A CRM software if not able to accelerate and streamline sales process is nothing more than a centralized library of contact information. Implementing the right CRM will increase efficiency by helping in converting leads into clients, closing down more loans and automating marketing efforts.
Must have features of a CRM system for the Mortgage Industry
Cloud based architecture
Cloud based systems are generally faster, more cost-effective, and easier to set up and customize than on premise applications.
Third party integrations
The best CRM systems are built to integrate with other popular third party applications used in Mortgage industry like DocuSign, Floify, Veri-Tax, Equifax etc so that loan officers can complete the whole process from one platform rather than switching between multiple applications. Apart from mortgage specific applications, the CRM must also seamlessly integrate with email applications(like Gmail, Outlook), cloud apps( like Calendar, Drive) and cloud storage providers(like Dropbox).
Mobile first strategy
The CRM solution must be optimized for all devices with a mobile first strategy in place. Loan officers and other stake holders can stay connected all the time via a mobile application of the CRM system and thereby broaden their opportunities window.
Dashboard and Reporting facility
Interactive real time dashboards with customizable reports help to keep track the performance of the marketing campaigns and provide pipeline view of sales efforts down the funnel.
Automated marketing
It should be possible to set up the CRM to create daily to-do lists, schedule call alerts, and trigger emails. An individual record for each client must contain everything from call logs and notes, deal conversations, and quotes, shared files to customer service tickets so that any loan officer will have access to these records to speak to clients with confidence.
Customizable Platform
The CRM must be built on a platform that can be customized to the needs of the lender, be it be custom fields, new business rules or custom email triggers. The best CRMs feature drag-and-drop customization capabilities, and then deliver regular upgrades automatically that won’t break those customizations —with little or no need for IT involvement.
Scalable
Scalability implies that the CRM must be adaptable so that the CRM fit the needs of the lender and loan officers as the mortgage bank grows. Therefore the CRM system must have an open platform with scalable solutions for sales, service, marketing, community, analytics, and apps.
Web to Lead form
The web to lead form feature automatically routes in the leads who have filled the contact form within the lenders website along with their contact information, account activity, and relevant company information. From there, most of the activities from converting an open lead through to a closed opportunity will be coordinated and automated within the CRM.
Enhancing customer experience
The CRM must store all the aspects of customer interaction with options to personalize the communication, offer relevant content and service, and respond quickly to their requests ensuring that no question goes unanswered.
For further information on Mortgage CRMs feel free to contact us at 1800.846.1619 or write to us at info@takefiveconsulting.com.
