Do you know what some lenders are doing to beat the competition?

I recently had someone apply for a loan with me.  They were also checking out another mortgage company at the same time to see which is better.  They were very happy with the numbers I gave them, but the other companies number was a little better.  They went with the other company, but I got a call form them yesterday and they asked how soon they could refinance with me because the other company conviently forgot to add in their yearly taxes which can make a major difference.  They have told many people about my company but the other company they sre still bad mouthing I have got three laons and refi's from their friends, because of my up front knowledge and support even if they didn't sign with me.  They have know applied for a refi through my site and are very happy.  They even sent me a basket of homemade cookies and treats for my kids.  This just goes to show you that honesty is always the best policy.  Thanks for your time in reading this, and any responses will be taking into account and a thanks ahead of time for them.