Inflooens

B2B CRM in Mortgage? The B2C Mortgage CRM space is crowded with solutions focused on winning the consumer’s business. However, robust B2B solutions for business acquisition and growth are notably lacking. In mortgage lending, the go-to-market “front offices” of Banks, Credit Unions, and IMBs operate much like franchise models. Branches and Brokerages play crucial roles in delivering consistent service experiences and driving revenue. Despite efforts to build brand loyalty, the mortgage industry has a repeat business rate of only 18%, compared to other industries averaging 75%. What could robust B2B CRMs do for the mortgage business? Branch/Brokerage Recruitment: Target and nurture potential recruits like star Loan Officers. Branch/Brokerage Onboarding: Automate onboarding and training with digital experiences. Branch/Brokerage Performance Monitoring: Link production metrics to onboarding and recruiting channels for continuous GTM strategy optimization. Unified Compliance and Workflow Management: Use prescriptive workflows and embedded knowledge banks within task infrastructures, ensuring adherence and accountability. I’m eager to hear from industry voices about the needs and opportunities in this area.

As we navigate the evolving landscape of technology, particularly Generative AI, the lack of clear regulatory guidance raises an important question for mortgage lenders: 𝗛𝗼𝘄 𝗰𝗮𝗻 𝘄𝗲 𝗵𝗮𝗿𝗻𝗲𝘀𝘀 𝘁𝗵𝗲 𝗶𝗺𝗺𝗲𝗻𝘀𝗲 𝗰𝗮𝗽𝗮𝗯𝗶𝗹𝗶𝘁𝗶𝗲𝘀 𝗼𝗳 𝗔𝗜 𝗿𝗲𝘀𝗽𝗼𝗻𝘀𝗶𝗯𝗹𝘆 𝗮𝗻𝗱 𝗲𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲𝗹𝘆? From my attendance at several mortgage conferences this year, a recurring theme has emerged: the deep personalization of the borrower experience. Here are a few AI-driven innovations being discussed: * 𝗕𝗼𝗿𝗿𝗼𝘄𝗲𝗿 𝗦𝗲𝗻𝘁𝗶𝗺𝗲𝗻𝘁 𝗔𝗻𝗮𝗹𝘆𝘀𝗶𝘀: Real-time assessment during interactions to tailor services. * 𝗤𝘂𝗮𝗹𝗶𝘁𝘆 𝗖𝗼𝗻𝘁𝗿𝗼𝗹 𝗮𝗻𝗱 𝗧𝗿𝗮𝗶𝗻𝗶𝗻𝗴: Leveraging insights from call and chat transcripts to enhance operations. * 𝗘𝗻𝗵𝗮𝗻𝗰𝗲𝗱 𝗢𝗽𝗲𝗿𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗘𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲𝗻𝗲𝘀𝘀 𝗮𝗻𝗱 𝗨𝗻𝗱𝗲𝗿𝘄𝗿𝗶𝘁𝗶𝗻𝗴: Improving accuracy and efficiency in loan origination. 𝗔𝗜-𝗔𝘀𝘀𝗶𝘀𝘁𝗲𝗱 𝗦𝗮𝗹𝗲𝘀 𝗮𝗻𝗱 𝗨𝗻𝗱𝗲𝗿𝘄𝗿𝗶𝘁𝗶𝗻𝗴 𝗦𝗮𝗹𝗲𝘀: Imagine AI models that guide loan officers as they collect borrower information through CRMs and applications. These models could offer product recommendations, particularly for cases that are borderline eligible. 𝗨𝗻𝗱𝗲𝗿𝘄𝗿𝗶𝘁𝗶𝗻𝗴: Our team is experimenting with an innovative approach. We input guidelines into a custom-trained model that converts unstructured data into structured rules (JSON), which are then mapped to system variables. Our proprietary automated underwriting engine then evaluates these attributes against the guidelines. 𝗪𝗵𝘆 𝘁𝗵𝗶𝘀 𝗺𝘂𝗹𝘁𝗶-𝘀𝘁𝗲𝗽 𝗮𝗽𝗽𝗿𝗼𝗮𝗰𝗵? It ensures each loan is evaluated against explicit rules from the selling guidelines—providing auditability, traceability, and a disciplined, objective approach to underwriting. 𝗢𝘂𝗿 𝗘𝘁𝗵𝗶𝗰𝗮𝗹 𝗦𝘁𝗮𝗻𝗱𝗽𝗼𝗶𝗻𝘁: We avoid using historical underwriting data to train our AI models to prevent perpetuating past biases and errors. How are you leveraging Generative AI in your processes? What strategies have you found effective in balancing innovation with compliance? I’m eager to hear your thoughts and discuss how we can collectively harness the power of AI in our industry.

