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must create a plan and follow through with it. Coupling
this approach with “intelligent cold calling” has the
potential to fill an originator’s sales pipeline today,
tomorrow and into the future.
A new approach
So, what tools do you need, and how do they work?
New cloud-based technology is available to help mortgage originators tap old clients as well as ferret out
new ones. These software applications don’t break the
bank, either. Even one-person shops can easily afford the
modest monthly subscription rate for such a product.
First, let’s talk cloud. Everyone has heard of it, but
does anyone really understand it? Cloud technology
simply means that you have access to software via the
internet instead of having to download anything to
your computer. This provides access anywhere to data
and eliminates the higher costs associated with prem-ise-based solutions, which require installation, maintenance, upgrades, etc.
There are affordable cloud-communication platforms
that can easily provide the necessary lead-generation
and past-client contact capabilities mortgage originators require to generate and sustain a healthy flow of
leads. The primary functions of these cloud tools are to
uncover new sales opportunities, keep existing clients
loyal and to provide superior service — which often
leads to additional business.
These tools arm originators with automated outbound dialing, allowing them to send automated reminders. They also integrate customer-relationship
management software (CRM) with lead-generation
efforts, and more. All of these functions are included
through a single cloud solution, which provides central
control over everything, along with detailed reports to
measure and track sales activity.
Leads and service
The robust functionality of cloud tools allows originators to double or triple their daily efforts in far less time.
In turn, they can focus more on client servicing and
client retention — both of which can lead to viable referrals. In short, by employing cloud-communications
software, originators can accomplish the following:
■ ■ Automate the cold-calling process:
Simple-to-use automated-dialing and texting features enble
originators to automate most of the cold-calling
function, allowing them to contact exponentially
more would-be -customers than by manually
Existing or purchased contact lists can be instantly
loaded into the system, and a pre-recorded message
(in the originator’s own voice) can be created for prospects. When a prospect’s voicemail is reached, the originator’s recorded message is left. When a live person
is contacted, the call is routed right to the originator
when he or she is available. Otherwise, the recorded
message is played.
■ ■ Automate the client-referral process: Imagine
automatically sending periodic reminders to past
clients to solicit potential referrals or to schedule
catch-up lunches to keep in touch (and potentially
uncover referrals). This software manages this entire
process, so the broker doesn’t have to worry about it.
■ ■Remind prospects of scheduled appoint-
ments: Automated reminders can be sent to clients.
Imagine having a client who needs to send their
financial information to complete the loan process.
Through this cloud-communications software,
an automated alert will be sent to remind the
individual to send the information. This process
is far less intrusive and time-consuming than if the
originator has to call the person live.
■ ■ Sound more informed when talking:
Originators can answer incoming calls and immediately
see (on their computer screen or mobile device)
everything they know about the caller. Assuming
it’s a current client, the originator would see their
name, their address, their mortgage information
and so on, without having to pull it up manually.
If it’s a cold-call prospect calling them back, they
would see the contact’s name, number, number of
times the individual was called, etc.
The screen pops make the originator sound much
more prepared and sophisticated than any other mortgage originator the client has dealt with, and this leads
to satisfaction and conversion. This works through
the built-in CRM capability, which these tools have.
When a call comes in, the contact record in the CRM
system (which is tied to the phone number) is automatically accessed and popped open on the originator’s screen — along with all information contained
within that individual’s contact record.
Cloud tools provide originators with these and
other capabilities without any technical setup. Everything isaccessible via a mobile or desktop device, and
no specific knowhow is required. It is simple and fast.
Originators can load in their first list, record their voicemail message and start their outbound calling campaign, all within the hour. The same goes for reaching
out to previous clients to generate sales referrals.
The age of technical innovation and automation is
here, and it affords many advantages to those who
embrace it. Like many industries, the mortgage field
tends to be slow to adopt innovation. Those mortgage
originators who choose to take that leap, however, will
surely have a leg up on the competition. ■
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tools allows originators to double
or triple their daily efforts in far