionally, the growth in app downloads highlights the demand for mobile-friendly financial tools and services. For marketing teams, this statistic emphasizes the importance of investing in mobile applications to stay relevant in an increasingly mobile-first world.

Borrower Marketing Statistics #8: 94% of Consumers Use Financial Service Features Like Mobile Banking

94% of users across all age groups utilize financial service features like online banking, automatic bill payments, and mobile banking, indicating widespread digital adoption. This statistic shows that consumers are comfortable managing their financial transactions digitally and expect the same level of convenience from their service providers. For marketers, this means that mobile-optimized experiences are no longer optional—they are essential for remaining competitive. Financial institutions that provide a seamless and secure digital experience will have a distinct advantage in retaining customers. With the growing demand for digital banking services, businesses must continue innovating to meet the evolving needs of their borrowers.

Borrower Marketing Statistics #9: 62% of Consumers Expect Personalized Financial Services

62% of consumers expect brands to deliver a personalized experience, and 71% would be frustrated with generic messaging, making personalization a critical component of marketing strategies. This trend underscores how crucial it is for financial services to leverage data and customer insights to create tailored communications. Borrowers increasingly want services that reflect their individual needs, whether in terms of loan offers, interest rates, or customer service. Personalization in messaging and offers can help build trust, foster long-term relationships, and drive conversions. Financial service providers that fail to personalize may risk losing customers to competitors who better address their specific needs.

Borrower Marketing Statistics #10: 54% of U.S. Consumers Desire Personalized Financial Experiences

54% of U.S. consumers desire personalized experiences from their financial services providers, with 48% willing to share data to receive such personalization. This statistic highlights the growing demand for tailored financial products and services that cater to individual preferences. For marketers, it signals the importance of collecting and analyzing consumer data to offer relevant solutions. Personalization not only improves customer satisfaction but also boosts retention rates and encourages repeat business. By embracing data-driven personalization strategies, financial institutions can better align their offerings with consumer expectations.

Borrower Marketing Statistics #11: 71% of Consumers Expect More Personalized Experiences from Financial Brands

71% of consumers expect more personalized experiences from financial brands, and 57% prefer managing their finances digitally, making digital marketing and personalization more critical than ever. With consumers increasingly seeking personalized financial solutions, the pressure is on businesses to meet these expectations. Tailoring content, offers, and services to each borrower’s unique profile can significantly enhance engagement and foster long-term relationships. Marketers in the financial sector must leverage the latest technologies, like AI and machine learning, to deliver personalized content in real-time. As more consumers expect a seamless digital experience, it is vital for brands to prioritize both digital marketing and personalization.

Borrower Marketing Statistics #12: 90% of Marketers Report Good ROI from Video Marketing

90% of marketers report that video marketing has provided a good ROI, with 60% quantifying ROI through engagement metrics like likes, shares, and reposts. Video has become a powerful tool in borrower marketing, enabling financial brands to explain complex loan products, answer FAQs, and build trust with potential borrowers. Marketers can use videos to humanize their brand, showcase customer success stories, and highlight key differentiators. The engagement-driven nature of video content makes it an effective tool for increasing brand awareness and driving conversions. This statistic suggests that leveraging video in marketing campaigns will continue to be a highly effective strategy for borrower engagement.

Borrower Marketing Statistics #13: U.S. Digital Advertising Spending in Financial Services Was $23.6 Billion

Digital advertising spending in the financial services industry in the U.S. was $23.6 billion in 2021, reflecting the sector’s significant investment in online marketing. With digital channels offering precise targeting capabilities, financial brands are allocating more resources toward online advertising to drive leads and customer acquisition. The rise in digital ad spending highlights the increasing importance of online channels like paid search, display ads, and social media in borrower marketing. As competition for digital ad space intensifies, financial institutions must optimize their ad campaigns to maximize their return on investment. This statistic emphasizes the growing shift toward digital marketing as the primary channel for reaching potential borrowers.

Borrower Marketing Statistics #14: Email Campaigns Achieve an Average Open Rate of 32.6%

Email marketing campaigns in the financial sector achieve an average open rate of 32.6%, a click-through rate of 3.1%, and a bounce rate of 1%, indicating effective engagement through email channels. This statistic demonstrates that email remains a powerful tool for reaching potential borrowers with relevant offers and content. Financial service providers can use email to nurture leads, educate customers, and send timely reminders or updates. With personalized subject lines and tailored content, email campaigns can drive higher open rates and engagement. Financial marketers should continuously refine their email strategies to ensure they are delivering value and maintaining high levels of consumer interest.

