LoanSifter Inc., based in Appleton, Wis., has announced a strategic relationship with Google Inc. that gives consumers access to mortgage loan products and real-time pricing based on LoanSifter's technology, including side-by-side comparisons of mortgage loan products from multiple lenders through Google's Comparison Ads.
Google's Comparison Ads help consumers shop for mortgages online by retrieving quotes based on the borrower's specific loan criteria. Consumers that use this service can anonymously provide details, such as their desired loan amounts and credit scores, and the search engine then retrieves multiple reliable offers. Consumers are then able to contact the lender directly.
According to the companies, Google will leverage LoanSifter's technology – which automates pricing for lenders using the largest real-time database of investor pricing and eligibility content available in the mortgage industry – to provide Google users with information on mortgage products and pricing from the lenders using LoanSifter. When Google users get these rates, LoanSifter's lenders will receive qualified online leads.