Kirk King is president of Continuity Programs Inc. and vice
president of the Michigan Mortgage Lenders Association
board. Continuity Programs helps lenders grow with
easy-to-use CRM. My CRMDashboard, also known as MGIC
Elements, is the company’s mortgage lead-generating CRM.
Michigan Celebrates Small Business recognized Continuity
Programs as one of the “Michigan 50 Companies to Watch”
in 2017. To learn more about Continuity Programs,
King at email@example.com.
Lead Generation Made Easy
Turn your database into a powerful tool with a mortgage CRM system
By Kirk King
Different times require different strategies and innovations to compete in an ever- changing mortgage-lending world. In 2016, many lenders and mortgage companies turned to automated technology to help them
better compete. Most of them, however, still are not
using that technology to its full potential.
The push for finding more efficient ways to acquire
and process loans has led many originators to embrace
marketing strategies that help generate higher quality
leads. By targeting past borrowers, referral partners,
friends and family, originators can get them to raise
their hands when the time is right. A properly crafted
marketing campaign can turn potential borrowers into
long-term, loyal customers.
Tapping into your customer database to generate
business is not new or complicated, but without the
right tool, it can be time-consuming to do well. A
customer relationship management (CRM) system is
the solution. The right CRM solution can help originators harness the power of automated marketing and
find ways to improve lead generation.
What can the ideal CRM do for your business? The
better question might be, what can’t it do? A CRM is
the ideal tool for growing your business, increasing
productivity, managing leads, delivering targeted
marketing, enriching customer experience and more.
Let’s look at some of the benefits.
First off, a good CRM system will save you time. It
makes far more sense for originators to be processing
loans than scraping about for leads and referrals, or
trying to manage the big job of staying in touch with
past clients — all things that are easily managed by a
good mortgage CRM.
In addition, by getting all your data into one source,
your productivity increases exponentially, because
you and your staff spend less time looking for information. What’s more, access to the right information
results in better-informed decisions.
From initial prospects to funded clients, superior
lead management lets originators increase lead conversions. Automated marketing saves time because
your CRM manages tasks and sends automated
Less time spent manually processing data also
Improved customer experience
means more time spent on building relationships
with customers. Segmented lists and personalization
combine to let you address specific client interests,
referral sources builds the foundation for becoming a
Each customer has different goals and requires specialized treatment throughout the loan process. A good
mortgage CRM can track client interactions, borrower
status as loan files travel down the funnel, and client
needs at any given point in the process.
Custom dashboards and executive reports let you
manage customer satisfaction, measure key performance metrics and monitor employee performance.
In addition, improved time management, high-level
customer experience and effective automated
marketing result in better performance for your mortgage business.
Mortgage marketing is slowly changing as originators embrace innovative and interactive approaches.
Automated marketing goes beyond standard client
engagement and customer-loyalty efforts, and helps
generate more quality leads.
Traditional, non-mortgage-specific CRMs help track
customer data to meet conversion goals. A CRM specifically designed for mortgage companies helps organize
the marketing workflow so originators have more time
to pursue leads and close sales. These automated
marketing campaigns work to keep you first in the
minds of your customers.
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