Image via CrunchBase
There is no secret that the tension has been high between LendingTree and Google since the launch of Google Comparison Ads, a venture into mortgage lead generation. And it isn’t unexpected that LendingTree would strategically attempt to parry this entry into a space they have dominated since the beginning of online mortgage lead generation. The question is, can they build a better consumer decision (search) engine than Google?
That seems to be the strategy in Tree.com’s announcement of a new strategic “consumer decision making platform and customer acquisition channel for businesses across key vertical markets.” This platform is described as an “opportunity to step in where typical search engines fall short,…delivering a hub of content and resources around every major ‘considered purchase’ in life.”
They leave little question this is a counterpunch at Google in both their media brief and press release, claiming they are “going beyond a page of blue links” and “step in where typical search engines fail.” How do they propose to do that?
The scope seems to be significant, but uniquely interesting. Tree.com is proposing a solution that would allow “qualified partners” in “key industry categories, including Finance, Lending, Real Estate, Education, Autos, Home Services, and Health” to publish on and gain exposure from the LendingTree (Tree.com) brand. In essence, it seems that partners would have almost direct control over their marketing message on Tree.com properties.
This will be a very interesting platform to watch unfold and execute. Who will the partners be? How will they manage quality? Are financial services lead buyers effective content creators? If not what incentive is there for independent publishers? All intriguing questions to whether this can be turned into a thriving value chain.
Tree.com is announcing the details at LeadsCon, a lead generation industry conference, today.
