1. Expertise with a particular loan type. A, B, C credit, VA, FHA, 203k, etc....not one guy who can do everything. There's too many of those around who can't truely do everything.
2. Quick response.
3. Leads from unrepresented buyers.
I too agree with what has been said so far. However, I will also add that I prefer to work with a local lender as well. I live in a rural county where there are many things associated with a property here that may not be found in a more suburban or metro area and it is nice to have competent lenders that are familar with these type loans and situations. I too work with local lenders that are not afraid to shop a loan to find the best deal for the customer. I don't have to wait around for a couple of days to see if the buyer is approved. I know before we leave the office in most cases.
I agree with what has been written so far............Diversity of products is huge with me. As I have never had 2 buyers the same. Not only do I want to know that you deliver great customer service and will treat my $100,000.00 client as a million dollar client. I want to know how you handle mistakes. Do you step up to the plate???? I had a situation with a lender who got a pre-approval for a loan for one of my clients, however after going through underwriting it was denied. The lender walked the file over to someone who could do the loan..............we did not miss a beat!