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ou’ve built a sleek, professional mortgage website and created seamless application processes. You help homebuyers find the right loan. Yet, when people search for home loan options, your competitors show up first—and you’re left fighting for scraps.
You’ve invested in professional photos, written comprehensive service pages, and maybe even dabbled in paid ads—but the conversion numbers refuse to budge. Frustrating, isn’t it?
Here’s the real issue: potential homebuyers are actively searching for mortgage services like yours but finding your competitors instead. Why? Because they’ve optimized for the right home loan keywords—the ones that actually generate applications and revenue. That ends today.
What you’re about to get: 233 meticulously researched mortgage keywords that represent your fastest path to organic visibility.
I’ve analyzed over 4,800 home loan keywords with more than 5.8 million monthly searches using enterprise SEO tools.
After sifting through the data, I narrowed it down to the most valuable search terms across 12 home loan categories.
Whether you’re a mortgage broker, lender, or financial expert, these keywords will give you a direct path to better rankings, more traffic, and—most importantly—more leads.
Let’s break it down.
1. General Home Loan/Mortgage Keywords
Keyword | Monthly Search Volume | Competition |
Mortgage | 165,000 | High |
Mortgage loan | 49,500 | High |
Home loans | 27,100 | High |
Home equity | 8,100 | High |
Mortgage loans | 8,100 | High |
FHA mortgage | 5,400 | High |
Conventional loan | 4,400 | High |
Home loan | 4,400 | High |
Buying a home | 3,600 | High |
VA loan | 3,600 | High |
Home buying | 2,900 | High |
Investment property mortgage | 2,900 | High |
Mortgage financing | 2,400 | High |
Second mortgage | 2,400 | High |
Conforming loan | 1,900 | High |
2. Mortgage Types
Keyword | Monthly Search Volume | Competition |
Home equity loan | 110,000 | High |
Home equity loan rates | 74,000 | High |
Heloc vs home equity loan | 12,100 | Moderate |
Home equity loans | 12,100 | High |
Home equity loan vs heloc | 9,900 | Moderate |
VA home loan | 8,100 | High |
Conventional mortgage | 6,600 | High |
FHA home loan | 4,400 | High |
Jumbo mortgage | 4,400 | High |
Construction loan | 2,900 | High |
Reverse mortgage | 2,900 | High |
Fixed-rate mortgage | 2,400 | High |
Portfolio mortgage | 2,400 | Moderate |
USDA home loan | 2,400 | High |
Adjustable rate mortgage | 1,900 | High |
Bridge loan | 1,600 | Moderate |
Non-conforming mortgage | 1,600 | Moderate |
Interest-only mortgage | 1,300 | Moderate |
15-year mortgage | 1,000 | High |
30-year mortgage | 880 | High |
📍 IMPORTANT
This home loan keyword data offers valuable insights into what borrowers are searching for. But to truly rank and drive leads, you need to tailor it to your specific business. A generic keyword list won’t account for your:
✅ Current Rankings – Are you starting from scratch, ranking for a few terms, or already competing for high-value keywords? New lenders and brokers need a different approach than established firms dominating competitive terms.
✅ Marketing Resources – Your budget, content capabilities, and link-building efforts directly impact which keywords you can realistically target. Ranking for high-competition terms takes more than just great content—it takes a strategy.
✅ Loan Specialties – Are you focused on first-time homebuyers, refinancing, or investment loans? Your niche affects which keywords matter most. A mortgage broker targeting self-employed borrowers needs different keywords than a lender specializing in FHA or VA loans.
✅ Lead Priorities – Not all keywords drive profitable traffic. Some terms bring in high search volume but low-quality leads. Your keyword strategy should align with what actually converts—whether that’s fixed-rate loans, jumbo mortgages, or first-time buyer programs.
✅ Competitive Landscape – Who are you up against? National lenders, big banks, or local brokers? The level of competition determines whether you should go after broad, high-volume terms or focus on long-tail, intent-driven keywords.
While these keywords provide a strong foundation for your SEO strategy, true success comes from aligning them with your business strengths, resources, and market conditions. A strategic, data-driven approach—not just a keyword list—will get you ranking where it counts.
