Latest / Mortgage Marketing Radio / How to Get Maximum ROI from Your CRM

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How to Get Maximum ROI from Your CRM · Mortgage Marketing Radio

• 0:00
  In today's highly competitive mortgage industry, building profitable relationships with
• 0:04
  Real Estate Agents is essential for success.
• 0:06
  However, finding effective ways to secure agent relationships can be a challenge.
• 0:11
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• 0:15
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• 0:20
  Our new case study featuring loan officer Chris Coghill is a must-read.
• 0:25
  This has closed a remarkable 36 million in funded loans from agent referrals.
• 0:31
  And in this case study, he shares his proven strategies for building strong relationships
• 0:35
  with Real Estate Agents and leveraging those relationships to drive more business.
• 0:39
  To get your hands on this resource, head over to LOKestudy.com and download your free copy
• 0:45
  of the case study today.
• 0:47
  You'll find actionable insights and practical tips that Chris used to close 36 million
• 0:52
  in funded loans from agent referrals and how you can, too.
• 0:56
  Don't miss out.
• 0:57
  Go check it out right now, visit LOKestudy.com and download your free copy today.
• 1:03
  Hey, Listers, what's up, Jeff Simpson for Host of the Mortgage Marketing Radio Podcast.
• 1:14
  Welcome to this episode.
• 1:16
  Let's get right into it.
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  My special guest this week is Spencer Does About and Spencer has an amazing story and
• 1:23
  journey, quick background or on that is he is the founder of Hands For Others.
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  He co-founded that nonprofit Hands For Others while in high school to help solve the world's
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  water crisis and engage students in making a global difference.
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  Really cool that he did that.
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  We'll talk a little bit about that.
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  But more importantly is we're going to talk about his new role as founder and CEO of
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  ADM, which is formerly daily AI.
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  You may have heard of daily AI.
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  You may have heard of whiteboard, right, two CRM's that have been in the mortgage space
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  for a number of years.
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  Well, daily AI and whiteboard are now ADM, same team, new brand, superior CRM and Spencer
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  and I are going to unpack this whole conversation around how to really maximize technology.
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  Because a lot of us have technology and don't really maximize or optimize its use.
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  We're going to unpack some of the challenges around that and share some best practices
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  for whatever CRM you're currently using.
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  Listen to this discussion through the filter and framework of where are you perhaps under
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  utilizing that tool.
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  Then of course, you're going to hear a couple of little finer points about some of the
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  unique features and functionality about ADM.
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  This is in by way just really a conversation as I said about leveraging technology for
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  to better serve us, right, not be a slave to technology, but leverage it to what it's
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  supposed to be able to do, which is free us up to work more on the business than in the
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  business.
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  That makes sense.
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  And of course, we're going to put links in the show notes.
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  If you want to check out ADM, it is thinkadmaiudm.com and I hope you enjoy this episode.
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  So without further ado, let's get into this week's show Spencer, welcome to the show.
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  Yeah, thanks for having me, Jeff.
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  Great beer.
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  My pleasure.
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  Let's do this for the listeners of many whom I'm sure need an introduction.
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  Who is Spencer does about?
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  What is he all about?
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  Hey, look at what I did there.
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  Who are you?
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  What do you do?
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  Yeah.
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  Well, I am the founder and CEO of a mortgage technology platform called ADM.
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  It was formerly ALAI.
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  We acquired whiteboard CRM and sort of took the best bits of both of those companies and
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  put it into ADM.
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  But yeah, I have not done a mortgage.
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  I've been involved in different real estate transactions.
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  So seeing there's some room to help improve that process through technology and I'm excited
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  to bring some of that to the space.
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  So thank you for that, by the way.
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  I'm very curious though.
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  If we could, I want to start here and kind of, I'm trying to understand your timeline
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  in journey.
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  So how do you go from working in this non-profit hands for others to being in the mortgage
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  space?
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  That's a great question.
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  I think for me, you know, hands for others was essentially a crowdfunding platform before
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  the GoFundMe's of the world existed.
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  So we were giving high school college students the opportunity to raise funds and awareness
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  to solve the world's water crisis.
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  I mean, I guess to make a long story short, we did projects in 17 countries around the
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  world.
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  It really, you know, really took off raised millions of dollars.
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  And for me, I think I loved the, I think we were helping people, of course, is super
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  rewarding.
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  I think for me, I fell in love with just the technology that we had, we were leveraging
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  tech to help solve problems at scale.
