|Where do Canadian consumers
look to get information about mortgage loans?
Do they make full use of all the available
information sources? Do borrowers shop around for mortgage loans or
just accept the first proposal they get?
Do today's homebuyers take out mortgages with
their current financial institution or do they take their business
Finally, when it comes time for homeowners to
renew their mortgages, do they show any loyalty to their existing
lender and do they accept the first offer they are given?
These and many other questions about the behaviour
of mortgage consumers are answered in a recently released study by
the Canadian Institute of Mortgage Brokers and Lenders. The 2001
Mortgage Consumer Survey provides a fascinating insight into
consumer behaviours and attitudes toward sources of mortgages and
Two similar surveys completed in previous years
were available to members only upon payment of a subscription fee of
$5,000. This year, with the financial assistance of Canada Mortgage
and Housing Corp., the study has been publicly released without
charge for the first time.
ComQUEST Research Inc. conducted 850 interviews by
telephone and the results are said to be accurate within a range of
3.4 per cent, 19 times out of 20.
The study found that mortgage consumers requiring
new mortgage financing to buy a home make up 47 per cent of the
active mortgage market across the country. These are split almost
evenly between first-time buyers and repeat buyers.
A mortgage consumer is defined as one who has
recently obtained or renewed a mortgage or who plans to do so in the
Given the frenzied market in new homes and
condominiums in the Greater Toronto Area, my impression is that the
47 per cent figure would be higher in the GTA than the national
average. Nationally, the active mortgage market comprises 53 per
cent who are mortgage renewers.
Based on the actual number of transactions,
renewers account for 68 per cent of mortgage activity, while 32 per
cent are new mortgages.
Again, from my own observations, the percentage of
new mortgages should be higher in the GTA than the national average.
According to the study, when consumers are looking
for information about mortgages, they rely on their existing loans
officers (76 per cent for renewers and 61 per cent for purchasers).
Surprisingly, only 30 per cent of consumers look
to the Internet for mortgage-related information, although
first-time buyers have a somewhat higher tendency to look for
information online (41 per cent).
Based on my own law practice, I would guess that
this number is higher in the GTA, where Internet penetration is
probably higher than in some parts of the country.
People are relying less and less on printed
information produced by the financial institutions.
Compared to figures from 2000, this number has
dropped from 65 per cent to 41 per cent for purchasers and from 63
per cent to 35 per cent for renewers.
One of the most surprising conclusions of the
study was that fewer people are shopping around for a mortgage.
The proportion of consumers who got quotes from
different lenders has dropped from 61 per cent in 1999 to only 43
per cent last year.
Among new home buyers, the trend is even more
pronounced. Last year only 39 per cent shopped around, down
dramatically from 65 per cent the previous year.
More and more buyers are getting mortgage
pre-approvals. The figure stands at 75 per cent, up from 66 per cent
At the same time, the number of repeat buyers who
remain loyal to their current financial institution has dropped to
67 per cent from 80 per cent in 2000.
As for mortgage renewers, almost 90 per cent
stayed with their current lender, and a surprising 62 per cent
accepted the lender's original renewal offer.
All of this is food for thought as interest rates
begin a slow climb upward.