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LOS ANGELES—With so many new lenders in the market, borrowers have more choices than in recent memory, but most borrowers are not taking full advantage of this opportunity. Most simply shop for the cheapest lender instead of shopping for the best lender for their transaction. This shopping pattern is fascinating because, on average, it does not match the rest of these borrower’s lives.  Most borrowers seek to buy the best car, go to the best restaurants, shop for the best clothing or go on the best vacations.  Yet, when it comes to borrowing, they focus on price, instead of value.

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