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  You know, from there, I think that will, that will a different start-up interest eventually
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  creating a company that was doing predictive data and analytics in the real estate space.
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  So basically predicting when someone would be more likely to sell a home than generating
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  leads and selling leads to realtors with that.
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  And I think through that process, I just, you know, I think what struck me about a
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  realtor is that they're probably one of the few thresholds out there that you can call
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  them day or night and they'll pick up, not knowing who's even calling, you know, like,
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  they don't, they don't, they don't know who's on the caller ID, they're just picking
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  up their phone because we can just speech to real estate transactions that there's a lot
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  of moving parts, it's always stressful and never goes exactly as planned.
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  And I think for me, you know, recognizing that and also selling leads to them and oftentimes
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  getting complaints around those leads sucks, you know, you know, these leads are good
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  for me.
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  Why am I paying for these?
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  My response is always like, great, you know, like, I don't know how we go on this, I just
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  want to provide good leads for you, like, so walk me through that and they're like, well,
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  I got a lead yesterday, I called them today and they haven't called me back yet.
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  And it's like, well, even if you're not leads, you're going to have to touch them five to
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  ten times before anything comes of it.
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  Look, I get, I get it, look, I mean, I am not someone that is disciplined enough to
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  make five to ten follow-up calls.
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  I think very few people on planet Earth are, honestly, essentially when you're dealing
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  with very complex transactions, you know, such as buying or, you know, selling a home.
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  And so I need, it was surprising to me, it wasn't the fact that they weren't making the
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  five, the fifth, sixth, seventh follow-up such point.
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  It was the fact that they didn't have technology that was doing that for them and automating
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  that and helping automate their day-to-day operations and follow-up lead conversion, all
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  that fun stuff.
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  And so, you know, it really gave me a glimpse of the life of a realtor and you kind of
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  threw that life in a loan officer.
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  And candidly, I just saw a lot more opportunity in the mortgage space.
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  I think, you know, there have been innovative platforms that have tried to come in in the
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  real estate world, not really any in the mortgage space.
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  So, just saw an opportunity to bring some innovative technology that hopefully would,
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  you know, help mortgage professionals prevent a better experience to their customers and
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  also improve the quality of their lives and ultimately give them back, you know, time
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  into their days and make sure that those follow-ups that are really hard to do are just
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  taking care of when they're not the worry about it.
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  Okay, so let's just get down to it for the listeners.
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  I'm familiar with whiteboard, daily AI and so when we've got the convergence here and
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  we've got ADM, so you, I think kind of alluded to feeling when you look at the landscape
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  of current CRMs out there specific to the mortgage space, you felt, no, I don't want
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  to put words in your mouth, but you felt that basically they were lacking some of the
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  advanced functionality or automations that are available or that you had saw comparatively
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  in the real estate space.
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  I think there's some of that.
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  I think it's more of nothing seen maybe comprehensive enough to me.
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  I think that there's a number of platforms in this space that do certain things really
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  well.
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  You know, like maybe you're great on the marketing content, you know, database nurturing
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  standpoint.
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  I don't have a lead conversion element into it where they're not, you know, texting
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  your leads as they're coming in, you know, maybe they're not integrated with your point
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  in a sale and someone stops filling out an application to re-engage and help that
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  pull through rate.
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  Conversely, there's platforms that maybe do lead conversion side but don't really do,
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  you know, the marketing side well for, you know, for an enterprise or for a big bank
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  or brokerage.
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  And so I think for me what was really interesting to see is that really the only thing that
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  was a total solution was someone that would go out and pay hundreds of thousands, you
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  know, at the team level or millions of dollars at the enterprise level to basically do
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  a custom sales force build or a custom hub spot, whatever platform they chose to really
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  try and bring everything together and integrate it, you know, some of the initial people we
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  talked to as we started developing the product were producing teams that were six different
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  platforms, you know, they had a one doing lead conversion, a platform for the mass texting
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  of the realtors.
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  They had their year-end that was sending out, you know, in process updates, you know,
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  pretty much emails and they had an email marketing platform just, and they're trying
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  to like connect these things through like a Zapier or higher developer or something and
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  it just sort of mind boggling to me that like, wow, there's, you know, there's really
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  just not a solution that's just kind of saying, hey, you know, we're going to be your,
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  you know, your solution for lead conversion, we're going to be your solution for driving
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  people through the application process, we're going to be your solution for, you know, helping
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  your team, all parties up to date, what's going on within a transaction, allowing you to
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  build out advanced workflows if then logic, you know, if it's alone as conditionally approved,
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  I want to send a text message to everyone and I want that to come from my, my LWA or
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  my processor, right?
