Why Rising "Mortgage Help" Searches Should Matter to Salt Lake County Property Owners
By Lana Harriman | September 2025
A recent BiggerPockets report revealed something that should get every property owner's attention: Google searches for "mortgage help" have reached their highest point since 2009. For those of us in the property management industry, this isn't just another headline—it's a clear signal that the market is shifting, and property owners need to adapt quickly.
The Numbers Tell a Story
According to the BiggerPockets analysis, foreclosure-related legal inquiries jumped nearly 30% year over year in Q2 2025. When people start searching for mortgage help en masse, it indicates genuine financial pressure across the housing market. The last time we saw these search volumes was during the Great Recession, and while we're not suggesting history will repeat itself, we'd be foolish to ignore the warning signs.
What's Driving This Trend?
Several factors are converging to create financial pressure for homeowners and property owners alike:
Economic Uncertainty: Despite recent Fed rate cuts, many property owners are still dealing with mortgages locked in at higher rates from 2022-2023. Economic volatility makes it harder to plan and budget effectively.
Inflation Impact: While inflation has cooled somewhat, the cumulative effect on household budgets remains significant. Property owners are feeling the squeeze from increased maintenance costs, property taxes, and insurance premiums.
Self-Management Burnout: Many property owners who started self-managing during the pandemic are realizing the true cost—in time, stress, and money—of doing it themselves.
The Salt Lake County Perspective
Here in Salt Lake County, we're experiencing these national trends with some unique local dynamics:
Our Local Strengths:
- Diverse, established rental market across multiple neighborhoods
- Strong employment base with growing tech sector
- Salt Lake City central location attracts consistent tenant demand
- Mix of urban, suburban, and mountain communities offers variety for investors
- Established infrastructure and amenities
Our Local Challenges:
- Higher competition among property managers and landlords
- Salt Lake County average rents at $1,463/month face downward pressure
- Vacancy rates hit 7.1%, highest since 2020
- Property owners navigating a more competitive, tenant-driven market
- Higher operating costs compared to neighboring counties
- More complex regulatory environment in urban areas
What This Means for Property Owners
If you own rental property in Salt Lake County, now is the time to ask yourself some critical questions:
Are you maximizing your rental income? In a competitive market with higher vacancy rates, professional pricing strategy becomes critical. The difference between optimal pricing and guesswork can mean thousands in lost annual revenue.
How much is self-management really costing you? Most property owners underestimate the true cost of self-management. Between your time (typically 10-15 hours per week per property), missed rental optimization opportunities, and expensive maintenance mistakes, the real cost often exceeds professional management fees.
Is your property positioned to stand out? With vacancy rates at 7.1%, your property needs to compete effectively. Professional management includes strategic marketing, quality photos, and presentation that attracts better tenants faster.
Are you prepared for worst-case scenarios? When financial pressure increases, evictions become more common. Professional property managers have systems and experience to handle difficult situations legally and efficiently—especially important in Salt Lake County's more complex legal environment.
The Professional Management Advantage
Economic headwinds don't have to spell disaster for property owners. In fact, professionally managed properties often perform better during challenging times. Here's why:
Strategic Pricing
Professional property managers conduct monthly market analysis to ensure your property is priced competitively. In Salt Lake County's current market, we understand the delicate balance between maximizing rent and minimizing vacancy time.
Quality Tenant Screening
When vacancy rates are higher, it's tempting to accept the first applicant. Professional management means maintaining rigorous screening standards—credit checks, employment verification, and rental history—even when the market softens.
Efficient Operations
Professional management means streamlined operations. We have systems for rent collection, maintenance coordination, and tenant communication that prevent small issues from becoming expensive problems.
Vendor Relationships
Our network of vetted contractors throughout Salt Lake County means faster response times, better pricing, and higher quality work. In a market where maintenance costs are rising, these relationships become invaluable.
