business with two new technological alliances. Both use networks developed by GHR Systems Inc., based in Wayne, Pa., to offer a variety of options to borrowers in realtors' offices. "The market is moving toward a multilender approach, because the customer wants it," said Jack Guttentag, chairman of GHR Systems. "And a real estate office is a logical place for that transaction to happen." The first service, a joint venture between Coldwell Banker and Spectra Service Corp., a subsidiary of PNC Mortgage Corp., provides multilender loan origination capability via computer at Coldwell Banker branches. It uses GHR Systems' Mars point of sale technology to provide consumers with on-line access to products from Bank of America, PHH US Mortgage, and Prudential Home Mortgage, among others. Mr. Guttentag expects the network to have many imitators, despite inherent industry resistance to computerized origination. "Real estate brokers are a very cautious lot. They want to see someone else making a million dollars before they plunge in," he said. "And lenders don't want to be homogenized." GHR will unveil its second mortgage venture at the National Association of Realtors' 1995 annual convention in Atlanta. The Realtors Information Network, a Windows-based version of GHR's Mars system, will link 500,000 members to participating lenders. This network will provide realtors with a way to prequalify home buyers, select and customize loans, and electronically transfer information to a lender.
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