View more on these topics

Online searches for mortgages on the up but just 3% are for brokers


Online searches for mortgage terms rose by a third in January, but the phrase ’mortgage broker’ only accounted for 3% of all mortgagerelated searches.

Research from technology specialist Greenlight classified 540 of the most popular search terms used by consumers to find providers of savings products, credit and debit cards, mortgages and loans.

Some 58% – 3.2 million – of the searches were mortgage-related, an increase on the 2.4 million searches carried out in October.

The phrase ’mortgage broker’ accounted for 3% of all mortgage searches, which equates to 110,000 searches in January.

’Mortgage calculator’ was the term most searched for by consumers with 673,000 queries, which accounted for 21% of all mortgage product-related searches.

’Mortgages’ followed with 11%, then ’buy-to-let mortgages’ and ’compare mortgages’ with 9% of the search volume each.

’Self-cert mortgages’ accounted for 8% of searches.

In terms of the most visible websites with regard to mortgage keywords Halifax was in pole position followed by Moneysupermarket. com,, Woolwich and John Charcol – the only mortgage broker in the top 10.

Drew Wotherspoon, director of marketing at John Charcol, says that individuals are searching on-line for all sorts of things these days and mortgages are no different.

He says his firm can bump up its search optimisation because it fo-cusses on good links and constantly reviews its position.

Wotherspoon adds: “We have found that the key to search optimisation is never to throw the baby out with the bath water. Brokers should make small changes and see what it does for their ranking. If they have a positive effect, great. If not, they should think again.”


Restructure puts Platform sales jobs in jeopardy

The sales and proposition team at Platform is facing job cuts as part of a wider business restructure at parent The Co-operative Financial Services. CFS announced last month that it was moving Platform’s pre-completion mortgage processing to the CFS centre in Leek, Staffordshire, while Platform’s customer care service would be moved to the CFS Stockport […]


News and expert analysis straight to your inbox

Sign up