As the mortgage lead gen business grew, LendingTree and LowerMyBills divided it between themselves.  LendingTree targeted customers with TV and radio spots, with 100+ long-form questionnaires.  LowerMyBills leveraged the Internet targeting customers with short form landing pages with fewer than 20 questions.  With interest rates at historically low levels, the mortgage business really expanded between [...]

To help understand my perspective, let me start by telling you a little about my background.  I got started in Internet performance marketing back in late 1998 / early 1999.  At the time, I was working at an interactive consulting company when Matt Coffin, founder of LowerMyBills.com, approached our firm about figuring out how the [...]