Real estate · Metro area · Virginia
Mortgage brokers and lenders in the Harrisonburg, VA metro area
Competitor counts, household spending and official business counts for mortgage brokers and lenders in the Harrisonburg, VA metro area, set against other metro areas and the U.S.
Groundwork market score · out of 100
Score 35 out of 100: Lower middle
Ranked #317 of 373 scored metro areas
#7 of 9 scored metro areas based in Virginia
- Listings
- 23
- 6 chain locations (26%)
- Official establishments
- 14
- Businesses with payroll, 2023
- Household spending a year
- $749.1M
- On rent and homeowner costs · $14,969 a household
- Housing spending per listing (U.S. = 100)
- 83
- 17% below the U.S.
- Listings per 10k households
- 4.6
- 7% above the U.S.
- Population, 2025
- 140,155
- +3.5% since 2020
See the mortgage brokers and lenders around any address in the Harrisonburg metro area
The site report maps the mortgage brokers and lenders on map listings near the address, by name and distance, and sizes the households and spending around it. Or open the report at the center of the Harrisonburg metro area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardSurvey estimates 2020–2024 · population estimates 2025 · official business counts 2023 · map listings September 2026 · Data credits · How we measure
What this means
The Groundwork market score for mortgage brokers and lenders in the Harrisonburg metro area is 35 (lower middle), #317 of 373 scored metro areas and #7 of 9 scored metro areas based in Virginia. That puts it in the bottom quarter of metro areas.
As of September 2026, map listings count 23 mortgage brokers and lenders in the Harrisonburg metro area. Of those, 6 are chain locations, or 26%, against 21% across the U.S. That comes to 4.6 for every 10,000 households, 7% above the U.S. rate of 4.3.
Household spending on rent and homeowner costs in the Harrisonburg metro area comes to about $749.1M a year: $14,969 per household, 10% below the U.S. average. Housing spending per office is 17% below the U.S. figure. That figure is all rent and homeowner costs, used as a measure of housing demand; it is not money mortgage brokers and lenders take in.
The official count of businesses with payroll classed as mortgage brokers and real estate lenders in the Harrisonburg metro area was 14 in 2023. That is one for every 3,575 households, against one for every 4,897 across the U.S. Population estimates put the population change in the Harrisonburg metro area from 2020 to 2025 at +3.5%, in step with the U.S. (+3.1%).
How the Harrisonburg metro area compares
The same measures for Virginia and the whole U.S. Housing spending per listing divides all rent and homeowner costs by the listings counted: a measure of housing demand for each business, not money any of them take in, so it is shown against the U.S. (100) only. Households per establishment divides households by the official count.
| Measure | Harrisonburg metro area | Virginia | U.S. |
|---|---|---|---|
| Listings per 10k households | 4.6 | 4.1 | 4.3 |
| Housing spending per listing (U.S. = 100) | 83 | 104 | 100 |
| Households per official establishment | 3,575 | 3,955 | 4,897 |
| Official establishment growth, 2019–2023 | n/a | +24.1% | +9.5% |
| Population growth, 2020–2025 | +3.5% | +2.8% | +3.1% |
| Spending per household on rent and homeowner costs | $14,969 | $16,844 | $16,661 |
| Median household income | $75,065 | $93,170 | $80,734 |
| Groundwork market score | 35 | 45 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 14
- Employees, 2023
- 56
- Annual payroll, 2023
- $5.2M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 236 chain locations
- Listings at the U.S. rate for this spending
- 19The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 0
- Amount
- $0
SBA-backed loans to businesses classed as mortgage brokers and real estate lenders in the Harrisonburg metro area, through June 2026, placed by the borrower’s ZIP code. Official establishments are businesses with payroll; the official counts leave out places with fewer than 3.
Population and households in the Harrisonburg metro area
- Population, 2025 estimate
- 140,155+3.5% since 2020
- Households
- 50,046
- Median age
- 37.3
- Homes lived in by their owners
- 63%
- Vehicles per household
- 2.2
- Land area
- 867 sq. mi.
- People per square mile
- 158
- Median household income
- $75,065+32.9% vs. 2015–2019, before inflation
- Average household income
- $97,373
- Median home value
- $309,300
- Jobs located here
- 66,301
- Daytime population
- 138,028Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Harrisonburg metro area?
These figures cover the whole metro area. A site report draws rings around one address and counts what’s inside them: households, spending, jobs, and the mortgage brokers and lenders on map listings by name and distance.
Or open the report at the center of the Harrisonburg metro area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardMortgage brokers and lenders across Virginia
Every Virginia market ranked →The highest-scoring metro areas in Virginia for mortgage brokers and lenders, numbered among those based in Virginia (a market based in another state is listed without a number), with the Harrisonburg metro area marked.
