Insights uncover busiest days, months, and customer behaviours to help advisers adjust their strategies
Aiming to help advisers refine their strategies for 2025 and beyond, mortgage technology provider Twenty7tec has released five years of data, highlighting customer activity and the busiest periods for mortgage advisers.
According to the data, the busiest time of day for mortgage searches is between 11am and noon, whether for residential purchases, buy-to-let mortgages, or homebuyer searches. Advisers also produce the highest number of European Standardised Information Sheets (ESIS) during this hour, followed by 2–3pm. and 3–4pm.
The study identified week six of the year — typically the second week of February — as the busiest week for mortgage searches, averaging 349,678 searches. Overall, the first eight weeks of the year dominate in activity, with four of the busiest weeks falling in this period.
According to Twenty7tec’s 2025 Adviser Playbook, Tuesday consistently ranks as the busiest day of the week for mortgage searches, making up 20.59% of weekly activity across all types, including purchases, remortgages, and first-time buyer loans. In contrast, weekend activity remains minimal, especially among first-time buyers and landlords.
For first-time buyers, Tuesday through Thursday sees the most activity, while weekends make up just 3.83% of mortgage searches. February is the busiest month for first-time buyer searches, followed by March and September, with the first quarter significantly outpacing the rest of the year.
BTL mortgage searches peak in the first quarter, which accounts for 27.6% of annual activity. The third quarter follows closely, while the fourth quarter is the quietest, with just 21.87% of annual searches. Tuesdays again dominate for landlords, who conduct 20.94% of their weekly searches on this day. The first two days and final seven days of each month are notably quieter, likely as landlords focus on rent collection and reporting during these times.
Self-employed borrowers are most active in January and February, aligning with personal tax deadlines at the end of January. Five of the six busiest months for this customer group fall within the first half of the year, underscoring a seasonal trend tied to tax obligations.
BTL searches tend to peak on the 8th of the month, while residential purchase searches reach their highest levels on the 15th.
“It’s critical for advisers to regularly assess their tools and strategies to thrive in this uncertain environment,” said Nathan Reilly (pictured), director at Twenty7tec. “High quality data plays a vital role in helping advisers to make smarter decisions, anticipate client needs, and plan their activities effectively. Without accessible, reliable data, advisers risk falling into a reactive cycle, missing opportunities to strengthen client relationships and drive cross-selling.”
Want to be regularly updated with mortgage news and features? Get exclusive interviews, breaking news, and industry events in your inbox – subscribe to our FREE daily newsletter. You can also follow us on Facebook, X (formerly Twitter), and LinkedIn.
