Rates and terms rarely differentiate one lender from the next in today’s increasingly competitive financial market. What does? Loan officers. Well-funded challenger lenders and banks are moving in to capture their piece of the booming U.S. mortgage market. And Millennials and Gen Z buyers—individuals with greater, more demanding, digital-centric expectations for lenders—are comprising a much larger portion of the homebuyer population. Good habits and customer centricity will be what sets high-performing LOs from the rest.