The trouble has been that, because the customer gets passed off from Quicken to a lender and potentially to other parties, QuickenMortgage.com has involved far more than one stop for consumers.
Before Intuit's acquisition of Rock Financial, Goines estimates that no more than half of all applications through the Quicken site resulted in closed loans.
Accentuating Quicken's preacquisition frustrations, the referrals yielded Quicken far less income than closing a mortgage can.
Back at the Quicken office in Livonia, Gilbert is finding that not all the pieces are falling neatly into place.
As his team readied the new Quicken site, Gilbert was battling an Excedrin(r) headache brought on by the withdrawal of Quicken partner Countrywide.
However, according to Countrywide spokesperson Amber Cousins, "We basically had a consumer-direct relationship with Quicken. We severed that relationship when the announcement of Quicken buying Rock happened.