Latest / Mortgage Marketing Radio / Ep #19: How to Automate Your Marketing with Unify CRM

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Ep #19: How to Automate Your Marketing with Unify CRM · Mortgage Marketing Radio

0:00
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Welcome to Mortgage Marketing Radio.
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Brought to you by the Mortgage Marketing Institute, your number one source for truth in
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Mortgage Marketing.
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I'm managing your database of customers and automating some of the marketing activities
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that are related to a CRM.
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So I wanted to feature our special guest today, Scott Benson.
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He's the National Sales Manager for Unified CRM.
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And Scott's been in the Mortgage Industry for many, many years, over 22 years of experience
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actually in lending and technology marketing.
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And I came across Unified CRM because it really comes down to, as I said, there's a lot
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of choices when it comes to CRM, a lot of bells and whistles and bright shiny objects.
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And nobody wants to have to switch their CRM a year or two after being into it, right?
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So I wanted to bring Scott here because literally he's not only worked at, you know, more than
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one CRM company.
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He's, you know, taking a look at the industry from a really kind of a broad wide angle lens
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and look at all the different CRM options that are out there.
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Somebody chose to go work for Unified because of what Unified is offering and bringing to
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the market.
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So in today's episode, we're going to really dive into, you know, how does a CRM actually
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help you and save you more money and save you more time?
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If you don't have a CRM yet, you're definitely up against the struggle of how do I get more
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done in the last time?
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How do I automate some of the activities?
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How do I stay top of mind?
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How do I really nurture and build those relationships?
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How do I proactively engage nurture and convert leads?
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What's my sales and lead follow-up process?
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These are just some of the things that a CRM can do for you.
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So Scott and I are going to dive into, you know, what's the number one thing that top producers,
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as a matter of fact, he shares a story from the Mastermind Summit, which you'll hear about
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one of the first things that all top producers do every single day and how a CRM is related
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to that.
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So that in and of itself is worth you tuning into.
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But then we're going to dive into what do you really need from your CRM?
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What should you be looking for?
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How does Unify differ from other CRMs and other really best practices when it comes to integrating
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a technology like a CRM to make sure you get maximum adoption and ROI out of the CRM?
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So I'm thrilled to bring Scott as a special guest to you once again bringing you truth
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in mortgage marketing.
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Let's get into the show.
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Scott Benson, welcome to the show.
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Well, thank you for having me.
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Hey, it's my pleasure.
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So I asked you here today because as I'm sure you're well aware, there's a lot of choices
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in the mortgage industry when it comes to CRM and managing my customer relationships and
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all that stuff.
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So one of the things I want to get out of today's conversation about Unify CRM, of course,
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is what makes you guys different, what separates you.
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So before we get into that though, if you wouldn't mind, just tell us a little bit about
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how you came to Unify because I know you're pretty passionate about what you're doing
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over there.
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Yeah, absolutely.
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So a couple of years ago, I started working for mortgage returns, was a regional manager
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over there, had 12 states, and my clients were kept on asking me for certain features
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and certain things, and the system, you know, just couldn't do it.
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And one of the things that I started looking for was a platform that actually could handle
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everything.
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So in my experience, I actually went to another CRM, and I just didn't work out.
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But what happened is around January, I found Unify and the owner, Scott Lidberg, and I
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had a conversation.
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And the first time he showed me the platform halfway through it, I was sold.
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And I asked him, I said, do you realize what you have here?
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And he was like, what do you mean by that?
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I said, well, I know what you have here, because I've seen, I mean, I've seen them all, actually.
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And there was the one system that could take three or four different vendors and actually,
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you know, it had it all in it.
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And so you could actually help a company reduce vendors, which is a big, you know, big thing
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with the vendor management, but also lower cost and help bottom line for the four organizations.
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Cool.
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Very cool.
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So what you saw over there at Unify compared to other options in the market for you was
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just like, you know, wow, impressive.
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These guys have it all in one stop shop, and you want to do a line yourself with them.
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Yeah, absolutely.
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And, you know, we're starting to say full sweet CRM solution, because we really do have
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a full suite of products all wrapped up inside Unify.
