LendingTree’s press release glut

LendingTree is literally assaulting the wire with press release, after press release, after press release, after press release of consumer related content. Great information, but IMHO poorly executed PR strategy.

Why not start a blog? Look at Redfin. Talk directly to your consumers, about real things, in real people language.

Here is my poor PR strategy argument:

• press releases are targeted at the press who don’t care about helping the borrower–they would rather write about the "whodunit" and "whose next" of the mortgage market
• press releases rarely carry any credibility in the Internet consumers mind even if they occasionally register in a search
• press releases are understood to be self-serving, even to consumers
• Meanwhile, a blog or even resources portion of a website give you search, direct consumer engagement, and  credibility

My fear? Consumers that need this content will never see it and LendingTree will waste money that they don’t need to waste right now.

BTW, if a consumer did find it and wanted to ask a few questions about credit score myths or top tax mistakes would they call the PR department?

Tags: lendingtree, PR, strategy, blogs, blogging, lead generation