Done-For-You Home Loan Keyword Research
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Unlimited Keywords
Every term your target prospects search
Custom Strategy
SEO roadmap built on your keyword rankings & revenue potential
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120+ hrs. and $300+/mo on DIY keyword research saved
Action Plan Included
Prioritized list of pages and target keywords
Includes: Video Walkthrough + Step-by-Step PDF Guide
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3. Mortgage Rates
Keyword | Monthly Search Volume | Competition |
Best mortgage rates | 27,100 | High |
Best mortgage loan rates | 5,400 | High |
Current mortgage rates | 3,600 | High |
Compare mortgage rates | 2,900 | High |
Mortgage interest rates | 2,900 | High |
Average mortgage rates | 2,400 | High |
Low mortgage rates | 2,400 | High |
Current home loan rates | 1,900 | High |
Fixed rate mortgage rates | 1,900 | High |
Today’s mortgage rates | 1,900 | High |
Current mortgage interest rates | 1,600 | High |
Best home loan rates | 1,300 | High |
Home loan interest rates | 1,300 | High |
Lowest mortgage rates | 1,300 | High |
VA mortgage rates | 1,300 | High |
FHA mortgage rates | 1,000 | High |
Mortgage rate forecast | 880 | Moderate |
Mortgage rates today | 880 | High |
15 year mortgage rates | 720 | High |
30 year mortgage rates | 720 | High |
4. Lender Services
Keyword | Monthly Search Volume | Competition |
Mortgage broker | 27,100 | High |
Mortgage loan lenders | 27,100 | High |
Best mortgage lenders | 18,100 | High |
Mortgage lender | 18,100 | High |
Mortgage lenders | 18,100 | High |
Top mortgage lenders | 8,100 | High |
Direct mortgage lenders | 6,600 | High |
Mortgage loan companies | 6,600 | High |
Best home loan lenders | 5,400 | High |
Online mortgage lenders | 5,400 | High |
Home loan companies | 4,400 | High |
Local mortgage lenders | 3,600 | Moderate |
Best mortgage loan lenders | 2,900 | High |
Best mortgage companies | 2,400 | High |
Direct lenders | 2,400 | High |
Top mortgage companies | 2,400 | High |
Compare mortgage lenders | 1,900 | High |
Home loan lenders | 1,900 | High |
Best online mortgage lenders | 1,600 | High |
Wholesale mortgage lenders | 1,600 | Moderate |
5. Refinancing
Keyword | Monthly Search Volume | Competition |
Refinance mortgage | 18,100 | High |
Home loans for refinancing | 9,900 | High |
Refinancing mortgage | 6,600 | High |
Refinance home loan | 4,400 | High |
Best refinance mortgage rates | 4,400 | High |
Cash out refinance | 3,600 | High |
Refinance rates | 3,600 | High |
Mortgage refinance rates | 2,900 | High |
Best refinance rates | 2,400 | High |
FHA streamline refinance | 1,900 | High |
Home refinance | 1,900 | High |
VA refinance | 1,900 | High |
Cash out refinance mortgage | 1,600 | High |
Home refinance rates | 1,600 | High |
Refinance home equity loan | 1,600 | High |
VA streamline refinance | 1,600 | High |
Best mortgage refinance rates | 1,000 | High |
Rate and term refinance | 590 | Moderate |
Streamline refinance | 590 | Moderate |
No closing cost refinance | 480 | Moderate |
6. First-Time Homebuyers
Keyword | Monthly Search Volume | Competition |
First time home buyer loan | 14,800 | High |
First time home owners loan | 8,100 | High |
Home loans first time home buyers | 6,600 | High |
First home buyer loan | 3,600 | Moderate |
Home loans for first time home buyers | 3,600 | High |
First time home buyer | 2,400 | High |
First time home buyer programs | 2,400 | High |
First time home buyer mortgage | 1,900 | High |
First time buyer mortgage | 1,300 | High |
First time home buyer grants | 1,300 | High |
Down payment assistance | 1,000 | High |
Zero down home loans | 1,000 | Moderate |
First home loans | 880 | Moderate |
First time buyer loans | 720 | Moderate |
First time home buyer assistance | 720 | High |
No down payment home loans | 720 | Moderate |
First time buyer | 590 | High |
First time buyer loans | 590 | Moderate |
First time home buyer help | 480 | Moderate |
Low down payment home loans | 480 | Moderate |
7. Mortgage Costs
Keyword | Monthly Search Volume | Competition |
Mortgage insurance | 27,100 | High |
PMI mortgage | 18,100 | High |
Mortgage life insurance | 8,100 | Moderate |
Mortgage points | 6,600 | Moderate |
Mortgage closing costs | 2,400 | Moderate |