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All right.
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Yeah.
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We'll unpack all that kind of stuff as we get into this.
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And before we do, I want to, you know, this question is on my mind.
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And I don't know if you, you know, come across this or feel it's relevant.
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But obviously not every loan officer out there has a CRM yet, right?
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Yep.
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And so what is the battle that you're, you know, I'm a big believer in CRMs and leveraging
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technology to manage, right, those customer interactions and engagements?
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Because if we leave it to manual labor or, you know, we got to remember to do something,
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it's probably not going to happen.
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So, you know, what are the, how do we help mortgage originators listening to this, decide,
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you know, that a CRM is right for them, right?
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What's the usual kind of questions you try and answer about saving money or time or whatever,
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can you speak to that?
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Well, I'll just put it this way.
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So, I've been a mastermind two years in a row.
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Every top producer gets on the stage and they say they do two things.
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They open up their outlook and they open up their CRM.
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Okay.
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Why are the top producers in the industry opening up their CRM right when they walk in
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the door and they don't close out of it until they leave?
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Good question.
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Why are they?
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Because it's got their database.
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They're living out of it.
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It's a breathing living organism and also, I mean, it's where you're going to make your
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money from, you know, there's so many stats out there that talk about, you know, working
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and bringing back your past clients and that's the biggest revenue generator.
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But you have all these loan officers chasing different avenues instead of just spending
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the time and effort in the database that they currently have.
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So what do you see?
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Or don't have, and they need, they need to have it.
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Well, I believe in it.
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I still hear people say that they're on Excel spreadsheets.
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Is that true?
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Yes.
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Yes.
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Come on.
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This is, when we're recording this, this is 2016.
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Yes.
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It's amazing.
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It's amazing that people that they don't want to believe or change habits or they say
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hey, I'm doing fine and I don't need it.
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But again, you know, it's a tool to make your life simple, right?
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So if you get down to why are you doing what you're doing?
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You know, the reason why I'm doing what I'm doing is so I can actually go spend three
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weeks in Italy with my partner and play with the kids and my nieces and nephews and hang
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out with my friends and family, right?
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It's not about the money.
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It's also about helping the organizations, but when you get down to the why, why wouldn't
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you want to make your life simpler, one, to free up more time for yourself?
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And then two, it works.
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Again, going back to the top producers, they're all using them, so why aren't you?
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Right.
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Yeah.
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And I always talk about it.
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It makes sense to model top producers.
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But obviously, you know, I'm packing that even further.
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So on a daily basis, like you mentioned past database, so what does the CRM allow me to
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do?
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How specifically, give me a couple examples of where having a CRM versus not, let's say,
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or having a better CRM, right, would make me more efficient and productive in, well,
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what do I got to do, right?
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I got to find more people who need financing.
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So how does that CRM help me do that?
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Well, a couple of ways unified is that so we have a lead management system.
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So if you're purchasing leads, or if you're getting leads from your websites, they can
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actually filter right into your lead management.
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You can actually then set appointments to your Outlook calendar, and it syncs up to your
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phone, it syncs up to your desktop.
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You can actually log quick responses.
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You can actually call the client right from the system.
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And I actually just did this the other day, which was really cool.
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Inside our calendar, you can actually set the reminder, the remind you to call it.
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Then you can actually have the system call you, and then call the lead, and you've done
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nothing.
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All you've done is set it up inside the CRM.
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So again, going back to workflow, ease of use, bringing those leads in from all the
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different sources, which nowadays, if you're getting leads from really anywhere they can
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filter into the system, that's one way.
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The other way is mining your past data.
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You can automatically set up different campaigns inside our concierge.
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You can have different campaigns to be going out to different subgroups.
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So again, it may take some time to set it up.
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But once it's set it up, it's running.
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I look at it like you have an ad agency behind you, and all you've done is go into the
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system and set it up the way you want it to market.
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Sorry.
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Yeah, sorry, go ahead.
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No, just market to each subgroup, and what do you want to say to them?
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Yeah, so subgroups is interesting.
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You can categorize that any way you want, whether it's loan type, borrower type, how
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long a spend since we did, is there any limit to that?
