Brilliant Applications, Inc. launches LeadPartner.com in February 2005

Brilliant Applications, Inc. was formally incorporated in January of 2004. BRILLIANT’s primary focus is the creation of profitable websites and web concepts. Our projects vary across a wide range of industries. Our properties include search engines, directories, portals, lead-gen sites, even a dating website here or there..

BRILLIANT entered the mortgage lead business in November of 2004. BRILLIANT began its mortgage days as a wholesaler, generating leads and providing them to mortgage lead companies for resale. Nearly four months later, BRILLIANT decided to cut out the middle men and, after obtaining their first national client, started selling leads retail. LeadPartner.com was born.

Acting as our main B2B lead resale website, LeadPartner.com began to evolve beyond its original design and intended use. As demand for leads from BRILLIANT increased, a system was needed to control and track the vast amounts of incoming traffic and lead data. And so construction of a powerful "back end" data management system was underway. After 2 years of design, development, upgrades and production, the system finally acheived its potential.

While running the mortgage lead operation, BRILLIANT continued (and continues) to develop new websites and concepts. But BRILLIANT’s reputation for quality mortgage leads was spreading, and the small 4 man operation could no longer handle the growth and demand brought on by LeadPartner and ApplyFree...

The market has also changed over the last 6 to 12 months. Now, states and major lead buyers are requiring companies generating leads, like BRILLIANT was in the past, to have their own mortgage brokers license. Though this is not the law nationally, the trend has forced us to reconsider our long term plan and position in the lead market.

The bottom line is that we are not “mortgage people”. We are “web guys”. We had no idea ApplyFree would turn into a full-time job requiring staff expansion, etc..

With a new website gone live in November of 2006 and another just gone live in Jan. of 2007, we have decided to shift the focus of our mortgage services to a model more conducive to our long term plans as software and web application designers. We are not interested in becoming full time mortgage lead generators.

So we have taken our inhouse, custom-designed and built system, ApplyFree and LeadPartner, and combined their most essential components into the new LeadPartner v2.0 system.