Leading CRM Mortgage Software

Having an effective mortgage CRM is a vital element for a loan officer and their support team. With this B2B/B2C software, all of your customers, prospects and business partners are arranged in one location. You need to have a system to grow your business and offer obtainable goals.  Nowadays, there are numerous CRMs being created exclusively for mortgage professionals.

Gone is the era of using an organizer or spreadsheet for you contacts. These CRM solutions are changing the rules by providing a variety of elements soley focused towards relationship marketing.

Here’s a quick overview of the most popular tools in 2017.


​Jungo generates its application from Salesforce’s CRM to produce a mortgage-centric solution.

Key features include:

Automated marketing campaigns

Create custom workflows (tasks & reminders for yourself and staff)

Customize marketing campaigns based on loan scenario

Referral partner tracking, evaluation, and reporting

Integrations with email, social media, Mortgage Coach EDGE, and Google Apps

Hundreds of mortgage email templates


The LoanEngage CRM,  developed by Velocify, has the following functions included:

Automated email and milestone marketing

Automated borrower and partner communications – updates and notifications

Centralized dashboard with reporting functionality

Co-branded marketing with referral partners

Customized, visual loan scenario presentations

Intelligent workflow provides prioritized tasks and reminders

Rate monitoring

Top of Mind

Top of Mind’s Surefire CRM made its debut over ten years ago and has established itself as a great solution in the mortgage industry. Surefire offers its product with standard features, and an optional plan to add more features as you grow.

Top of Mind’s Surefire basic features include:​

Automated email marketing

Co-branded marketing with referral partners

Contact monitoring and alerts

Group people into lists to send relevant material

Hundreds of email templates

Online 1003 loan application lead generator

Post-closing mail (add-on cost) and email campaigns

Videos sent automatically when loan milestones are reached,
(only if integrated into LOS)


Whiteboard is said to have top producing loan officers offer their input into the development of the software. Whiteboard plans start at just $75 per user per month, which is significantly below Surefire.

Whiteboard’s features include:​

Automated marketing utilizing The Mortgage Playbook™

Call prompts with proven and effective scripts

Customized forms for lead generation

Daily critical tasks produced from playbooks are delivered to dashboard

Solid reporting and analytics through the centralized dashboard

*Does not have LOS integration


​There are countless CRMs out there that claim to be the best for the mortgage industry.  Some we have may have not mentioned. This articles is about some of the most popular CRM programs.

Marketing Visual Content Is a Great Choice

When most people think of content, the first thing that comes to mind is text-based reading. You can expand your marketing expertise by using more visual-centric content. Whenever you leave your residence, snap a few photos or record some video clips. Visual content grabs your attention and is shareable, so it not only keeps you on a person’s thoughts, but also helps you reach more people. Did you know that articles that include an image for every 75 to 100 words receive two-times the number of social shares?

Studies have shown that when a person hears information, they’re likely to retain just 10% of that information in the coming days. The rate of retention changes dramatically when a topically related image is coupled with that same information, people remember 65% of the information three days later.

visual content marketing

Furthermore, if you take into account that visual learners comprise 65% of the population, and that presentations with visual guides are 43% more persuasive, it seems logical to utilize content that can connect with people on a psychological level. The following are 2 types of visual content that can move your marketing campaigns to a whole other level.

Brand promotion is what some Infographics pursue. Thy are crafted to include information about the company such as their logo, website address, or contact information. This is certainly a very effective method to boost your business’ brand and if used the right way can easily bring in more traffic by a minimum of 12%.

Since the beginning of 2010 to the start of 2012, search volumes for infographics have surged by more than 800% in in only 2 years.

Because of infographics attractiveness they are liked and shared three times more frequently than other forms of social media content.  Think about it. More people will link to your site’s infographic, when done right. If it goes viral, Google will crawl your website more based on their algorithm, which thereby increases the importance of your site in Google’s rankings. So if you’ve got a few trend-setting real estate statistics to reveal with your audience, an infographic is the best option.

