Home Equity Lending News

Figure Joins Top ‘Home Equity’ SEO Players, Credit Unions Absent

An analysis of search results for ‘home equity’ phrases indicated that Figure Lending has joined an elite group of lenders who are among the top-10 results. Credit unions fell off the list, while lead generation websites bolstered their standings.

HELN conducted searches Friday for “HELOC,” “home equity loan” and “second mortgage” on Google. After eliminating sponsored listings, the first result for HELOC was  Bank of America. BofA maintained its standing from three months ago and six months ago.

In the fifth position for “HELOC” search results, and the second-highest ranking lender, was Rocket Mortgage, slipping from No. 4 three months earlier. US Bank  was in the seventh spot, receding from the sixth spot in the previous report.

Rocket was at the top of a search for “home equity loan,” climbing from second position in the last ranking. US Bank tumbled to No. 4 from No. 1, and BofA maintained fifth position. Figure Lending made its debut on the report, appearing as the ninth result for “home equity loan.”

A search for “second mortgage’ had Rocket at the top of the list for the third consecutive time. US Bank was fifth, one position better than the prior report. No. 6 Citizens Bank improved by a notch from the April analysis.

The only two credit unions to make the list three months ago, PSECU and ESL Federal Credit Union, were off the list this time, leaving no credit unions among the top-10 search results for any of the three phrases studied.

A HELN analysis of all lenders that showed up in the top-10 results for each of the three ‘home-equity’ search phrases reported resulted in the following SEO ranking.

Q3 ‘Home Equity’ SEO Lender Rankings

          1. Rocket Mortgage
          2. US Bank
          3. Bank of America
          4. Citizens Bank
          5. Figure Lending

Among the non-lender results were two regulators, the Consumer Finance Protection Bureau and the Federal Trade Commission; and several lead-generation websites including Bankrate, Credit Karma, Equifax,  Investopedia, LendingTree, Money, NerdWallet, The Mortgage Reports and Time.