In my last post, I spoke about the need for inexpensive, single-pane-of-glass unified solutions that are robust, scalable, and accessible to lenders of all sizes. It sounds like magic, but that is exactly what my team is bringing to the mortgage industry. We take pride in putting a legacy industry, generally lagging in technology adoption, on the bleeding edge of technology innovation. Today, I’d like to take you on our journey and share what inspired us to embark on this path. I entered the mortgage industry as an outsider—a technologist with extensive experience leading Salesforce business units across major consulting firms, delivering solutions to global enterprises. My personal interactions with the mortgage process, however, were as a consumer. Over two decades, I've navigated the mortgage origination process eight times, through buying our family home, investing in properties, refinancing, and securing a HELOC to fund my startup. Despite general technological advances, little has changed in the consumer experience. The repetitive document requests, endless underwriter queries, and overall uncertainty remained. This consistent pain point made me wonder why mortgage origination remains so cumbersome in an age of readily available technology. When I began to investigate where there is an opportunity to make a difference, I naturally started in the space of my expertise - Salesforce, and CRM. We put a team together to build the world’s best mortgage CRM built on Salesforce. As we sought feedback from industry experts on our designs, many were puzzled—was it a CRM? A POS? A LOS? For us, CRM always incorporated Sales and Marketing related workflow. This was new to the mortgage world. Back then, we didn’t even know what a POS or a LOS was. This is when the real opportunity presented itself! There were so many vendors, systems, and “data islands” that mortgage professionals were subject to, which added to the tech stack's complexity and cost. What was clearly missing was a unified platform that stitched all the pieces together right from customer acquisition to close. Developing the most comprehensive solution for the world's most complex consumer financial transaction was no small task. It took us four and a half years to launch our MVP at the MBA annual in Nashville in 2022. Without this extensive development, nobody would believe the feasibility of such an ambitious project. Since launch, it has been a great ride! Our first customers took the risk of trusting a tiny startup and have become passionate advocates since coming on board. Being end-2-end, we have unique advantages, such as utilizing AI to make a material impact because of our ability to address the entire breadth of the loan origination cycle. The goal is to transform how mortgage origination takes place across the country. In my next post, I’ll explore AI use cases within our platform and look forward to hearing your insights. Wishing you a productive week ahead!

Mortgage professionals are burdened with an average of 11 systems to navigate their daily workflow. Despite the introduction of numerous technology solutions since the subprime crisis, it still takes an average of 45 days (arguably) and $13,000 to process a loan. This raises questions about the effectiveness of these solutions. Could the issue be the multitude of disjointed systems lenders are forced to use, or the pressure to adopt new technology to stay competitive? The largest lenders who can afford to build their own bespoke tech stack have done just that because they know that the current piecemeal infrastructure doesn’t work. It is quite painful to create and maintain your own bespoke tech stack. I know because I come from the technology world. Yet they do this because they clearly aim to differentiate themselves by meeting the customer where they are with hyper-personalized service and making production super-efficient. The millions of dollars of investment each year is absolutely worth it to them. One common concern I’ve heard is the rising cost of technology. Existing vendors are increasing their prices, and companies feel compelled to invest in more tech to stay competitive. I understand the difficulties of managing costs while trying to maintain production. As a young, growing company, I’m also facing these challenges and empathize with your situation. I founded my company with the mission to democratize technology infrastructure for all lenders, regardless of size, enabling them to compete equitably and excel through superior service. My commitment is to streamline your systems, reduce technology costs, enhance productivity and efficiency in your loan processing operations, and ensure exceptional experiences for both your staff and customers. Reach out to learn more. We are the world's best-kept secret, but not for much longer! Inflooens

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