Summary
While the mortgage purchase journey is complex, with consumers using a mix of digital and human touchpoints to research and then buy mortgages, online research plays a crucial role for many. We expect to see more Americans using comparison sites as US interest rates begin to rise. We originally published this report in November 2015 when Google launched Google Compare for mortgages in the US. We have revised this report following Google's withdrawal of the service. We overestimated Google's commitment to mortgage comparisons, but our advice remains the same.
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