A mortgage CRM is vital for enhancing the customer experience. When you invest in the Salesforce CRM platform, your mortgage loan officers, processors, underwriters, and brokers have the opportunity to build customer relationships and upsell products and services that align with their long-term goals.
While there are many Salesforce products to choose from for mortgage and lending firms, Salesforce Financial Services Cloud (FSC) provides the most significant benefits because you can access vital borrower data from any mobile device in real time. Additionally, Salesforce FSC allows mortgage and lending firms to integrate their tools and technologies into the platform, allowing them to access everything they need in a single platform.
Before reading, check out our previous blog to learn how major mortgage and lending companies use Salesforce FSC to their full potential.
Why Use Salesforce To Streamline Mortgage Solutions?
When you streamline mortgage solutions with Salesforce, your team has the opportunity to:
Close Loans Quicker
Implementing Salesforce FSC into your CRM software will reduce the amount of time it typically takes to close loans. With Salesforce FSC, each member of your loan processing team has full transparency of what stage a loan is in. This allows each loan officer, processor, underwriter, and broker to know what they need to do to get the loan approved as quickly as possible.
Additionally, Salesforce FSC gives mortgage and lending companies the chance to automate their underwriting. This reduces the amount of time it takes to process a loan because fewer people are needed to review the loan, reducing the risk of human error.
When you integrate mortgage and lending technologies like Roostify, you have the opportunity to automate the lending journey, create better customer experiences, and gather data that empowers your borrowers. Roostify simplifies your customers’ path to homeownership and enables them and your lending team to close loans quicker.
Personalize Your Marketing Efforts
With Salesforce capabilities, you have the opportunity to personalize marketing efforts to reach potential and current borrowers. Salesforce Marketing Cloud enables loan officers to automate marketing materials that align with a borrower’s long-term personal and financial goals. Additionally, when paired with Pardot, Salesforce Marketing Cloud allows loan officers to forecast what they’re in the market for next and maximize their lending experience.
Grow Your Sales Opportunities
When you implement Salesforce for mortgage and lending operations, you have the bandwidth to expand your book of business. As mentioned previously, mortgage and lending technologies like Roostify minimize the time it takes to close loans. Integrating Roostify into your Salesforce software gives mortgage loan officers the ability to increase their book of business by 80%. Whether you’re a bank and credit union or an independent mortgage bank, mortgage and lending tools like Roostify enable your team to provide top-tier customer service from beginning to end of the loan application process.
Salesforce Extensions That Streamline Lending Processes
Mortgage loan officers, processors, underwriters, and brokers use a variety of tools and technologies to do their job effectively. With Salesforce, your lending team has the convenience to streamline communication and access everything they need from a single platform. Here are some of the best Salesforce third-party extensions that streamline lending processes:
Loan Origination Systems
Loan origination systems (LOS) make the mortgage origination process seamless for borrowers and everyone involved in the application process. Here are some of the most popular LOS Salesforce extensions to implement into your CRM platform:
Blend
Through Blend’s data-driven automation, your mortgage and lending team has the ability to deliver a digital mortgage solution that puts borrowers at the center of the experience. With Blend, your team can create and distribute customized dashboards that align with their specific needs, allowing them to understand where they are in the loan application process.
Encompass
Encompass (powered by ICE Mortgage Technology) enables mortgage and lending teams to originate more loans, reduce costs, minimize close time, and make better business decisions. When integrated with Salesforce, your team can access information in real time without leaving the CRM platform.
Calyx
Mortgages can be complicated, but Calyx makes them simpler. By implementing Calyx with your Salesforce platform, your mortgage professionals can spend less time processing documents and more time focusing on the long-term goals of borrowers.
LendingPad
LendingPad is an all-inclusive mortgage solution for banks, credit unions, and independent mortgage banks. It’s a streamlined LOS that enables your team to document a borrower’s files effectively. When integrated with Salesforce FSC, your team can implement solutions rapidly, operate efficiently, and scale with confidence.
E-Signature Tools
Mortgage loan officer and borrower signatures are essential for closing loan applications. In-person document signing isn’t convenient for a lot of borrowers, which is why more mortgage and lending companies are implementing e-signature tools into their Salesforce, including:
Adobe Sign
Adobe Sign is a trusted e-signature solution for the mortgage and lending industry. With Adobe Sign, you can quickly and securely obtain the signatures you need to close loan applications.
Conga
Conga is a standardized e-signature solution that accelerates the mortgage origination process. It’s an end-to-end solution that enables your loan officers to close deals faster and continue to grow your revenue.
DocuSign
DocuSign is a trusted Salesforce extension that many mortgage companies use to streamline lending processes. This e-signature tool meets the necessary compliance standards, including ISO 27001, HIPAA, 21 CFR Part 11, Sarbanes-Oxley, and FedRAMP.
If your mortgage loan officers are looking to expand their book of business, LinkedIn is a great way to network with potential borrowers in your target market. With LinkedIn Sales Navigator, your mortgage loan officers can find new business opportunities without leaving the Salesforce platform. LinkedIn Sales Navigator with Salesforce enables your team to send warm introductions through TeamLink and view key insights on potential borrowers, maximizing your lead generating strategy.
Data Enrichment
Like LinkedIn Sales Navigator, data enrichment tools are essential for expanding your loan officers’ book of business. Here are a few of the top data enrichment tools you can integrate into your Salesforce CRM:
D&B Hoovers
Digital intelligence and analytics from D&B Hoovers allow your loan officers to find new borrowers that meet your qualifications. Through this Salesforce third-party extension, D&B Hoovers helps your mortgage and lending team strategically target potential borrowers, optimize the way they approach sales, and have informed, productive conversations.
ZoomInfo
ZoomInfo (powered by DiscoverOrg) allows mortgage loan officers to uncover high-quality selling opportunities. Integrating ZoomInfo in Salesforce helps your team gain insight into potential borrowers, including their email address and direct phone line.
Communication Tools
When it all comes down to it, most mortgage and lending companies want one thing: to build long-lasting relationships with borrowers. With the following communication tools, your mortgage loan officers, processors, underwriters, and borrowers have the opportunity to maximize a borrower’s experience with your company:
Amazon Connect
Amazon Connect is a Salesforce AppExchange product that brings your loan officers closer to borrowers. This communication tool brings a personalized experience to each account and ensures that each meeting is an effective, positive experience for borrowers.
Five9
When integrated into your Salesforce platform, Five9 allows your mortgage and lending team to connect with borrowers from a single platform. This digital communication application enables your team to send messages effectively and deliver quick answers to any questions they may have about a borrower’s status in the mortgage origination process.
RingCentral
Through RingCentral, your mortgage and lending teams can make phone calls with click-to-dial or contact and account records. This Salesforce extension is ideal for quickly connecting with borrowers or other mortgage team members.
Zoom
Implementing Zoom with Salesforce enables your mortgage and lending team to have effective conversations with potential and ongoing borrowers. Additionally, it’s an ideal tool for hosting webinars because it allows your team to provide an overview of the mortgage origination process and give potential borrowers greater insight into how your company approaches loans.
Key Takeaways
When you implement Salesforce FSC into your day-to-day mortgage operations, you boost communication efficiency between team members and create transparency for borrowers. This enables you to build better customer relationships and upsell them when the timing is right.
While there are many Salesforce products and AppExchange extensions to choose from, the Salesforce experts at Abstrakt Cloud Solutions are here to help you choose the best one for your mortgage and lending process. If you’re ready to get the most out of your Salesforce investment, contact the Salesforce specialists at Abstrakt Cloud Solutions!
