Home Loan Marketing Insights & Strategies in India, Search Trend

Summary: The blog highlights home loan marketing strategies shaped by India’s evolving search trends. It emphasizes the role of data-driven insights, local SEO, mobile optimization, app-based discovery, and vernacular content in connecting with potential borrowers. By aligning marketing with consumer search behavior, brands can enhance visibility, trust, and conversions in the competitive home loan market.

In evolving industries like home loans, understanding what potential borrowers are searching for online is the golden ticket to successful marketing. Gone are the days of generic ads; today, data-driven insights are the actual currency and true power for marketers.

Here is where an understanding of evolving consumer needs in Techmagnate’s Home Loan Search Trends Report comes in. The data in the report clearly shows the interests of your target audience, revealing specific customer inquiries and requirements.

We urge brands and marketers to harness the insights from this report to strengthen their digital marketing campaigns and build a better SEO strategy.

Targeted campaigns, driven by these search insights, can open a doorway for brands to deeply connect with, attract, and convert potential home loan buyers. By addressing the audience’s specific needs and preferences, these campaigns can significantly enhance engagement and conversions within the competitive home loan market.

Using Search Trends Insights to Create Strong Digital Marketing Strategies

1. Home Loan Search Trends

The Home Loan market in India has seen a slight dip in online interest, with search volumes declining by 3.25% year-on-year from FY 2023–24 to FY 2024–25, dropping from 207.98 lakh to 201.22 lakh. Despite this marginal decrease, the market remains significant, attracting over 2 crore searches annually, which underscores the continued importance of property financing for consumers. The slight fall in interest may be influenced by factors such as changing interest rates, updates in government policies, or shifts in buyer sentiment toward real estate investments. For lenders and marketers, this trend highlights the need to refine digital strategies, emphasizing targeted campaigns and informative content to keep prospective home loan seekers engaged.

 

2. Focus on Local SEO

 

The latest search trend data shows a clear shift in query types. While brand searches fell sharply by –14.19% (from 67.94 L to 58.30 L, now just 28.97% market share), non-brand searches grew by 2.06% (from 140.04 L to 142.92 L, now 71.03% market share).

This means that a majority of borrowers are not looking for a specific lender upfront, but are instead exploring general options like “best home loan near me” or “home loan eligibility.” This creates a huge opportunity for lenders to capture interest through local SEO before competitors step in.

Why Local SEO Matters Now

• With non-brand searches dominating 71% of market share, visibility in generic + location-based queries is the key to winning undecided borrowers.
• The drop in brand searches shows that borrowers are less loyal to specific banks/NBFCs and are open to evaluating providers based on relevance, accessibility, and offers.

Here are a few marketing tips to optimize your website and content for local dominance:

• Instead of adding generic and high-competition keywords like “home loan”; add “near me” and city-specific terms into your keyword targeting strategy. For example: “best home loan near me in Delhi,” or “home loan EMI calculator Mumbai.”
• Localize your landing pages. Create dedicated landing pages for each city you serve, highlighting your local branch network, special offers, and success stories from nearby customers.
• Optimize for voice search. Nowadays people increasingly use voice assistants like Siri or Alexa for local searches. Ensure your website and content are optimized for natural language queries like “What are the best home loan options near me?”
• Make sure your Google My Business listing is accurate and up-to-date, including photos, contact information, and service offerings. This will improve overall local search visibility and build trust with potential borrowers.

3. Campaigns that Click

By understanding exactly what borrowers are searching for, brands can craft marketing campaigns that hit the bullseye, attract qualified leads, and convert them into loyal customers.

• “Home loan calculator” remains the top non-brand keyword, with a massive 6.73 lakh searches holding steady YoY. This shows that affordability tools are indispensable for borrowers. Brands should make calculators highly visible on websites, landing pages, and ads to capture this intent.
• “Pradhan Mantri Awas Yojana (PMAY)” searches grew strongly by 22.22%, rising from 4.50 L to 5.50 L. This reflects high consumer interest in government schemes. Campaigns should highlight eligibility, benefits, and application guidance to connect with this audience.
• “Home loan eligibility calculator” also surged by 22.36%, showing that borrowers are keen to understand how much they qualify for before applying. A seamless eligibility tool can improve lead quality and build trust.
• Meanwhile, “all bank home loan interest rate list” dropped by –18.08%, suggesting that consumers prefer direct comparison tools and calculators over static rate lists. Brands should emphasize interactive, real-time comparison features to engage these users better.

