Mortgage Lenders
Mortgage lending is a high-stakes, low-frequency purchase where trust and clarity decide who wins the application. Borrowers arrive in very different situations: first-timers who need the process explained, rate-driven refinancers, veterans using VA benefits, self-employed borrowers with complex income, and investors financing rentals. This report tracks which lenders search engines and AI models recommend to each.
Everything on this page is open: the full signal correlations and every tracked domain. Inside the individual reports, most tables and charts show only the top few results. The complete report unlocks every row, chart, and download for this industry.
Get the full Mortgage Lenders report →Analysis
A summary of what distinguishes high-visibility domains in this industry, based on signal correlation patterns and LLM recommendation data.
The Mortgage Lenders industry covers 1,402 domains in this dataset. The most LLM-recommended vendors include rocketmortgage.com and better.com and bankofamerica.com.
Within this industry, the strongest predictor of LLM recommendations is SE Outbound Links (ρ=0.376, n=523 (vs. ρ=0.331 across all industries)). Reddit Posts follows as second-strongest (ρ=0.366).
rocketmortgage.com, better.com rank highly in LLM recommendations despite a modest backlink footprint, suggesting strong topical authority or brand recognition that exceeds raw web-presence metrics.
17 signals show a strong or dominant correlation within this category: SE Outbound Links (ρ=0.376), Reddit Posts (ρ=0.366), Reddit Comments (ρ=0.353), Common Crawl (ρ=0.344), Wikipedia Citations (ρ=0.320), Search Engine Appearances (ρ=0.298), Wikidata (ρ=0.287), Domain PageRank (ρ=0.270), Host PageRank (ρ=0.266), PageRank History (ρ=0.252), Host Harmonic Centrality (ρ=0.251), Homepage Keywords (ρ=0.251), Domain Backlinks (ρ=0.235), Host Backlinks (ρ=0.224), Harmonic Centrality History (ρ=0.223), Domain Harmonic Centrality (ρ=0.219), Best Search Engine Rank (ρ=0.203).
Coverage varies by signal: backlink and SERP data tend to have the broadest reach, while Wikipedia and Reddit signals typically cover only the largest brands. Signals with fewer than 20 observations should be interpreted with caution.
Persona research
This industry has 11 identified audience personas derived from LLM query patterns. Each represents a distinct user intent with its own signal correlations, and its own full report.
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Signal correlations: Mortgage Lenders
Spearman rank correlations (ρ) between each measurable signal and the LLM recommendation score across all 1,402 domains in this industry.
Higher absolute ρ values (closer to ±1.0) indicate stronger relationships. Rank Influence summarizes the practical strength: prioritize Dominant and Strong signals when optimizing.
| Signal | ρ (Spearman) | R² | n | Rank Influence |
|---|---|---|---|---|
| SE Outbound Links | +0.376 | 14.1% | 523 | Dominant |
| Reddit Posts | +0.366 | 13.4% | 531 | Dominant |
| Reddit Comments | +0.353 | 12.5% | 625 | Dominant |
| Common Crawl | +0.344 | 11.8% | 750 | Dominant |
| Wikipedia Citations | +0.320 | 10.2% | 337 | Dominant |
| Search Engine Appearances | +0.298 | 8.9% | 105 | Strong |
| Wikidata | +0.287 | 8.2% | 230 | Strong |
| Domain PageRank | +0.270 | 7.3% | 1,102 | Strong |
| Host PageRank | +0.266 | 7.1% | 1,102 | Strong |
| PageRank History | +0.252 | 6.4% | 1,114 | Strong |
| Host Harmonic Centrality | +0.251 | 6.3% | 1,102 | Strong |
| Homepage Keywords | +0.251 | 6.3% | 575 | Strong |
| Domain Backlinks | +0.235 | 5.5% | 863 | Strong |
| Host Backlinks | +0.224 | 5% | 772 | Strong |
| Harmonic Centrality History | +0.223 | 5% | 1,114 | Strong |
| Domain Harmonic Centrality | +0.219 | 4.8% | 1,102 | Strong |
| Best Search Engine Rank | +0.203 | 4.1% | 105 | Strong |
| Avg Search Engine Rank | +0.057 | 0.3% | 105 | Emerging |
Tracked domains
The 1,402 domains behind the "domains tracked" stat for Mortgage Lenders: every domain the LLM recommendation runs surfaced for this industry, across every persona, ranked by the same influence-weighted recommendation score the LLM Search Visibility report uses. Appearances counts how many times models recommended the domain across all runs. PageRank and Harmonic Centrality are the domain's current 0-100 authority in the Common Crawl web graph; 0 means the domain was not found in the graph. Click a domain name for its full site profile: authority history, backlink counts, and top backlink sources.
