Although less than a decade ago, Customer Relationship Management (CRM) was still a largely manual process, it has transformed into a universal, automation technology. As it became more of a commonality among a broad range of institutions, several features were incorporated into the standard build. Now, all CRMs leverage the same foundation, incorporating automation, client data collection and analytics, and marketing to ease customer relations and facilitate brand development. We now differentiate competing platforms from one another by analyzing the features that go beyond the standard functionality, applying them to different climates to understand which industries they offer the greatest advantage to.
Most CRMS tackle a specific inefficiency within a niche environment or offer add-on modules that navigate businesses through a growing consumer network. Mortgage CRMs are no different, designed around industry pain points to help mortgage brokers run their front-end operations. The CRM enables lenders to keep detailed client data and maintain timely client follow up, as well as keeping proper contact and loan pipeline management to stay in control of their business.
Usually, the CRM for mortgage professionals includes applications for contact management. That allows them to organize their client information into one, easily accessible location. For mortgage brokers, CRM needs are fairly simple. They require a responsible infrastructure that will allow them to nurture their preexisting client relationships, while easing them into new connections as well. Most obstacles within the lending landscape can be traced back to a strained customer relationship, a strain most commonly instigated by a communication deficit.
Within the mortgage industry, we have many different moving parts coming together. To combine all these parts as painlessly as possible here are some features to look for in your next CRM software…
1. Regulation Compliance: Lenders can stay up-to-date on new regulations and compliances in the industry. There are integrated compliance modules available that will help keep businesses in line with rules and regulations put in place by organizations such as the Federal Housing Administration (FHA).
Following the market crash of the early 2000's, the FHA has inflicted a series of regulations onto the mortgage industry, putting a microscope to the loaning and lending process. Ultimately, this best serves both parties, reducing the risk and maximizing payoff, but the regulations are continually evolving. Having a CRM system that is flexible to changing protocols will be best suit the mortgage industry moving forward.
2. Drip Campaign Marketing: Drip campaigns can be a big asset to mortgage companies. Coupled with campaign tracking, targeted messages can be sent to clients and referral partners, allowing brokers to know how to cultivate and foster customer loyalty.
People tend to forget if they have not interacted for a long time. This is the golden truth to marketing, and this is why brand loyalty is an uphill battle. In order for mortgage companies, an entity people are not going to need to interact with on a daily or even monthly basis, to remain relevant and open to referrals they must administer a powerful outreach program. Effective outreach begins with a good CRM, capable of dispatching automated emails according to schedule.
Perhaps, you coordinate lifecycle emails with a set of triggers, a visit to the homepage, inquiry call, geofencing. Or maybe, emails are time-stamped, programmed to initiate after a latency period.
3. Loan Management: With this mortgage CRM system integration, lenders can view loan reports at any time, as well as track loans as they go through the loan originating software (LOS) system. Data such as loan status values, and the Uniform Residential Loan application (Form 1003) are synchronized. Lenders can easily access contact information, communication history and loan information.
This is essential for obvious reasons. While the CRM is the engine, lending agreements are the fuel. Being able to upload these documents to the CRM, gaining access in real-time, revolutionizes the loaning lifecycle.
4. Virtual Secretary: Lenders are reminded of important upcoming dates, and are also given up-to-date industry information, such as changes in Upfront Mortgage Insurance Rates (UFMIP). Secretarial duties are often tedious and disorganized when preformed manually.
The CRM tends to each broker's complex web of dates, times, and contacts to publish alerts accordingly, syncing with individual schedules to avoid scheduling conflicts. Through a personalized secretarial dashboard, brokers will function more efficiently, freeing time for new acquisitions.
Here, brokers will receive ruled-based notifications for regulation compliance and events tracking, ensuring mortgage professionals do not miss a beat.
5. Mobile Functionality: In lieu of the digital age, business has mobilized, making on-the-go capabilities a professional imperative. Within the mortgage industry, many items are time sensitive, requiring immediate responses on all fronts.
The CRM should have mobile capabilities that will allow mortgage brokers to access it on the road. They will be able to respond to customer requests and questions anywhere, at any time. There should also be easy access to tasks, appointments and customer details.
"An effective mortgage CRM joins disparate channels, linking channels that exist independently and creating congruence between them. The more intuitive the customer management process becomes, the stronger the pipeline." –Prem Khatri, VPO, Chetu
6. Integration Capabilities: It is important to know if the mortgage CRM software is able to fully integrate with other systems. This includes existing LOS systems and legacy systems such as ERP (Enterprise Resource Planning). Integration can save the trouble of multiple set-ups and installation.
Unifying disparate systems is the key to customer relationship management. Through integrations, mortgage professionals unite a multi-channel system, revealing an effective quality assurance process.
7. Social Media Component: The monitoring of online reviews and feedback function should be embedded in the social media tool of the mortgage CRM software. This will allow a company to be aware of what is being said about its service, and will also provide updates about the industry on social media networks.
Naturally, social media is on the forefront of modern marketing and maintaining a positive presence on these outlets is paramount to successful customer relationship management campaigns. Through social media, every brand has a voice outside of their own domain. The inclusion of a social media component within a CRM system will encourage interoperability and streamline customer interactions.
8. Web-based Portal: Clients can post comments and make inquiries through a cloud-based system. They will also be able to fill out loan applications and retrieve forms without having to print them. A web-based portal increased accessibility and supports total mobility, allowing users to tap into the system and extract the data they require regardless their location.
Accessibility draws the line in the sand between a close and a loss. Find a CRM system with a responsive UI/UX that keeps employee retention high and client dissatisfaction low.
9. Scalability: The most important for last. Will your CRM system take you to new heights, evolving alongside your mortgage firm or max out its bandwidth, bogging down progression? A worthy CRM system must be malleable and progressive, ready to pivot when necessary and work with you instead of against.
The software should be able to handle an increase of data and number of users, as well as added functions, as the business grows. Ultimately, this translates into a question of cloud space and processing power. Maybe it has the space, but lacks the processing power to maintain all of its functionality or vice versa. Scalability may be at the bottom of this list, but it should be at the top of yours.
10. Custom Build: Chetu offers implementation services if you already have a CRM in mind, but also encourages custom build. In all likelihood, no off-the-shelf option will include all the functionalities your individual business architecture requires. By building from the ground up, the power is in your hands. Rather than leaving with a solution that tackles most of your lending pain points, you leave Chetu with a system built around your business.
Developing a custom CRM system will help mortgage professionals circumvent a very personalized set of hurdles.
Chetu, Inc. does not affect the opinion of this article. Any mention of specific names for software, companies or individuals does not constitute an endorsement from either party unless otherwise specified. All case studies and blogs are written with the full cooperation, knowledge and participation of the individuals mentioned. This blog should not be construed as legal advice.
Chetu was incorporated in 2000 and is headquartered in Florida. We deliver World-Class Software Development Solutions serving entrepreneurs to Fortune 500 clients. Our services include process and systems design, package implementation, custom development, business intelligence and reporting, systems integration, as well as testing, maintenance and support. Chetu's expertise spans across the entire IT spectrum.
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