Welcome back to “Building Up Better,” Shape’s blog series aimed to help brokers build up stronger, more profitable businesses in 2021 by harnessing the power of technology.
In our last post, we quantified how technology automation can save brokers tons of time, drive more revenue, and help create more efficient workflows. Today we’re going to dive deeper into an area many brokers struggle with: getting your LOS and CRM to integrate with one another.
For firms large and small, the benefits of a seamless LOS integration can be huge: not only can your teams drastically reduce hours per week on manual data entry between multiple systems, but proper syncing between systems keeps your data organized and helps you drive more efficient sales. Let’s take a closer look…
Benefit 1: CRM + LOS Syncing Reduces Time Spent on Manual Data Entry
We’ve discussed this in our previous posts, but the pitfalls of manual data entry only grow exponentially as your team size does. For those firms who insist on using manual processes, 23% of salespeople cite data entry as one of their biggest challenges and time sucks.
For any size business, these numbers aren’t sustainable.
Instead: Choose a CRM that integrates directly with an LOS like Shape + LendingPad, so that whenever you create a new loan, all necessary client details automatically sync between systems—in the correct format—helping your team to seamlessly originate new loans while maintaining data accuracy and compliance in multiple places. This “digital paper trail” ensures your team is always working with the most up-to-date client data.
Bonus: No more manually uploading and tweaking 3.2 files into your LOS until your face turns blue when you opt for a workflow with two-way syncing.
Benefit 2: Good Data Management Will Save You Tons of Money
We’ll never get tired of preaching the benefits of good data management because the flip side is too scary for businesses even to consider: “Research has shown that bad data is on average costing businesses 30% or more of their revenue. Research firm Gartner has found that the average cost of poor data quality on businesses amounts to anywhere between $9.7 million and $14.2 million annually. At the macro level, bad data is estimated to cost the US more than $3 trillion per year. In other words, bad data is bad for business.”
Instead: When your CRM directly syncs with your LOS, you’ll automatically eliminate data entry errors and ensure all your client data is clean and accurate. Not only will this benefit your teams but also your clients.
Bonus: With seamless CRM + LOS syncing, you can create a more efficient lending workflow by automating updates to clients and your people, like firing off emails to let borrowers know about changes in their loan status or passing off deals to the right team at the right time.
Benefit 3: Shorten Your Lending Cycle and Build Relationships
In today’s fast-paced lending environment, speed-to-close is second only to building great client relationships, but ensuring your LOS + CRM work together can actually help you accomplish both.
Close deals faster: Your follow-up speed to new loan inquiries will determine your conversion rates...and your revenue potential. When your LOS and CRM are working in harmony, you’ll move prospects through your pipeline quicker by efficiently qualifying, distributing, and communicating with prospects.
Build relationships in the process: When it comes to building great client relationships, CRMs take the time burden of manual outreach off your team. Instead, build robust marketing drip emails, send status change alerts, provide a client portal where borrowers can seek out information they need, and provide a human touch that nurtures throughout your process.
The result? You’ll close deals with more speed and satisfaction to help you drive referrals.
Take Action Today
Want to get started with seamless LOS + CRM syncing for your mortgage business? We’ve helped thousands of brokers build more efficient workflows that have helped them grow revenue and save time. It’s not a secret; it’s CRM science.
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