Buyers turn to agents for mortgage information

Real estate agents help buyers find a home, but their customers also turn to them for information about how financing fits into the process.

A national survey found that agents were the most frequently cited source of mortgage information, ahead of lenders, family and friends, social media and AI chatbots.

In its 2026 State of Homebuying Report, mortgage services provider ServiceLink found that 43% of recent buyers sought mortgage information from a real estate agent.

The finding reflects how often financing questions can come up during a home search. Agents can help buyers understand where financing fits into the transaction and connect them with lending professionals, while advice about loan products, rates, terms or a buyer’s individual financial situation should come from a lender or loan officer.

The survey showed buyers are turning to:

• Real estate agents: 43%
• Family and friends: 35%
• Lenders or loan officers: 29%
• Social media: 21%
• AI chatbots: 21%

The survey also points to opportunities for clearer explanations throughout the buying process. Thirty-four percent of respondents said they wanted more education from their real estate agent and lender, while 39% wanted greater transparency about the steps and fees involved in buying a home.

For agents, that can mean helping customers understand what to expect during the transaction and knowing when a financing question should be referred to a lending professional.

Dave Steinmetz, ServiceLink’s president of origination services, said buyers are “craving ease, value, transparency and long-term reliability,” according to the company’s announcement of the findings.

The survey, conducted with research firm Sago, included 1,554 U.S. adults who had purchased a home within the previous two years. Responses were collected in November and December 2025.

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