Banking

Ranking Purchase Markets, 2022-2023 Projected in Top 5

5 mins read
July 21, 2022
By
Total Expert

Lenders are feeling the shift away from rate-induced boom times in mortgage. The total number of mortgage applications is down 57.6% as of July 8, compared to the same week of July 2021. Purchase apps are down 18.3%, but refinance apps are down 79.6%.

But are 2022 and 2023 projected to be as bad as headlines imply?

While there’s no way for lenders not to feel that shift, it’s the speed of change that has most impacted them. The industry has not seen rate increases of 75 basis points since before the turn of the century. It feels like a bust. But when the forecast tells a different story – one of a return to a purchase market that lenders have known and made profits in for decades.

Economist projections are best guesses at what the market will do. If we assume the market offers volumes close to those expected by economists, then this year and 2023 will be above-average origination volumes. In fact, out of the 27 years from 1995 to 2022, only the period from 2002 to 2006 offered mortgage lenders more opportunity than economists now predict for 2022.

If the market does offer the 2.27 trillion originations projected for 2023, it will be a top-three, purchase-market year since 2006, only 2019 is in the same ballpark. (This assumes a “purchase year” is defined as a year in which refinances make up less than 50% of originations.)

Editor’s note – update July 22: Fannie Mae’s Economic and Strategic Research (ESR) Group adjusted its projections for 2022 total home sales growth to a decline of 15.6%, compared to a decline of 13.5% predicted last month. ESR also revised upward its home price appreciation forecast to 16.0 percent year-over-year-growth in 2022 from the previously projected 10.8 percent.

Equity – 2022’s Refinance Opportunity

One important difference between 2022 and 2023, compared to other purchase years, is the remaining refinance volume available.

Most of the pain of declining rate refinances will be baked in by the end of 2022. After that, refinances will provide similar contributions to origination volumes in 2022 and 2023, according to economists’ crystal ball at least.

In fact, refinances are anticipated to remain at 33% and 27% in 2022 and 2023, respectively – even though few people can rate refinance anymore.

Homeowners’ record-setting equity is the reason is projected to provide significant strength to refinance volume.

Single-family home prices increased at the annualized rate of 19.4% in second quarter of 2022, down slightly from the previous quarter’s 20.5%, according to Fannie Mae.

“Home prices maintained a near-historic pace of appreciation in the second quarter, as low levels of housing inventory continued to support price growth,” said Doug Duncan, Fannie Mae Senior Vice President and Chief Economist. “At the end of 2021 and extending into 2022, we believe many homebuyers pulled forward their purchase plans to avoid expected increases in mortgage rates, contributing to demand for homes and strong price appreciation.”

Fannie Mae economists expect the sharp rise in mortgage rates to cool purchase demand in the quarters ahead, which in turn will moderate home price appreciation. Equity growth is predicted to slow. Yet, homeowners are forecast to both keep and to grow their equity in the years to come – many projections still put that equity growth in double-digits for 2022.

The Mortgage Relationship Moment

As noted by Fannie Mae’s Chief Economist, rates are motivating buyers to move this year before rates climb even more. Homebuyers need lenders who have the expertise and the tools to help them into their next home as soon as possible. With bond markets signaling a rate increase of 75 basis points, if not a full percentage point in July 2022 (at the time this guide was published), borrowers need help figuring out what to do, and they need it fast.

Consumers are increasingly pessimistic about their prospects in home real estate. Their sentiment about homebuying conditions fell to its second-lowest reading in a decade, according to a Fannie Mae report on Home Purchase Sentiment.

If buyers are downtrodden on the market, you might expect sellers to be optimistic. But that’s not what Fannie Mae found. The percentage of consumers who believe it’s a “Good Time to Sell” fell to 68% – a decline of 10% this month. For the first time since 2015, approximately half of all respondents indicated that it would be ‘difficult’ to get a mortgage, the highest such percentage since 2014. People feel uncertain. Both buyers and sellers aren’t sure they can afford a new home with prices and rate appreciating at the same time.

Homebuyers’ negative sentiment, though, shouldn’t be read as defeat for the mortgage and real estate market. The majority of consumers in the same survey said they would prefer to buy a home if they moved, rather than renting. People want to own a home; they’re just not sure they can manage to get into one. They need a provider who knows the steps to make their goals possible.

The same is true for homeowner who have equity. Many can get out of debt, others can finally upgrade their home, and still more can pay for unexpected large expense without using a credit card. They need to know and understand their options; they await a lender who will show them.

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The Reputation Playbook for Lenders Who Want to Grow in the AI Era

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Meet the Partner: Birdeye

Birdeye is the #1 Agentic Marketing Platform for multi-location brands. Financial institutions use Birdeye to manage their online presence, collect and respond to customer reviews, monitor local listings, and turn customer feedback into actionable growth intelligence. Birdeye’s platform unifies the marketing stack to help lenders, banks, and credit unions build trust at scale—branch by branch, advisor by advisor—so every part of the organization is earning customer confidence before, during, and after the relationship begins.

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For most financial institutions, the customer relationship begins when someone fills out an application, walks into a branch, or picks up the phone. But that’s not when your customer’s journey begins.

Long before a borrower reaches out, they’ve already started forming an opinion about you, your competitors, realtors, and the mortgage industry in general. They’ve searched for lenders in their area, read reviews, seen the news, and talked to family, friends, and coworkers. They’ve probably even asked Claude or ChatGPT to compare rates from local banks and credit unions. They’ve scanned branch listings, looked at star ratings, and made a shortlist of their top choices. They’ve done a lot. And all without ever speaking to a single person on your team.

