Approximately a month ago I was notified that Google would be reducing their Advisor product to only cover a handful of states. I kept the rumors at bay until I could find more detailed information about the changes. These rumors have now come to fruition.

Over a year ago Google released it’s first version of their comparison ads platform in the UK and more specifically in the mortgage vertical. The directory listings product was then brought over to the US and marked the first time Google entered the lead generation vertical. Since it’s inception there have been a few companies to replicate the product, LeadPoint being the most successful at doing so. Over the last year I have heard nothing but good things about these types of leads and the level of quality that is being produced. The only negative that I have heard, is that there simply is not enough supply to meet the high demand.

Last week, due to increased scrutiny from state regulators over Googles lack of proper licensing, they have reduced their coverage to approximately 5 states. It’s not clear to me on how long it will take Google to get licensed in these states and I am sure it will rely mostly on their internal motivation to actually start the process and ultimately how long the process typically takes in each state. Regardless, I am sure Google will be back in business in these states at some point and are not simply closing the doors.

In the meantime this may be great news for all other mortgage rate table competitors.

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