Just like your infographic, a video should be more informative or tell a story than be overtly sales pitchy. Reap the benefits of the emotional power of video by appealing to your audience’s needs.

Your video should within the first 10 seconds provide its value and answer “why should I watch this video?” The reason is because 20 percent of people click away in th first ten seconds.  You want to make them laugh, learn something, or be inspired. A strategic call to action can be placed that the end or in the right place.

Facebook users watch videos over 100 million hours each day. Nowadays, you can broadcast a video live thanks to Google Hangouts, Facebook Live, and Snapchat. Videos are extremely helpful for exhibiting typical everyday problems and then providing the solutions that your service or product can offer.

Make the most of Visual Content
Visual content stays within the mind of your viewers, motivating them to find out more about your business. If you can produce top of the line visual content which really connects with people and publicize it on a consistent schedule, the trust and interest of your brand is guaranteed to improve greatly.

Online Marketing Tip for Loan Officers

They have over a billion users so having a strategy working on Facebooks something to strongly consider doing as soon as possible.

Promote Your Facebook Posts
Social media isn’t the instant solution for shortfalls in other areas of marketing. Nonetheless it does offer you an important ingredient to having a more balanced marketing system. The simple truth is not everyone is going to open and read the email you sent, not every referral partner will have leads to send to you, not everyone is going to retweet your tweet, and not all of your friends or people will see that brilliant post you shared on Facebook. The goal is to see to it that all your past and potential customers hear from you more than once every twelve months, if at all.

Facebook Ads are a fairly simple way to boost the views of your content. Not only can you target ads according to the demograhics of your audience, but you are also able to create advertising campaigns consistent with the goals of your business. You can make a campaign for the sole purpose of driving traffic to your business website, increase the visibility of your Facebook business page or merely elevate a Facebook post.

All you have to do is browse to your Facebook Business Page sometime during the month for a post you want to boost. It can be a link to your most recent blog post or your video.

One of the best suggestions by experts is to boost posts to your current audience for $5-$10. The goal is to have high user engagement on your posts. When your audience clicks or like one of your boosted posts, it is a signal to Facebook that they’re interested in your brand and your businesses’ posts will be shown more frequently in their News Feed.

So to have an engaging audience, start filtering your audience list regularly to make sure it is up to date. By doing this, you’ll b more confident that your email campaigns will have engagement and be a part of your marketing success.

Nobody wants to send out emails to non-responsive people or inactive accounts.
With a good audience, you can separate your list for highly targeted social media campaigns and emails, and develop more individualized or geographical content to deliver a great message at the right time.

Get Reviews from your Clients
You know people read Yelp for reviews on local restaurants, and read customer feedback from local companies for advice on small and big purchases. Long story short, if it involve paying for a product or service people want to know the experience others had.

Many marketing experts suggest that you ask your clients for reviews (or even referrals) just before the closing date on a loan. Reach out to your client by email and/or in person right before closing or a week after to ask for a review and put it on a website of your choosing.

Make it easy for them by  having an email ready with a sentence thanking them for their business and put the link to site where you want them to put a review for you.

Getting a Realtor Partner

How to Create A Win-Win Partnership
As with most relationships, they don’t happen overnight and need some time to develop. For an outstanding business relationship or partnership to work, you must know your partner very well and grow to trust each other.  Prosperous partnerships realize the value of long-term business planning, make joint investments int th other’s business and schedule regular meetings intended to bolster growth in the future.

Identifying Realtors Who Know the Value of a Partner
There are specific attributes to look for with regards to partnering with a Realtor to make it mutually beneficial.  You might need to meet more than a few times with the prospect to become familiar with and trust them before an exclusive relationship can be formed. For a good potential partner, you want to know the following:

1.      Works as a full time realtor

2.    Invested in their business

3.     Creates trust with their clients for long-term relationship

4.    Good at networking

5.     Close a respectable amount of transactions

6.     Professional in appearance and the way they do business

7.    Open to new ideas to grow their business
8.     Our business philosophy matches

9.      Respect for my profession and my team

10.      Someone I can trust

Guess which of the three are considered most important?  principles, a full-time realtor, and respects me.

