Market rankings · Wisconsin
Mortgage brokers and lenders in Wisconsin
Every metro area, small-town market and county in Wisconsin, ranked by the Groundwork market score for mortgage brokers and lenders, with competitor counts and household spending for each.
- Listings
- 696
- 251 chain locations (36%)
- Official establishments
- 207
- −2.8% since 2019
- Household spending a year
- $35.2B
- On rent and homeowner costs
- Listings per 10k households
- 2.8
- 35% below the U.S.
- Housing spending per listing (U.S. = 100)
- 130
- 30% above the U.S.
- Rank among states
- #18 of 51
- Market score 58 · Upper middle
A site report maps the mortgage brokers and lenders on map listings around any address in Wisconsin by name and distance, and the spending within reach.
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
Wisconsin has 696 mortgage brokers and lenders on map listings as of September 2026. 251 of them (36%) are chain locations, against 21% across the U.S. That comes to 2.8 for every 10,000 households, 35% below the U.S. rate of 4.3.
At $14,211 per household (15% below the U.S. average), households in Wisconsin spend about $35.2B a year on rent and homeowner costs. Housing spending per office is 30% above 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.
The official count of businesses with payroll classed as mortgage brokers and real estate lenders in Wisconsin was 207 in 2023, down 2.8% from 2019. That is one for every 11,978 households, against one for every 4,897 across the U.S. Across the U.S., the count rose 9.5% over the same years.
Among the 50 states and DC, Wisconsin ranks #18 for mortgage brokers and lenders, with a Groundwork market score of 58 (upper middle). Of the 15 scored metro areas in or partly in Wisconsin, the Janesville-Beloit metro area scores highest (66). Of the 5 scored small-town markets in or partly in Wisconsin, the Beaver Dam area scores highest (61).
Every market in Wisconsin for mortgage brokers and lenders
Download the ranking (CSV)Numbered by Groundwork market score among the markets based in Wisconsin, highest first; the U.S. rank compares each market with every other of its kind. A metro area that crosses a state line is listed in each state it reaches, and numbered only in the state its page is under. How the score works.
Metro areas
| Market | Score | Listings | Per 10k households | Housing spending per listing (U.S. = 100) | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Janesville-Beloit, WI | 66 | 13 | 1.9 | 183 | +1.7% | #51 of 373 |
| 2Madison, WI | 66 | 95 | 3.2 | 123 | +4.1% | #55 of 373 |
| 3Oshkosh-Neenah, WI | 64 | 15 | 2.1 | 172 | +1.4% | #63 of 373 |
| 4La Crosse-Onalaska, WI-MN | 62 | 13 | 1.8 | 198 | +0.4% | #81 of 373 |
| 5Fond du Lac, WI | 62 | 8 | 1.9 | 191 | +0.5% | #82 of 373 |
| 6Racine-Mount Pleasant, WI | 62 | 19 | 2.4 | 154 | +0.4% | #84 of 373 |
| 7Eau Claire, WI | 59 | 13 | 1.8 | 197 | +2.6% | #103 of 373 |
| 8Wausau, WI | 59 | 11 | 1.9 | 190 | +1.0% | #104 of 373 |
| Duluth, MN-WI | 59 | 25 | 2.1 | 169 | +0.2% | #105 of 373 |
| 9Green Bay, WI | 53 | 45 | 3.3 | 110 | +2.5% | #159 of 373 |
| 10Sheboygan, WI | 44 | 15 | 3.0 | 118 | 0.0% | #227 of 373 |
| 11Milwaukee-Waukesha, WI | 39 | 273 | 4.2 | 89 | 0.0% | #273 of 373 |
| 12Kenosha, WI | 38 | 23 | 3.3 | 111 | −0.4% | #280 of 373 |
| Minneapolis-St. Paul-Bloomington, MN-WI | 31 | 771 | 5.2 | 78 | +2.6% | #347 of 373 |
| 13Appleton, WI | 31 | 56 | 5.6 | 67 | +2.7% | #349 of 373 |
Small-town markets
| Market | Score | Listings | Per 10k households | Housing spending per listing (U.S. = 100) | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Beaver Dam, WI | 61 | 5 | 1.4 | 253 | −0.3% | #42 of 177 |
| 2Watertown-Fort Atkinson, WI | 59 | 8 | 2.3 | 159 | +0.3% | #52 of 177 |
| 3Baraboo, WI | 58 | 7 | 2.5 | 144 | +1.3% | #59 of 177 |
| 4Wisconsin Rapids-Marshfield, WI | 52 | 9 | 2.8 | 122 | −0.2% | #87 of 177 |
| 5Whitewater-Elkhorn, WI | 44 | 16 | 3.7 | 101 | +0.8% | #112 of 177 |
| Manitowoc, WI | Not scored | 4 | 1.1 | 303 | +0.4% | |
| Stevens Point-Plover, WI | Not scored | 4 | 1.3 | 265 | +2.2% | |
