If you're thinking about communicating with home buyers but aren't sure whether to reach out with the keyword "home loan" or "home loans" understand that over twice as many people are searching for "home loans" online. Depending on where you are located in the northwest, you can probably get away with using either term in your communications. However, a look at the related words for each keyword shows that people looking for a "home loan" may also be looking for a home equity loan, whereas people looking for "home loans" are looking for very specific types of loans. Depending on what you're wanting to communicate, it may be better to go with a keyword like "mortgage."
We used Google Trends and Google Adwords to obtain this data