4 Ways a Mortgage CRM Can Improve Conversion Rates for Brokers

by Chris Brown

Do you want to be successful in the mortgage industry? One of the most important ways to improve conversion rates for brokers is to make use of the many tools that customer relationship management (CRM software) has to offer.

If you haven’t yet invested in a CRM, you might have heard that these mortgage software platforms can increase the amount of mortgage leads and improve your conversion rates. What you might not know is how they accomplish this important goal. Here’s a look at five ways a mortgage CRM can help you take your conversion rates to new heights.

businessmen holding pipelines to transporting work ball to target for success trophy

1. It Gives You a Big-Picture View of the Sales Pipeline

When you’re in the business of closing deals, it’s easy to get caught up in individual leads. Individual focus has its place, but so does stepping back and looking at your process as a whole. 

Most CRMs will give you an overview of your sales pipeline. At the click of a button, you’ll discover valuable information like:

  • How many deals you have in progress
  • Which leads have fallen through (and where in the pipeline that happened)
  • Which deals have a high chance of closing
  • Which deals need more encouragement

As a mortgage broker, you only have so much time and resources to spend. A big-picture view can help you decide where you can focus your time and resources to make the biggest difference.

targeted messages

2. It Lets You Send Targeted Messages to Potential Leads

No one wants to feel like they’re just another lead, especially when they’re doing something as life-changing as buying a house. With a good CRM, you get the best of both worlds; you can automate messaging without losing the personal touch.

For example, you might choose to divide your leads into two main groups: first-time homebuyers and those who have bought a house before. You might choose to send first-time homebuyers a welcome email that comes with a free resource, like a digital handbook that explains the process. 

Because you’ve sent something both personalized and directly beneficial, these buyers may be more willing to work with you. Even seemingly small touches like this can make a big difference when it comes to improving conversion rates for brokers.

3. It Helps You Identify Opportunities for Improvement

Any quality CRM is brimming with analytics tools, and these tools just might be the clearest way to improve conversion rates for brokers. Your CRM is constantly measuring the effectiveness of every lead generation strategy and every follow-up. When you pay close attention, you’ll be able to identify problem areas and adjust as needed. 

mortgage referrals

4. It Lets You Keep Track of Referrals

Referrals are crucial for building your business. However, with all the other data you have to manage, it’s easy to lose track of your referral sources. Most CRMs will track and store all your referral data. That’s good news for closing leads. If you segment your leads by referral source, you can customize follow-up marketing materials for each group.

Need Better Conversion Rates? BNTouch Can Help!

Close more leads, automate more processes, and discover new insights like never before. BNTouch is a mortgage CRM offering a comprehensive set of tools. Whether you’re an individual mortgage professional or part of a major corporation, we can help make your business better. Get in touch today and schedule a demo.


To learn more or schedule a demo, contact BNTouch today.

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Chris Brown
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