Build Customer Relationships with Ease Using a Mortgage CRM

As a mortgage lender, customers come to you for guidance and support. After all, the mortgage industry can be unfamiliar territory, especially for new buyers. A customer relationship management (CRM) platform is about more than convenience. Leveraging the right tools can help you nurture strong relationships.

Here’s how to build these relationships using your mortgage CRM platform.

Generate More Leads

Every relationship starts somewhere. A mortgage CRM system can help you generate and organize your leads, allowing you to convert them into long-term customers.

You can generate leads using several methods, including:

• Social media marketing
• Digital advertising
• Email marketing campaigns
• Customer referrals
• Information gathered from community events

A CRM system provides the framework for all your marketing content. You can use templates to produce social media content, as well as video tools that help to engage prospective borrowers.

Not only that, but a mortgage CRM platform also keeps you organized. You can pull lead information from various disconnected sources, accessing customer data through a centralized dashboard.

As a result, you’ll be better equipped to track your leads as they enter your borrower pipeline. You’ll also be better equipped to manage communications with these leads as they become clients.

Build a Referral Network

Customer referrals are the most effective form of lead generation. A referral network can increase your chances of someone recommending your services to a potential client. And with a mortgage CRM, building this network is easier than ever.

Past clients can be a source of referrals, but your network can also include other industry professionals.

Partner with local real estate agents. These agents may be able to send some business your way. A mortgage CRM allows them to refer clients electronically, which is great when they meet new customers at trade shows or other events.

This network is a two-way street. Real estate agents offer you referrals, but in exchange, you’re providing top-notch lending services. Powering your services with a CRM platform will only increase your reputation — and your value.

Offer Great Content

Mortgage customers are looking for a relationship with someone they can trust. Share your knowledge through informative, relevant content. You might already be using content marketing to capture new leads. But compelling content can help your customers feel more secure in their decisions.

This way, when clients come to you with questions, you can direct them to your resource library for a full explanation. For some borrowers, this can break down complex loan processes and educate them about mortgage options.

Your content can also augment your referral network. People may be more willing to send an article to their friends than refer them to your services directly. This provides an easy vehicle to start a relationship with your clients and build that relationship over time.

Communicate Regularly

Relationships thrive with consistent communication. This is especially true for borrowers who are looking for regular updates about the mortgage process. Otherwise, borrowers feel left in the dark about their mortgage application.

A mortgage CRM system lets you quickly and regularly connect with your clients. You can send them electronic forms, educational resources, and updates on the process.

A CRM platform can also send automated updates after a customer completes a vital phase of the mortgage process. Your customers will never be left wondering about their progress or next steps.

Additionally, the centralized dashboard keeps your correspondence organized. This helps you review past communications and ensures that you never miss an email or a question from a client.

Maintain Your Social Media Presence

A social media profile alone doesn’t do much to build relationships. Some businesses create a social media page but fail to update it or respond to followers.

Staying active on social media allows you to promote content and interact with others. Responding quickly to comments and messages can build a more personal brand.

How does mortgage CRM software help you do this? A good CRM platform will include templates you can use to develop social media content. With a single click, you can post content to your social accounts. By spending less time managing each account, you’ll have more time to devote to customer interaction. And the analytics features will help you gauge the success of each campaign, making adjustments for the future.

Adapt to Customer Feedback

Customers want to know that their voice matters. But lenders also need to hear from their customers. Soliciting customer feedback gives your clients a voice, and it can help you learn and adapt to the needs of your core customer base.

The right mortgage CRM system can help you design and distribute customer surveys. You can use these surveys to review feedback and even invite testimonials from past clients. You can publish positive testimonies and reviews on your website and social media platforms to attract new clients.

Negative feedback gives you a chance to respond to undesirable customer experiences. In some cases, you may be able to address the customer’s concerns and salvage the customer relationship. At the very least, you’ll gain valuable insight into how not to repeat your mistakes.

Provide a Customer Portal

Today’s customers are used to self-management tools. Even healthcare providers offer a patient portal that allows users to interact and view their test results. A mortgage CRM system does the same thing.

A customer portal allows borrowers to submit documents, sign forms, and receive feedback about their progress. A mobile app will allow borrowers to perform these tasks from anywhere in the world. An app also means that borrowers receive fast feedback with push notifications and other alerts.

The portal also works both ways. Customers can use the portal on the go, and so can you. This means you can stay on top of customer communications even when you’re away from the office.

A mortgage CRM lets you deliver a higher, faster standard of customer service. You can also use the portal to network with other real estate professionals, who can use the portal to drop leads into your pipeline.

Real-Time Answers with Live Chat

The front door of your lending business is the front page of your website. Borrowers will likely visit your home page before they ever contact you. A live chat feature allows visitors to ask questions and gain access to instant feedback. By some estimates, 38% of users made a purchasing decision based on a live chat session.

A mortgage CRM makes this even easier. While customers are interacting with the chat feature of your website, you’re able to respond through your phone or mobile device. This means that you’re never out of reach and able to answer questions and offer guidance to your web visitors.

Best of all, a live chat feature will collect the name, phone number, and email of the website visitor. You can put these details into your mortgage pipeline, allowing you to generate new leads and convert curious parties into satisfied customers.

Offer Greater Convenience

In the lending industry, speed and convenience are worth their weight in gold. But the traditional way involves lots of paperwork. This can slow the process, especially when a borrower has to make a special visit to sign a document.

Mortgage CRM systems streamline the entire process. For starters, a CRM platform keeps your most important documents in one place. You and your office staff won’t have to search your hard drive to find the right paperwork.

But a mortgage CRM can also offer e-signature capability. This means that borrowers can complete forms electronically. This accelerates the lending process since borrowers won’t have to make an appointment to complete each phase of the application process.

Follow Up with Past Clients

Don’t lose touch with your past clients! Many times, your satisfied customers become your unofficial marketing team. If you’ve delivered a good service, your clients may be likely to share their positive experiences or even recommend you to their friends.

Maintaining an email newsletter is one major way of staying connected. But it also helps to send a personalized message. Send a follow-up email a month or even a year after a close. Make sure that everything is going smoothly. These simple touch points remind your clients of their positive experiences and keep your name in front of their eyes.

Like other communications, a mortgage CRM platform can help. CRM software allows you to maintain and organize your client list. You can automatically send follow-up messages to former clients, helping you stay in contact. And because the process is automated, you won’t have to worry about managing each email you send.

How Do You Pick the Right Mortgage CRM?

To access all of these features, you’ll need to select the right mortgage CRM platform. The BNTouch platform provides a comprehensive approach to managing your customer relationships. BNTouch also offers marketing content and collaborative tools that keep your entire team operating at your peak.

To learn more about how BNTouch can transform your business, request a demo today!

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