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  I mean, those types of advanced workflows and then of course on the, on the end, you
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  know, post-close nurtures staying in front of your clients, you know, the idea of client
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  life.
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  And so this, I didn't see a solution that was doing all of that.
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  I saw some people that were spending crazy amounts of money to try and jerry rig these
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  systems or to build out a Salesforce which, you know, I mean, Salesforce is very flexible
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  platform, but, you know, I think it's something that's most intuitive and, you know, I just,
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  I saw an opportunity to build something that was mortgage specific that could really
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  focus on the end to end journey, if you will.
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  I didn't think that had been done and that's ultimately what we're, you know, what we've
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  built and we're continuing to improve upon an ADM.
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  I can't help but feel for the loan officer listening and just just take individual L.O.
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  for a moment because we're typically the ones in the field, you know, having to try
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  and make this thing work.
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  Would you agree that for too long now, CRM companies have promised that all in one solution
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  yet haven't delivered?
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  Not certainly what I've heard.
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  I mean, I'm not, I haven't been in this space for 20 years, right?
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  So I can't, you know, I've had certainly anecdotally that's what I've heard.
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  I think that it's two things.
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  It's the end to end solution, but it's also making it accessible, right?
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  And I think to be just very transparent, like, I think that's the mistake we made when
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  we brought our product to the market, you know, two and a half, three years ago, as we
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  just didn't have a lot of content in there, you know, it wasn't turnkey, right?
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  And I think look like there's, there are people that love to stay up late at night and
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  kind of tinker with the system and try and dial it in.
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  That's just not most people.
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  Most people have gone on their life for, you know, especially if you're, you're very
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  relationally built, like you want to be out there connecting with your referral partners
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  and you're going to spend your time, you know, doing that instead of tinkering with a
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  system for hours on end.
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  And so I think for us, we missed that with the initial iteration, which is, you know,
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  there's this crazy, powerful system, people get access to it and it's like, oh, you know,
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  well, what now, right?
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  So I think for us, where we've, what we've really done at ADM is, and the reason why, you
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  know, we sort of were calling it the two point of version of the product, it's, it's
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  a completely reimagined user experience in facelift, where the idea is, is you get in and,
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  you know, one click, you have your email integrated, one click, you have your texting number
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  integrated, one click, you pull in all the content, we call it playbooks, this is kind
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  of something we got from Y4, which is, here's all my holiday nurture stuff, here's all
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  my in process stuff, here's all my lead conversion, okay, you know, someone starts to fill out
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  an app, you know, can I integrate my point of sale?
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  So if they stop, you know, so, you know, just one, you know, one click and compass, you
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  know, things like that, we try to make it really simple, so it's just quick and people
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  can get off to the races.
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  And so I think for me, like, I think what we're obsessed about at ADM is we want people
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  to just see the value of what we're providing as quickly as possible.
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  We don't want people to have to build something for months and months before maybe it's
• 13:12
  going to get there, we want them to come in and click a few buttons and it's like a
• 13:17
  week later, it's like, oh, I can't believe what this thing is doing for me, that's our obsession
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  at the moment, is to make it as turnkey as possible.
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  So that way, people aren't doubting us, they just see it, they see it quickly and they
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  believe it, right, that we are for my end-end solution.
• 13:31
  Right, so I'm looking at your website for technical partners in compass, I assume that
• 13:36
  means you have an integration to in compass?
• 13:39
  Yeah, we integrate the number of LSSs, so we integrate with compass, you know,
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  already in link, we have a Zapier connection, which allows us to kind of port and data to arrive.
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  And then we have integrations with mine and lending that as well.
• 13:53
  Okay, so when it comes to let's take texting SMS for example, that's kind of seamlessly
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  integrated for users?
• 14:02
  Yeah, absolutely, you basically, it's a part of the onboarding.
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  You say, hey, I want this area code.
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  So let's say you're in a, I don't know, 123 area code, you type that in, you press enter,
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  we spit out a list of numbers, you click whichever one you want, you know, click the arrow button,
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  and you're done, you're integrated, you have texting, just like that.
• 14:25
  Other third party tool, what's I'm looking at?
