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The Mortgage Slump vs. Mortgage CRM Strategy

Mar 31, 2008
Businesses in the mortgage industry are trying to pull the magic rabbit from the hat as a damage control effort in response to the heavy foreclosures that are coming down the pipe. Fast and loose lending contracts that were sealed several years ago amid the housing bubble are now not being maintained and timely payments are being seen less and less by many of their home investors. To avoid the backlash to their business, the mortgage lenders and those who are at the front line with the customer have to use some their best customer service management techniques to stay in the game.

Finding Help by Being Organized

Customer relationship management in the mortgage world really emphasizes the relationship part of the phrase. No proper thinking adult would go into a house buying arrangement without good background knowledge on the industry and housing market and blindly make such a huge purchase. Yet this is the sad case among the frenzy that ensued a few years ago. The relationship between their realtor and loan agency is now of the utmost importance because of two big points: one, the home buyer needs to know their options and needs to keep in touch to work out the payments, and two, the mortgage lender needs to keep their client afloat because they are a source of income and quite possibly, their future repeat business.

So, the obstacles that are in the way of tackling a problem such as this is mainly organizational based. The mortgage industry is one of the most paperwork intensive sectors and many clients' names can be easily lost in the lake of data. Mortgage CRM strategies organize this data in such a way to sort clients who are in desperate need of mortgage assistance.

There are three divisions of the CRM process that help control the data properly so these sort of clients do not fall by the wayside. The first is operational CRM. This is the usually seen as the call center stage of information gathering. It is the stage in mortgage CRM that inputs all of the buyer's information that is later to be transferred to all the proper paperwork filing. This information is kept at hand for the next stages of the management process.

The analytical CRM is another stage that is probably the most essential part of management in light of the tightening financial prospects today. This is where a lot of repeat business and up sell occurs. The analytical CRM will update the mortgage agent for any delinquent loan payers to alert the business. This way they don't fall too far behind and the mortgage company can both alert and work with those in trouble.

The final stage of the CRM process is collaborative CRM. Certain software and communication techniques can be employed so that all departments can be updated to special needs in clients. From the customer service department to marketing, each department can find annotated and dated information so the client will never fall off the radar screen.
About the Author
Leads360 (http://www.leads360.com) provides a web-based lead tracking and mortgage CRM software for businesses. They provide easy to understand education in lead management techniques and application of their software. The author, Art Gibb is a freelance writer.
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