![f034-01](https://article-imgs.scribdassets.com/5p1c3udjy8aleiui/images/fileZ5BS8GMN.jpg)
hen he started in 2008, Ed Ferraras goal was simple: generate high-quality mortgage leads. The company, which connects loan-shopping consumers with a network of more than 800 lenders, started with an affiliate marketing approach, directing consumers to lending sites. But Ferrara quickly found that his methods worked so well, he began selling leads directly to lenders. That way,