• 14:28
  You got home bot there, from the from a loan officer standpoint, right?
• 14:31
  They're all about sales facilitation, and then of course, you know, we've got the three stages,
• 14:36
  right? There's pre, there's during, there's, you guys have, you've, you've got hand, a hand,
• 14:41
  a process, you've got the playbooks. So I guess what I'm trying to picture is, you know,
• 14:46
  because everybody's heard this kind of stuff, you know, this is well from serums before,
• 14:51
  they get in, it's usually over promised under deliver, or like you said earlier, they do one
• 14:56
  thing really well, but they don't do these three things really well. How would you,
• 15:01
  for the loan officers, that in that space right now, you know, can you fill in some of those gaps
• 15:06
  for me? Yeah, absolutely. So I would say in general, there's two categories of serums in the
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  mortgage space. There's those that are maybe more enterprise centric, that are really marketing
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  automation platforms, like we're sending out emails for the in process stuff, worse,
• 15:20
  send it out, you know, birthday, home anniversary, holiday stuff, right? And that's kind of,
• 15:26
  and that's really what they do. And then I think you have others that it's like, you can customize
• 15:31
  the heck out of them. And it's, it's hard to do. It's not, it's not necessarily intuitive.
• 15:36
  And maybe they don't have the out-of-the-box marketing stuff available to you. And so I think for
• 15:42
  us, the way that we look at it is, you know, we kind of bridge both of those, we have marketing
• 15:50
  stuff there out of the box, it's turnkey. But we also have the ability for you to build
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  as complex as stuff as you want. I think one of the main differentiated points that we have in
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  our platform is, you know, we call it our automation builder. But literally you can trigger
• 16:04
  based off of anything that's happening and build if them logic. And so you can say, you know,
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  I kind of give the example earlier, like if loan is conditionally approved, I want a text message
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  to go from me, the loan officer, to most realtors, buying and listing agent, saying, hey,
• 16:20
  FYI, you know, we're initial approved. Don't worry we got it. This is what's happening.
• 16:23
  Maybe I want my LWA or my processor to send that to the borrower and co-barrower, saying, hey,
• 16:28
  here's the conditions, here's the things you need to do. Maybe I want an email to go out to
• 16:32
  title for whatever reason, right? I mean, the point is, is like, you can dream it up. The automation
• 16:37
  builder can build it, right? And you can even say something if the loan comes back conditionally
• 16:41
  approved and it's a Spanish speaker. I want this, right? Or if it's a also, you know,
• 16:48
  a purchase, but, you know, address is TBD, you know, like you can, you can kind of build it
• 16:52
  however you want to. And so I think for us, like our approach has been a little bit different,
• 16:56
  where I think that, you know, we basically looked at this and said, hey, we want to provide
• 17:03
  that turnkey value. But as deep as you want to go, you can go. And I think that that's a new
• 17:08
  approach to the space. I think it's been, we'll provide a turnkey value, but you can't go much
• 17:13
  deeper than that. Or you can go as deep as you want, but you got to kind of figure it out. If you
• 17:18
  don't put a lot of time and effort of this thing, you're never going to get an ROI from it. And so
• 17:22
  I think for us, we're kind of trying to bridge that where it's like, you're going to see the ROI
• 17:26
  right away. But you can go down that rabbit hole as much as you want to build whatever you want with
• 17:32
  with our system. So I think that's why I think about it if I was, if I was a Nellow. It's like,
• 17:38
  great, you know, you're, you're kind of, you want to start in the kitty pool, so to speak,
• 17:42
  and get all the marketing stuff that you're used to going. Great. And then you want to dabble
• 17:47
  and start to swim in the deep end. You can do that. And I think there's not another platform out
• 17:50
  there that allows you to kind of, to make that jump, if you won't.
• 17:55
  What can you tell me about the co-marketing with referral network partners? That's one of the
• 17:59
  features on your website. Yeah, absolutely. So we have a marketing and kind of design center,
• 18:06
  which is free in the app. Think of it as a canva, if you will, where you can, we have a lot of
• 18:11
  designs out of the box there. So you can go in and edit and drag and drop. And the designs that we
• 18:18
  give you, one click post to, you know, a social media, Facebook, LinkedIn, send out via email.
