Google Adds LoanSifter to Comparison Ad Tech Vendors

Product and pricing engine vendor LoanSifter is the latest technology provider to feed mortgage rates and borrower lead data back and forth across Google Comparison Ads for lenders that advertise on the mortgage rate search platform.

Appleton, Wis.-based LoanSifter joins seven other PPE and lead management vendors that offer connectivity to the Google platform. Lender advertisers use the PPE technology to provide their real-time pricing information to Comparison Ads. If a borrower elects to contact a lender, lead management products help provide that information back to the mortgage company.

LoanSifter also provides similar technology integrations with the Zillow Mortgage Marketplace, a mortgage rate search advertising platform provided by the real estate listing website.

Fairway Independent Mortgage Corp., based in the Dallas suburb of Colleyville, Texas, will be one of Google's first rate advertising customers to use LoanSifter's technology as it expands into the online lending channel.

“A growing number of borrowers are using the Internet to find the best possible mortgage deals, and Google's immense popularity makes it a first stop for many,” LoanSifter President Bruce Backer said in a press statement. “Borrowers benefit from the side-by-side comparison in an open marketplace, while lenders benefit from LoanSifter's ability to accurately price mortgage scenarios on their behalf.”

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