| Marinette, WI-MI | Not scored | 1 | 0.3 | 966 | +0.3% | |
| Platteville, WI | Not scored | 1 | 0.5 | 680 | +0.9% | |
| Rice Lake, WI | Not scored | 4 | 2.0 | 170 | −0.5% | |
| Sparta, WI | Not scored | 2 | 1.1 | 315 | +0.6% | |
| Menomonie, WI | Not scored | 0 | 0.0 | n/a | +1.7% | |
| Shawano, WI | Not scored | 2 | 1.1 | 315 | +1.4% | |
| Iron Mountain, MI-WI | Not scored | 0 | 0.0 | n/a | +0.4% |
Counties
| Market | Score | Listings | Per 10k households | Housing spending per listing (U.S. = 100) | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Rock County, WI | 66 | 13 | 1.9 | 183 | +1.7% | #160 of 887 |
| 2St. Croix County, WI | 65 | 11 | 2.9 | 139 | +4.7% | #173 of 887 |
| 3Winnebago County, WI | 64 | 15 | 2.1 | 172 | +1.4% | #185 of 887 |
| 4Dane County, WI | 64 | 88 | 3.5 | 112 | +4.9% | #195 of 887 |
| 5Fond du Lac County, WI | 63 | 8 | 1.9 | 191 | +0.5% | #198 of 887 |
| 6Racine County, WI | 62 | 19 | 2.4 | 154 | +0.4% | #216 of 887 |
| 7Marathon County, WI | 61 | 11 | 1.9 | 190 | +1.0% | #229 of 887 |
| 8La Crosse County, WI | 60 | 10 | 1.9 | 184 | +0.3% | #243 of 887 |
| 9Ozaukee County, WI | 58 | 14 | 3.7 | 112 | +3.0% | #278 of 887 |
| 10Washington County, WI | 54 | 16 | 2.8 | 139 | +1.8% | #345 of 887 |
| 11Dodge County, WI | 53 | 5 | 1.4 | 253 | −0.3% | #369 of 887 |
| 12Columbia County, WI | 53 | 5 | 2.1 | 180 | −0.7% | #370 of 887 |
| 13Eau Claire County, WI | 51 | 12 | 2.7 | 134 | +3.0% | #416 of 887 |
| 14Jefferson County, WI | 50 | 8 | 2.3 | 159 | +0.3% | #435 of 887 |
| 15Milwaukee County, WI | 50 | 101 | 2.6 | 133 | −1.5% | #437 of 887 |
| 16Sauk County, WI | 48 | 7 | 2.5 | 144 | +1.3% | #470 of 887 |
| 17Wood County, WI | 48 | 9 | 2.8 | 122 | −0.2% | #472 of 887 |
| 18Brown County, WI | 47 | 45 | 4.1 | 90 | +2.6% | #496 of 887 |
| 19Sheboygan County, WI | 46 | 15 | 3.0 | 118 | 0.0% | #507 of 887 |
| 20Walworth County, WI | 39 | 16 | 3.7 | 101 | +0.8% | #632 of 887 |
| 21Kenosha County, WI | 38 | 23 | 3.3 | 111 | −0.4% | #654 of 887 |
| 22Waukesha County, WI | 30 | 142 | 8.4 | 50 | +2.4% | #788 of 887 |
| 23Outagamie County, WI | 29 | 54 | 6.9 | 55 | +2.6% | #796 of 887 |
| Manitowoc County, WI | Not scored | 4 | 1.1 | 303 | +0.4% | |
| Portage County, WI | Not scored | 4 | 1.3 | 265 | +2.2% |
Show all 72 counties
| Market | Score | Listings | Per 10k households | Housing spending per listing (U.S. = 100) | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| Chippewa County, WI | Not scored | 1 | 0.4 | 955 | +1.9% | |
| Calumet County, WI | Not scored | 2 | 0.9 | 405 | +2.9% | |
| Grant County, WI | Not scored | 1 | 0.5 | 680 | +0.9% | |
| Waupaca County, WI | Not scored | 0 | 0.0 | n/a | −0.6% | |
| Barron County, WI | Not scored | 4 | 2.0 | 170 | −0.5% | |
| Monroe County, WI | Not scored | 2 | 1.1 | 315 | +0.6% | |
| Polk County, WI | Not scored | 3 | 1.5 | 234 | +1.7% | |
| Dunn County, WI | Not scored | 0 | 0.0 | n/a | +1.7% | |
| Douglas County, WI | Not scored | 1 | 0.5 | 669 | −0.8% | |
| Pierce County, WI | Not scored | 1 | 0.6 | 608 | +3.1% | |
| Marinette County, WI | Not scored | 1 | 0.5 | 634 | +1.6% | |
| Shawano County, WI | Not scored | 2 | 1.2 | 292 | +1.7% | |
| Oconto County, WI | Not scored | 0 | 0.0 | n/a | +2.9% | |
| Oneida County, WI | Not scored | 3 | 1.7 | 202 | +0.7% | |
| Green County, WI | Not scored | 1 | 0.6 | 576 | +0.5% | |
| Clark County, WI | Not scored | 1 | 0.8 | 441 | +1.2% | |
| Vernon County, WI | Not scored | 2 | 1.6 | 216 | +2.4% | |
| Trempealeau County, WI | Not scored | 0 | 0.0 | n/a | +1.1% | |
| Door County, WI | Not scored | 1 | 0.7 | 541 | +1.6% | |
| Lincoln County, WI | Not scored | 0 | 0.0 | n/a | −0.1% | |
| Juneau County, WI | Not scored | 0 | 0.0 | n/a | −0.5% | |
| Waushara County, WI | Not scored | 2 | 1.9 | 179 | +2.8% | |
| Iowa County, WI | Not scored | 1 | 1.0 | 374 | +1.0% | |
| Vilas County, WI | Not scored | 0 | 0.0 | n/a | +2.9% | |
| Adams County, WI | Not scored | 0 | 0.0 | n/a | +5.2% | |
| Jackson County, WI | Not scored | 0 | 0.0 | n/a | −0.5% | |
| Kewaunee County, WI | Not scored | 0 | 0.0 | n/a | +1.0% | |
