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“Mortgage Help” Searches Hit a 15-Year High: What Lenders and Marketers Should Be Doing Now

Picture of Joe Wilson   Joe Wilson  ·  5 minute read

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Why are more people searching for “help with mortgage” right now?

You can feel it in every client conversation. People aren’t asking “What’s the rate?” anymore. They’re asking “What should I do?”

That shift is showing up in data too.

According to MarketWatch’s report on mortgage help search trends, Google searches for “help with mortgage” have hit their highest level since 2009.

It’s not panic. It’s behavior. Borrowers are looking for answers, and they’re doing it publicly.

For lenders and marketers, that’s an opportunity to lead the conversation before someone else does.

Jump to: What's causing this surge | What to do about it | Why this matters | Key takeaways | FAQs | Related resources


What’s causing this surge in “mortgage help” searches?

When we look across industry data, a few things become clear:

  • MarketWatch reports that Google searches for “help with mortgage” are at a 15-year high.
  • Investopedia notes that this spike reflects a rise in attention rather than raw search volume, showing a behavior shift toward seeking information.
  • MBA reports mortgage applications dropped 1.2 percent in a single week, suggesting hesitation and tighter affordability.
  • Axios highlights that millions of homeowners remain “locked in” to ultra-low rates, unwilling to sell or refinance, which adds to the financial pressure many feel.

Put together, these signals paint a clear picture: borrowers are anxious, uncertain, and searching for help.

This is not a crisis headline. It’s a content opportunity.

If people are Googling “help with mortgage,” the question becomes: are you showing up when they search?

What should lenders and marketing teams do about this?

The best way to act on this trend is to create content that answers what borrowers are already asking.

Here’s how to do it effectively.


1. What type of content performs best when borrowers are stressed?

The short answer is human, helpful, and visual content.

When people feel uncertain, they want clarity from a face they trust — not a brand logo or a static post.

Create:

  • A 45-second video titled “Three Things to Do if Your Mortgage Payment Feels Too High”
  • A short explainer on how to talk to your servicer about recasting or modifying a loan
  • A simple story about a client who found stability through the right guidance

Keep it educational, not sales-focused.

Video builds trust, improves engagement, and performs better in both search and social feeds.

Teams that post consistent short-form videos see up to three times more engagement than text-only posts.


2. How can marketing teams help loan officers move faster?

When a trend like this hits, speed matters more than polish.

The goal is to help your LOs respond quickly without running into compliance delays.

Set your team up to move fast:

  • Build a “Mortgage Help” content sprint with one weekly video, one caption, and one email template everyone can use.
  • Approve the content once, then distribute across your team.
  • Automate posting so content stays consistent across every LO account.
Whether you use SocialCoach or another content system, the key is structure and simplicity.


3. How can lenders use personalized video to reach clients directly?

When people search for help, they’re often looking for a person, not a company.

Short, personalized videos help you break through the noise.

💡 Pro Tip: Make Your Message Personal with My Video Pages

If you want to take this a step further, don’t just post the video on social media — send it directly to your clients and referral partners.

With SocialCoach MVPs (My Video Pages), you can record a short, personalized clip and send it by email, text, or newsletter — all trackable, branded, and compliance-safe.

👉 Perfect for messages like:

  • A quick update to past clients: “If your payment feels high, I can help review your options.”
  • A check-in for referral partners: “Here’s what I’m telling my clients about the current market.”
  • A video to your lead list: “Here’s what to do if you need mortgage help.”

If you use tools like SocialCoach MVPs (My Video Pages), you can send those videos by text or email.

It’s fast, personal, and far more effective than a generic newsletter.


4. How should this content be distributed?

Once you record a single piece of helpful content, repurpose it everywhere.

  • Post it on LinkedIn, Instagram, and Facebook
  • Convert it into a short blog or email update
  • Send it to your database with the subject line: “We’re seeing more mortgage help questions — here’s what to know”
  • Share it internally so your team can reuse it

Teams that move early on trends get the most engagement while others are still deciding what to say.

Why this trend matters for 2025 and beyond

The spike in “mortgage help” searches reveals something deeper: borrowers want more from lenders than quotes or rates.

They want empathy, context, and confidence.

That’s not a passing phase — it’s the direction the industry is moving.

Search, social, and relationships now live in the same place.

The brands that lead with help will win both trust and visibility.

How systems like SocialCoach support moments like this

SocialCoach helps sales and marketing teams respond quickly when trends shift.

It gives teams pre-written video scripts, auto-posting and scheduling, compliance review workflows, and analytics to measure engagement.

Even if you’re not using SocialCoach, build a process that helps your team post timely, relevant content fast.

Consistency and speed matter more than perfection.

Key Takeaways

  • Searches for “help with mortgage” are at a 15-year high
  • Borrowers are anxious and searching for clarity
  • Helpful video content outperforms any other format right now
  • Marketing teams should focus on fast, consistent posting
  • Lenders who lead with help will build lasting trust and attention

Frequently Asked Questions

Q: Why are more people searching for mortgage help in 2025?

Rising costs, inflation, and lingering high interest rates have left many homeowners stretched. Combined with the “lock-in effect,” more people are looking for options without refinancing or moving.

Q: How can lenders use this trend to grow their business?

Create educational content that helps borrowers feel informed and supported. Focus on being the guide, not the salesperson. Borrowers who trust your content today often become clients tomorrow.

Q: What kind of mortgage help content performs best?

Short, personal videos that explain what homeowners can do next — like contacting their servicer or exploring a recast. Keep it practical and easy to understand.

Q: How can marketing teams help loan officers stay consistent?

Use automated posting or campaign tools to push approved content across your team. Provide shared scripts, captions, and templates to make posting effortless.

Q: Should lenders address this topic publicly?

Yes. Speaking about the trend builds credibility. Stay factual and empathetic — not alarmist — and position yourself as a calm, trusted expert.

Q: What’s one post I can make today?

“We’re seeing more people searching for mortgage help lately. If you’re unsure about your payment or want to explore your options, reach out — I’m happy to help.”


🚀 Ready to lead instead of react?

Borrowers are searching for clarity. If you’re not the one answering their questions, someone else will.

Book a 10-minute walkthrough to see how SocialCoach helps lenders and marketing teams stay ahead of industry trends with ready-to-use scripts, compliance-safe posting, and personalized video tools that build trust fast.

 

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