• 18:25
  And so yeah, you can, you know, if you have an LOS integration with us, we're going to pull in your
• 18:29
  your partner, you know, referral partner data automatically. So you have that populated,
• 18:34
  you can easily act upon that. Or, you know, if, if you don't, you can upload your LOS
• 18:40
  the partners via like a CSV or you can of course just kind of manually input them.
• 18:45
  But yeah, I think we've, we know that's, you know, that's critical and have tried to make
• 18:50
  that as seamless as possible. It makes me curious, CSV, how do you handle people who've got
• 18:58
  referral partners like, let's say, okay, yeah, I've been business 10 years and like I've
• 19:03
  done various marketing activities, et cetera, that I've got this list of 1200, you know, referral
• 19:08
  partners to do zero vetting process to go through. I'm sure you guys are, you know, want to be cautious
• 19:12
  of spam issues and things like that. Yeah, so I mean, I think for us, like it's, you know, we're
• 19:18
  really a tool that is designed to help you, you know, save time through automation. Really,
• 19:24
  like we want to be the engine that is running your business for you in a sense. And so I think
• 19:30
  for because of that, like we try not to be too opinionated, like if you want to up, there's no
• 19:35
  limits. You can upload as many people as you want to our system, like we're a tech, we don't
• 19:39
  we're a tech platform. It's like, it's like going into the Gmail and, you know, they're saying,
• 19:44
  you know, you can't, you know, sorry, you can't actually, you know, send that email this way.
• 19:48
  You know, it's like, right, you know, so as far as email, like there's no restrictions. I mean,
• 19:52
  one of the things I think is really cool that we do is you can agree your outlook for your Gmail.
• 19:56
  So you can send from that, which is great. So you may show us up in your sent folder.
• 20:01
  And you know, as people reply, we bring it into the CRM. I think that's
• 20:05
  it's really unique. But of course, if you want to send that that 1000 email blast, you don't want
• 20:09
  to use your outlook. So we have sort of our own email servers to help you with that. But
• 20:14
  yeah, we're not going to just discriminate against, you know, if you want to send out a blast
• 20:18
  those people, I think texting, we're going to discriminate a little more just because I think
• 20:23
  carriers have gotten a lot better at filtering out people that are spamming. And so, you know,
• 20:29
  we do limit, you know, we're not going to let you send out 100 texts in a minute. Just be,
• 20:34
  honestly, because you're going to, yeah, you're going to basically get your number banned.
• 20:40
  And we don't want you to do that. So we're going to kind of limit that a little bit more.
• 20:44
  And you know, for texting, of course, it's a little different email as long as you give them a
• 20:47
  way to opt out. You can legally email whoever you want texting. You know, you need to get that
• 20:52
  consent. And so, you know, again, like it's not our job to micromanage that. Like we have a button
• 20:56
  that says, you know, you confirm that you have consent to do it. And, you know, as long as you're
• 21:01
  saying, you have consent to do that. And you're kind of, you're taking the responsibility for it.
• 21:05
  We, you know, again, we're a software tool at the end of it at the end of the day. So, you know,
• 21:09
  we're not going to second guess you. We're going to take you at your word and you can, you can use
• 21:12
  the system out. Or it's going to best figure use case.
• 21:16
  Who is your ideal user? I don't know if you've got an avatar or like,
• 21:20
  you know, who's best suited for using ADM?
• 21:24
  Yeah, I think, I think for us, we love to work with, you know, called teams or branches that
• 21:31
  are really trying to push the envelope. And it's going to be individual small brokerages too,
• 21:34
  of course. But they're really looking to automate every aspect of their business. Okay, you know,
• 21:39
  I integrate with just civil access or flow file. Like, what happens is someone, you know,
• 21:44
  is uploading these docs. They don't, there's a couple more things to do. They don't do it for seven days.
• 21:48
  Can I automate that? Yes, you can in ADM, right? Like, you know, hey, what, what happens if,
• 21:54
  you know, like the use case, like it's a, it's a Spanish speaking, you know,
• 22:00
  loan and, you know, a person buying a house and, and they address the TBD, you know, just like,
• 22:05
  these different scenarios, like, can I automate that workflow? Can I deliver a personalized journey
• 22:09
  to that person? Yes, yes, you can. And so I think we love those, those people that are helping us
• 22:14
  fine tune and make our system better, right? Where they're, they're in it and they're stretching
• 22:19
  the boundaries of what we can do and encouraging us to, to, to provide more. I think, I think we,
• 22:25
  we love, we love that. And I think where we've really, I think resonated well with the market as
• 22:30
  well is, you know, maybe independent mortgage banks that are on the smaller side of things, if you
• 22:36
  will, where they, they need to provide that kind of marketing automation system to their, to their
• 22:42
  people. But they also, they're not so heavy on compliance that they're going to let their top
• 22:48
  producers, you know, really geek out on the system and build the stuff that they want to build.