| Taylor County, WI | Not scored | 0 | 0.0 | n/a | +0.9% | |
| Langlade County, WI | Not scored | 2 | 2.3 | 143 | +0.4% | |
| Green Lake County, WI | Not scored | 0 | 0.0 | n/a | +1.5% | |
| Sawyer County, WI | Not scored | 2 | 2.3 | 146 | +4.0% | |
| Richland County, WI | Not scored | 3 | 4.1 | 81 | −1.4% | |
| Lafayette County, WI | Not scored | 0 | 0.0 | n/a | +5.2% | |
| Burnett County, WI | Not scored | 0 | 0.0 | n/a | +3.9% | |
| Washburn County, WI | Not scored | 1 | 1.3 | 256 | +2.8% | |
| Bayfield County, WI | Not scored | 1 | 1.3 | 258 | +3.4% | |
| Ashland County, WI | Not scored | 2 | 2.9 | 112 | +1.1% | |
| Crawford County, WI | Not scored | 0 | 0.0 | n/a | −1.1% | |
| Marquette County, WI | Not scored | 1 | 1.4 | 233 | +2.1% | |
| Rusk County, WI | Not scored | 0 | 0.0 | n/a | −0.2% | |
| Price County, WI | Not scored | 0 | 0.0 | n/a | −0.3% | |
| Buffalo County, WI | Not scored | 0 | 0.0 | n/a | −0.1% | |
| Forest County, WI | Not scored | 0 | 0.0 | n/a | +4.4% | |
| Pepin County, WI | Not scored | 0 | 0.0 | n/a | +2.2% | |
| Iron County, WI | Not scored | 0 | 0.0 | n/a | −0.3% | |
| Florence County, WI | Not scored | 0 | 0.0 | n/a | +4.0% | |
| Menominee County, WI | Not scored | 0 | 0.0 | n/a | −1.4% |
Markets with fewer than 5 mortgage brokers and lenders on map listings, and counties under 10,000 people, aren’t scored; they’re listed last in each table.
Questions
How many mortgage brokers and lenders are in Wisconsin?
Map listings as of September 2026 show 696 mortgage brokers and lenders in Wisconsin. 251 of them (36%) are chain locations. The listings count mortgage brokers and mortgage lenders. Official counts show 207 businesses with payroll classed as mortgage brokers and real estate lenders in 2023, down 2.8% from 2019.
How much do households in Wisconsin spend on rent and homeowner costs?
About $35.2B a year, or $14,211 per household. That is 15% below the U.S. average (an index of 85, where 100 is the U.S. average). For the 696 mortgage brokers and lenders on map listings, housing spending per office is 30% above 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. It is estimated from the incomes of the 2,479,480 households in Wisconsin and national spending patterns by income.
How does Wisconsin compare with the U.S. for mortgage brokers and lenders?
Wisconsin has 2.8 mortgage brokers and lenders per 10,000 households, 35% below the U.S. rate of 4.3. The index of housing spending per office is 130, where 100 is the U.S. At the U.S. ratio of mortgage brokers and lenders to household spending, Wisconsin would have about 903, against 696 on map listings. There is one business with payroll in the industry for every 11,978 households, against one for every 4,897 across the U.S. The official count fell 2.8% from 2019 to 2023, against +9.5% for the U.S.
Which market in Wisconsin has the highest market score for mortgage brokers and lenders?
Among 15 scored metro areas in or partly in Wisconsin, the Janesville-Beloit metro area scores highest, at 66 (upper middle). Among 5 scored small-town markets in or partly in Wisconsin, the Beaver Dam area scores highest, at 61 (upper middle). Among 23 scored counties in Wisconsin, Rock County scores highest, at 66 (upper middle). Scores compare each market with others of its kind across the U.S.
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. Wisconsin scores 58 for mortgage brokers and lenders (upper middle), #18 of the 50 states and DC.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Wisconsin. 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.
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Top markets for mortgage brokers and lenders across the U.S. · All business types in Wisconsin
Related business types in Wisconsin
- Real estate6,873 listings
- Real estate agents and brokers5,408 listings
- Property management630 listings
- Home inspectors139 listings
Screening a site or an acquisition in Wisconsin?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
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.