Choosing a lender - whats the difference?

[Andrew Matthews]

Hi folks! 

Looking to purchase a new home in Nevada and I am curious about the lending portion of the process. 

What is the difference between lenders? It seems like they all offer similar rates, similar processes and timelines - how do I decide who to go with? Forgive me if I'm hurting feelings but it seems like a lender is providing a commodity, so no real difference between them. 

Outside of fee's what else should I be looking for or asking about when shopping lenders? 

My agent referred me to someone, but I want to make sure I do my homework.

Edit: This is for a conventional loan. My paperwork is not complicated - first time home buyer, single source of income, strong credit.

Thanks you