We analyzed every closed loan from Keesler — 417 loans across 853 applications— and benchmarked them against peer lenders across the 5 Ps of Mortgage Shopping.
Ratings· each scored 1–5 against peer lenders
Pricing
Exceptional
5/5
vs. all lenders
Pull-through
Sound
3/5
closing strength
Product
Strong
4/5
FHA · Conventional · VA
Place
Strong
4/5
Regional · 5 mkts
Promptness
Not enough data
—/5
No quote responses measured yet
Awards
FHA
Superstar
VA
Superstar
Purchase
Superstar
Refinance
Superstar
Summary
What They Do Well
- Offers rates 42.40 basis points below market average
- Lower than average lender fees
- Particularly strong in FHA and VA loans
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Report Card
Keesler performance at a glance
Overall Performance· Pricing & closing strength
Pricing
Rate competitiveness
Exceptional
Rates 42.4 bps below market avg
5/5
Pull Through
Closing strength
Sound
Top 60% of lenders
3/5
By Loan Product· Specialization by type
Conventional
99 loans · 0.14% above market
Sound
Top 60% of lenders
3/5
FHA
229 loans · 0.45% below market
Strong
Top 40% of lenders
4/5
VA
84 loans · 1.07% below market
Strong
Top 40% of lenders
4/5
By Loan Purpose· Transaction purpose mix
Purchase
347 loans · 0.44% below market
Strong
Top 40% of lenders
4/5
Refinance
70 loans · 0.36% below market
Strong
Top 40% of lenders
4/5
By Location· Geographic coverage
Geographic Reach
Regional · 6 markets
Strong
Top 40% of lenders
4/5
Loan Product Performance
Performance by Loan Product
| Loan Type | Overall | Product | Pricing | Pull Through | Volume | Mix | Spread | Fees |
|---|---|---|---|---|---|---|---|---|
Conventional | 99 | 23.7% | +0.138%Above | $875Fees | ||||
FHA Loans | 229 | 54.9% | -0.451%Below | $404Fees | ||||
VA Loans | 84 | 20.1% | -1.069%Below | $686Fees |
Conventional
OverallSound
ProductSound
PricingStrong
Pull ThroughSound
Volume99
Mix23.7%
Spread
+0.138%Above
Fees
$875Fees
FHA Loans
OverallStrong
ProductStrong
PricingExceptional
Pull ThroughStrong
Volume229
Mix54.9%
Spread
-0.451%Below
Fees
$404Fees
VA Loans
OverallStrong
ProductStrong
PricingExceptional
Pull ThroughStrong
Volume84
Mix20.1%
Spread
-1.069%Below
Fees
$686Fees
Loan Purpose Performance
Performance by Loan Purpose
| Purpose | Overall | Product | Pricing | Pull Through | Volume | Mix | Spread | Fees |
|---|---|---|---|---|---|---|---|---|
Purchase | 347 | 83.2% | -0.436%Below | $465Fees | ||||
Refinance | 70 | 16.8% | -0.361%Below | $1,052Fees |
Purchase
OverallStrong
ProductStrong
PricingExceptional
Pull ThroughSound
Volume347
Mix83.2%
Spread
-0.436%Below
Fees
$465Fees
Refinance
OverallStrong
ProductStrong
PricingExceptional
Pull ThroughSound
Volume70
Mix16.8%
Spread
-0.361%Below
Fees
$1,052Fees
At a Glance
Lender Overview
Lending Activity
Loans Originated
417
Applications
853
Volume
$98 million
Pricing & Closing
Avg Rate Spread
-0.424%
vs. market APOR
Avg Net Fees
$562
Origination − Credits
Pullthrough Rate
48.9%
Applications → Closed
Typical Borrower
Avg Loan Amount
$235,647
Avg Borrower Income
$104,863
Avg Property Value
$283,321
Geographic Coverage
Geographic Performance
Metro Areas
5
markets with activity
States Served
4
of 50 states + DC
Avg Place Specialization
Strong
4/5
States with Loan Originations
4Full-year 2024 · HMDALoans originated
< 2020+None
South4
ALFLLAMS
Top Metro Areas 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.
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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.