• 22:52
  And so I think for us, we found a really good niche there because a lot of those smaller banks
• 22:57
  they have to integrate with five CRMs currently. And I think they see us as that one stop shop of
• 23:01
  like, okay, you can find you can make all of my people happy and we can just have one system in here.
• 23:07
  That's, that is something that is very attractive to them as well.
• 23:12
  Interesting, very interesting. What do you want? So, I mean, it makes me think
• 23:19
  behind the scenes, I'm sure there were some growth pains, the merging of two brands into one
• 23:24
  and technologies and platforms. I'm sure that wasn't easy, you know, to your point earlier,
• 23:28
  you've come out with the 2.0 version. Maybe that's an outcome of some of the growing pains
• 23:34
  from merging the two. But, you know, giving you this platform to allow you to get ADM in front of
• 23:41
  an audience, right, of loan officers who, you know, as I think I've kind of alluded to with some of
• 23:46
  my questions is perhaps jaded, right, or gun shy, or tune out some of the quote marketing messages
• 23:55
  about CRMs because everybody's always asking, you know, what's CRM you're using? What's CRM
• 23:59
  using? You know, and I know the best answer is the one you use or what's the best CRMs, the one
• 24:03
  you use. But what do you want to really help originators understand when it comes to choosing a
• 24:13
  marketing automation platform? Yeah, I think so. I disagree with the kind of, I don't know
• 24:19
  people say the best CRM is the one you use. Okay, I want to hear your opinion. I think the best
• 24:28
  CRM is the one that's automating your business for you, right? I mean, like, otherwise,
• 24:32
  one of the music style, like, if you're doing everything manually, then like, what's the point
• 24:36
  of even really using? I mean, I know it keeps things organized, right? But I think the best CRM is
• 24:42
  the one that's saving you time. If you're spending more time managing your CRM than you would
• 24:48
  otherwise, then like, then why are you using it, right? And so, um, so I agree with you. Like,
• 24:54
  I think the underlying truth to that statement is, is fair where it's like, yeah, you have to
• 24:59
  use it. That's the good alternative answer to that is, yeah, because people could be using Excel
• 25:06
  or something that sucks, but you're using it, you know, quote unquote. But I like that that the best
• 25:11
  CRM is the one that saves you the most time. Yeah. And I hope to make the most money. I mean,
• 25:16
  it's those, those are the two, you know, things that, you know, I see where I should do. It was a
• 25:21
  shall be save time and it should help you make more money. It's not doing either of those things.
• 25:25
  I'm like, and we have interesting conversations with people all the time. It's like, well, I love
• 25:29
  this plot. Why do you love it? Oh, you know, well, how much money does it make you? How much time
• 25:34
  does, I don't, I don't really know, right? It's just, oh, because these not producers use it. I
• 25:37
  use it. I think it's cool. It's like, okay, well, let's just really distill that down. Like,
• 25:41
  that was just really helping your business. Like, what does it mean to your business if this goes
• 25:45
  away? Like, does your lead flow get cut in half? You know, like, you mean, you spend an hour
• 25:50
  and extra day on stuff? And so, that's how we like to kind of quantify, you know,
• 25:56
  hard technology. You know, so I, I guess for me, you know, I'm sorry, I'm sorry, I
• 26:05
  also have this here. I've got me off track a little bit. What's that? What was the underlying
• 26:09
  question again? Well, I was saying, what, how would you advise originators, you know, to be wise
• 26:16
  and selecting and automation and CRM technology platform for themselves? Because, you know,
• 26:21
  there's a lot of bills and whistles. Like you said, oh, top producers use it, whatever. Yeah,
• 26:25
  but how do I know what's right for me? Yeah, I think, I think that's a great question. I think
• 26:32
  it's taking a look at the way I see this is there's the way the CRM could be most helpful is,
• 26:41
  it's obviously bringing in your data into one place, right? So it's bringing your leads,
• 26:45
  you know, data is a tech term. I know I'm just a tech guy, but, you know, data is your leads,
• 26:50
  it's your, your referral partners, it's your contacts, you know, like, you know, your,
• 26:54
  your borrowers, your past clients, your transactions, you know, you're, you know, all of that.