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Can you pull a search or query by re-interest rate and that kind of stuff?
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You can do all that, but let's just use this example.
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I'm big about sphere of influence.
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So you could have a realtor that goes to your church that's in your B&I.
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So each, that's three different subgroups that one person is in.
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But then you could have actually have three different messages going out to that one person
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at different times.
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So again, you're talking to them about the audience or, you know, you know, B&I, we'll
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just use this example.
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I don't know how many people do B&I, but I used to do it.
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And you could be speaking to, hey, by the way, what's me, you know, a reminder, hey,
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do you have any leads for me?
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Hey, by the way, the church picnic, let's go to the church member, the church picnics
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coming up, send a message out, or hey, by the way, let's get together, you know, there's
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all different ways you could actually market to those subgroups if you have them broken
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out that way.
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And there's a some automation available as well as far as marketing to your database?
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Yeah, absolutely.
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So you can actually set up, you know, the monthly newsletters, you're weekly, you know,
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we have a weekly focus email, but you can also do birthday emails before the July, but
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we also have some unique triggers that it could be also set up.
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So rate triggers, MI expiration, loan anniversary, birthdays, MLS listings, move update, credit
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alerts.
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All of those campaigns, when that trigger happens inside their system, you, you could
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actually have a automated marketing campaign going out to them.
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And do I get any analytics on, you know, people who are viewing, opening, reading or anything
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like that?
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Yeah, actually, we have analytics and then we have what's called a my inbox.
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And that will actually show you who's opened it up if they've replied to you, who's
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I'm subscribed, and it's all by a couple of clicks and you actually can see all that
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data.
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So are you guys actually sending the emails?
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Yes.
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We actually, we actually send out.
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So for example, I won't give you the customer's name, but we've already sent out just an
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emails to them at the time it was, I got the, here's a record.
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So 4.9 million emails, 405 in process communications, 180,000 direct mail pieces, and they've created
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26,584 flyers, and they have a marketing library of 1700 pieces.
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And that's a company?
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Yeah, that's a company using our system.
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But again, 99.9% of that stuff is our system doing it for them.
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Really?
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All in one system doing all that stuff.
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Correct.
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Wow, sounds too good to be true, Scott.
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Do you ever hear that?
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Well, you know, the one thing I can say is again, going back to what I said, you can look
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at your vendors that you're currently using, and we may be able to, I hate to say, displace
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them.
14:48
Yeah.
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You can displace them, and then we can save you money to your bottom line because of our
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costs per user.
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Wow.
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I'm looking at your website here, and by the way, it's unify CRM, that's uniflycrm.com,
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and under the features section, under consumer marketing.
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Yeah, I mean, just like you said, you've got a marketing library with emails, flyers,
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co-branded marketing materials, post-close retention marketing, I'm running a commercial
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for you here.
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Unloadable flyers.
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Go ahead, sir.
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There's a lot.
15:20
There's a lot there.
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Oh, wait a minute.
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I see video marketing.
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Tell us about that.
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So, I just hired a director marketing, so we can do video marketing.
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We have a clients right now that they're doing in process communications, or a milestone
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marketing with videos inside of them.
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We just hired the director marketing to actually create more videos.
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It's an area that we know we need to expand on, and there'll be educational videos.
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There'll be videos that will be reaching out to our clients and saying, hey, what do
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you want us to create?
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What would you like to create for your borrowers, or for your realtors, or your referral partners,
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or for your leads?
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Because again, a lead comes in.
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We can actually have something going out, communicating with them, so it's an area we need
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to grow on, but it's an area that we will definitely, in 2017, be enhanced and caught
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up, I think, with everybody else or whoever else has videos out there.
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Okay.
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I know we're spending some time on features here, and I definitely want to do that, and
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we'll switch off of this in a second in terms of how best practice is with the CRM.
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But before we do that, seeing as we're talking about features, I want to make sure we
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mention what you and I talked about before hitting the record, and that is something brand
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new.
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You're launching, which is the quarterly mortgage report?
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Yeah.
