Lenders pitch their services as consumer-friendly

LoanInsights, BuySide Mortgage target repeat business

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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.