Explore reports
LLM vs Fanout vs AI Search vs Organic
Pick a model per channel and compare recommendation patterns across LLM, fanout, AI Search, and organic results side by side.
→LLM Search Visibility
How this industry performs across the large language models sampled in this report.
→LLM Search+Fanout Visibility
The same LLM recommendation ranking, scoped to just the web-search-augmented (fanout) runs.
→LLM Fanout Queries
The exact web searches each LLM ran while answering this segment's questions, with overlap across models.
→AI Search Visibility
AI-powered search surfaces sit between traditional search and pure LLM chat.
→Organic Search Visibility
Backlink authority and on-page signals that drive traditional organic visibility.
→Bing Search Advertisers
Top and bottom advertisers on Bing (Google has no ads in this data), ranked by rank-weighted score.
→Organic Search: Suggested Terms
Suggested search terms from Google and Bing, ranked by rank-weighted score.
→Forum Search
Domains appearing in Google forum results for this segment's queries, by rank-weighted score and appearances.
→News Search
Domains appearing in Google news results for this segment's queries, by rank-weighted score and appearances.
→Video Search
Domains appearing in Google video results for this segment's queries, by rank-weighted score and appearances.
→Short Video Search
Domains appearing in Google short-video results for this segment's queries, by rank-weighted score and appearances.
→Top Wikipedia Pages
The Wikipedia articles where this segment's topics and brands appear, plus articles with zero brand presence.
→Knowledge Graph Entities
The Wikidata entities matching this segment's topics and brands, and which brands have no entity at all.
→Top Subreddits
The communities where this segment's topics and brands get discussed, ranked by submissions and comments.
→Reddit Activity Trends
Monthly Reddit activity for this segment's topics and brands, from 2005 through mid-2026.
→Top Domains on Reddit
The websites Reddit links to and mentions alongside this segment's topics, in comments and submissions.
→Open Web Presence
Domains appearing together with this segment's topics across billions of crawled web pages.
→Top Backlink Sources
The websites linking to the most tracked domains in this segment, from the web link graph.
→Content Phrases
Top phrases LLMs associate with this industry or persona, ranked by recommendation strength.
→UGC Questions & FAQs
Questions people are asking, mined from forum, news, and video result titles, with the URLs each question appears on.
→Research: Award Submissions
Domains ranking for this persona's award submissions queries.
→Research: Blogs, Publishers, Newsletters
Domains ranking for this persona's blogs, publishers, newsletters queries.
→Research: Certifications
Domains ranking for this persona's certifications queries.
→Research: Conferences, Trade Shows
Domains ranking for this persona's conferences, trade shows queries.
→Research: Courses, Training
Domains ranking for this persona's courses, training queries.
→Research: Donors, Sponsors, Partnerships
Domains ranking for this persona's donors, sponsors, partnerships queries.
→Research: Experts
Domains ranking for this persona's experts queries.
→Research: Forums, Message Boards
Domains ranking for this persona's forums, message boards queries.
→Research: Glossaries
Domains ranking for this persona's glossaries queries.
→Research: Guest Posts
Domains ranking for this persona's guest posts queries.
→Research: Guides, Best Practices
Domains ranking for this persona's guides, best practices queries.
→Research: Link Directories
Domains ranking for this persona's link directories queries.
→Research: Non-profits
Domains ranking for this persona's non-profits queries.
→Research: Podcast Guests
Domains ranking for this persona's podcast guests queries.
→Research: Professional Orgs
Domains ranking for this persona's professional orgs queries.
→Research: Reports, Stats, Research
Domains ranking for this persona's reports, stats, research queries.
→Research: Speaker Proposals
Domains ranking for this persona's speaker proposals queries.
→Research: Suggested Links
Domains ranking for this persona's suggested links queries.
→Research: Tools
Domains ranking for this persona's tools queries.
→Research: Top, Best Companies
Domains ranking for this persona's top, best companies queries.
→Research: Trade Journals
Domains ranking for this persona's trade journals queries.
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