Certainly the lead generation market has been a significant portion of Google’s growth. Which makes their latest offering a little disconcerting to the community.
The new Google Merchant Services (as pointed out by Paul Knag), as launched in the UK as a test market, seems to be directly competing with Google’s mortgage lead generation customers–which gets some discussion over at Lead Critic. A cross between a comparison shopping engine and bankrate.com it offers the ability to compare lenders and shop for the best prevailing rate by qualifying characteristics.
One interesting features that may take some of the sting out of typical lead generation borrower experience is the “select and connect.” In the Google Merchant Services process you select a quote and time to be connected. Then a Google customer representative facilitates the connection with the lender at the appointed time. This is clever, although very inefficient, alternative to the barrage of calls from lenders that have been sold you lead. Maybe a simple “click to call” directly to the lender would make more sense and achieve the same privacy and exclusivity goals.
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