Although most respondents to the survey showed satisfaction with primary banks (81 percent), many expressed frustration that could push them to find a lending alternative. Top on the list of gripes: “slow execution.” More than half of consumers say the process needs to be faster. Others cited difficulty with communications, inability to track the status of the application and even untrustworthy advice.

“I think they trust good service, word of mouth and experience, and when they get those things, the survey shows, it’s less about them being a bank and more about reaching the values that are core to them. That’s trust, service and price,” adds Hautop.

Familiarity is also a driving factor.

Most banking is done online today, with many consumers rarely if ever going into a retail bank. These same consumers are making weekly trips to discount retailers. As the mortgage market now shifts from a largely refinance trade to purchase applications for a home, banks need to take that level of exposure and the information about a captive audience and translate that into increasing market share.

Read More:(Fannie, Freddie Place Evictions on Hold for the Holidays)

Warehouse giant Costco got that message last spring, announcing a new mortgage lending program with New Jersey-based First Choice Bank. Costco itself doesn’t lend but gathers quotes from other lenders, so that the customer can comparison shop, essentially a marketing service.

Bottom line, consumers want to trust their lenders again. Retail giants don’t have to deal with the legacy of lending ills uncovered after the housing and mortgage crash. Armed with new federal regulations designed to insure truth, clarity and transparency in lending, consumers now feel more protected when shopping for a mortgage and may be more willing to shop outside the bank.

Read More: Housing Next Year: Prices Will Rise – 2013 Predictions)

—By CNBC’s Diana Olick; Follow Her on Twitter @Diana_Olick and on Facebook.

Questions? Comments? RealtyCheck@cnbc.com

Article source: http://www.cnbc.com/id/100001629

A few weeks ago the National Association of Home Builders put out a report asserting that new lower loan limits going into effect in October at Fannie Mae, Freddie Mac and the Federal Housing Administration (FHA) “will reduce housing demand and place downward pressure on home prices in major housing markets.”

On the blog that day, I wrote that the games were only beginning.

Now another report, this time from researchers at George Washington University, is suggesting just the opposite, that lower loan limits may raise cost for a very few borrowers, but overall will not affect most mortgage shoppers.

The report focuses on the FHA, claiming, “The FHA still could serve 95 percent of its historic targeted market even if the maximum FHA loan limit were reduced by nearly 50 percent.” Its market share right now (30 percent) far exceeds its target population.

“FHA’s expansion played a major role in keeping the housing market afloat during the economic collapse of 2008 and 2009,” said Robert Van Order, co-author of the report. “However, we now are left with large loan limits that were set when home prices at the top of the bubble. They don’t reflect current market conditions and are unlikely to assist the FHA in reaching its historical constituencies – first time, minority and low income homebuyers.”

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