The purpose of this study is to identify the attributes that farm borrowers value in the credit relationship as well as the trade-offs in those attributes. Agricultural borrowers prefer a lender who can provide them with competitive interest rates, quick decisions on a loan request, an adequate loan amount, and knowledge of the agricultural industry. Farm borrowers do not place a priority on customized terms, but they do expect a competitive interest rate and are unwilling to pay a higher interest rate in exchange for other attributes such as faster loan decisions or specialization in agricultural lending.