The only difference current clients will experience is documents, letters and other communications that previously were labeled "Quicken Loans" will instead come from "Rocket Mortgage." Those who are in the mortgage process at the time of the change will not be affected. The name change is significant for the company, but clients will not see any difference to the digital experience they have grown to love. In fact, Rocket Mortgage has extremely high affinity metrics that eclipse those of Quicken Loans. Through consistent brand marketing and sports sponsorships, like the popular Rocket Mortgage Super Bowl Squares, the PGA TOUR's Rocket Mortgage Classic and others – the public has become familiar with the brand at a lighting pace. This is a title the company still holds, and the gap between it and the second largest lender has widened substantially since that time. With a boost from the incredibly popular Rocket Mortgage home loan process, Quicken Loans became the largest lender in the country, closing more loans than any other retail mortgage lender, in the fourth quarter of 2017. In the following months and years, other home lenders played catch-up, adding some online functionalities and digital processes that tried to mirror the trailblazer. Rocket Mortgage was revealed to the world in a 2016 Super Bowl ad that built significant buzz for the new home loan experience. This was the first time a consumer could go from application to closing on their own, without speaking to a human. In late 2015, Quicken Loans launched a fully digital, completely online, mortgage experience - Rocket Mortgage. Quicken Loans implemented the ability for clients to e-sign mortgage documents in 2002, it became the largest online retail mortgage lender in 2004 and launched the first mobile app from a home lender in 2011. Its tech capabilities also quickly expanded during this time.
Over the next few years, the company closed all its brick-and-mortar branches and fully embraced the centralized model of an online-only lender.
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