Florence
Metropolitan Statistical Area · MSA Code 22500
According to CFPB HMDA 2024 application volume among tracked metros, Florence ranks #268 of 418.
Mortgage lending activity in the Florence metro area based on lender filings under the Home Mortgage Disclosure Act (HMDA). Data covers all applications received by HMDA-reporting institutions operating in this geography during 2024. Why mortgages get denied walks the denial-reason codes that appear in books like this one.
Metro-area mortgage activity. The Florence Metropolitan Statistical Area (MSA code 22500) recorded 6,784 HMDA-reported mortgage applications in 2024. Lenders originated 3,078 of those and denied others at a rate of 22.4%, for an approval (origination) rate of 45.4%. The average loan amount across the MSA was $179,382 at an average note rate of 6.99%. 20 major lenders are tracked for this metro - Rocket Mortgage, Movement Mortgage, LLC, First Ciitizens Bank and Trust lead by origination volume. Among the 418 metros tracked, Florence ranks #402 by denial rate (the 4th percentile for approval-friendliness), and shares its 5-point denial-rate band with 47 other tracked metros.
What MSA numbers tell you, and what they don't. Metro area boundaries are defined by the U.S. Office of Management and Budget and typically span multiple counties, so a single Florence denial rate averages across urban core, inner suburbs, and outer commuter communities with very different borrower profiles. A 22.4% denial rate at the MSA level can coexist with widely varying individual-lender denial rates; $179,382 average loan size reflects the MSA's property values and the borrower pool that actually applied, not any single neighborhood. This page is informational data reporting, not financial, legal, or mortgage advice.
Lender concentration in Florence
In Florence, lead originator Rocket Mortgage funded only 7.0% of 3,078 originated loans, below the fleet's lower tercile (~8.7% top-1 share). The top three reporters together hold 17.2% of the book, so shopping across channels still meets many active filers.
Metros With a Similar Denial Rate
The metro areas closest to Florence's 22.4% denial rate among all 418 tracked MSAs.
Metros With Similar Application Volume
Nationwide MSAs nearest to Florence's 6,784 HMDA applications (deduped against the denial-rate neighbourhood).
Metros With a Similar Average Loan
Nationwide MSAs nearest to Florence's $179,382 average loan (deduped against denial and volume peers).
Lenders active in the Florence metro
Rocket Mortgage funded 215 of the 3,078 loans originated here, 7.0% of the metro. 20 reporting lenders follow.
| # | Lender | Originated | Applications | Avg Loan | Market Share |
|---|---|---|---|---|---|
| 1 | Rocket Mortgage | 215 | 299 | $193,161 | 7.0% |
| 2 | Movement Mortgage, LLC | 171 | 227 | $221,388 | 5.6% |
| 3 | First Ciitizens Bank and Trust | 142 | 212 | $176,840 | 4.6% |
| 4 | Fairway Independent Mort CORP | 139 | 170 | $185,412 | 4.5% |
| 5 | Crosscountry Mortgage, LLC | 122 | 189 | $200,026 | 4.0% |
Source: Consumer Financial Protection Bureau (CFPB), Home Mortgage Disclosure Act (HMDA) 2024. Metropolitan Statistical Areas defined by the U.S. Office of Management and Budget (OMB).
Data from FFIEC / CFPB HMDA Snapshot National Loan-Level Dataset (2024). Provided for informational purposes only; does not constitute financial advice for Florence borrowers.
Read our methodology - how this data is sourced, computed, and verified.
Every figure on PlainLender is rendered directly from CFPB HMDA federal source data, no number is typed in by an editor. This Florence page draws directly on CFPB HMDA federal source data, no figure is typed in by an editor. See our editorial standards & corrections policy, the methodology behind these numbers, or report a data error. Data current as of 2026-08-10. HMDA figures are lender-filed application outcomes for a published reporting year - not creditworthiness scores, rate quotes, Loan Estimates, underwriting decisions, or mortgage advice.