Real estate · Small-town market · Wisconsin
Mortgage brokers and lenders in the Baraboo, WI area
How the Baraboo, WI area compares with other small-town markets and the U.S. for mortgage brokers and lenders: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 58 out of 100: Upper middle
Ranked #59 of 177 scored small-town markets
#3 of 5 scored small-town markets based in Wisconsin
- Listings
- 7
- 5 chain locations (71%)
- Official establishments
- n/a
- Fewer than 3, or not published
- Household spending a year
- $394.3M
- On rent and homeowner costs · $14,089 a household
- Housing spending per listing (U.S. = 100)
- 144
- 44% above the U.S.
- Listings per 10k households
- 2.5
- 42% below the U.S.
- Population, 2025
- 66,652
- +1.3% since 2020
See the mortgage brokers and lenders around any address in the Baraboo 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 Baraboo 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
Households in the Baraboo area spend about $394.3M a year on rent and homeowner costs, or $14,089 per household, 15% below the U.S. average. Housing spending per office is 44% 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.
There are 7 mortgage brokers and lenders on map listings in the Baraboo area as of September 2026. Of those, 5 are chain locations, or 71%, against 21% across the U.S. That is 2.5 per 10,000 households, 42% below the U.S. rate of 4.3.
Official counts don’t publish a figure for mortgage brokers and real estate lenders in the Baraboo area, since they leave out counts under 3.
Population estimates put the population change in the Baraboo area from 2020 to 2025 at +1.3%, slower than the U.S. (+3.1%). For mortgage brokers and lenders, the Baraboo area has a Groundwork market score of 58 (upper middle): #59 of 177 scored small-town markets and #3 of 5 scored small-town markets based in Wisconsin.
How the Baraboo area compares
The same measures for Wisconsin 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 | Baraboo area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 2.5 | 2.8 | 4.3 |
| Housing spending per listing (U.S. = 100) | 144 | 130 | 100 |
| Households per official establishment | n/a | 11,978 | 4,897 |
| Official establishment growth, 2019–2023 | n/a | −2.8% | +9.5% |
| Population growth, 2020–2025 | +1.3% | +1.3% | +3.1% |
| Spending per household on rent and homeowner costs | $14,089 | $14,211 | $16,661 |
| Median household income | $79,541 | $77,485 | $80,734 |
| Groundwork market score | 58 | 58 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- n/a
- Employees, 2023
- n/a
- Annual payroll, 2023
- n/a
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 75 chain locations
- Listings at the U.S. rate for this spending
- 10The 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 Baraboo 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 Baraboo area
- Population, 2025 estimate
- 66,652+1.3% since 2020
- Households
- 27,987
- Median age
- 42.3
- Homes lived in by their owners
- 72%
- Vehicles per household
- 2.0
- Land area
- 832 sq. mi.
- People per square mile
- 79
- Median household income
- $79,541+32.7% vs. 2015–2019, before inflation
- Average household income
- $98,005
- Median home value
- $258,600
- Jobs located here
- 36,015
- Daytime population
- 65,185Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Baraboo area?
These figures cover the whole small-town market. 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 Baraboo 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 Wisconsin
Every Wisconsin market ranked →The highest-scoring small-town markets in Wisconsin for mortgage brokers and lenders, numbered among those based in Wisconsin, with the Baraboo area marked.
Top small-town markets in Wisconsin
| 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 |
Other business types in the Baraboo 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 estate30
- Real estate agents and brokers29
- Property management60
- Mortgage brokers and lenders58
- Home inspectors
Funeral services
Questions
How many mortgage brokers and lenders are in the Baraboo, WI area?
As of September 2026, map listings count 7 mortgage brokers and lenders in the Baraboo area. 5 of them (71%) are chain locations. The listings count mortgage brokers and mortgage lenders. No official count is published for mortgage brokers and real estate lenders in the Baraboo area: counts under 3 are left out.
How much do households in the Baraboo, WI area spend on rent and homeowner costs?
About $394.3M a year, or $14,089 per household. That is 15% below the U.S. average (an index of 85, where 100 is the U.S. average). For the 7 mortgage brokers and lenders on map listings, housing spending per office is 44% 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 27,987 households in the Baraboo area and national spending patterns by income.
How does the Baraboo, WI area compare with the U.S. for mortgage brokers and lenders?
The Baraboo area has 2.5 mortgage brokers and lenders per 10,000 households, 42% below the U.S. rate of 4.3. The index of housing spending per office is 144, where 100 is the U.S. At the U.S. ratio of mortgage brokers and lenders to household spending, the Baraboo area would have about 10, against 7 on map listings.
How fast is the Baraboo, WI area growing?
Population estimates put the Baraboo area at 66,652 people in 2025, up 1.3% since 2020, slower than the U.S. (+3.1%). It has 27,987 households. Median household income in the Baraboo area is $79,541, in line with the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 32.7%, 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. A small-town market is a town of 10,000 to 50,000 people and the county or counties tied to it by commuting. 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 Baraboo area scores 58 for mortgage brokers and lenders (upper middle), #59 of 177 scored small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Baraboo 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 Baraboo area
Screening a site or an acquisition in the Baraboo 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 Baraboo 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.