LendingTree Emphasizes Monthly Payment Amount Instead of Rate (NetBanker)

« Two-For-One Offer to BAI's Retail Delivery Conference | Main | Citibank Leaves Card Applicants Vulnerable to Identity Theft »

LendingTree Emphasizes Monthly Payment Amount Instead of Rate

By Jim Bruene on August 7, 2006 9:55 AM

LendingTree owns MSN’s homepage again <msn.com>, locking up the main page sponsorship today (9am Pacific Time) with a refi pitch in the upper-right corner and an ad for home equity loans in the Money area (see inset).

In an approach popularized by car dealers, both ads emphasize monthly payment amount rather than rate. This theme is carried through on the landing page which has no mention of rate. In fact, you could complete the entire loan application without ever seeing the rate.

The only rate link is the relatively faint reverse-type line in the upper-right corner. Clicking on it delivers a small, quarter-page popup with disclosures for all 41 promotional offers currently in use by LendingTree — 6,800-words in all across 24 screens (download lendingtree_disclosures.doc).

Interestingly, both offers lead to the same landing page. While it would probably be more effective to craft different pages for each loan type, LendingTree may prefer a common landing page to more easily compare results from its different promotional ads.

Comments (0)

Send Post

Categories: Advertising & Promotion , LendingTree , Loans & Credit

Most Recent Posts:

Wachovia's Initial Foray into Social Media is Impressive, Now Twitter That - Sep 17, 2008

Rate Surfer and MyMoney to Demo at Finovate 2008 - Sep 16, 2008

Expensify Launches Decoupled Credit/Debit Card Using Prepaid Model - Sep 11, 2008

TrackBack

TrackBack URL for this entry:
http://www.netbanker.com/cgi-bin/mt/mt-t.cgi/388

Post a comment

(If you haven't left a comment here before, please note that we will read your comment before it is approved to go up on the blog. However, we'd prefer that you and our other readers didn't have to wait. If you'd like your comments to appear instantly in the future, you can create a TypeKey account and we'll set you up as a trusted commenter!)

Name:

Email Address (will not be disclosed):

URL (optional):

Remember personal info?

Comments: (you may use HTML tags for style)

Security Code:
Please enter the security code you see here

Sponsors

Sponsored Links

Events

Finovate 2008: On October 14th, Finovate will return to NYC to showcase the newest innovations in financial technology from companies large & small. Early-bird tickets on sale through 9/30!
Did you miss FinovateStartup in April? Check out the videos of the demos!

Research

New! New Techniques for Secure Online Finance: Sandboxing, keyboard encryption, and real-time mobile integration could lock in more online customers - Find out more
NEW! New Models for Lead Generation Auctions, personal finance communities, and tools provide alternatives to Google AdWords- Find out more
NEW! Online Investing Communities: Will social networking revolutionize saving & investing?- Find out more
Searching for Customers 3.0: Search engine marketing for financial institutions- Find out more
Person-to-Person Lending 2.0: Disruptive service or market niche? - Find out more

Products & Services

Compare CD (certificate of deposit) interest rates and read customer reviews at Bankaholic