We analyzed every closed loan from Cliffco — 934 loans across 1k applications— and benchmarked them against peer lenders across the 5 Ps of Mortgage Shopping.
Ratings· each scored 1–5 against peer lenders
Pricing
Acceptable
2/5
vs. all lenders
Pull-through
Strong
4/5
closing strength
Product
Strong
4/5
FHA · Conventional · VA · Jumbo
Place
Sound
3/5
Multi-Region · 7 mkts
Promptness
Not enough data
—/5
No quote responses measured yet
Summary
What They Do Well
- Strong pull through performance
- Particularly strong in Conventional and FHA and Jumbo loans
Things to Think About
- Pricing may be below industry average
Explore another lender or local market
Report Card
Cliffco performance at a glance
Overall Performance· Pricing & closing strength
Pricing
Rate competitiveness
Acceptable
+44.0 bps above market avg
2/5
Pull Through
Closing strength
Strong
Top 40% of lenders
4/5
By Loan Product· Specialization by type
Conventional
683 loans · 0.41% above market
Strong
Top 40% of lenders
4/5
FHA
199 loans · 0.71% above market
Strong
Top 40% of lenders
4/5
VA
17 loans · 0.06% below market
Sound
Top 60% of lenders
3/5
Jumbo
35 loans · 0.34% above market
Strong
Top 40% of lenders
4/5
By Loan Purpose· Transaction purpose mix
Purchase
837 loans · 0.41% above market
Strong
Top 40% of lenders
4/5
Refinance
97 loans · 0.73% above market
Sound
Top 60% of lenders
3/5
By Location· Geographic coverage
Geographic Reach
Multi-Regional · 8 markets
Sound
Top 60% of lenders
3/5
Loan Product Performance
Performance by Loan Product
| Loan Type | Overall | Product | Pricing | Pull Through | Volume | Mix | Spread | Fees |
|---|---|---|---|---|---|---|---|---|
Conventional | 683 | 73.1% | +0.409%Above | $3,738Fees | ||||
FHA Loans | 199 | 21.3% | +0.709%Above | $4,809Fees | ||||
VA Loans | — | — | 17 | 1.8% | -0.064%Below | $4,245Fees | ||
Jumbo Loans | — | 35 | 3.7% | +0.342%Above | $2,792Fees |
Conventional
OverallSound
ProductStrong
PricingAcceptable
Pull ThroughSound
Volume683
Mix73.1%
Spread
+0.409%Above
Fees
$3,738Fees
FHA Loans
OverallSound
ProductStrong
PricingMediocre
Pull ThroughStrong
Volume199
Mix21.3%
Spread
+0.709%Above
Fees
$4,809Fees
VA Loans
OverallSound
ProductSound
Pricing—
Pull Through—
Volume17
Mix1.8%
Spread
-0.064%Below
Fees
$4,245Fees
Jumbo Loans
OverallStrong
ProductStrong
Pricing—
Pull ThroughSound
Volume35
Mix3.7%
Spread
+0.342%Above
Fees
$2,792Fees
Loan Purpose Performance
Performance by Loan Purpose
| Purpose | Overall | Product | Pricing | Pull Through | Volume | Mix | Spread | Fees |
|---|---|---|---|---|---|---|---|---|
Purchase | 837 | 89.6% | +0.414%Above | $3,844Fees | ||||
Refinance | 97 | 10.4% | +0.727%Above | $4,107Fees |
Purchase
OverallSound
ProductStrong
PricingAcceptable
Pull ThroughStrong
Volume837
Mix89.6%
Spread
+0.414%Above
Fees
$3,844Fees
Refinance
OverallSound
ProductSound
PricingAcceptable
Pull ThroughSound
Volume97
Mix10.4%
Spread
+0.727%Above
Fees
$4,107Fees
At a Glance
Lender Overview
Lending Activity
Loans Originated
934
Applications
1,252
Volume
$495 million
Pricing & Closing
Avg Rate Spread
+0.440%
vs. market APOR
Avg Net Fees
$3,867
Origination − Credits
Pullthrough Rate
74.6%
Applications → Closed
Typical Borrower
Avg Loan Amount
$530,964
Avg Borrower Income
$249,308
Avg Property Value
$722,730
Geographic Coverage
Geographic Performance
Metro Areas
7
markets with activity
States Served
18
of 50 states + DC
Avg Place Specialization
Sound
3/5
States with Loan Originations
18Full-year 2024 · HMDALoans originated
< 1010–2020–100100+None
Northeast4
CTNJNYPA
Midwest2
ILOH
South9
ALDEFLGAKYNCSCTXVA
West3
AZCAOR
Top Metro Areas by Place Specialization Score
Top States by Place Specialization Score
How We Rank Lenders
Our rankings use an equal-weight average of scores across the 5 Ps — Pricing, Product, Pull-Through, and Place — with lender promptness blending in as the fifth once a lender has responded to real shopper quote requests.
Our Point System (Max 50 Points)
10/ 50 pts
Pricing
How competitively a lender prices vs. the market benchmark (20%).
10/ 50 pts
Product
Performance on your specific loan type (20%).
10/ 50 pts
Pull Through
How reliably a lender closes the loans it starts (20%).
10/ 50 pts
Place
Depth of a lender's expertise in your local market (20%).
10/ 50 pts
Promptness
How quickly a lender answers real quote requests — blended in once they respond (20%).
Champion(80%+ = 40-50 points)
Superstar(60-79% = 30-39 points)
Data Integrity & Updates
Data is updated quarterly based on the latest HMDA filings and proprietary SafeRate analysis. All metrics are calculated using standardized methodologies to ensure fair comparison across lenders.
Looking for a different lender?
Are you the owner of Cliffco?
Claim this profile to add your business logo, highlight verified loan officers, collect verified reviews, and customize your marketing presence.
The 5 PsRankings are calculated from observed lender differences on closed loans across Pricing, Pull-through, Product, and Place, plus Promptness when a lender has answered real shopper quote requests.
No Pay to PlayLenders cannot buy their way to the top. Rankings are 100% earned.
HMDA 2024Built using publicly available originated loan data from the federal government.
Peer BenchmarkedPerformance is normalized and benchmarked against peer institutions.