Industry Analysis Report

Mortgage Broker • Santa Fe New Mexico

Generated on May 07, 2026

Total Businesses

24 analyzed in detail

Categories

6 different business types

Services

127 unique service offerings

Top Service

33.3% Conventional Loans

Avg Rating

4.8 ★ average

Total Reviews

723 across all businesses
Top 10 Most Common Services
#1
Conventional Loans
8 businesses (33.3%)
#2
Investment Property Loans
8 businesses (33.3%)
#3
FHA Loan
6 businesses (25.0%)
#4
VA Loan
6 businesses (25.0%)
#5
USDA Loan
6 businesses (25.0%)
#6
Jumbo Loan
6 businesses (25.0%)
#7
Condo Loan
6 businesses (25.0%)
#8
Community Experts Loan Programs
6 businesses (25.0%)
#9
Community Heroes Loan Programs
6 businesses (25.0%)
#10
Wealth Building Loan
6 businesses (25.0%)
Industry Insights & Competitive Analysis
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Why This Data is Important for Your Business

This comprehensive analysis of 24 businesses reveals critical competitive intelligence for the mortgage broker industry in Santa Fe New Mexico. With 127 unique services identified across the market, businesses are likely missing significant service opportunities. Google's AI algorithms and customers actively scan business profiles comparing service descriptions, categories, and completeness. Businesses that strategically expand their service descriptions and fill market gaps will dominate local search results and customer acquisition.

We're showing you the top 10 most common services your competitors are using. With 127 total unique services discovered across all competitors, how many is your company missing? Did you know that each time your Google profile loads, Google and AI systems can see your categories, services, and descriptions? This is why making sure you put in the most important services with properly written descriptions is crucial to make your Google profile better than your competition.

This is the basics—not anything special—but as you can see, almost all of the companies on this list are in need of help fixing this problem. We have three options that can help:

It's your choice—we know that this quick industry report has opened your eyes to the problem. Get one of the reports and fix the problem.

How to Read This Report

The Business Comparison Table below shows your competitors and their Google Business Profile optimization levels. Use the service checkmarks to see which competitors offer similar services to you, and pay attention to the "% Descriptions" column—businesses with higher percentages are more likely to rank better in Google searches.

Key Competitive Analysis Points:

  • Compare your total number of services vs the highest competitor - the gap shows missed opportunities
  • Identify which services your top competitors are targeting that you might be missing
  • Look for patterns in service offerings across successful competitors
  • Focus on services with checkmarks across multiple high-performing businesses
Business Comparison Table
Company Name Website Open GBP Reviews Rating # Categories # Services % Descriptions 1 2 3 4 5 6 7 8 9 10 3mi Competitors 5mi Competitors
Santa Fe Mortgage Company Open Website Open GBP 17 5 ★ 1 12 0.0% 22 23
Barrett Financial Group LLC ( NMLS # 181106) Drew Richman (NMLS #289152) Open Website Open GBP 39 5 ★ 1 18 100.0% 16 23
Robert Morris at Waterstone Mortgage NMLS #492531 Open Website Open GBP 98 5 ★ 1 24 0.0% 21 23
Nations Lending - Santa Fe, NM Branch - NMLS: 2147533 Open Website Open GBP 102 5 ★ 1 0 0% 22 23
Union Home Mortgage Open Website Open GBP 11 5 ★ 1 0 0% 22 23
BernaDette Sanchez at Waterstone Mortgage NMLS #1194059 Open Website Open GBP 80 5 ★ 1 24 0.0% 21 23
Change Home Mortgage Open Website Open GBP 16 4.8 ★ 1 0 0% 22 23
Michael Hall at Waterstone Mortgage NMLS #210073 Open Website Open GBP 35 5 ★ 1 24 0.0% 21 23
Sandra Claymore at Waterstone Mortgage NMLS #492523 Open Website Open GBP 35 5 ★ 1 24 0.0% 21 23
Guild Mortgage Company Open Website Open GBP 1 5 ★ 2 7 0.0% 22 23
Guild Mortgage - Paula Delair Open Website Open GBP 13 5 ★ 2 7 0.0% 22 23
Marita DeVargas - Mortgage Advisor (loanDepot) Open Website Open GBP 11 5 ★ 1 7 100.0% 22 23
Sunflower Bank Mortgage Lending Open Website Open GBP 57 4.9 ★ 1 0 0% 22 23
The Mortgage Place No Website Open GBP 2 3.5 ★ 1 14 0.0% 22 23
Cissy Moore at Waterstone Mortgage NMLS #539901 Open Website Open GBP 12 5 ★ 1 24 0.0% 21 23
Brad Gallegos Branch Open Website Open GBP 22 5 ★ 2 18 0.0% 23 23
Casita Mortgages No Website Open GBP 7 5 ★ 1 0 0% 22 23
Waterstone Mortgage Corporation Open Website Open GBP 13 4.4 ★ 1 24 0.0% 21 23
Homewise Open Website Open GBP 120 4.4 ★ 3 7 0.0% 2 23
Legacy Mortgage Open Website Open GBP 1 13 0.0% 22 23
Annette's Team Alvarez at Bell Bank Mortgage Open Website Open GBP 3 5 ★ 1 17 0.0% 22 23
Lisa Sicre, Success Mortgage Partners Open Website Open GBP 27 3.5 ★ 1 17 0.0% 22 23
Mortgage Partners Open Website Open GBP 2 5 ★ 1 0 0% 21 23
Ron Blessey No Website Open GBP 1 5 0.0% 22 23

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