Mortgage Satisfaction Posts Biggest Jump in Years

Mortgage customer satisfaction rose sharply this fall, up 33 points year over year, according to the J.D. Power 2025 U.S. Mortgage Origination Satisfaction Study. The report places overall satisfaction at 760 (on a 1,000-point scale).

For real estate agents, the key point is operational: the study ties the improvement less to market conditions and more to how lenders are managing the borrower experience, especially earlier engagement, more transparent communication, and more useful guidance throughout the loan process. Those are the same factors that tend to determine whether timelines hold during escrow.

Why satisfaction rose: Borrowers are responding to guidance

J.D. Power reports a measurable improvement in borrowers’ perception of lender guidance. The share of customers giving lenders top scores for “useful guidance or advice” rose to 79% in 2025 (up from 76% in 2024 and 70% in 2023). Borrowers who rated their lender highest for advice were also 2.3 times more likely to say they would “definitely” use that lender again.

For agents, that’s a practical signal: the lender’s ability to explain next steps, anticipate documentation needs, and keep borrowers calm under deadlines is increasingly tied to customer loyalty, and often to transaction stability.

Timing matters: Early lender engagement is linked to higher satisfaction

The study also emphasizes when the lender meaningfully engages. Satisfaction was 32 points higher when lenders connected with borrowers at the beginning of the homebuying journey (before active shopping). If the first meaningful contact happened at the application stage, satisfaction was 64 points lower.

That finding supports a workflow adjustment many teams can implement quickly: introduce lender partners during or immediately after the buyer consult, not after a client is already writing offers.

What agents can do: Three adjustments that match borrower expectations

1) Build a simple early-financing sequence

Pair the lender intro with a short expectation-setting brief, ideally covering:

• What documentation will be requested and why.
• Typical underwriting conditions and response timelines.
• Appraisal timing and common issues.
• What “clear to close” requires (final verification steps).

The goal isn’t to duplicate lender work, but to reduce surprises that can derail trust and timelines.

2) Vet lender partners on communication standards

Instead of relying on general promises (“fast closings”), ask for specifics:

• Update cadence during escrow (milestone-based vs. frequent check-ins).
• Who communicates with listing agents and when.
• Weekend/after-hours coverage and escalation paths.
• How the team handles common stall points (appraisal delays, condo review, verification).

J.D. Power links the satisfaction lift to improved communication and reliability, areas agents feel most acutely when deadlines tighten.

3) Co-own borrower education

Build a shared checklist with lender partners that reinforces borrower best practices:

• Avoid new debt or significant untracked transfers before closing.
• Respond quickly to conditions and clarify questions early.
• Confirm wire instructions verbally using known numbers.
• Understand the difference between pre-approval, conditional approval, and clear-to-close.

This reduces friction, improves borrower responsiveness, and can help protect close dates.

Technology is part of the story — but transparency is the expectation

Borrowers are increasingly comfortable with automation, but they want disclosure. J.D. Power found 54% of customers are completely comfortable with lenders using AI in origination, and 31% are partially comfortable. In comparison, 71% say it’s very important to be informed when AI is being used.

For agents, the practical move is expectation-setting: explain that some steps may be automated (document collection, status updates, certain verification flows), and encourage buyers to ask which decisions are automated vs. reviewed by a person.

Automation is also being positioned as a cycle-time and cost lever. In a Freddie Mac announcement on machine-learning automation for Loan Product Advisor (LPA), the GSE stated that lenders maximizing automation through Freddie Mac can originate loans about $1,500 (14%) cheaper, with production cycle times about five days shorter. A lender example, such as KeyBank’s automation case study, shows how automation can reduce manual touches while keeping files moving.

Why this won’t fade: Cost pressure remains

Even with satisfaction improving, lenders remain focused on reducing per-loan costs. Freddie Mac’s 2025 updates to the cost-to-originate study estimate the average cost to produce a mortgage at about $11,800 in Q2 2025 (down from Q1 2025 but still elevated relative to late 2023).

That backdrop helps explain continued investment in automation and process discipline, and why agents benefit most from partners who pair efficient systems with consistent, human communication.

One more expectation-setter: the J.D. Power U.S. Mortgage Servicer Digital Experience Study found uneven quality in servicer digital experiences, which can affect clients after the loan transfers.

The satisfaction surge reflects durable, transaction-relevant improvements: earlier engagement, more precise guidance, and better communication, supported by increasing use of automation with an emphasis on transparency. Agents who align their workflows (early lender intro, shared borrower education, and higher communication standards) are better positioned to reduce friction and protect client experience through closing.