Lenders pitch their services as consumer-friendly

LoanInsights, BuySide Mortgage target repeat business

As the questionable practices employed by some mortgage lenders during the housing boom come under public scrutiny, lenders who can position themselves as consumer-friendly expect to benefit from borrowers’ heightened skepticism.

Finding the best deal for their customers may generate smaller profits on a per-loan basis, the thinking goes, but they’ll win more repeat and referral business.