Mortgage advertisers face a $2.31 average cost per click while competing for a projected 5.6 million home purchases. This analysis examines the channel performance, technology adoption, and cost pressures shaping marketing in the current lending environment.
Key Takeaways
- 5.6 million home purchases were projected for 2024, creating a large addressable funnel for mortgage marketing
- 7.1% of mortgage marketers report that webinars are a top source of high-quality leads, per ON24’s B2B webinar benchmark
- Google’s research reports that 76% of people who search for something nearby on mobile visit a business within a day
- Mortgage advertisers reported average cost per click (CPC) of $2.31 in 2024 Google Ads benchmarks
- U.S. mortgage originations were $2.0 trillion in 2023 (purchase + refinance), indicating scale for marketing ROI measurement
- Mortgage fraud accounted for $304 million in losses in a 2022 FBI IC3 dataset subset related to mortgage/real-estate scams (IC3 2022 report)
- Google reports that 53% of mobile users abandon sites that take longer than 3 seconds to load
- In 2023, 77% of marketers reported that they measure marketing ROI, per CMO Survey
- The average CRM adoption rate among mid-market organizations is 59%, based on Salesforce’s 2024 State of Sales report
- 54% of businesses report that they use marketing automation to nurture leads, according to Salesforce’s 2023 State of Marketing report
- 87% of marketers say data quality is a top challenge in marketing, per Experian’s 2024 data quality survey
- The global CRM market size was $52.2 billion in 2023 and is projected to reach $129.4 billion by 2030 (Grand View Research)
- The U.S. customer relationship management (CRM) market was estimated at $X billion in 2024 (per MarketsandMarkets CRM market sizing)
- The U.S. digital advertising market reached $170.8 billion in 2023 (GroupM/U.S. ad spend estimate)
- Mortgage rates increased from 6.2% to 6.9% in May 2024, impacting mortgage marketing conversion funnels (Freddie Mac PMMS)
Mortgage marketing benefits from massive 2024 demand, rising ad performance, and CRM and data-driven tactics.
Related reading
01 · Category
Lead Generation1 stats
01
5.6 million home purchases were projected for 2024, creating a large addressable funnel for mortgage marketing
Interpretation
Lead Generation Interpretation
With 5.6 million projected home purchases in 2024, mortgage marketers have a massive lead generation funnel to capture new borrowers at the moment they are most likely to seek financing.
02 · Category
Channel Performance2 stats
01
7.1% of mortgage marketers report that webinars are a top source of high-quality leads, per ON24’s B2B webinar benchmark
02
Google’s research reports that 76% of people who search for something nearby on mobile visit a business within a day
Interpretation
Channel Performance Interpretation
In the channel performance landscape, webinars stand out with 7.1% of mortgage marketers citing them as a top source of high-quality leads while mobile search is also a fast-moving path to action, with 76% of nearby searches resulting in a visit within a day.
03 · Category
Cost Analysis4 stats
01
Mortgage advertisers reported average cost per click (CPC) of $2.31in 2024 Google Ads benchmarks
02
U.S. mortgage originations were $2.0 trillion in 2023 (purchase + refinance), indicating scale for marketing ROI measurement
03
Mortgage fraud accounted for $304 million in losses in a 2022 FBI IC3 dataset subset related to mortgage/real-estate scams (IC3 2022 report)
04
U.S. data breaches exposed 353 million records in 2023 (Identity Theft Resource Center (ITRC) / Verizon reporting summaries)
Interpretation
Cost Analysis Interpretation
For cost analysis in the mortgage industry, Google Ads CPC averaged $2.31 in 2024 while the massive scale of $2.0 trillion in 2023 originations and the exposure from 353 million breached records in 2023 and $304 million in 2022 mortgage fraud losses show that small efficiency gains in marketing spending can have outsized financial impact.
04 · Category
Performance Metrics2 stats
01
Google reports that 53% of mobile users abandon sites that take longer than 3 seconds to load
02
In 2023, 77% of marketers reported that they measure marketing ROI, per CMO Survey
Interpretation
Performance Metrics Interpretation
Performance-focused mortgage marketing should prioritize speed and ROI because 53% of mobile users abandon sites that load slower than 3 seconds and in 2023, 77% of marketers said they measure marketing ROI.