• 26:59
  It's bringing it all into one place. And then it's allowing you to take that data and make
• 27:03
  it actionable through sort of automation, right? And so I think, you know, for me, that's how we
• 27:09
  really look at this is it's like, how can we help you get all of your data here? And then how can we
• 27:15
  help you take that and leverage that data to automate it? Right? So in other words, like the point
• 27:20
  of sale example, the great example, how can we take the data that somebody started an application
• 27:26
  and stopped it hasn't done anything for the last seven days? Like, can we get that data? Yes,
• 27:30
  we can. Can we help make that data actionable for you to re-engage that lead and try and convert it?
• 27:36
  Yes, we can, right? You know, if you think about it from like, in a lot of perspective,
• 27:40
  I can say work within confidence or whatever, right? Like again, a loan comes back approved.
• 27:46
  I mean, how can we help you make that actionable in the most effective way? And I think there's
• 27:50
  two ways we can do that. One is providing you with workflows out of the box that make that actionable.
• 27:54
  So it's like great, you know, it's setting out text and emails. But it's also giving you the
• 27:59
  flexibility with our automation builder to make that data as actionable in the most relevant way
• 28:05
  to you. So it's the flexibility of this system where it's like, you know, maybe you have a different
• 28:10
  workflow. We can help you save time in a different way. Great. We can build that for you or we can
• 28:16
  teach you to build it. I mean, but the problem with the system is that it can be done, right? And so
• 28:22
  the way that I look at it is it's like, I think that, you know, again, you want something that
• 28:29
  saves you time. I think that's for some of the powers of space to have done well. We're just out of
• 28:32
  the box or they're providing some value. They're doing stuff for you. But you do, you do want to
• 28:38
  platform that can really go the extra mile and begin to save you more and more time and help you
• 28:43
  make more and more money. And I think one of the things that has always been surprising to me in this
• 28:47
  space is like the lead conversion, you know, side of things. I've given the point of sale example,
• 28:53
  but you get a referral partner from a lead from a referral partner. You know, we have a portal
• 29:01
  where the referral partner can upload a lead and that kicks off an automation where you're
• 29:04
  reaching out to the lead and trying to schedule time to talk to them. And, you know, like, let's say
• 29:10
  you're going to our system is going to send them an email and a text, you know, twice the first day
• 29:14
  and once the next day, and if they don't respond, our system's automatically going to go back to
• 29:18
  the referral partner and say, hey, look like I'm just a just person, you know, I text them three
• 29:23
  times or the past two days and email them a couple times and hear from them, like, would you mind
• 29:27
  reaching back out to them, right? It's things like that, which, you know, again, I think those
• 29:34
  types of things have not really been done or at least I haven't seen them done. And so I think
• 29:37
  that's that's the way we're thinking about things. It's like, think about how much time that
• 29:40
  saves you. I mean, I mean, think about the inefficiency of you get a lead from a referral partner,
• 29:45
  they call you, maybe they, they, they, they Facebook messenger you. It's like, okay, great. We want
• 29:51
  the data in our system. We want to make it actionable. So you're not even doing anything. It's like
• 29:55
  the system is doing everything for you. And so that's the way I look at it. It's like, we want to
• 29:59
  provide that, bring the data, make it actionable out of the box. But then we really want to enable you
• 30:04
  or again, you can work with us. We can do it for you. You can dream up a workflow. We can build it.
• 30:09
  But it's like, we want to, we want to help you kind of, you know, we want that life of the
• 30:13
  turn on towards, like, wait a second. All I've been doing is sending out emails to my database
• 30:16
  with my current CRM. I have this crazy idea. What if I could do this? It's like, great. That's,
• 30:22
  that's, that's, that's the light. But we want to go off where people are now ever centering this
• 30:25
  motive. Like I'm scared of technology. I don't know what it's going to do. Is it going to do
• 30:29
  something that I don't want it to do? We want, we want people to, you know, feel empowered to,
• 30:34
  to go on the offensive to say, actually, I love this. I want to do more with this. Here's
• 30:38
  how I think this can help my business even more. And so I think that's, it's how I look at it.
• 30:44
  And that's the advice I would give is, like, look for something that's going to provide maximum
• 30:48
  value to in your business that you can quantify. But don't, but don't settle as well or don't,
• 30:54
  don't handcuff yourself to a platform. It isn't going to continue to iterate and evolve.
