Challenge: To implement a consistent data de duplication approach to identify and remove duplicate records accumulating within the system.

About Project

Period: July – September 2022

Client: Freedom Capital

Subject: Enhancement of data de-duplication with custom report types for a mortgage firm

  • Freedom Capital utilizes Salesforce as its Mortgage CRM (Customer Relationship Management) system to streamline and enhance its mortgage lending operations.
  • Salesforce, a leading cloud-based CRM platform, provides a robust set of features and functionalities that enable Freedom Capital to manage its mortgage processes efficiently and effectively.
  • With Salesforce as its Mortgage CRM, Freedom Capital can centralize and organize customer data, loan applications, and related information in a unified system. This allows for easy access and collaboration across various teams, including loan officers, processors, underwriters, and support staff.

Our Task Was

One of the pain points Freedom Capital, one of the largest mortgage firms in Canada was encountering is the presence of duplicate records within their Salesforce system. Duplicate records can lead to confusion, inefficiency, and inaccurate reporting. It becomes challenging to maintain a single source of truth and undermines data integrity.


We customized their salesforce platform to help their team to manage duplicate data. We delivered the following solutions to eliminate duplicate data within their system.

  • We enhanced the company’s plan of action on duplicate records accumulating in their salesforce instance.
  • We trained them on how to use excel tools before they attempt to import data using the data import tools like Sort and Filter. Sorting helps to find duplicates. Filtering helps to isolate certain groups of data and enforce naming conventions. Also we can identify blank records also and can remove them.
  • For the already existing records within the crm, we created custom report types to detect duplicate records captured by the duplicate rules.
  • We ran reports and educated the team to optionally subscribe to those reports on a periodic basis, so that they can delete/merge the duplicate records.


  • The data deduplication by cleaning .csv file before data import ensured data quality to an extend of 30 %.
  • By implementing the custom report types and associated report subscription, they could easily manage the accumulation of duplicate records with in the crm. Records could be easily merged/deleted on a periodic basis by subscribing to the reports.
  • They found a reduction of duplicate records by 50%.

Screenshots of data de-duplication settings

Custom report type-Duplicate Contact Creation
Duplicate records report
Duplicate record set



By eliminating duplicate records and ensuring a single source of truth, data deduplication has significantly enhanced data accuracy and reliability. This has led to a more streamlined and efficient sales process, reducing the time and effort spent on manual data cleanup. Additionally, the improved data visibility has empowered sales representatives with comprehensive insights, enabling them to make informed decisions and engage with customers more effectively. Overall, these enhancements have elevated the productivity and performance of sales teams, resulting in increased revenue and customer satisfaction.