Automating your mortgage marketing system is a useful way to improve your day-to-day operations. You can improve both your lead management and lead conversion rates through mortgage marketing automation. Plus, it will save you time and allow you to focus on many more important tasks related to running your business.
What is Customer Relationship Management?
Before we can talk about automating your CRM system, let’s talk about what CRM actually is. Customer Relationship Management is, according to Forbes, a combination of “all of the activities, strategies, and technologies that companies use to manage their interactions with their current and potential customers.”
CRM includes contact management, email marketing, marketing materials, referral programs, and sales processes.
The most important thing you want your mortgage CRM software to do is manage your leads from start to finish. While lead generation may come from a lot of different places, like advertising, referrals, and SEO content. However, once the leads are generated it’s up to your CRM to manage and nurture those leads.
Each step in the process your CRM gives you or your contact a nudge to take the next step in their mortgage application, submit each piece of the required information, and finish the loan origination process.
What parts of the CRM process can be automated?
You know handling each step of the customer relations journey can be overwhelming, but with a specialized mortgage CRM, you can set the simpler tasks to be automated!
Imagine this situation: a potential customer finds your company online because you rank high in your area on Google. You’ve built top-notch landing pages on your website with marketing content that is informative and compelling. Thanks to the specific calls to action (CTAs) on your pages, a potential lead is nudged to fill out a contact form with their name, email address, phone number, and several key pieces of useful information.
If you were doing everything on your own, you would need to regularly check those incoming contact forms, craft an email or make a phone call, and start working to get the person to complete the process. Days, weeks, and even months could go by as you walk the lead through the whole experience.
In that time, they may find someone else to work with, lose interest, or feel neglected by slow responses. This is especially likely if you are generating a lot of leads.
So what happens when loan officers are able to use a better, more efficient automated system?
When the lead fills out their contact information, they are immediately greeted by an enthusiastic, positive, and motivating email that encourages them to take the next step. Automating email creates faster follow-ups and engagement.
How can you choose the right CRM software?
Mortgage marketing automation is unique. Although there are many CRM software companies out there, you want to choose one that understands the ins and outs of the mortgage industry.
Yes, every company wants to use automated CRMs to increase their bottom line, but choosing software that is designed for the mortgage industry is a great strategy for any thoughtful mortgage broker.
Some key features you should look for when choosing a CRM include:
- Lots of useful features for your money
- A great reputation in the industry
- Excellent integration with existing real estate platforms like Zillow and Realtor.com
- A high-quality mobile app that works well for your brokers and customers alike
- Great software support and training
- Useful analytics to evaluate your success each step of the way
Check out a demo of Whiteboard CRM today to learn how we can support your company’s growth and increased revenue.