• 31:00
  Yeah, that's good stuff. So in wrapping it up then, if somebody's listening to this,
• 31:06
  they're helping, they're trying to decide if they should court someone else.
• 31:12
  Right? Another potential CRM platform like yourself. How, how would somebody or what would
• 31:18
  some questions they ask themselves be? How do you know it's, it's time, right, to look at other
• 31:25
  options? This maybe goes back to what we said earlier, is it saving you time and money? But are
• 31:29
  there like pain points or questions that should be surfacing for somebody? I think there's a few
• 31:33
  things. One is like, if, if you bought a platform and it's, you're not really using it two to three
• 31:39
  months in, nothing's going to change. And I hate to be that way, but it's like, you know, we're all
• 31:44
  that way, right? It's like, I get a gym membership in January and I haven't gone and it's
• 31:49
  March, like, I'm sorry, I'm not going to start going in May or June, right? Like,
• 31:53
  so if you, and you could get inspired, yeah, I like the positivity. Maybe I'm just, yeah, I don't
• 32:00
  know. So maybe that's just me, you know, but I think it like, if you want something, you're not
• 32:06
  seeing value from it to three, you know, kind of, you know, like months into that or even a month
• 32:11
  and using it, you're not engaged in trying to build it into your process. There's a problem there.
• 32:16
  Yeah, there's a, there's a problem and I would look for a platform that's going to be more
• 32:21
  tricky for you, right? And I wouldn't wait, you know, I would look sooner rather than later.
• 32:26
  I think the other thing I'd be asking is, where are the biggest pain points in my business right now?
• 32:32
  You know, two years ago was just so many refinance. Like, how can I make, you know,
• 32:36
  how can I process more loans, right? Now it's, how can I give her more leads, right? Like,
• 32:44
  and I think that is a, that's what we've really focused on with our kind of point of sale
• 32:48
  integrations and, you know, kind of the lead conversion campaigns is, you know, we really,
• 32:53
  we really want to help you. I mean, look, like a lot of people's answered to growing their
• 32:57
  business as I'm just going to go spend money on more leads and I can certainly work.
• 33:02
  But if you're only converting, you know, 25, 30% of your leads right now, like maybe start by
• 33:09
  saying, how can we get that to 50% right? Because you don't have to spend more money to do that,
• 33:14
  right? And so I can increase the pull-through rate. And so I think it's just, I think it's looking,
• 33:19
  I think it's being thinking about what are the pain points in your business, not only in aligning
• 33:24
  with the provider. And I think, look, I mean, I would demo different products. We're not the
• 33:31
  solution for everyone, you know, I fully recognize that. And I would ask the hard questions. Like,
• 33:36
  I think, yeah, companies tend to oversell things. I get it. Like, it happens. Like, we charge
• 33:42
  best not to do that. But, you know, okay, so you text, yeah, of course we text. Okay, what does
• 33:47
  that mean? Like, what does that really look like? Like, ask the hard questions. If there's three
• 33:51
  things that are really important to you, like, don't just take the casual yes as a, as gospel,
• 33:57
  so to speak, like really, really dig deep and make sure that it's, that it's right for you.
• 34:01
  Okay. And I think, and along those lines, if you heard something of interest for you here today,
• 34:06
  you can go obviously get a demo from ADM, the website link we'll put in the show notes,
• 34:10
  but it's think ADM, A-I-D-I-U-M, think ADM.com. And go check them out, book a, request a demo,
• 34:18
  big button over there. Can't miss it. And maybe it is for you. If you're in a place where you
• 34:22
  considering alternatives and you haven't been using your current platform or you don't have one
• 34:26
  at all, even worse, need one for sure. All right, man, this is, this is great. Thank you so much
• 34:32
  for sharing and congrats, by the way, on the, you know, continued growth and evolution of these
• 34:39
  platforms merging into one, ADM 2.0. Looking forward to more good things to come from you guys.
• 34:44
  Yeah, thanks Jeff. Thanks for having me on. Yeah, I really appreciate it.
• 34:48
  My pleasure. Everybody in order to do, check the link to the show notes, go check out ADM,
• 34:51
  and if you like this episode, hey, leave us a comment, leave us a review, and we'll see you on
• 34:55
  the next one. Bye for now. Hey guys, what's up real quick? You've heard about the mortgage
• 34:59
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