New Online Mortgage Auction Site Revolutionizes Home Loan Process for Borrowers and Lenders – has revolutionized the current tough lending environment with the launch of its patent-pending online mortgage concept, bringing huge advantages to both lenders and borrowers and eliminating the problems recently caused by sub-prime mortgage lenders.

Many online lead-generating websites, commonly known as “comparison shopping”, simply function as paid placement yellow pages and sell low quality “waste of time” leads to lenders, but provides lenders with a variety of real-time high-quality leads, including home loan purchase (, home loan refinance and home equity loans.

Use of the service is free for borrowers, who receive multiple competitive bids in an online auction setting from reputable lenders in a standardized format, making it simple to compare “apples to apples”. Borrowers can then obtain the best loan program such as, lowest fixed rate mortgage, lowest home loan purchase, best home loan refinance online, or lowest home equity loan rates. Lenders enjoy the benefits of easy access to quality, real-time leads from borrowers who are actively seeking home loan refinance, home loan purchase or equity home loans. To ensure that lenders meet the highest ethical standards, lenders who receive adverse ratings from borrowers will be removed from’s mortgage lenders network (

“I created because after over 20 years in the mortgage business I was frustrated seeing honest lenders unfairly lose business to unethical, ‘bait and switch’ lenders who take advantage of consumers by promising the moon and then reneging on the offer the day before escrow is set to close,” explains Al Salahi, President and CEO of “Our multiple bid auction format, coupled with constant consumer feedback, will make it easy for us to weed out dishonest lenders and only keep the best in our mortgage lenders network. Essentially, we help honest lenders expand their business, while empowering consumers to shop the entire market and get the best deals possible with the click of a mouse.”

Participating lenders pay no monthly or upfront fees, and there are no long-term contracts or obligations. To introduce lenders to the system, all per-lead costs will be waived through March 31, 2008. Lenders are encouraged to register in the network immediately.

Participation in the auction process is simple. After completing an easy no-cost online registration, lenders are notified via e-mail when there is a new loan request that meets their specifications. The lender then places a loan offer online, including all fees and costs. Throughout the duration of the auction, all competing bids are displayed and lenders can always improve their offer in an effort to win the lead.

About ( is the world’s first online mortgage auction, designed to advance the lending process by helping honest and competitive lenders grow their business, and at the same time, make it possible for borrowers to instantaneously reach multiple lenders and receive competitive loan offers online, in an auction format. uses a patent-pending concept powered by sophisticated proprietary software that has been developed by a number of technology heavyweights from the Fortune 500 arena.