Mortgage CRM & Automations

A common problem with other automated systems out there is that they just don’t have the resources to maintain and upgrade those campaigns over time. But the reality is that automated campaigns are not simply “set it and forget it” feature. You could have the most well-built machine in the world, but that machine is still going to need a lot of maintenance, upgrades, and optimization over time.

That’s why we have in-house, dedicated Automations Specialists to ensure our campaigns keep running smoothly without missing a beat. Keep in mind, we’re always striving to grow, enhance, upgrade, and improve our systems. Our Automations Specialists work with us to upgrade our software behind the scenes, while making sure everything continues chugging along smoothly on YOUR end.

Unfortunately, a lot of loan officers are working with “general use” CRMs. These automations are a basic template to be used across multiple industries – NOT just the mortgage space. Because these “general use” CRM companies don’t specialize in helping mortgage professionals, their campaigns tend to fall short.

For most people, buying a home is the single largest purchase they’ll ever make. Plus the homebuying process itself can get incredibly stressful and overwhelming. That’s why the verbiage in your automations is SO important (and should be written by a team that actually understands the homebuying process). The messaging should be designed to relieve your prospects’ stress and get them excited move forward with you (while ALSO remaining 100% compliant within all legal regulations and mortgage protocols).

In addition to having messaging specific to the mortgage space, every tiny detail such as pipeline layout, tracking, even the timing of WHEN automations are sent out to your prospects, all those nuanced details have to be specifically tailored to the mortgage sales process. 

Not to mention, the turnaround time for mortgage closings is unlike any other industry. It might take as little as 1 month, or it could take up to 2 years before you convert a lead into a borrower! That’s why having multiple types of campaigns to account for these different timelines is crucial for growing your loan volume. 

You do have the option to try a “general use” CRM then go in and customize your automations on your own time. Unfortunately, building out a powerful, results-driven mortgage CRM takes massive amounts of effort. That’s why we’ve had multiple teams of people working together over the years to build out Loan More CRM to what it is today. Trying to go in and do your own automations ON TOP OF running your mortgage business… that’s like trying to do 50+ jobs at once.

There’s just not enough time in the day to be both a mortgage expert AND an automations expert. What we’ve found is that loan officers who try doing it all on their own end up being mediocre across the board. They get completely burnt out and frustrated, without ever reaching the level of success they worked so hard for. 

Hybrid Automation is the perfect blend of automations + manual actions. You want to automate as much as possible to save you time. However, you also want to leave room for personal touches (IE manual actions) to help you build strong relationships with your clients. 

For example, let’s say you need to go see a doctor. You schedule an appointment with the receptionist, they take down your insurance info, then a nurse takes your vital signs, and finally you speak to the doctor for a a max of 15-30 minutes.

With a Hybrid Automation system, the receptionist and nurse are like the automated follow-ups, meanwhile you yourself are the doctor. Instead of wasting time on lower-level activities like booking appointments or taking down basic info, you put all your time toward higher-level activities that actually require your EXPERTISE as a mortgage professional. 

Certain types of follow-ups are easier to automate because the goal is simply to grab your lead’s attention, retain their attention, and keep your name fresh on that lead’s mind. But with other interactions, it’s important for you to step up to the plate and be the trusted mortgage advisor. (This is the personal connection piece that leads to more client referrals and refinance deals down the road.)

With Loan More CRM’s Hybrid Automation system, we take all the tedious, time-wasting follow-ups off your plate. That way you can focus all your time and energy on the higher-level activities, such as building relationships and originating loans. 

It all comes down to having both quantity AND quality of automations. 

As a loan officer, you need to have follow-up systems in place for ANY scenario that could come up. That’s why we’ve packed Loan More CRM with 80+ campaigns to have you covered. For example, if someone misses an appointment with you, we have automations in place to get them to reschedule. If a lead seems to have ghosted you, we have automations to get them back on track and engaged in a conversation.

But what about those people who need a bit more time? Just because someone isn’t quite ready to buy or refinance until a few months from now, doesn’t mean we should throw that opportunity away!

For this reason, we ALSO have long-term follow-up campaigns for those borrowers who need a bit more time. These long-term follow-ups are absolutely proven to get you more purchase and refinance Deals 3, 6, or 12 months down the line!

Loan More CRM accounts for all the different scenarios that can come up, from the time a borrower first enters your pipeline all the way until they become a closed loan. But the automations don’t stop once the deal is funded! In fact, we even have post-sale automated follow-ups in place that will reach out to your past clients, helping you to rake in more 5-star reviews, customer referrals, and future refinance deals!

But in addition to having a high QUANTITY of follow-up campaigns, you also want to make sure those campaigns are written and designed with the utmost QUALITY. That’s why the wording we use in our messaging is highly intentional and conversational. This keeps leads interested WITHOUT coming on too strong. Frankly, a lot of other automations out there aren’t written very well, so their follow-ups read like robo-texts, which can easily scare away your borrowers.

Loan More CRM also includes TONS of educational resources, articles, videos, and PDF guides to help your prospects along their home buying or refinance journey. These educational resources are absolutely proven to build trust and establish yourself as the expert in your field.

Having high-quality automations to quickly catch your prospects’ attention and move them along toward pre-approval and funding is extremely important. That’s what separates Loan More CRM from the other systems out there that miss the mark.