Consumers approach their search for a good mortgage lender like they do in many other industries: they seek out professional opinions.

Mark Greene, a contributor for Forbes, said the primary goal for a mortgage originator or loan officer is to convince people to apply for a mortgage with them, and the biggest producers in the mortgage industry are salespeople. 

In lieu of that, Greene says when it comes down to basics, people search for a good lender using referrals and research. Consumers are wanting hard facts and figures rather than someone who can make a 'good sale.'