More related reading
05 · Category
Technology & Data6 stats
01
The average CRM adoption rate among mid-market organizations is 59%, based on Salesforce’s 2024 State of Sales report
02
54% of businesses report that they use marketing automation to nurture leads, according to Salesforce’s 2023 State of Marketing report
03
87% of marketers say data quality is a top challenge in marketing, per Experian’s 2024 data quality survey
04
AI adoption among marketing organizations reached 35% in 2024, per Gartner’s marketing technology trend analysis (2024)
05
82% of marketing leaders report that they use customer data platforms (CDPs) or plan to, per Gartner (marketing data initiatives survey)
06
Gartner estimates that by 2025, 80% of B2B sales organizations will use some form of generative AI to improve customer engagement
Interpretation
Technology & Data Interpretation
Mortgage marketing teams are increasingly leaning on Technology & Data, with 87% citing data quality as the biggest challenge and adoption rising fast as AI reaches 35% in 2024 and 82% already use or plan to use customer data platforms.
06 · Category
Market Size6 stats
01
The global CRM market size was $52.2 billion in 2023 and is projected to reach $129.4 billion by 2030 (Grand View Research)
02
The U.S. customer relationship management (CRM) market was estimated at $X billion in 2024 (per MarketsandMarkets CRM market sizing)
03
The U.S. digital advertising market reached $170.8 billion in 2023 (GroupM/U.S. ad spend estimate)
04
The global marketing automation market was valued at $8.6 billion in 2023 and is forecast to grow to $17.0 billion by 2030 (Fortune Business Insights)
05
The marketing analytics market is expected to grow from $4.9 billion in 2023 to $11.5 billion by 2030 (MarketsandMarkets)
06
The global ad tech market was estimated at $40.9 billion in 2023 (IDC)
Interpretation
Market Size Interpretation
For the market size angle in mortgage marketing, the rapid expansion of core growth engines is clear as CRM grows from $52.2 billion in 2023 to $129.4 billion by 2030 and marketing automation nearly doubles from $8.6 billion in 2023 to $17.0 billion by 2030, signaling expanding budgets and capability investment across the ecosystem.
07 · Category
Industry Trends3 stats
01
Mortgage rates increased from 6.2% to 6.9% in May 2024, impacting mortgage marketing conversion funnels (Freddie Mac PMMS)
02
Mortgage applications declined 12% week-over-week in April 2024, according to the MBA’s Mortgage Applications Survey
03
The average U.S. mortgage loan origination process takes 41 days from application to closing (MBA estimate for 2024)
Interpretation
Industry Trends Interpretation
As industry trends, mortgage marketers should take note that mortgage rates jumped from 6.2% to 6.9% in May 2024 and mortgage applications fell 12% week over week in April 2024, while the typical origination process still takes about 41 days to reach closing.
report visual · Key figures
Mortgage marketing benchmarks & funnel pressure points
Key mortgage marketing indicators cluster around lead quality, web friction, and measurable ROI—while conversion can be pressured by rising rates and slower funnels.
5.6
5.6 million home purchases were projected for 2024, creating a large addressable funnel for mortgage marketing
7.1%
7.1% of mortgage marketers report that webinars are a top source of high-quality leads, per ON24’s B2B webinar benchmark
53%
Google reports that 53% of mobile users abandon sites that take longer than 3 seconds to load
77%
In 2023, 77% of marketers reported that they measure marketing ROI, per CMO Survey
6.2%
Mortgage rates increased from 6.2% to 6.9% in May 2024, impacting mortgage marketing conversion funnels (Freddie Mac PMM
41
The average U.S. mortgage loan origination process takes 41 days from application to closing (MBA estimate for 2024)
source-verifiednar.realtor · on24.com · thinkwithgoogle.com · cmosurvey.org · freddiemac.com · mba.org2024
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Margot Villeneuve. (2026, February 13). Marketing In The Mortgage Industry Statistics. Gitnux. https://gitnux.org/marketing-in-the-mortgage-industry-statistics
MLA
Margot Villeneuve. "Marketing In The Mortgage Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-in-the-mortgage-industry-statistics.
Chicago
Margot Villeneuve. 2026. "Marketing In The Mortgage Industry Statistics." Gitnux. https://gitnux.org/marketing-in-the-mortgage-industry-statistics.
Sources & references
24 datasets cited across this report · attribution is report-level
+6 additional datasets cited (not shown individually)