In this age of information, borrowers today expect speed, ease and transparency in their everyday transactions, and that extends to the mortgage process. In fact, a survey from the 2025 ServiceLink State of Homebuying Report (SOHBR) found that today’s buyers would be more likely to select a lender that offered certain consumer-facing technologies — simply because they are eager to play more of a role in the homebuying process. Not only do they want a more hands-on approach, but they also want confident assurance that the deal is moving along smoothly.
A recent study by the National Association of REALTORS found that some 6% of home purchase contracts were terminated over the last three months, 12% of contracts had delayed settlements and 6% of contracts were delayed due to appraisal issues. Each of these hang-ups means additional time and money to originate – and unhappy borrowers.
So, how do today’s lenders really instill confidence in their borrowers when the potential for snags is lurking around every corner? Here are three ways to boost not only their confidence, but their satisfaction levels as well.
1. Give borrowers what they want by infusing speedy, transparent technology
First, consider your mortgage tech stack and how you can further digitize and enhance areas where your consumer-facing processes are lacking. As the appraisal and signing are two of the only face-to-face touch points during the origination process, consider examining those first.
Real-time consumer scheduling, for example, is a light tech lift for lenders that achieves the goal of giving borrowers the speed and transparency they desire and the confidence they need. The proprietary scheduling technology that ServiceLink offers empowers borrowers to take a self-serve approach to scheduling their appraisal or closing appointments for the exact date and time they want, even giving them the option to select their preferred signing method. This not only shaves days off the timeline, it provides educational information about what to expect in the process and a profile of who will be showing up at their door.
Another opportunity to infuse speed and transparency: eClosing solutions. Lenders equipped to accommodate requests for remote eClosing options like remote online notarization (RON), in-person electronic notarization (IPEN) or hybrid signings can not only provide borrowers with convenient alternatives to traditional in-person signings, but eClosings are typically 15-20 minutes quicker. Additionally, with RON, cost and time savings can be substantial as scheduling can be faster, notaries don’t need to travel and errors can be caught and corrected in real time. However, eClosings are only as good as the professionals who handle the transactions, so be sure to partner with service providers that have notary and attorney panels with extensive experience in this area.
2. Give borrowers diverse closing options, not a one-size-fits-all approach
Borrowers today also expect choice and convenience. Regardless of whether it’s a home equity, refinance or purchase transaction, providing closing options based on your borrower’s preference can help instill confidence.
In fact, customizable signing solutions give lenders a true competitive advantage. Those who can meet customers where they are, both physically and preferentially, will win out. Some borrowers may be more comfortable meeting with a signing agent and completing the paperwork in person, while others are more apt to take advantage of streamlined electronic solutions.
Lenders that offer a mixture of traditional face-to-face wet signings, IPEN, RON or hybrid closings will position themselves to meet various consumer needs – and potentially drive repeat and/or referral business.
3. Flip the script by focusing on educating instead of selling
Originators today are certainly looking for ways to save considering it costs over $12,500 to produce a loan, according to the MBA. That’s near break-even for lenders as margins are tightening. While selling may be the traditional focus of many institutions, education should be top-of-mind even for the most bottom-line-conscious lender.
When starting the homebuying process, the SOHBR study found that 63% of respondents of all generations turned to their real estate agent for advice. In fact, lenders (30%) came in fourth on the list of resources behind family/friends (58%) and social media (39%). This is the second year in a row that real estate agents topped the list in terms of education and advice. This is a distinct opportunity for lenders to grow their influence and become another go-to source of information. What does that look like? A shift in perspective and strategy.
Instead of trying to sell your products, consider demonstrating your commitment to walking borrowers through the process. In other words, make their education your selling point. Some baseline items to consider: implementing an education hub on your website with borrowers’ most frequently asked questions, or providing quick educational video content that explains terms, timelines and expectations. Some larger banks and the Government Sponsored Entities (GSEs) provide online homeownership education courses, podcasts and financial calculators to help buyers get started on a solid foundation.
However, your website isn’t the only communication tool to consider. Be sure your brand has a presence on sites like YouTube, Instagram and TikTok, which is where today’s borrowers are increasingly turning for quick information. These options not only help prepare borrowers, but they can help build loyalty to a particular lender.
Overall, there’s value in untangling the complexity of the mortgage process and the more you can meet the needs of today’s borrowers, and become their go-to resource, the more likely they’ll trust you with their transaction. Trust equals confidence, which is what you want your buyer to have as you usher them through the process and across the finish line.
English (US) · 