Characteristics of great working partnerships

·         Think-alike.  Each partner understands that the customer is an annuity. They work together to squeeze every drop out of every opportunity. They understand how to build high trust with their clients together and always communicate throughout each transaction.

·         Partner’s care about each other’s business.  They regard each other as an expert and  are a passive marketer for each other’s business.  The lender supports the buyer’s decision in choosing the Realtor® and the Realtor® also backs up the lender during the loan process.

·         Partner’s provide sincere and helpful feedback and not hesitant to discuss where improvements may be improved.

·         The annual commissions of both increase along side each other.  Neither the Realtor® nor the Loan Officer are asked for referral fees  or commission cuts to make the deal close.  The professions of each have solid mutual respect by each other. A sign that the partnership is working on all cylinders is when referrals from outside sources constantly come in.

7 Tips for a Branch Manager to Hire the Right Loan Officer

The following 7 Steps are crucial to establishing a process that generates consistency when recruiting strong salespeople in your mortgage company.

1) Always Be Recruiting – the worst time to hire a salesperson is the time your sale staff is desperate. The reason being that you are more likely to hire the first person which may be the wrong person, By actively recruiting, you can hire the right salesperson for the job and not settle.

2) The Eye-catching Ad – this should not be a short narrative of the job or the company. Actually your goal here is to summarize the candidate you want to have by detailing what the candidate has already accomplished.

3) Sifting through Resumes – The majority of business owners make a giant mistake when they invite or rule out a candidate predicated on their resumes.  Resumes actually are not always accurate predictors whether a person will be successful in the available loan officer positions you have. The best way to filter out the candidates is to assess them early in the process.  There are plenty of sales specific assessment tools on the market to predict with close to 100% accuracy, if a candidate will do well or fail terribly as a mortgage originator in your local area.

4) Quick Phone Call – have a really quick conversation for around 4 minutes just with the candidates you feel are in a position to be hired according to the assessment.  Your objective is to find out if they possess the experience you described in your ad, and to be certain they would represent your company well.

5)  In Person Interview – the main objective of the interview is to test your candidate about what they put on their resume abd validate it to gauge whether it is the truth or not.

6) Referral Network – Build a recruiting referral network of people who send you salesperson candidates. Leaders of service organizations (Rotary, etc.) are a good place to start.  If you are a member of the local Chamber of Commerce find out who is the sales director and get to know other members who are salespeople.  Put an ad up on Facebook, LinkedIn, Twitter, etc.

7)  Prospecting Millennials
Generalizing a group of people is risky in many aspects. Not all “Millennials” act or think the same way. However, if you had to label a generation. Millennials aren’t very fond of aggressive salespeople. Millennials feel more comfortable helping others and offering viable solutions than selling just to make a sale.
An awesome question to ask a millennial during an interview is, What types of problems do you see yourself solving for your customers, company, or society in the next five years?’ as opposed to the outdated “Where do you want to be in five years?’

Additional reasons why you should not always rely on a resume. According to Hire Right, a company that assists companies with employee background checks

80% of all resumes are deceiving.
29%  have bogus degrees.
30%  inaccurate dates of employment.
40%  have exaggerated salary claims.
30% have embellished job descriptions.
27%  give fake references.

Educate Your Clients More Than Selling Them

Loan Officers and Realtors are sales positions by definition as they usually work on commission. The art of selling is not always pushing someone to buy right away.

People may not feel comfortable right away and need some more information or clarity before deciding to go ahead. They need to be educated why it is a good choice or product.business professional

How does this apply to loan officers?

Are you aware that many homebuyers do not include the cost of homeowner’s insurance?

It is pretty basic stuff to loan officers and realtors but the general public needs to know with 100% certainty the estimated costs of buying a home.

Furthermore, they may not be aware of additional costs or have erroneous information they picked up from a friend, relative or an uninformed real estate professional.

This is why being an educator about the loan process is an excellent marketing strategy for mortgage originators.

You can showcase your knowledge and expertise right on your website or blog. This allows you the chance to come across as a genuine expert and to build your own brand.

