Times are tight in the financial-services industry, and Bankrate
Shares of Bankrate bucked yesterday's downward trend, climbing 4% after the company posted better-than-expected third-quarter profits. (Contrast that to last quarter's earnings announcement, after which shares of Bankrate fell 7%.) Earnings quadrupled to $0.28 a share during the quarter, or $0.39 a share once you back out stock-based compensation expenses. On that adjusted basis, analysts expected a profit of $0.35 a share.
Bankrate is a lead generator for the financial-services industry. With credit tight and money tighter, this would seem to be a lousy time to get on a bullhorn and pitch interest-related products.
You see that in the online lending industry, where specialists like Popular's
Despite this backdrop, Bankrate's growing. In fact, it's thriving. Revenue grew by 28% to $24.9 million during the quarter. The fastest-growing offering at Bankrate is hyperlinks. You know those popular interest-rate listings at Bankrate.com? The ones you wind up visiting when you're trying to find the chunkiest yields on free checking accounts, or seeking that rock-bottom APR on the home equity line you need to tap to complete your den addition? The rankings can be sorted purely, but companies have the option of paying to link their institution names directly to their standalone websites.
It seems like a simple offering, but companies know that folks love the convenience of a hyperlink, especially on a list where some have it and some don't. Hyperlink revenue climbed 50% during the quarter. At $9.9 million, it now makes up nearly half of Bankrate's online revenue.
The company even hiked the fees for hyperlinks for its mortgage, CD, and money market providers, and they didn't flinch. When business is tight, you really need to stand out.
That strategy doesn't work for everyone. HouseValues isn't raking in the dough from desperate real estate brokers. However, LoopNet
In the end, it seems being in the right place at the wrong time can work out even better than being at the right place at the right time.
Bank on this Foolishness:
Bankrate and LoopNet have been recommended to Motley Fool Rule Breakers newsletter service subscribers. LoopNet has also made the cut for Hidden Gems readers. Popular is an Income Investor selection. Try any of our newsletters free for 30 days.
Longtime Fool contributor Rick Munarriz has been known to chase yields on the Bankrate.com site from time to time. He does not own shares in any of the companies in this story. He is also part of the Rule Breakers newsletter research team, seeking out tomorrow's ultimate growth stocks a day early. The Fool's disclosure policy is a brick house.