Interest rates matter most to Americans choosing a mortgage lender
Core finding
No factor outranks interest rates when Americans choose a mortgage lender, named by 70% in a Verasight survey of 1,000 U.S. adults conducted Aug. 20-25, 2025. Financial incentives or discounts follow (57%), then the speed of approval (42%).
About a third value a lender's reputation for fairness across racial and ethnic lines (35%), a quarter its online or mobile options (24%), and one-in-five its support for sustainable housing (20%); 6% name none of these.
Selected responses
Interest rates matter most to Americans choosing a mortgage lender.
Which of the following factors would you consider most important when choosing a mortgage lender during the home buying process?
n = 1,000 · Aug 20–25, 2025 · MoE ±3.1%
Methodology
Full methodology →| Mode | Verasight panel recruited via random address-based sampling, random person-to-person text messaging, and dynamic online targeting |
|---|---|
| Population | United States adults |
| Field dates | Aug 20–25, 2025 |
| Base (unweighted) | 1,000 |
| Margin of error | ±3.1% |
| Module | ASA Omnibus Survey |
| Sponsor | Verasight |
| Weight variable | weight |
| Weighting targets | age, race/ethnicity, sex, income, education, region, metropolitan status |
Sources
- reports.verasight.io/r/asa-2025
Which of the following factors would you consider most important when choosing a mortgage lender during the home buying process?
Cite this question
ASA Omnibus Survey, fielded August 20-25, 2025, N=1,000 United States adults, +/- 3.1%.