Top metro areas in Virginia
| Market | Score | Listings | Per 10k households | Housing spending per listing (U.S. = 100) | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| Kingsport-Bristol, TN-VA | 63 | 29 | 2.2 | 159 | +2.3% | #71 of 373 |
| 1Lynchburg, VA | 59 | 23 | 2.2 | 167 | +2.9% | #106 of 373 |
| 2Staunton-Stuarts Draft, VA | 54 | 14 | 2.7 | 140 | +3.2% | #150 of 373 |
| 3Blacksburg-Christiansburg-Radford, VA | 53 | 20 | 2.8 | 131 | −0.1% | #156 of 373 |
| Washington-Arlington-Alexandria, DC-VA-MD-WV | 52 | 1,080 | 4.6 | 107 | +3.3% | #166 of 373 |
| 4Richmond, VA | 47 | 230 | 4.3 | 97 | +5.5% | #210 of 373 |
| 5Winchester, VA-WV | 41 | 29 | 5.2 | 78 | +6.5% | #260 of 373 |
| 6Charlottesville, VA | 39 | 45 | 5.0 | 87 | +3.1% | #274 of 373 |
| 7Harrisonburg, VA | 35 | 23 | 4.6 | 83 | +3.5% | #317 of 373 |
| 8Virginia Beach-Chesapeake-Norfolk, VA-NC | 33 | 301 | 4.3 | 95 | +0.9% | #333 of 373 |
Other business types in the Harrisonburg metro area
Each with its Groundwork market score here, out of 100, where it has one.
Food and drink
Groceries and convenience
Auto
Beauty and personal care
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
- Real estate57
- Real estate agents and brokers62
- Property management54
- Mortgage brokers and lenders35
- Home inspectors
Funeral services
Questions
How many mortgage brokers and lenders are in the Harrisonburg, VA metro area?
The Harrisonburg metro area has 23 mortgage brokers and lenders on map listings as of September 2026. 6 of them (26%) are chain locations. The listings count mortgage brokers and mortgage lenders. Official counts show 14 businesses with payroll classed as mortgage brokers and real estate lenders in 2023.
How much do households in the Harrisonburg, VA metro area spend on rent and homeowner costs?
About $749.1M a year, or $14,969 per household. That is 10% below the U.S. average (an index of 90, where 100 is the U.S. average). For the 23 mortgage brokers and lenders on map listings, housing spending per office is 17% below the U.S. figure. The spending figure is all rent and homeowner costs, a measure of housing demand, not money mortgage brokers and lenders take in. It is estimated from the incomes of the 50,046 households in the Harrisonburg metro area and national spending patterns by income.
How does the Harrisonburg, VA metro area compare with the U.S. for mortgage brokers and lenders?
The Harrisonburg metro area has 4.6 mortgage brokers and lenders per 10,000 households, 7% above the U.S. rate of 4.3. The index of housing spending per office is 83, where 100 is the U.S. At the national ratio of mortgage brokers and lenders to household spending, the Harrisonburg metro area would have about 19, against 23 on map listings. There is one business with payroll in the industry for every 3,575 households, against one for every 4,897 across the U.S.
How fast is the Harrisonburg, VA metro area growing?
Population estimates put the Harrisonburg metro area at 140,155 people in 2025, up 3.5% since 2020, in step with the U.S. (+3.1%). It has 50,046 households. The median household income in the Harrisonburg metro area is $75,065 a year, 7% below the U.S. median of $80,734. That rose 32.9% from the 2015–2019 survey, before inflation.
What is the Groundwork market score?
The Groundwork market score runs from 0 to 100 and compares a market with others of its kind for one business type: states with states, metro areas with metro areas, small-town markets and counties with their own. It weighs household spending per competitor (35%), households per business with payroll (25%), population growth (20%) and spending power (20%), each ranked against those peers. A higher score means that, taken together, the market has more household spending and more households for each business already there, faster population growth and more spending per household than similar markets. It describes a market, not any one site or deal. The Harrisonburg metro area scores 35 for mortgage brokers and lenders (lower middle), #317 of 373 scored metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Harrisonburg metro area. It maps the mortgage brokers and lenders on map listings near the site and sizes the households and spending within the distance you choose. New accounts get 10 actions over 3 days, no card.
How the score works · Top markets for mortgage brokers and lenders · All 56 business types in the Harrisonburg metro area
Screening a site or an acquisition in the Harrisonburg metro area?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
The button opens the report at the center of the Harrisonburg metro area. Signed out, you see a blurred preview; on an account, each report is one action.
This product uses the Census Bureau Data API but is not endorsed or certified by the Census Bureau.
Figures are estimates for research only. Not investment or real estate advice.