LeadPoint Takes Aim At Struggling Homeowners

Looking to make lemonade out of lemons, Los Angeles-based Internet leads firm LeadPoint said late Thursday that it has launched a new product to generate leads from homeowners looking for loan modifications. According to the venture backed firm, it will add leads generated from regional and local TV and radio marketing campaigns into its marketplace. Leadpoint, which sells the leads it gains to attorneys, mortgage brokers, and debt settlement firms--citied the "thriving industry" of loan modification--where struggling homeowners seeking to meet their monthly mortgage look for modification of their loan terms. Leadpoint sells leads into such areas as consumer lending, mortgages, education, and autos, and is venture backed by Redpoint Ventures, European Founders Fund, Estalea, and Breakwater Ventures, among others.