Borrowers Prefer Using Web For Info, but Apply in Person
September 8, 2006
Among all industries, lenders and brokers pay the most for keyword searches on the Internet and what does that get them? A Forrester Research study finds that when a borrower does use a search keyword and travels to a lender’s Web site, all they are likely to do is use the various loan and payment calculators. If a borrower wants to make a loan application, they will travel to the lender’s local branch, reported Forrester researcher Brad Strothkamp. Lenders were paying $6.49 per keyword search for mortgage related terms in April...