After being in business for over 25 years I have learned what customers really want, but don't receive most of the time with other mortgage companies.  People don't want surprises when buying a home: they want an accurate pre-approval, to be informed about the process, they want to know what's going on and not be in the dark.  I do a lot of repeat business because of my knowledge, experience (that avoids problems) and the communication I deliver.