Countrywide Home Loans has expanded the REALTORŪ Advantage section of its Web site. The site is designed to be a central resource for real estate professionals, and includes rate and product information, prospecting and market tools, and industry news and links. REALTORŪ Advantage boasts a new look and streamlined navigation, along with many new features, services and tools to help real estate professionals increase productivity, speed sales and grow their business. But is Countrywide operating in a vacuum? As the Internet's largest online direct lender, Countrywide recognizes the referral value of real estate professionals, but may not be seeing the forest for the trees. Other lenders, primarily Internet start-ups like E-loan and LoansDirect.com, are offering more immediate benefits to Realtors. E-Loan offers instant loan approval, among the lowest proven rates available on the Internet, and a loan tracking feature called E-track PRO which empowers the Realtor to insure the loan will close on time. LoansDirect offers direct links to the Realtor's Web site, 15-minute loan approvals and a piece of the loan origination fee, pending the performance of additional responsibilities and licensing by the Realtor. Competition is heating up as lenders offer to put mortgage calculators alongside every listing, lead-revenue sharing and other benefits. As handsome a site as REALTORŪ Advantage is, are the benefits enough to capture the Internet-enabled Realtor's loyalty? With so many online companies dipping into the pockets of Realtors, many Realtors would like to see a little more consideration. Countrywide offers many of the same benefits as other loan companies, packaged a little differently. Realtors have access to news and information, email contact with branch loan officers, quick pre-approval and streamlined application for borrowers, and loans for those with less-than-perfect credit. Where Countrywide shines is its advantage as a direct lender to guarantee loan closing dates in 10 days, backed by a $250 guarantee off closing costs. That's good for buyers and for Realtors. However, E-Loan offers $500 if the loan doesn't close on time. The REALTORŪ Advantage home page does offer one clear primary benefit that the others don't - free enrollment in Countrywide’s online Directory of real estate professionals. This registry is available to buyers who want to see about a loan first, then hire a real estate professional. The most recent statistics on home buyer online activity illustrate that buyers, right or wrong, want to do their business in the following order - look at homes, shop for loans, and find a Realtor. So, Countrywide may have hit the Realtor's nail on the head. But other evidence, including NAR and NAA studies, shows that Realtors are still the number one contact for home buyers, before they get to the Internet. According to a study performed by Realtor.com, buyers seek agents online only 4 percent of the time. Countrywide clearly sees itself as supplying leads to the Realtor, what will be a strong perceived benefit to Realtors. But if the above numbers are any indication, the opposite may be true. Interpretation of the research shows that Realtors will more likely to be in the position to provide leads to Countrywide. Although REALTORŪ Advantage has plenty of tools and features to make selling easier, the question is, are they enough to compensate the Realtor for their leads and loyalty? Realtors must be concerned about the risks involved with the transaction as well as the benefits to their clients. Are they steering their clients to the best rates available online with a single source lender? What do you think? Are Realtors giving their leads away free to online lenders? Have you ever received a lead from a lender online, including Countrywide? Would you be willing to send your clients to one single lender or broker in exchange for compensation - to get leads or to get paid? Do you believe that Realtors should be able to participate in revenue-sharing if it can be done within RESPA guidelines?