Google Compare for mortgages provides a seamless, intuitive experience that connects lenders with borrowers online. Whether you're a national lender or one local to California, people searching for mortgages on their smartphone or desktop computer can now find you, along with a real-time, apples-to-apples comparison of rate quotes from other lenders — all in as little as a minute. Borrowers can also see ratings and read helpful reviews, and enter relevant information — like loan amount, estimated credit score, or home value — to receive rate quotes that match their needs. They can then visit your website to apply directly online or over the phone through one of your agents or loan officers.
http://adwords.blogspot.co.uk/2015/11/introducing-google-compare-for-us.html
http://adwords.blogspot.co.uk --- ???
I wonder how Lending Tree feels now about their slogan "When lenders compete, you win."
Ah... this is how Lending Tree feels
"We're thrilled to be a part of Google Compare, further helping to connect prospective borrowers with qualified mortgage providers as the transition to online lending accelerates. The choice and convenience offered to consumers is imperative when loan shopping online, and Google Compare makes the process even easier." - Doug Lebda, Founder and CEO of LendingTree
http://adwords.blogspot.com/2015/11/introducing-google-compare-for-us.html
Er, that's how they say they feel. I suspect how they actually felt was "If Google does this without us, we're screwed."