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The shift happening right now in borrower discovery

Borrower behavior has changed in ways that most financial institutions haven’t fully caught up with yet. For a long time, reputations in financial services were built through branch relationships, local presence, referrals, and personal trust. Those things still matter but, today, trust is often built or lost before a borrower ever speaks to a loan officer, banker, or advisor.

A borrower may first meet your brand through a Google search, an online review, a branch listing, a social post, or an AI-generated answer. They may ask AI platforms which lender is best for first-time homebuyers, which credit union has the best service, or which local bank is easiest to work with. In that moment, your reputation isn’t just what your brand says. It’s what the digital ecosystem can find, understand, and validate about you.

The data backs this up. Birdeye’s State of Online Reviews 2026 report found that review volume grew 30.7% year over year in 2025, with Google capturing nearly 80% of all reviews. Meanwhile, McKinsey describes AI-powered search as the “new front door to the internet,” with research showing that half of consumers already use AI-powered search and that AI search could influence $750 billion in revenue by 2028.

For financial institutions, this matters because trust is a product you can’t put a price on. People are making decisions about homes, savings, credit, and their financial future. If your branch information is inaccurate, your reviews are negative or outdated, or customer feedback goes unanswered; you may lose the borrower before the relationship even starts.

What Birdeye does and why it matters for financial institutions

Birdeye replaces fragmented point tools with one full-cycle platform. Instead of forcing small teams to manually update data, custom AI agents execute marketing playbooks autonomously across hundreds of locations. For financial institutions, it helps manage the full digital presence of every branch, advisor, and location—at scale.

In practical terms, that means:

  • Keeping branch and location data accurate and consistent across every major listing platform and search engine
  • Collecting customer feedback and reviews at key moments in the borrower journey
  • Monitoring and responding to reviews across Google and other platforms—quickly and at scale
  • Surfacing customer experience signals by branch, loan officer, product line, or market so teams can identify where trust is strong and where it’s breaking down
  • Building the content, consistency, and credibility signals that AI-driven answer engines use to recommend businesses to consumers

Birdeye’s State of AI Search 2026 report found that in an analysis of ChatGPT, Gemini, and Perplexity, 80% of brands were cited at least once in AI-generated answers—but only 15% held the top citation position with their own owned domain. AI search rewards clarity, structure, and consistency. The financial institutions that win in AI-driven discovery will be the ones with the most trusted, complete, and credible local footprint.

That’s exactly what Birdeye is built to create.

How Total Expert and Birdeye work together

Most financial institutions don’t have a data problem. They have a connection problem.

Customer signals are everywhere: CRM records, reviews, surveys, branch interactions, loan officer conversations, and servicing feedback. The issue is that these signals often sit in separate systems. So, by the time a team sees the pattern, the moment to act has already passed.

Total Expert helps financial institutions manage customer engagement and relationship journeys. Birdeye helps them capture feedback, manage reputation, improve local visibility, and turn customer signals into action. Together, they connect the relationship layer with the reputation and experience layer—so the intelligence flows in both directions.

Here’s how the integration works in practice:

  • Lenders can request feedback from borrowers at important moments in the relationship journey—after an application, closing, branch visit, or servicing interaction
  • Survey responses and customer experience scores from Birdeye can flow back into Total Expert, giving relationship teams visibility into how borrowers are feeling inside the systems they already use every day
  • A positive review can strengthen local visibility and reinforce trust in that branch or advisor’s digital presence
  • A negative review or recurring complaint can trigger service recovery or escalation—before it becomes a bigger problem
  • Patterns in feedback data can become operational priorities, helping regional or branch leaders identify where the experience is breaking down and course-correct quickly

This is the shift financial institutions need to make: feedback shouldn’t sit in a dashboard. It should move into the daily workflow of the business.

From reactive to proactive: the future of experience-driven growth

The traditional model of reputation management was reactive. A customer leaves a review. Someone responds. A report gets created. Maybe a trend reaches leadership weeks later.

That model is too slow for how borrowers make decisions today.

PwC’s 2025 Customer Experience Survey found that 52% of consumers stopped using or buying from a brand after a bad product or service experience, and 29% stopped because of poor customer experience online or in person. Experience isn’t a soft metric. It directly affects loyalty and growth.

Together, Total Expert and Birdeye give financial institutions the tools to move earlier and act faster. AI can help teams listen at scale—bringing together signals from reviews, surveys, social channels, listings, and CRM systems. It can help teams act faster by identifying urgent issues, drafting responses, routing follow-ups, and giving branch and regional leaders clear next steps. And it can help leaders see what’s working: which branches are earning the strongest trust, which loan officers are creating the best borrower experience, and which themes are driving referrals and conversion.

This is where reputation management becomes something bigger: experience-driven growth.

Accessible through the Expert Partner Network

For Total Expert customers, accessing Birdeye is straightforward through the Expert Partner Network—the same ecosystem where lenders can access a range of integrated tools and services designed to support every stage of the borrower journey.

Instead of standing up a new workflow or managing a separate vendor relationship, Birdeye’s capabilities become part of how your team already operates. The feedback loop between Birdeye and Total Expert means your relationship data gets smarter over time, your team sees the signals they need in the right context, and your borrowers experience a more consistent, responsive institution at every touchpoint.

The lenders who win will earn trust before the first conversation

Winning in today’s market isn’t just about having the best rates or the most loan products. It’s about being the institution borrowers find, trust, and choose—often before they ever pick up the phone.

The financial institutions that get ahead will be the ones treating reputation as an operating signal rather than a marketing metric. They’ll use customer feedback as real-time intelligence. They’ll build the kind of consistent, trusted digital presence that earns borrowers in a world where AI is increasingly answering the question, “Who should I work with?”

That’s what Total Expert and Birdeye make possible—together.

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