These days lenders are having a hard time. Interest rates are high and prices are high so the loan demand is low. (Refinances are almost non-existent.)
So when you apply for a loan and your lender checks your credit, the credit reporting companies are selling your information to other lenders. So you get a bunch of calls from lenders trying to sell you their loan.
You might think it is good to have lenders “fighting” over you, but it really isn’t. Those generally aren’t lenders you would want to work with, and they have no motivation to do a good job for you.
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