Source: Article Archive
Zillow's mortgage division is growing faster than traditional bank lenders by inserting itself into the home search phase rather than waiting for pre-qualified buyers. Banks that historically captured borrowers at the application stage are now losing share to platforms that can monetize lookers and browsers through mortgage products. The shift forces a reckoning: whether the traditional mortgage origination funnel—which begins at application—remains viable, or whether lenders need to rebuild presence earlier in the buyer journey to compete for market share.