News is breaking that Mortgage Companies Reduce Online Ad Spending and Mortgage Ad Budgets are Being Cut on the heels of Nielsen Online’s latest online advertising spending survey.
However, I think there may be a more interesting and subtle mortgage lead market story evolving here. As major mortgage online advertising spenders, like Countrywide Financial, Experian Group (LowerMyBills), IAC (LendingTree) pull back their budgets; most probably based on publicly reported financial weaknesses could financially stronger players be grabbing premium market opportunity?
Most notably in these reports is the counter-trend movement of NexTag. NexTag is one of the premiere online comparison shopping sites and now the top online mortgage advertising buyer.
The question and mortgage lender opportunity becomes: Could Nextag be using it’s position of financial strength to scoop up premium mortgage advertising space and surge not only their market share, but also quality share in the online mortgage lead generation space?
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