Question about mortgage loans.?

A friend of mine is looking to buy a house & I’m curious as to why lenders & banks she talks to all vary on limits or length or monthly payments so drasticly. Like one bank or lendered said with her assets income & great credit they’d loan her her 300k at like 4.5% for 30 years while another bank/lender had a much lower rate, another offered 330k yet the monthly payment would have been less then with 300k. Is it just because each bank/lender has different limits of what their willing to risk? I also curious because you always see ads for mortgages with low monthly rates on good credit yet they usually are higher then what an actual bank would offer. Again is it just because of different risk levels of the lenders?

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