Legal Protection
Salt Lake County has more complex regulations than many surrounding areas. Navigating tenant law, eviction procedures, fair housing regulations, and local ordinances requires expertise. Professional management protects you from costly legal mistakes.
Marketing Excellence
In a market with 7.1% vacancy rates, professional marketing becomes essential. Quality photos, strategic listing placement, and compelling property descriptions help your property stand out and rent faster.
Proactive Steps for Property Owners
Whether you choose professional management or continue self-managing, here are essential steps every Salt Lake County property owner should take now:
1. Conduct a Financial Health Check Review your property's income and expenses. Calculate your true cash flow, including a realistic hourly rate for your time. Are you actually profitable, or just busy?
2. Assess Your Current Rent Rates Compare your rent to current market rates for similar properties in your specific Salt Lake County neighborhood. Market rates vary significantly between areas like Sugar House, Millcreek, Murray, and Sandy.
3. Evaluate Your Property's Competitive Position How does your property compare to others in the market? In a tenant-driven market, presentation, amenities, and condition matter more than ever.
4. Review Your Maintenance Reserves Do you have adequate cash reserves for unexpected repairs? Most experts recommend 10-15% of rental income set aside for maintenance.
5. Consider Your Time Investment Track the actual hours you spend on property management for one month. Multiply that by your hourly value. Is self-management really saving you money?
6. Audit Your Marketing Strategy If you're self-managing, how long does it take you to fill vacancies? Professional managers in Salt Lake County typically fill properties 40-60% faster than self-managed properties.
Salt Lake County Market Opportunities
While the current market presents challenges, it also creates opportunities for strategic property owners:
Tenant Selection Advantage: Higher vacancy rates mean more applicant options. You can be more selective about tenant quality, leading to longer tenancies and fewer problems.
Portfolio Expansion: Some property owners are exiting the market due to management challenges. This creates acquisition opportunities for well-capitalized investors with professional management in place.
Value-Add Positioning: Properties with professional management, quality presentation, and excellent maintenance stand out in a crowded market and command premium rents.
Long-term Fundamentals: Salt Lake County's strong employment base, central location, and lifestyle amenities ensure long-term rental demand despite short-term market fluctuations.
The Bottom Line
Rising searches for "mortgage help" aren't just statistics—they represent real people facing real financial challenges. For Salt Lake County property owners, this trend serves as both a warning and an opportunity.
The warning: Economic pressure combined with a more competitive rental market creates operational challenges that can turn profitable properties into financial burdens.
The opportunity: Property owners who position themselves strategically—through professional management, optimal pricing, and efficient operations—can thrive even during uncertain times while competitors struggle.
At PMI Jordan Valley, we've helped property owners throughout Salt Lake County navigate changing market conditions while maximizing their returns. Our combination of local expertise, proven systems, and commitment to owner success has made us a trusted partner for investors who want to protect and grow their real estate investments.
Take Action Today
The property owners who succeed during challenging times are those who act proactively rather than reactively. Don't wait until financial pressure or extended vacancies force your hand.
Contact PMI Jordan Valley today for a complimentary property analysis. We'll review your current situation, identify opportunities for improvement, and show you exactly how professional management can protect and enhance your investment—even in a competitive market.
Because in uncertain times and shifting markets, having the right team on your side isn't just smart—it's essential.
About PMI Jordan Valley
PMI Jordan Valley provides comprehensive property management and home watch services throughout Salt Lake County and Utah County. As part of the Property Management Inc. (PMI) franchise network, we combine local expertise with nationally proven systems to deliver exceptional results for property owners. From tenant screening to maintenance coordination to financial reporting, we handle every aspect of property management so you can focus on building wealth through real estate.
Ready to learn more? Contact us today for a free consultation and property analysis.
📞385-275-5554
📧Lana@pmijordanvalley.com
🌐 www.pmijordanvalley.com
Sources: BiggerPockets - "Google Searches For 'Mortgage Help' Skyrocket to Highest Point Since 2009"
