Google Launches Mortgage Search Function for Consumers

Google this week is rolling out a new search function allowing consumers to shop and compare mortgage offerings from roughly 15 participating lenders. Google says the service — called AdWords Comparison Ads — will be fully deployed over the next few days. The rates will be visible in specific states where there is matching mortgage coverage from participating lenders. One Google partner in the service, Mortech, will enable participating lenders to list instant mortgage rate quotes through the service. PriceMyLoan is also a participating partner that will offer up mortgage pricing through Google. With Google's new offering, potential borrowers can view live rate quotes from mortgage professionals in a consistent manner. The feature, which does not require Google visitors to enter any private information, was designed to make the lending process more transparent, allowing applicants to access rate quotes instantly online. Clicking on the link takes the borrower to a page where they can view a variety of related mortgage offerings from lenders in that geographic area.