Mortgage brokers offer consumers and commercial clients an alternative to walking into a bank to secure a mortgage on their own. They’re experts in negotiating with banks, and they work on behalf of their clients – not the lenders – to try and secure the best deals possible. But in order to build a successful business, there are a few things mortgage brokers need to do. One is to stand out over the banks by offering something they can’t. The other is to properly direct their resources so that they can spend more time negotiating deals and less time doing everything else. A customer resource management platform is an ideal tool to enable those goals. Here are three of the most important ways a CRM can benefit mortgage brokers, both in ways their clients will see and behind the scenes.
1) A CRM Helps Brokers Build Stronger Relationships
There are a few things that push clients towards mortgage brokers instead of dealing directly with banks, and one is personal service. Nobody likes feeling like just another number, and the more a broker can make a client feel special, the more likely it is that the client will walk away happy – the key to getting all-important referrals. That means relationship building is one of a mortgage broker’s most important jobs.
A good CRM platform supercharges a broker’s ability to build strong, stable relationships because it removes the weakest point in the equation – the broker’s memory. Managing even one client can be a challenge, but as a broker’s client base grows into the tens or maybe even the hundreds, it becomes impossible.
CRM tools are specifically designed to organize and streamline every aspect of customer interaction – putting all historical data and information at a broker’s fingertips. That means never losing track of a client’s personal needs or where they are in the application process. With a CRM, brokers can even keep track of information like anniversaries and kids’ birthdays to earn extra brownie points!
2) A CRM Helps Brokers Identify the Most Productive Prospects
The 80:20 rule is well understood, and when it comes to managing prospects and closing deals, the carefully-directed effort is the key to success. Not all prospects are equally likely to sign on, and some represent larger deals than others. Simply put, some leads aren’t as valuable as others, for a variety of reasons.
Keeping track of prospects and leads manually with spreadsheets or other primitive tools robs brokers of the insights and data necessary to properly direct their effort. The result is time wasted chasing dead ends rather than closing promising deals.
By automatically tying calls, emails, and documents to each prospect’s file, a CRM provides brokers with complete situational awareness on the status of every prospect they deal with, no matter where they are in the process. Brokers can then assess how hot or cold a lead is in a matter of a few clicks, and advanced reporting options allow brokers to quickly narrow down where their time and effort is best spent.
3) A CRM Cuts Down on Admin Time So Brokers Can Focus on Closing Deals
Administrative tasks eat up an enormous amount of time, and they contribute nothing to growing revenues. That’s especially problematic for independent mortgage brokers that don’t have the benefit of an administrative team to handle those tasks. Long hours spent managing data, scheduling, filing, and generating reports is the time that could be spent finding new clients and negotiating with lenders.
Putting a quality CRM tool to work eliminates a huge amount of the busywork of administrating by automating and streamlining as many processes as possible. Contacts, client files, billing and payments, tracking, reporting and more can all be brought into one single point of control, minimizing wasted time. The result is that brokers can work smarter on administration, allowing them to work harder for their clients by focusing on lender negotiations.
It’s clear that mortgage brokers have a lot to gain by employing a customer resource management tool, from better client relations to more efficient prospecting to lowered administrative burdens, and beyond. But not all CRM tools are created equal. CRMDialer is an industry-leading CRM platform that combines the many benefits of CRM with a fully-featured power dialer – making it the ultimate tool for businesses with large call sheets. Contact us today for more information on how CRMDialer can benefit your brokerage or sign up for a free demo and let us show you!