The advantages are significant - convenience, selection, and thousands of dollars in potential savings. Gomez plans a role in the growth of the online mortgage industry by selling additional in-depth analysis to companies which desire to improve their services. This analysis is not published on the public site. The primary selling point for these companies is that surveys conducted by Gomez are not one-time events. To be included in Gomez' scorecards by industry, companies must be Internet-based.
Criteria then varies according to category.
The scorecard evaluations use up to 100 or more objective criteria to establish the quality of goods and services. Not all firms cater to every profile, nor will the overall best firm necessarily be the best choice for a customer's unique buying motivations. For its first Internet Mortgage Scorecard, Gomez surveyed over 80 firms. The company believes it is performing a public service for consumers. Without some method of evaluating and ranking sites of interest, consumers may not be aware of what they are missing.