Custom Mortgages vs Loan Market:Which is more popular?
In September 2026, Loan Market had more branded searches than Custom Mortgages among Dunedin mortgage advisers in New Zealand. Loan Market had about 110 branded searches, while Custom Mortgages had 90. Loan Market made up 18% of all Dunedin mortgage adviser searches we track, and Custom Mortgages accounted for 14.8%. When we asked ChatGPT and Google AI Overviews about Dunedin mortgage advisers, Loan Market appeared in all three answers and Custom Mortgages in none.
Who do people search for more?
Loan Market, about 22% more searches than Custom Mortgages
Who does AI mention more?
Loan Market, mentioned in every answer we collected
Who does AI recommend more?
Loan Market, the only one of the two named
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Top Dunedin mortgage advisers in ChatGPT and Google AI Overviews
In three ChatGPT questions, Loan Market appeared in all three answers. Custom Mortgages did not appear in any of the three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Mortgage Me3 of 3Named in 3 of 3 ChatGPT answers
Mortgage Link3 of 3Named in 3 of 3 ChatGPT answers- Loan Market3 of 3Named in 3 of 3 ChatGPT answers
Custom Mortgages0 of 3Named in 0 of 3 ChatGPT answers
Total Mortgages0 of 3Named in 0 of 3 ChatGPT answers
See every answer about Dunedin mortgage advisers
3 answers
Asked ChatGPT
“Which mortgage adviser should I hire in Dunedin, New Zealand?”
Asked ChatGPT
“What are the best mortgage advisers in Dunedin, New Zealand?”
Asked ChatGPT
“What's the best mortgage adviser in Dunedin, New Zealand for a first home loan?”
Searched Google, AI Overview
“mortgage adviser dunedin”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“mortgage broker dunedin nz”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Custom Mortgages or Loan Market more popular in search?
This chart shows how often people search Google for Custom Mortgages and Loan Market by name. Each line represents a brand's share of searches for all five Dunedin mortgage advisers we track, month by month, from searches in New Zealand.
Share of searches by month for Loan Market, Custom Mortgages. The figures are in the table below the chart.
View monthly share of searches table
| Month | Mortgage Me | Mortgage Link | Loan Market | Custom Mortgages | Total Mortgages |
|---|---|---|---|---|---|
| Oct 2025 | 43.4% | 26.4% | 26.4% | 1.9% | 1.9% |
| Nov 2025 | 47.9% | 27.1% | 22.9% | 2.1% | 0% |
| Dec 2025 | 42.9% | 26.2% | 26.2% | 2.4% | 2.4% |
| Jan 2026 | 45.5% | 23.6% | 25.5% | 3.6% | 1.8% |
| Feb 2026 | 40.3% | 24.2% | 27.4% | 8.1% | 0% |
| Mar 2026 | 42.6% | 20.6% | 25% | 11.8% | 0% |
| Apr 2026 | 45.5% | 22.7% | 21.2% | 9.1% | 1.5% |
| May 2026 | 43.1% | 24.1% | 24.1% | 8.6% | 0% |
| Jun 2026 | 41.1% | 24.7% | 19.2% | 15.1% | 0% |
| Jul 2026 | 38.7% | 24.2% | 27.4% | 9.7% | 0% |
| Aug 2026 | 42.6% | 25.9% | 20.4% | 11.1% | 0% |
| Sep 2026 | 42.6% | 24.6% | 18% | 14.8% | 0% |
How has the Custom Mortgages and Loan Market comparison changed over the last 12 months?
3 findings
- Loan Market was ahead of Custom Mortgages in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Custom Mortgages’ share of searches among Dunedin mortgage advisers in New Zealand moved from 1.9% to 14.8%, and its estimated monthly branded searches moved from 10 to 90.
- Across the 12 months ending September 2026, Loan Market’s share of searches among Dunedin mortgage advisers in New Zealand moved from 26.4% to 18%, and its estimated monthly branded searches moved from 140 to 110.
How did search popularity change for New Zealand Dunedin mortgage advisers in September 2026?
2 changes
In September 2026, Custom Mortgages gained share of searches among Dunedin mortgage advisers in New Zealand, from 11.1% to 14.8%.
In September 2026, Loan Market lost share of searches among Dunedin mortgage advisers in New Zealand, from 20.4% to 18%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Custom Mortgages’ and Loan Market’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Custom Mortgages
2 branded search terms
- custom mortgages
- custom mortgages dunedin
Loan Market
1 branded search term
- loan market dunedin
Other head-to-heads among Dunedin mortgage advisers
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