Down payment for mortgage | 1,900 | High |
Mortgage calculator with PMI | 1,900 | High |
Mortgage discount points | 1,600 | Moderate |
Mortgage origination fee | 1,600 | Moderate |
Mortgage payment | 1,600 | High |
Mortgage fees | 1,300 | Moderate |
Mortgage APR | 1,000 | Moderate |
Mortgage appraisal fee | 880 | Moderate |
Monthly mortgage payment | 880 | High |
Mortgage escrow | 720 | Moderate |
Home loan down payment | 590 | Moderate |
Mortgage insurance premium | 590 | Moderate |
Mortgage property tax | 590 | Moderate |
Mortgage total cost | 480 | Moderate |
Mortgage payments | 390 | High |
8. Credit & Qualification
Keyword | Monthly Search Volume | Competition |
Home loans for bad credit | 8,100 | Moderate |
Low credit home loans | 5,400 | Moderate |
Bad credit home loans | 2,900 | Moderate |
DTI ratio for mortgage | 2,900 | High |
Credit union home loans | 2,400 | Moderate |
Mortgage with bad credit | 2,400 | Moderate |
Credit score for mortgage | 1,900 | High |
Minimum credit score for mortgage | 1,900 | High |
Self-employed mortgage | 1,900 | Moderate |
Debt to income ratio mortgage | 1,600 | High |
Mortgage after bankruptcy | 1,600 | Moderate |
Mortgage credit score | 1,600 | High |
Credit score needed for mortgage | 1,300 | High |
FHA credit score requirements | 1,300 | High |
Fair credit home loans | 1,000 | Moderate |
Good credit score for mortgage | 1,000 | High |
Mortgage after foreclosure | 1,000 | Moderate |
Employment verification for mortgage | 880 | Moderate |
Income requirements for mortgage | 880 | High |
No income verification mortgage | 720 | Moderate |
9. Home Loan Process
Keyword | Monthly Search Volume | Competition |
Prequalify for home loan | 8,100 | Moderate |
Prequalify for mortgage | 6,600 | Moderate |
Prequalify mortgage loan | 2,900 | Moderate |
Prequalify for mortgage loan | 2,400 | Moderate |
Prequalify home loan | 1,900 | Moderate |
Mortgage pre-approval | 1,600 | High |
Mortgage application | 1,300 | High |
Mortgage approval | 1,300 | High |
Mortgage loan approval | 1,000 | High |
Home loan application | 880 | High |
Mortgage closing | 880 | Moderate |
Mortgage pre-approval process | 880 | High |
Home loan approval | 720 | High |
Mortgage appraisal | 720 | Moderate |
Mortgage documents | 720 | Moderate |
Mortgage underwriting | 720 | Moderate |
Home loan process | 590 | High |
Mortgage contingency | 590 | Moderate |
Mortgage loan process | 590 | High |
Mortgage processing | 590 | Moderate |
10. Financial Planning
Keyword | Monthly Search Volume | Competition |
Home mortgage interest deduction | 6,600 | High |
Mortgage tax deduction | 2,400 | High |
How much mortgage can I afford | 1,900 | High |
Mortgage affordability | 1,600 | High |
Home affordability | 1,300 | High |
Home loan affordability | 1,000 | High |
Mortgage budget | 880 | Moderate |
Mortgage affordability calculator | 720 | High |
Mortgage savings | 720 | Moderate |
Mortgage tax benefits | 720 | Moderate |
Mortgage investment strategy | 590 | Moderate |
Mortgage retirement planning | 590 | Moderate |
Home buying budget | 480 | Moderate |
Mortgage tax strategy | 390 | Moderate |
Mortgage wealth building | 390 | Moderate |
10. Financial Planning
Keyword | Monthly Search Volume | Competition |
Home mortgage interest deduction | 6,600 | High |
Mortgage tax deduction | 2,400 | High |
How much mortgage can I afford | 1,900 | High |
Mortgage affordability | 1,600 | High |
Home affordability | 1,300 | High |
Home loan affordability | 1,000 | High |
Mortgage budget | 880 | Moderate |
Mortgage affordability calculator | 720 | High |
Mortgage savings | 720 | Moderate |
Mortgage tax benefits | 720 | Moderate |
Mortgage investment strategy | 590 | Moderate |
Mortgage retirement planning | 590 | Moderate |
Home buying budget | 480 | Moderate |
Mortgage tax strategy | 390 | Moderate |
Mortgage wealth building | 390 | Moderate |
11. Mortgage Servicing
Keyword | Monthly Search Volume | Competition |
HUD mortgage assistance | 1,300 | High |
Bank statement mortgage | 880 | Easy |
Home loan modification | 720 | Moderate |
Paying extra on mortgage | 720 | High |
Mortgage assistance | 590 | High |
Mortgage forbearance | 590 | Moderate |
Mortgage hardship | 590 | Moderate |
Mortgage payoff | 590 | Moderate |
Mortgage statement | 590 | Moderate |
