Google's new AdWords Comparison Ads feature, which allows users of the popular search engine to find comparative mortgage quotes, has incorporated the product offerings of several mortgage tech providers.
As reported by MortgageOrb yesterday, software provider Mortech has formed a strategic relationship with Google whereby lenders using Mortech's technology will be able to display price quotes to consumers, create business lead assignment rules, and track their Google prospects.
Lead management software provider Leads360 has also announced it is working with Google to help power the new Comparison Ads feature.
Leads360 will similarly be used by mortgage originators to manage inquiries that are generated from Google Comparison Ads, the company says.
OpenClose Mortgage Software, meanwhile, says its DecisionAssist pricing and product engine has been tapped to provide loan rate and fee data feeds for Google.
Adding its name to the lineup, PriceMyLoan has also announced it will supply loan pricing data for the new mortgage pricing feature.
‘The addition of Google as a lead source for the mortgage industry is very significant," comments Jay Weintraub, founder of LeadsCon, a conference for the lead-generation industry. "Consumers are accustomed to comparison shopping with online retailers and now this functionality is extended to home loans."