4. Go beyond English

 

The home loan market isn’t just about numbers and algorithms; it’s about connecting with people on a deeper level. In a diverse country like India, that connection often shines through the use of local languages and dialects.

Vernacular searches for home loans grew by 5.43% in FY’25, rising from 14.37K to 15.15K. While the growth is more modest compared to earlier years, it still highlights the increasing comfort and preference for native languages online, particularly among borrowers in Tier 2 and Tier 3 cities.

Interestingly, brand vernacular searches fell by –18.18%, dropping from 1.43K to 1.17K, while non-brand vernacular searches grew slightly by 0.94%, making up a massive 91.82% of the market share. This indicates that borrowers are more inclined to search in local languages when exploring general home loan options, rather than looking for specific lenders.

Here’s how to embrace vernacular language and expand your reach:

• Create localized content: Blog posts, infographics, and videos in Hindi, Marathi, Tamil, Telugu, Kannada, and other regional languages. Address common queries like “होम लोन कैसे मिलता है” or “होम लोन कैलकुलेटर” to resonate with audiences.
• Optimize with vernacular keywords: Use tools like Google Keyword Planner to identify and target high-volume regional terms in your SEO strategy.
• Build multilingual landing pages: Include localized CTAs and contact details to show borrowers you understand their language and needs.
• Leverage regional influencers: Partner with creators who speak local languages to spread awareness about your home loan offerings within their communities.

5. Go app-friendly

 

In today’s mobile-first world, borrowers rely heavily on their smartphones to explore, compare, and even apply for home loans. This shift toward app-based searches presents a big opportunity for lenders to engage users directly in the palm of their hands.

According to the Home Loan Trends Report FY’25, searches for “Home Loan App” grew by 4.03% YoY, crossing 13K searches.

Brand vs. Non-Brand:

• Brand keywords like “SBI home loan app” and “HDFC home loan app” dominate with a 73.48% share, showing that borrowers prefer trustworthy, established brands.
• Non-brand keywords like “home loan app” and “home loan EMI calculator app” still hold relevance (16.72% share) but have seen a decline, reflecting users’ growing shift towards brand-specific apps.

This highlights a crucial insight: brand trust and recall are driving app-based searches in India’s home loan sector.

How to capitalize on app-based searches:

• Develop a feature-rich, user-friendly app – Provide tools like loan calculators, EMI trackers, application status updates, and chat support.
• Boost app store visibility – Optimize listings with targeted keywords, compelling descriptions, and positive reviews to rank higher in app searches.
• Leverage push notifications – Deliver personalized reminders, offers, and loan tips to keep users engaged throughout their borrowing journey.

Analyze app usage data – Track borrower behavior within the app to identify trends, refine features, and improve conversion rates.

Effective Home Loan Marketing Strategies for 2025

India’s home loan market continues to expand, driven by rising demand in Tier-II and Tier-III cities, vernacular searches, and mobile-first behavior. By leveraging insights from Techmagnate’s Home Loan Search Trends Report FY’25, lenders can turn marketing into a strategic growth engine.

Did you know? Searches for “home loan interest rates” and “home loan eligibility” recorded double-digit growth in FY’25, reflecting how consumers are actively researching affordability and accessibility before applying.

Here’s how to use these insights for effective mortgage marketing in 2025:

• Leverage search data – Identify top queries (e.g., “best home loan banks,” “home loan calculator”) and optimize content to match borrower intent.
• Prioritize local SEO – Capture “near me” and city-specific searches, especially from Tier-II and Tier-III cities, where adoption is growing rapidly.
• Go mobile-first – With more borrowers relying on apps and mobile searches, ensuring a seamless app journey and responsive design is essential.
• Incorporate vernacular marketing – A growing share of searches are happening in Hindi and regional languages. Tailoring campaigns accordingly boosts reach and trust.
• Build trust with content – Educational blogs, explainer videos, FAQs, and EMI calculators can help position your brand as a reliable source of information.

In the competitive home loan sector, success depends on aligning marketing with evolving borrower behavior. By using search trend insights, lenders can attract the right customers, build long-term trust, and drive measurable results.

Contact us today to explore how Techmagnate can help you craft a winning home loan marketing strategy powered by search data.