Here’s How to Start

Actually, it is pretty easy.  Just write down some of the most common questions borrowers ask, and then answer those questions on your website in a more general way.

For example, let’s say a few people called you in the past few weeks and asked, “how much home can I afford if I make $100,000 and have $1,000 in monthly recurring debt, or $150k and have $2,000 in monthly debts for a credit card and car loan, or I had a short sale in the last two years and so on.

Alright, so what you’ll do is simply create a blog post on that topic and write out an informative answer. Even better, if you helped someone in that particular situation and can attach a testimonial with it.

If you’re pretty good video recording software, you can even make a video series as well so the borrower has a face to place with the expert. Trust is built quicker with someone’s face attached to the message. I am sure you might agree with this.

Remember, it is a lot easier to reject someone when they don’t ever see their face with the pitch. So, you may want to perform some testing using a warm and friendly professional picture in your blog posts to see what the response rate is.

The New Generation of Loan Officers

The 2008 financial crisis was second worst behind the Great Depression in the 1930s. It affected not only the U.S. but countries worldwide, making stocks crash and calling for contentious government bailouts.

Following the bailouts, the government put into effect heaving regulations that has made it more difficult to obtain a mortgage. It has helped but also has hindered the process.

How have these new mortgage loan standards affected loan officer jobs?

Much like various other businesses, the mortgage loan originator industry will be hiring millennials, who will comprise 40 percent of the labor force by 2020. The challenge is, a small amount of millennials find the industry attractive as a job.

Additionally, the truth is millenials are typically not as concerned with securing financing on a home. This is relative to past generations. Studies have shown that millennials are looking for distinct experiences, exceptional support services, and powerful marketing. Similar to how automobile dealers have made car financing commercials somewhat exciting, so too can the mortgage lenders if they want to attract that audience.

Businesses overall are applying more of their marketing efforts toward the younger generation, utilizing the items that pull them in. Millennials prefer to have options at their disposal. The older traditional methods are a turn-off. As a result, mortgage companies are providing mobile applications and efficient software to draw in more millennials.

Residential lending companies aren’t just trying to persuade millennials into applying for home loans—they’re hoping to get them to become loan officers. As discussed, a career as a loan officer may certainly be attractive to a good amount of millennials. While it may not be the new job at an exciting start-up tech company, it features many of the important aspects millennials want in their careers, like flexibility and the chance to rise in the ranks.

Based on data from the Mortgage Bankers Association, the average age of a loan officer is 54. As soon as these mortgage originators get close to the age of retirement, younger faces will need to fill in the vacancies.

Despite what millennials think about mortgage loans now, they may need them in the years to come. According to a 2015 study by Mortgage Bankers Association, roughly 16 million households will be ready to make a move into their own home by 2024. That demand for housing will come from millennials, baby boomers, Hispanics, African-Americans, and Asian-Americans. Logically more licensed loan originators are needed and it’s likely that, those will be millennials.

What You Need to Do to Become Successful as a Loan Originator

The following are some tried and true tasks that mortgage originators need to implement to achieve long term success in the residential lending industry.


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Consistent Business Tips for Loan Officers

Starting your career as a new loan originator will require some consistent lead sources. Many experienced mortgage originators will tell you hands-down, their best source for business is from Realtors.

There are two simple reasons why that is:

Realtors deal with people every day who need your services!
Realtors alone don’t usually earn a commission unless their client is approved for financing. The exception are when they represent all-cash buyers which happens a lot in California and high-cost areas in the country.vlo-672x3721

What many loan originators have been doing to work with Realtors is to establish and cultivate a great relationship. The following are some strategies where some Realtors will respond and some will not respond. The thing is you only need to have 5 to 10 good relationships to keep you busy and earning a comfortable living every month.

1. Schedule a Meeting with the Agent at their Office
Nothing can replace face to face contact. Quality relationships develop more in PERSON than they through the email, text messages or the phone.
Trust is built when someone see your face, knows your voice, gets a sense of who you really are in person.  Don’t be fearful, too much of a salesperson. Just be yourself,friendly, and wanting to know them as a person and what their goals are.

