Compare Mortgages with Google – Mortgage Comparison Launches


Google has released the latest in its line of comparison tools – Mortgage Comparison. The beta program, dubbed Google Merchant Search has been in testing for some time. News of the release started with Google merchant search for loans in the UK.

The enormous trust and authority that Google have will encourage searchers to use Google for their comparison needs rather than existing aggregators or lead generation sites.

The existing market for lead gen (particularly life insurance) in the UK is very strong. When you combine this with the popularity of comparison sites, this is a very bold move. This is US only at the moment but will surely be here before you know it.

Over the last year, according to Hitwise:

Search terms with the word ‘cheap’ have decreased by 32% over the past year whilst searches with the word ‘compare’ have increased by 92%. Of course this doesn’t show that consumers are not looking for cheap deals anymore, what it shows is that they are confident that they are able to find cheap deals whilst comparing providers on a comparison site.

So, I’m sure there are lead gen/comparison site owners out there. What are your thoughts? Are you scared?

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Are you focusing on cheap? | Speedie Consulting
October 30, 2009 at 10:38 am


lead gen and comparison November 1, 2009 at 1:11 pm

Off topic – what is the difference between lead gen and comparison? At a routine inquiry the HofC Treasury Select Committee is undertkaing into credit searches, MoneysSupermarket gave evidence. Is it a lead gen or comparison business? In its written evidence it said it receives payment from providers for every application received through its site. Does that make it a lead gen business? When its representative appeared at the inquiry he said it only received payments for completed sales. Is that true? In its annual report it says it receives payments for several types of click thru services not just sales.

You can watch the evidence session archived here:

George November 2, 2009 at 12:25 pm

Hi Leadgen,
we’ve sent you an email but not sure if that’s your correct email address. Feel free to contact us (via the link up top).

Ian Williams November 3, 2009 at 7:00 pm

To confirm – for most product areas (credit cards, car insurance, home insurance, for example) only gets paid if the customer successfully applies for and purchases a product.

This isn’t always true – a few products such as flights for example are still largely CPC (ie we get paid a few pence if the consumer clicks through).

And to be really thorough we also have a lead generation business – – where we match people looking for advice on say legal services and mortgages – with advisers.

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