Mortgage CRM Software . . . What is it?

The term Customer Relationship Management is thrown around by many companies today claiming to have “CRM.” It’s as if it's just a three letter acronym or a one-line feature on a list of things that many systems claim to do. The truth is that CRM includes a vast array of needs and requirements depending on your business model, company size and workflow.

Many of the companies that say they have CRM technology cover just one or two principles of CRM – for example lead management or marketing. Our flagship product Mortgage iQ is the only technology that provides all the facets of CRM including:

  • Feature-rich Contact and Activity Management
  • Integration with Microsoft Outlook/Word/Excel
  • Lead Generation
  • Lead Nurturing
  • Lead Management
  • Native Websites or Website Integration
  • Customer and Partner Web Portals
  • Integrated Loan Application and Document Portal
  • Sales Workflow
  • Sales Presentation Materials
  • Sales and Marketing Compliance
  • Robust Automated Marketing
  • Customer Service/CFPB Complaints Management
  • Customizable Dashboards and Reporting
  • Recruiting
  • Phone System Integration
  • LOS Integration

In other words, all aspects of Sales, Marketing and Customer Service that your company needs.

A test for true CRM technology is who uses it. If it’s only used by your Loan Officers (or just their assistants) or only by your marketing team then it’s not a CRM System. It should also be valuable to assistants, CSR's, managers, processors, executives, partners, business development and most importantly – your customers.

Some Loan Origination Systems list CRM on their feature set. However, your LOS is built from the ground up to focus on the loan transaction; as it should be. The truth is that CRM needs span so many other facets of data, workflow and tracking needs that the transactional structure and focus of an LOS is just not a fit.

In the attempt to cover all of these areas, the partner and technology you choose MUST be 100% focused within that domain expertise at an enterprise level.

We've been delivering true CRM for over 20 years. We've seen clients try to use applications for CRM that were just never meant to do this. Your LOS is no exception. Using your LOS for CRM would be about as frustrating as trying to underwrite, process and fund loans using a CRM system. You just can’t do it.

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