SEARCH FOR HOME
Chase worked with Google to see how people are
searching for homes, mortgages, and home equity lines
of credit in 2017.

First-Time Homebuyers Are on the Hunt More than Ever

44

%

11

%

of searches in the
mortgage category in
2017 are for first-time
buyer mortgages

from 2016

Source: Google internal data, U.S. only, January 2014 – March 2017

Affordability Is the Biggest Factor in Homebuying
Top three mortgage-related
questions asked Google:
Affordability questions
on Google have risen

34

%

  How much mortgage can
I afford

  How much mortgage
can I qualify for

  What mortgage can I afford

from 2015
to 2016

Source: Google internal data, U.S. only, January 2015 – April 2017

People Are Searching for Unique Home Styles
Top five list of home style searches on Google:

MANSION

YURT

BUNGALOW

BROWNSTONE

MINKA

Source: Google internal data, U.S. only, January 2014 – April 2017

Searching for Mortgages is Picking up Pace in the South
MIDWEST

18

%

NORTHEAST

19

%

SOUTH

37

%

WEST

26

%

Mortgage searches in the
South more than
double the volume of
Searches in the Midwest

Source: Google internal data, U.S. only, January 2013 – December 2016

People Are Navigating Homebuying on Their Phones
Mobile searches for HELOC and
mortgage-related information grew

CHASE.COM
HAS MORE THAN
27 MILLION MOBILE
USERS, UP 14%
YEAR-OVER-YEAR
FROM 2016.

30-50

%

every year from 2013 to 2016
Source: Google internal data, U.S. only, January 2013 – December 2016

Source: Chase data, 2017

Rentals Remain a Major Housing Force
Rental apartment
searches were

46

%

of home type
searches in 2016

Source: Google internal data,
U.S. only, January 2014 –
December 2016

All of these new trends signal that now, more than ever, working with
a home lending advisor can help customers navigate what can
often be an overwhelming process for some.
Find a home
lending advisor
at chase.com/
mortgage

Information presented is for informational purposes only. It is believed to be
reliable, but Chase does not warrant its completeness, timeliness or accuracy.

© JPMorgan Chase & Co. 2017. All rights reserved.