As a first-time buyer, you might prefer a company that handles your loan from application to funding.
Many homebuyers are surprised that this isn’t how every company operates.
Mortgage brokers take your application then match you with a company they think is best for your situation. This works out well for most buyers. Still, some buyers prefer to know which company they are sending their business to.
Companies that offer direct-to-consumer loans are called “retail” lenders. They often have branches in your town or operate out of a central location. Either way, they handle your loan start to finish.
This could yield benefits, as a direct lender may have more power to close the loan faster, overturn a denial, or rush a last-minute request.
If you’re the type of homebuyer who prefers the direct model, you might want to know more the top 10 U.S. “retail” lenders for primary residence homebuyers based on 2024 data. This might reveal that:
They are focused on home purchases, not investor loans or homeowner refinances
They value a direct approach to lending
The list reveals which lenders were at the top of their game as far as helping buyers directly.
Top 10 Retail Owner-Occupied Home Purchase Lenders
In 2024, over 2,500 lenders closed 2.24 million owner-occupied home purchase loans. The top 10 lenders closed over 24% of that volume.
| Rank | Lender | Loans Closed |
|---|---|---|
| 1 | CrossCountry Mortgage | 78,564 |
| 2 | DHI Mortgage | 65,799 |
| 3 | Rocket Mortgage | 64,592 |
| 4 | Mortgage Research Center | 59,629 |
| 5 | Fairway Independent | 57,490 |
| 6 | Guild | 53,503 |
| 7 | Lennar Mortgage | 46,868 |
| 8 | Guaranteed Rate | 46,165 |
| 9 | Movement Mortgage | 43,940 |
| 10 | CMG Mortgage | 38,554 |
Polygon Research, Top 20 Lenders, retrieved from HMDAVision, April 30, 2024
1. CrossCountry Mortgage
This 21-year-old company has become the top U.S. lender for owner-occupied home purchases as of 2024, despite it being younger than many of its competitors. The lender is focused on retail (direct) business, with 600 branches nationwide, according to its website.
2. DHI Mortgage
DHI Mortgage took advantage of negative market conditions: low home inventory and high mortgage rates. The affiliated lender for D.R. Horton, America’s biggest home builder, gained market share in 2024 by being able to offer mortgage rate buydowns on newly built homes.
3. Rocket Mortgage
While Rocket appears in many lists as the top U.S. mortgage lender, it’s #3 for retail home purchase loans. Many companies focus on a physical presence in your hometown, Rocket takes a different approach. It primarily leverages technology to help homebuyers in any location from its HQ in Detroit.
4. Mortgage Research Center
It’s not a household name, but current and former military servicepersons have probably heard of its subsidiary: Veterans United Home Loans. The #1 lender for VA home loans, the majority of its purchase loans of this type, putting it at number four for purchase loans overall.
Note: Mortgage Research Center, LLC is an affiliate of Three Creeks Media, which owns MortgageResearch.com.
5. Fairway Independent Mortgage Corporation
Fairway is another company focused on local branches and helping homebuyers directly. It operates 345 branches nationwide according to its LinkedIn page.
6. Guild Mortgage
Guild moved up the ranks from #9 for 2023 loans closed to sixth in this category for the most recent full year. This is likely due in part to recent acquisitions of Academy Mortgage, First Centennial, Cherry Creek Mortgage, and Legacy Mortgage, according to National Mortgage Professional.
7. Lennar Mortgage
Lennar lands at #7, moving up one spot from last year. This lender is affiliated with the #2 home builder in the U.S., which has helped them rise in recent years along with other builder-associated lenders.
8. Guaranteed Rate
Guaranteed Rate blends the local approach with technological advantages. It has over 200 physical locations according to its website, while offering a “fast, digital application process” with available “at-home closings” according to a Credit Karma review.
9. Movement Mortgage
Movement Mortgage originated over 43,000 homebuyer loans in 2024 through its retail channel. Founded in 2008, it now has 775 locations nationwide according to its website and lends in 50 states. It has donated $377 million to the foundation it started to impact local communities. This is no doubt a selling point for homebuyers who want to feel good about the business they work with.
10. CMG Mortgage
Founded in 1993, CMG Mortgage now operates 416 branches in the U.S. according to Nationwide Mortgage Licensing System data.
Find Your Lender
Some homebuyers prefer a small company while other like the idea of a large, national lender completing their loan. Luckily, today’s mortgage market offers plenty of both.
Do your own research to find your style of lender: large, small, retail, or broker. There are plenty of quality lenders out there.
