A few years ago, I was very worried about the commoditization of the mortgage industry, as about 90% of our business was 30-year fixed-rate mortgages with full income documentation. Everyone was offering the same product, and many borrowers (online shoppers in particular) did not seem to care about our online reviews, faster closes, assistance getting offers accepted, better service, etc. - they just wanted a lower rate. Fortunately, that has changed markedly, as unique products now reign supreme.
Read More