Amid the competitive environment of the current mortgage market creativity is winning for many mortgage brokers and lenders. With consumers seeking out the best rates many are less concerned about the range of features that come with the loan, as long as the price is right. Steve Pipkey of Spin Mortgage says that some lenders are better at “revealing the fine print” than others making searching online for the best deal can be confusing. However this could be an opportunity for mortgage brokers to shout about the services they can offer that an online search often does not. Ultimately consumers will lose out if they opt for the cheapest deal only to discover a raft of conditions and exclusions that a good broker would have explained.