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by CareyBot

Online lending and real estate exchange LendingTree has agreed to acquire HomeLoanCenter.com, an Internet-based direct mortgage lender. Terms of the deal were not disclosed. Irvine, Calif.-based HomeLoanCenter.com is a branchless retail consumer-direct lender. The company has built on online loan origination platform that gives consumers access to a variety of loan products. LendingTree's online lending exchange includes more than 200 lenders, while its real estate services arm includes more than 700 real estate brokers and 10,000 real estate agents. The company draws traffic to LendingTree.com through aggressive Web and television advertising, marked by the "When banks compete, you win" slogan. Despite the purchase of a direct lender, the company will continue to offer consumers mu...