Capturing promising mortgage leads is the first step to growing your business. However, learning how to stay connected with mortgage leads before, during, and after closing is the key to turning those clients into lifelong customers.
To do that, you’ll need a dynamic customer relationship management (CRM) platform. Here’s how the right CRM can help you make the most of your mortgage leads.
What Is a CRM for Mortgage Leads?
A customer relationship management platform for mortgage leads is a CRM built specifically for lending professionals like you. These solutions allow users to nurture mortgage leads across multiple channels and automate campaigns. The goal is to win more clients and grow your business.
The best CRMs for mortgage leads are scalable and user-friendly. Look for a platform that has the features you need at a price point that makes sense for your business. With the right tools at your fingertips, you can acquire clients and open the door for repeat business.
7 Features of a Top CRM for Mortgage Leads
If you’re seeking a CRM that will help you convert more mortgage leads into lasting customers, make sure it includes the following features:
1. Email and SMS Marketing Capabilities
As a busy mortgage professional, you don’t have time to compose emails and text messages for every lead. That’s why you need a CRM with email and SMS automation capabilities.
Email marketing has a 3,600% return on investment (ROI). That means you can generate up to $36 for every $1 spent.
A great CRM makes delivering engaging emails at scale easier than ever. However, the best platforms also include SMS messaging capabilities. While emails offer an excellent ROI, SMS has a better open rate of 98%. A CRM that allows you to tap into both channels will make it easy to stay connected to promising mortgage leads.
2. Full-Cycle Tools
You need to nurture mortgage leads throughout the entire journey. The right CRM will facilitate communication at every stage, from capture to close. If you can provide a great experience from start to finish, your top mortgage leads will be eager to work with you again in the future.
Staying in touch after closing will allow you to notify clients about offers that may be relevant to them. For example, if rates drop, you can contact your past mortgage leads about refinancing opportunities.
3. Alerts and Push Notifications
You’ve got a lot on your plate, which can make it easy to overlook important emails or other communications. Top CRMs alleviate this problem by delivering push notifications and time-sensitive alerts. Use this feature to capitalize on every opportunity to connect with mortgage leads.
Top CRMs allow you to send push notifications to clients about the status of their files so you can keep them in the loop and ensure a smooth closing process.
You’ll also be able to follow up with them after closing, which can be a great way to earn repeat business. For instance, you can wish clients a happy birthday or notify them about new loan offers.
4. Customer-Facing Apps and Portals
What makes mortgage leads want to do business with you again? It all comes down to their experience. If you communicate consistently and get them to the closing table on time, there’s a good chance they’ll want to work with you the next time they need a mortgage.
Leading CRMs help with that by providing customer-facing tools. For example, BNTouch integrates with popular loan origination systems (LOS) to make capturing customer data easier.
Your CRM app will notify you when your clients submit important documents via LOS apps or portals. It can also alert you and your clients to missing documents, decreasing the risk of delays.
5. Customizable Content
Mortgage leads expect you to deliver valuable and timely information. However, it’s also important that you put your own twist on it so the content feels unique. The best CRM solutions include customizable content, such as:
- Email and SMS templates
- Campaign templates
- Newsletters
- Market updates
You can use these resources to connect with mortgage leads and educate prospective customers. Delivering free information at the ideal time will position you as an invaluable resource.
6. Lots of Integrations
Look for a customer relationship management platform that offers abundant integrations. You want a solution that integrates with social media platforms and your preferred lead providers. This capability helps create a complete funnel for capturing and nurturing mortgage leads.
A great CRM won’t just help you connect with mortgage leads. It will also integrate with customer-facing and lender-facing applications to provide a more streamlined closing process.
Your clients will consider the quality and efficiency of their experience when deciding whether to work with you again in the future. Make sure you give them a reason to come back.
7. An AI Assistant
Sometimes, you just need a little help managing your mortgage leads. However, taking on a full-time assistant can be costly. That’s why you need a CRM with an artificial intelligence assistant.
BNTouch includes an AI assistant and content creator that can help you connect with your target audience. You can nurture mortgage leads and manage everyone in your pipeline, all while delivering an outstanding client experience.
How a Great CRM Platform Can Help You Convert Mortgage Leads
Now that you know what to look for in a CRM, it’s time to explore how those tools and features can help you turn mortgage leads into lifelong clients.
Mortgage Leads Segmentation: Know Your Audience
Not all mortgage leads are the same. You’ll encounter buyers in different stages of their journeys. It’s therefore important to apply a personalized approach to each group.
The best CRMs enable this via audience segmentation tools. You can group mortgage leads based on a variety of criteria, including:
- Location
- Demographic data
- Lending needs (e.g., first-time homebuyer, refinance)
- Mortgage type (e.g., VA, FHA, conventional)
- Readiness and commitment level
Once you’ve segmented your mortgage leads, you can target each group with personalized content. Presenting relevant offers will encourage audience members to engage with your content.
Nurture Mortgage Leads Across Multiple Channels
Mortgage leads need steady communication across their preferred channels. Some clients favor email, while others might rather receive a text message. Give mortgage leads some control over their journeys and respect their preferences.
Multichannel CRMs allow you to communicate over SMS, email, and social media. These integrations facilitate more dynamic campaigns and give you a chance to connect with clients on their terms.
Ramping up your lead-nurturing efforts can also improve your conversion rates. You can gain more clients and keep them in your funnel when they need additional lending products.
Deliver Great Content at Scale
You must build a personal brand to thrive in the mortgage business. You need a reputation that makes leads excited to work with you. To this end, you’ll need to create a steady stream of great content.
If you’re thinking, “I don’t have time for that,” you’re right — at least, you don’t have time to create content from scratch and run your campaign manually. However, you do have the time and skill to customize templates and personalized content from a pre-existing library of marketing assets.
By choosing a CRM with an AI assistant and content creator, it will be even easier to hit your content-production goals.
Use a modern CRM to scale up your campaign and reach more leads. Create a posting schedule and stick to it. Consistency is vital. If past or prospective clients don’t hear from you for a while, you won’t be top of mind when they need a mortgage.
Create Personalized Messaging
Today’s consumers have high standards when it comes to content marketing. They don’t want generic messaging that could be sent to anyone. Your mortgage leads want personalized content based on their needs.
Case in point: Forbes reports that 81% of customers prefer personalized experiences, and 70% even expect the employee to know who they are.
A mortgage CRM can help you keep track of your leads and personalize your outreach efforts. When you speak to their pain points, you can gain their confidence and earn more business.
Stay Connected After Closing
It can be tough to stay in touch with every past client, but a great CRM makes following up with past customers effortless.
These platforms include tools for setting up automated messaging campaigns. You can create alerts or arrange pre-set messages for important milestones, such as loan anniversaries and birthdays. You can also receive alerts when a past client is eligible to refinance or when they list their property.
Staying connected after closing is the key to creating lifelong customers. Your clients want to know that you care about their future after the deal. The right CRM can help you grow your mortgage business by continually engaging with your clients.
Convert More Mortgage Leads With BNTouch
Ready to unlock the power of a customer relationship management platform and turn your mortgage leads into lifelong customers? If so, it’s time to try BNTouch, the user-friendly, feature-filled CRM for mortgage professionals.
Our platform includes powerful automation tools, customizable partner portals, file sharing, an AI assistant, and more. Book a demo today to get started.
To see these features in action, contact BNTouch to schedule a demo!
