LoanCity.com Using Broadbase E-Marketing Platform

Broadbase Software, a leading provider of customer-focused analytic and marketing automation applications, announced that LoanCity.com has significantly enhanced their broker acquisition process by using Broadbase's E-Marketing application. LoanCity.com combines the benefits of expert service and Internet technology, streamlining the complex mortgage process for mortgage professionals and their customers. To better manage its rapidly growing customer base, LoanCity.com wanted a product that would help them streamline the broker acquisition business process as well as broker activation and upselling. They chose Broadbase's E-Marketing product because it facilitated electronic and non-electronic marketing communication channels such as e-mail marketing versus traditional direct mail.

Broadbase's E-Marketing application helped LoanCity.com perform modeling at Internet speed and better track its marketing activities by combining campaign definition and database marketing and by providing process automation and opportunity management. The result is that LoanCity.com is notified if an application to become an approved mortgage broker is not returned within 10 days. Then a series of marketing events is triggered to conduct follow-up communications with the prospect. This improved process has enabled LoanCity.com to increase the number of acquired brokers by 100% in four months.

"LoanCity.com is an eFinance company that understands the importance of customer relationships, particularly in a complex, high dollar-volume transaction sector such as the mortgage industry," said Carol Phelan-Marsh, senior vice president of marketing for LoanCity.com. "We chose Broadbase's cutting-edge E-Marketing application to create high frequency, highly personalized marketing campaigns with peak efficiency."

Mark Olson, Director of e-marketing at LoanCity.com added, "Broadbase E-Marketing has superior marketing tracking capabilities. Plus, there was little or no customization required to get the product up-and-running."

"Innovative Internet-based companies like LoanCity.com understand that they must have proven, scalable analytic and marketing applications to get closer to their customers," said Chuck Bay, CEO of Broadbase. "Broadbase and LoanCity.com share a common vision that intelligent, ongoing customer interactions across many touch points are critical to e-commerce success."

About LoanCity.com

LoanCity.com is the unique combination of a mortgage marketplace, technology provider and lender. The company combines the benefits of expert service and Internet technology, streamlining the complex mortgage process for brokers and their customers. The company provides residential mortgage brokers with a Web-based transaction platform that exponentially improves productivity and quality of service, making LoanCity.com-affiliated brokers the resource of choice for mortgage consumers.

LoanCity.com's proprietary loan search and transaction engine instantaneously matches each consumer with the best loan available from a selection of more than 50,000 different loan programs from the nation's top financial institutions. The company also provides all the underwriting, documentation and funding services to close the loan. Consumers are provided with a powerful mortgage hub that educates, empowers and connects them to an elite group of brokers, ensuring the highly personalized service and breadth of mortgage options that a standalone e-commerce solution cannot deliver. Headquartered in San Jose, Calif., LoanCity.com's web site launched in August 1999. The company was founded in 1987.

About Broadbase Software

Broadbase Software is a leading provider of customer-focused analytic and marketing automation applications that analyze customer data from multiple touch points, and use that information to execute marketing campaigns, improve online merchandizing and content, increase site stickiness and personalize all customer interactions. Broadbase applications are designed for rapid time to value and have been implemented in as few as fifteen days. Broadbase has provided critical e-commerce infrastructure to more than 225 customers, including ADP, BEA Systems, Cisco Systems, Fidelity Investments, Hewlett Packard, InsWeb, Kodak, LoanCity.com, Mercata.com, Onvia.com, The Sharper Image and United Airlines. Headquartered in Menlo Park, CA, Broadbase has a rapidly growing global presence with locations throughout North America, Europe and Asia.

Contact Richard Howell of Broadbase Software Inc, 650-614-8385, rhowell@broadbase.com or Joshua Reynolds of LoanCity.com, 408-360-1839, jreynold@loancity.com.