Borrower Marketing Statistics #15: Financial Advisors Who Blog Generate 67% More Leads

Financial advisors who blog generate approximately 67% more leads than those who don’t, highlighting the importance of content marketing in lead generation. Blogging allows financial institutions to establish themselves as thought leaders, providing valuable insights that can build trust with potential borrowers. High-quality blog content can drive organic traffic, improve SEO rankings, and position a brand as an authority in the industry. Additionally, informative blogs can guide borrowers through complex financial decisions, leading to higher conversion rates. This statistic highlights the need for financial brands to invest in content marketing to capture and nurture leads effectively.

Borrower Marketing Statistics #16: AI and Data Analytics Are Key to Marketing Decisions

AI and data analytics are increasingly used to uncover insights from vast amounts of data, helping mortgage professionals understand real-time market trends, customer preferences, and behavior patterns. With machine learning and predictive analytics, marketers can create more targeted campaigns and enhance the overall customer experience. By leveraging AI to process and interpret data, financial institutions can offer tailored loan products and services that match borrower needs. Data-driven marketing is no longer a luxury but a necessity for staying competitive in the financial sector. This statistic underscores the importance of integrating AI and analytics into borrower marketing strategies.

Borrower Marketing Statistics #17: Predictive Analytics in Financial Services Improves Lead Scoring

Predictive analytics in financial services marketing helps in lead scoring, historical data analysis, and buyer activity tracking, enabling more tailored products and services. By analyzing past behaviors, financial brands can forecast which leads are more likely to convert and prioritize their marketing efforts. Predictive analytics also allows businesses to identify emerging trends in borrower behavior, which can be used to adjust marketing strategies accordingly. This technology helps marketers save time and resources by focusing on the most promising leads, increasing efficiency and conversion rates. Financial institutions that utilize predictive analytics are better positioned to deliver personalized experiences that resonate with borrowers.

Borrower Marketing Statistics #18: Machine Learning Optimizes Lead Scoring and Buyer Activity Tracking

Machine learning is utilized for lead scoring, historical data analysis, and buyer activity tracking, aiding in the development of more tailored products and services. By continuously learning from new data, machine learning algorithms can refine predictions about borrower needs and preferences. This leads to more accurate lead targeting and personalized marketing outreach. Financial institutions can use machine learning to identify patterns in customer behavior and adjust their marketing campaigns to align with these insights. With its ability to process large datasets quickly, machine learning helps financial brands make data-driven decisions that enhance borrower engagement.

Borrower Marketing Statistics #19: 50% of Consumers Now Research Mortgages Online

50% of consumers now research mortgages online before making a decision, underscoring the growing importance of digital presence for lenders. Borrowers are increasingly using the internet to compare rates, read reviews, and educate themselves on the mortgage process. For financial brands, this means having a strong online presence with informative content, user-friendly tools, and easy navigation. Websites that provide mortgage calculators, FAQs, and comparison charts are more likely to attract and convert prospective borrowers. This shift highlights the importance of online marketing strategies for mortgage lenders aiming to stay competitive.

Borrower Marketing Statistics #20: Loan Originations in the U.S. Mortgage Market Decreased by 72%

Loan originations in the U.S. mortgage market plummeted by 72%, from 16.8 million in 2021 to just 4.6 million in 2023, signaling a significant slowdown in mortgage activity. This sharp decline suggests that financial institutions need to rethink their marketing strategies and adapt to changing market conditions. In such an environment, effective borrower marketing becomes even more critical, with a focus on retaining existing customers and nurturing new leads. Marketers must focus on delivering value and offering tailored solutions to maintain business growth in a challenging market. For businesses, this statistic emphasizes the need for agility and adaptability in an ever-changing financial landscape.

Embracing the Future of Borrower Marketing

Looking ahead, the borrower marketing landscape will continue to evolve with new technologies and consumer expectations. The statistics shared here highlight that personalization, mobile engagement, and data-driven decision-making are now essential components of successful marketing campaigns. For businesses aiming to thrive, adapting to these changes is not just an option, but a necessity. By leveraging these insights, your marketing strategies can better align with what borrowers are looking for, ensuring your brand remains relevant and competitive in the years to come.

SOURCES

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