What to Watch Out For
When Getting Mortgage Advice Online
The internet is full of mortgage advice. Some of it is helpful. A lot of it is paid for.
If you’ve ever searched for “best mortgage lenders” or “how to get pre-approved,” you’ve probably clicked on a list that looked trustworthy—rankings, star ratings, maybe even a quote from an expert. What you probably didn’t see? The disclaimer buried at the bottom saying the site earns a commission when you apply through one of their links.
That’s not advice. That’s marketing.
“Top Lender” Lists Are Usually Pay-to-Play ❌
When the same online lenders appear in every list— regardless of your state, loan type, or situation— it’s not because they’re always the best. It’s because they spend a fortune on affiliate deals.
Many traditional lenders (including community banks and credit unions) don’t participate in these programs, so they’re left off entirely. That means you’re only seeing the lenders willing to pay to appear (mainly online direct lenders)— not the ones who might offer you the best deal.
Tip: If it links directly to an application page, assume it’s a paid placement.
Fast Pre-Approvals Can Be Misleading ❌
Getting “pre-approved in minutes” sounds great—until you realize it’s often a sales tactic. Many fast approvals don't consider the financial burden of unexpected and ongoing costs of ownership that will impact your bottom line. They’re often designed to make the offer appear affordable to keep you clicking and commited.
Tip: Pre-approval ≠ affordability. Approval means a lender might lend to you. Affordability means you can actually afford it, long-term.
The Numbers Are Often Incomplete ❌
Most calculators and pre-approval tools stop at your monthly principal and interest. But that’s not your real payment. Your full monthly cost also includes:
• Property taxes (which vary wildly by location and can be reassessed annually)
• Homeowners insurance (which is rising in many states)
• Maintenance/upkeep costs (especially for older homes)
• HOA fees (if applicable)
Tip: If a tool or lender doesn’t show you the full breakdown, it’s not built for you. It’s built to convert you.
Watch for the Hard Sell ❌
A big red flag? Pressure. If you’re getting calls, texts, and emails immediately after checking rates, you’re not getting advice— you’re being sold. Sites that resell your info to multiple lenders are often disguised as “comparison tools.” In reality, they’re selling leads. You’re the lead.
Tip: If you’re getting contacted by five lenders you’ve never heard of, your info was sold. That’s not transparency—it’s extraction.
A better way forward ✅
Put lenders in competition: compare rates from banks, credit unions, and online lenders side by side. Understand how costs change over time using incomp's homeownership cost model. Use tools that give you the full picture— not just a teaser rate and a “you’re approved!”
Most importantly, know when you’re being marketed to. If someone makes money by getting you to click, that doesn’t mean they’re dishonest— but it does mean they have a reason to steer you in a certain direction.
Buying a home is the biggest purchase of your life. At incomp, we're building transparency first tools to help prospective home buyers and those refinancing. Because making the biggest financial commitment of your life should be done with partners that have your best interest in mind— not someone else’s affiliate check.