Zillow has brought information transparency to the real estate industry, and turned the real estate lead gen model on its head. We're getting ready to enter another ginormous industry, with a product that we think holds enormous appeal to consumers and lenders alike. 

We're a few weeks away from launching the new service, and I wanted to give my AR friends an opportunity to get in the door early. The new service will allow lenders free and unlimited access to borrowers. But we're taking great pains to verify lenders before letting them into the system. So if you want to be pre-registered so that when we open the doors you can walk right in, please go to Zillow and sign up now. There's a one-time $25 fee which covers our costs of doing background checks and lender identity checks on our participants. After that, there are no other costs. You can learn more (but not much, yet) here.

Although we haven't revealed specifics about the product, we've attracted interesting coverage already. Greg Swann, as usual, has a thoughtful piece in record time. Other coverage here.