By: John Evans, Chief Customer Officer

August 21, 2026

In the current sustained high-rate environment, lenders are having to rethink their borrower engagement to identify ways loan officers can stand out, get (and keep) the borrower’s attention, and help them understand their various mortgage choices. At least for the foreseeable future, LOs can no longer rely on low rates to provide a steady stream of business, so the tide is turning to focus more on how they can deliver true value to borrowers through increased education and awareness.

Homebuyers are expecting more

The rising age of first-time homebuyers, along with high interest rates that are keeping many on the sidelines, are giving buyers plenty of time to explore their mortgage options, both on their own with AI tools, as well as with an LO. According to the National Association of Realtors, in 2024, the median age of first-time homebuyers was 38 years old, a record at that time. In 2025, a new record was set with the median age increasing to 40 years old. These mature buyers are more financially savvy, providing LOs with an opportunity, indeed an imperative, to engage more meaningfully with personalized mortgage scenarios. 

Unlike in previous homebuying cycles, these first-time buyers want more than rate quotes. They want to see comparisons of various rate and down payment options. The LO who can provide this more customized information will create a borrower relationship that will pay off over the long-term when the homeowner is ready to refinance, tap their equity or buy a new home.

AI is great, but consumers still want humans involved in the mortgage process

These more personal relationships not only increase retention and repeat business, it’s what consumers are saying they want. In a world full of automation, digital processes and AI-driven solutions, when it comes to mortgage lending, it turns out consumers prefer to deal with actual humans. That doesn’t mean AI isn’t vitally important in transforming how the mortgage business works. But it does confirm for lenders and LOs just how valuable the human touch still is and points directly to the shifting LO/borrower relationship.    

According to the latest research, borrowers don’t mind (and most expect) AI to be involved in some parts of the mortgage process, with two important caveats. They want to be informed when and how AI is being used, and they want a human involved in the more critical aspects of the mortgage experience, namely loan approval and closing. This tracks, since a home purchase is by far the largest investment for most people, and AI is a relative newcomer with many kinks still to be ironed out. 

Research from PwC’s Consumer Lending Radar Survey 2026 shows that 75% of consumers prefer final loan approval and closing to be completed by or with a person; 61% want human customer service when a problem arises during the application, and only 3% want a loan process with no human contact or oversight at all.

A recent study from Cotality underscores this trend and takes it even further showing that interest in dealing with a trusted human is actually increasing, not only with getting a mortgage, but with other related homeowner decisions. In its 2026 Homebuyer AI Survey, 55% of U.S. buyers said they would prefer working with a person to secure a mortgage (up from 46% last year). Two-thirds (66%) would rely on a human professional over AI for legal assistance (up from 54% in 2025), and 56% would trust a human expert’s guidance over AI when assessing natural disaster risk for a home they’re considering. 

Using AI to unlock faster, smarter borrower engagement

The need for borrowers to go beyond just rates to better understand the full range of their mortgage options and their desire to have a human involved is why MortgageCoach by TrustEngine is a win/win/win for lenders, LOs and borrowers. MortgageCoach is a mortgage decisioning tool, powered by AI, that delivers personalized, transparent loan strategies in presentations borrowers can actually understand. 

For lenders, MortgageCoach unlocks database intelligence to maximize customer LTV with a repeatable, consistent and auditable presentation process. For LOs, it elevates their interactions from an order-taker to a trusted, indispensable advisor, allowing them to close loans faster with automated presentations delivered in mere minutes. For borrowers, it reduces confusion, improves understanding of their loan options, and, because the LO is giving them something of real value, it builds loyalty and long-lasting relationships. 

Consumers don’t just want mortgage facts, they want a trusted advisor

Recent research underscores the benefits of adopting a more advisory-style, consultative strategy in working with borrowers. The JD Power 2025 U.S. Mortgage Origination Satisfaction Study^SM shows that mortgage lenders that use this approach saw significantly higher customer satisfaction and loyalty. It further shows that customers who receive useful guidance during the mortgage process are 2.3 times more likely to say they “definitely will” work with the same lender for future loans. That can really move the needle among the estimated 67% to 72% of homeowners who switch lenders or move their refinance to a new company rather than staying with their original loan servicer

Delivering more useful and advisory-style loan comparison information isn’t just a value add for borrowers. It’s a powerful survival tool for lenders and LOs operating in a high-rate environment that doesn’t look like it will let up any time soon.