2. Once you feel there is a mutual friendship, ask them to have a quick coffee. The objective here is to make a calm and friendly conversation and then you ask, “Is there anyway I can help you sell more homes?”
The agent will usually share a not so good experience and you can find a way to solve it. Maybe there’s an open house you can sit on to generate buyer leads for them.

3. Do Informational Workshops for those in your Realtor network

Have you noticed ares where Realtors are not well informed about a particular loan product? Organize a workshop and see if you can go over it with agents in nearby Real Estate Offices. Organize the meeting, with snacks, and be sure to consider some Q&A afterwards. Subject areas could be: Co-borrowers, Credit Scores, Allowable down payment funds, Self-employed borrower income and deductions… each one of these can help Realtors be more knowledgeable when the topic of income arises and multiple buyers.

Top 10 Traits of a Successful Loan Officer

Improve Your Pipeline By Doing the Following Below :

  1. Have a strategy!
    Is your pipeline where you want it to be? If not, know what you must do immediately to improve that by the end of the week. Schedule your day, week and month! Do not do something without preparation! Medical doctors and Airplane pilots don’t do this. Be the ultimate professional and be prepared and know very well what you have to do.home loan products
  2. Understand your Products and Guidelines Inside-out!
    How can you sell a loan to someone if you don’t really know your products? You should have a product in mind after you talk qualify your customers and pull their credit. Do not continue to take the 1003 loan application and pull credit if you know they don’t qualify. You should not waste people’s time and money not knowing your products.
  1. Raise Your Goals!
    A great number of Loan Officers do not succeed because of setting their personal production levels low. Why give yourself low limits?   If you don’t ever see yourself closing 10 loans, then how are you going to get there? If your goal is to close 3 or 4, then you will not attain the top production honors. Set your production level higher than everyone else!
  1. Don’t be scared to give bad news!
    The fact is that this industry has good and bad news for consumers. Too many times Loan Officers work on problem files too long. This is the huge mistake because it creates a lot of excessive time working on “problem files”. When you make that unwanted call, be definitive about the decision! The earlier you do it, the faster you can move on to next deal.
  1. Provide Great Service!
    Return phone calls immediately to your clients! Regularly call your customer during the loan process just to let them that you are handling things. Stay consistent on a daily basis and provide the customer service required to receive referrals down the road!

6   Drive & Determination
Top producing loan officers are always asking for business, and “no” just means “not yet” to them. They don’t view themselves failing; rather, what they offered wasn’t perceived right. If the Realtor doesn’t give them business, they feel they have not shown a good deal of value. If the client chooses some other lender, the loan officer analyzes what he or she needs to do to get a desired result next time. Competitiveness, drive, ambition and a healthy self-image are what counts.

  1. Product Discipline
    Don’t try to be offer all types of loans to all consumers. You want to deliver great service and offer the best borrowing experience for the clients, so trying to do one local down payment assistance program loan every year will never make you an expert. The best originators would never work on a loan they can’t originate 8-10 times a month, which likely eliminates these type of loans. They simply refer out loans they don’t shine in.

8. They Have Proven Systems and Disciplines
The best originators adhere to a strictly outlined sales process and a sales funnel to keep clients coming in their system. There have clearly laid out requirements and systems to maintain high quality files so the customer experience is familiar and known. The loan officer’s goal is to originate loans that are going to be clear to close on the first submission.

These LO’s don’t have stacks of post it-notes, or 40 to 50 separate papers of client notes. They manage a database or CRM software for their contacts. To maximize every possible opportunity, there is a follow-up strategy. Just by never neglecting an opportunity, some loan officers have added 2 loans each month to their average annual production.

  1. Accountability!
    Challenges and problems are your own to conquer! Be resilient! There’s no excuse to fail when you dropped the ball. Do not blame it all on the loan processors or underwriters for your failures!
  1. Ask for Referrals
    Top originators don’t have problems asking past clients if they know anyone else that may need to refinance or buy a home? The question should not be asked until the loan officer provides a great customer experience.