Mortgage banks and lenders are faced with the challenge of meeting the borrower expectation of a personalized mortgage experience while improving the LO efficiency. Marketing automation using Salesforce Pardot provide mortgage banks with effective ways to improve lead generation, grow borrower relationships and scale the business.
SalesForce Pardot is software as a service (SaaS) marketing automation platform by SalesForce, powered by AI which offers email automation, targeted email campaigns and lead management.
Features of Salesforce Pardot
Automated email marketing
In-depth prospect tracking
Powerful lead nurturing
Prospect grading and scoring
Sales and marketing collaboration
ROI and pipeline reporting
Salesforce integration
Advanced Automation rules
Functionalities of Salesforce Pardot for Mortgage Industry
Integration with CRM
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- Loan officers are able to have a single view of borrower across all channels including web, email and actual conversation logs by integrating CRM data into Salesforce Pardot.
- Integration with CRM will save the time taken for switching between the two platforms and helps to manage everything using a single login.
- By providing the full engagement history by borrower for easier view and interpretation, this feature really bridges the gap between marketing and sales.
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Personalized Landing Pages
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- Personalized landing pages can be created for borrowers as well as brokers using Salesforce Pardot.
- Personalized landing pages helps in creating a unique experience feeling for the borrower and helps in increasing the chances of onboarding the borrower.
- Personalized landing pages can reduce the bounce rate, increase the engagement level and enhance the borrower experience.
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Engagement Studio
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- Engagement Studio is Salesforce Pardot’s lead nurturing engine.
- With Engagement Studio, lenders can build intelligent, automated programs that engage prospects at every step of the loan life cycle.
- Mortgage banks can test, deploy and automate personalized welcome journeys of borrowers using a series of triggers, actions and rules within Engagement Studio.
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Lead Nurturing and campaigns
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- Salesforce Pardot offers email drip campaigns, lead management with nurturing and scoring and campaign segmentation.
- Lenders can build and launch customized lead capture forms to gather borrower data and employ progressive profiling to build out prospect data over time.
- Custom dashboard can be created to view the performance of marketing campaigns and track the KPIs.
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Advantages of Salesforce Pardot for Mortgage Industry
Increases number of qualified leads by the using the grading and scoring feature.
Convert prospects and deepen borrower relationships through automated email marketing and lead nurturing campaigns.
Deliver relevant and personalised engagement using dynamic content creation.
Helps in making data driven decisions at scale
Helps to utilise actionable centralised customer data through the integration with CRM.
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