Why should I choose you?
Handle lender value pitches when mortgage shopping. Stay focused on comparing offers, not sales pitches.
What You'll Learn in This Chapter
- Why lenders shift from competitive offers to sales pitches about service and relationships
- How value proposition discussions create commitment without competing on price
- Scripts to redirect from sales pitches back to written Loan Estimate comparisons
A lender asks you: "Why should you choose us instead of another lender?" Then without waiting for your answer, launches into a pitch: "Let me tell you what makes us different. We have the best rates, fastest closing times, and best customer service. But most importantly, we're honest and transparent."
But, here's what's really happening...
"What Makes Us Different" is a sales pitch disguised as a question that shifts focus from price competition to value proposition. The loan officer's process is to create decision criteria based on intangibles (service, relationship, speed) rather than measurable costs, knowing that these subjective factors are easier to claim than to verify—and impossible to compare across lenders.
As a shopper, your counter-process is to recognize that every lender claims superior service, transparency, and speed. The only objective way to compare lenders is through written Loan Estimates showing actual rates, fees, and terms. When lenders ask why you should choose them, they're revealing they'd rather compete on rhetoric than on written offers.
Now that you understand the tactic, let's look at how most people fall into the trap.
➡ How People Get Trapped
Most people respond with:
That sounds great. You do seem different from the other lenders I've talked to.
Don't do that.
When you validate a lender's value proposition without comparing written offers, you've shifted your decision criteria from objective (rates, fees, terms) to subjective (promises about service). Every lender claims to be honest, fast, and customer-focused. After you've listened to their pitch and acknowledged their value, you'll feel obligated to give them a chance—exactly as they intended.
Value propositions are marketing. Loan Estimates are facts.
➡ What You Should Say Instead
I appreciate you explaining what makes you different. I'd like to compare offers from a few lenders to see which one provides the best overall value. Can you provide me with a written Loan Estimate that includes the interest rate, monthly payment, and all closing costs?
Here's why this is the right approach:
- Acknowledges the pitch without validating it or committing to the lender
- Redirects from subjective claims to objective written documentation
- Makes it clear that you'll compare multiple lenders using standardized criteria
- Exposes lenders who prefer selling to competing
The script treats value propositions as background noise and insists on comparing written offers.
➡ See The Mortgage Script in Action
➡ Key Takeaway
Every lender claims superior service, honesty, and speed. The only way to compare lenders objectively is through written Loan Estimates. Don't choose based on sales pitches—choose based on numbers.
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