As much as I dislike that term, the reason it’s used is for the convenience to the client/customer resulting in the work/risk for the PM.

I would like to create my own hard money lending company, or enter into an already established partnership where they are focused on the customer and where growth in lending is put as a top priority.

We have been communicating on and off for the past 6 months and she has provided incredibly quick responses with great customer service.

It has the default strategies for snowball, highest interest, or you can customize it. 

This was you get to meet in person, understand their specialization and get custom advice to your exact scenario. 

(Like the 50% Rule, 2% Rule, or maybe one custom rule that you recommend?) 

They look for customers with established bank relationships and 680+ type scores.

Whether they're experienced or for real, or good only references from satisfied customers will tell. 

You'll lose customers but your revenue will likely make up for it. 

Do you think an extremely custom/DIY rental unit will draw in OR push away possible renters?