Mortgage autopay | 480 | Moderate |
Mortgage modification | 480 | Moderate |
Mortgage payment assistance | 480 | Moderate |
Mortgage transfer | 480 | Moderate |
Mortgage payment history | 390 | Moderate |
Mortgage payment options | 390 | Moderate |
12. Homebuying Guides
Keyword | Monthly Search Volume | Competition |
Mortgage advice | 590 | Moderate |
Mortgage help | 480 | Moderate |
How to get a mortgage | 390 | High |
Mortgage guide | 390 | Moderate |
Mortgage process explained | 390 | Moderate |
Mortgage tips | 390 | Moderate |
First time homebuyer guide | 320 | Moderate |
Mortgage 101 | 320 | Moderate |
Mortgage basics | 320 | Moderate |
Mortgage questions | 320 | Moderate |
Home loan guide | 260 | Moderate |
Mortgage steps | 260 | Moderate |
Home buying process checklist | 210 | Moderate |
Skip the Costly Trial-and-Error Approach
Get personalized keyword research for your mortgage services to drive targeted traffic and leads.
Unlimited Keywords
All keywords across the entire customer buying lifecycle
Custom Strategy
SEO roadmap built on your keyword rankings & revenue potential
Save Time & Money
120+ hrs. and $300+/mo on DIY keyword research saved
Prioritized Action Plan
Prioritized list of pages and target keywords
Includes: Video Walkthrough + Step-by-Step PDF Guide
Starting at
$99
⏰
Only
slots remaining this week
Final Thoughts
This deep dive into 4,800+ home loan keywords with over 5.8 million monthly searches gives you a powerful foundation for your mortgage business SEO strategy, but we’ve barely scratched the surface. The search landscape for mortgage providers isn’t just competitive—it’s nuanced, with distinct patterns that shift based on interest rates, housing market trends, and regional lending regulations.
What this keyword data unmistakably reveals:
Specific loan products drive targeted searches. The massive volume for terms like “home equity loan” (110,000 monthly searches) and “VA home loan” (8,100 searches) demonstrates that borrowers search for specific financing solutions, not generic mortgage services. These product-focused searches convert at substantially higher rates than broad informational queries.
Credit status significantly influences search behavior. The prevalence of “bad credit home loans” (2,900 searches) and similar terms highlights a critical segment of borrowers who feel underserved. Lenders who explicitly address credit challenges enjoy a massive competitive advantage in these niches.
Prequalification represents a conversion sweet spot. The moderate competition across prequalification keywords (“prequalify for home loan” at 8,100 searches) signals an overlooked opportunity. These searchers are actively evaluating their options but haven’t yet committed to a specific lender—making them ideal acquisition targets.
Low-competition keywords exist in every category. With 50 easy-competition keywords identified across multiple categories, immediate ranking potential exists for virtually every mortgage provider, regardless of size or marketing budget.
But here’s what two decades in financial services SEO has taught me: every mortgage market has its unique fingerprint. The keywords that drive growth for a VA loan specialist in Virginia will differ dramatically from those that work for a jumbo loan provider in San Francisco.
Your regional housing prices, local employment landscape, and even state-specific lending regulations create a distinct set of borrower challenges—and consequently unique search patterns—in your target market. The mortgage professionals who consistently generate qualified leads don’t just adopt generic keyword strategies; they dig deeper to understand the specific financing hurdles in their regions.
Ready to transform your online presence and convert more mortgage applications?
Order a custom keyword research package tailored specifically to your lending focus and target market. I’ll analyze your service offerings, local competition, and regional housing trends to uncover high-converting keywords that deliver qualified applicants—not just website visitors.
Your path to dominating mortgage search starts with the right keyword foundation. Let’s build yours together.
Stop losing leads to competitors. Start converting more borrowers. Let’s develop your keyword advantage now.