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So we're coming to the market with a quarterly mortgage report, and it really comes from
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me receiving a financial statement of my money and how it's doing in each quarter.
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So taking that same philosophy that the financial planner or the financial world's doing to a
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lot of people out there, we want to take that same approach for the mortgage companies
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and the loan officers, because the key and also be co-branded, and really speak to the
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borrowers about what's possible each quarter.
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Where exactly where their loan is?
17:19
For example, we just had one of the biggest, probably, refi-booms because of what happened
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in the UK, right?
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Well, every one of those individuals would have known exactly where they were at because
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of the peace and what's possible.
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And the loan officers would actually have known each customer's information and who it went
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out to for that month.
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So they can actually then get on the phone call, start calling people.
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But again, it's really being educational and informative and being that expert, being
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that financial expert for that customer and for the company.
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Yeah, so I just had a thought.
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Now, here's something interesting.
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That's a great opportunity for making a phone call, right?
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We opened up with talking about marketing your past database and sometimes people are like,
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you know, I need a reason to why.
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Just to call and say hello or whatever.
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But, you know, a quarterly mortgage statement, right, which no lender really sends anymore.
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Everybody's going paperless, right?
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And we can even argue about the benefits of direct mail, but you want to be where there's
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less noise.
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And of course, direct mail, right?
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It still works.
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It still gets attention.
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But what I'm getting too long-winded is, it's like, what a great opportunity, right?
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Just as an excuse to call and say, hey, just want to make sure you get your quarterly report
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in the mail.
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Did you have any questions about it?
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And a great chance to now ask for referrals, right?
18:39
Absolutely.
18:40
Absolutely.
18:41
So I think the stat I saw for 2015 or 14 was the mortgage industry spent $2.14 billion
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in direct mail.
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So it works or they wouldn't be spending that much money.
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Or they're spending that much money on loss leads, right?
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But I don't think so, right?
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And that amount is increased each year.
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So one thing that I, in my past life, I used to sell direct mail to the automotive industry.
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And I've taken the same approach to the mortgage industry.
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I don't want to add additional cost to your marketing budgets.
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What I want to do is actually take a look at what you're currently spending.
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So kind of like an upside down period.
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Where are you spending your money at?
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What's your budget for it, news, paper, radio, TV?
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What other avenues of marketing are you spending your money on?
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Let's take a portion of each of those avenues and take it and direct it to the most important
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avenue, your past clients.
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And when you do that, you will see a better return of your investment than anything else.
19:54
Yeah, absolutely.
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As long as it's done right and done consistently and professionally, which clearly you guys
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are looking at your website and the stuff you offer, you're checking all those boxes.
20:05
Absolutely, absolutely.
20:06
It's going to be, it's a trifold, it's a great looking piece.
20:09
It really is.
20:10
Yeah, and you also mentioned before that it's customizable.
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So I, as an LO, can have my branding on there.
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Can I also co-brand with the Realtor who closed that transaction?
20:19
Correct.
20:20
Correct.
20:21
And the company can actually change the colors, brand it to their colors, their logos.
20:27
On the front of it, this will be up to the company.
20:31
Since they are marketing it to the enterprise wide, they can actually offer a discount
20:36
or do some type of, not a referral card, but we're just saying a blank statement on
20:42
the front.
20:43
For example, $200 off your appraisal, if you call today, per resp, per the knowledge that
20:51
I had, per resp, if you're offering that to every one of your clients, you can actually
20:55
do that.
20:56
Now, I might be wrong.
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That's the part of CYA.
20:59
Yeah.
21:00
So, but again, but that's us talking to the companies building out the piece with the
21:06
verbites that they would like to have on it and then really bringing in the loan officers
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information and also the referral partner or Realtor.
21:17
Very cool.
21:18
All right.
21:19
So, one last feature.
21:20
Let's jump into this because this is exciting and this is brand new for you guys as well.
21:23
But tell us listeners about the integration you've got with the core training and how that
21:29
fits into the CRM.
21:31
Well, if you are a core, I guess, if you are a core inside the core coaching and training
21:39
program, you definitely would want to reach out to Unify and take a look at what we've created.
21:46
We've actually the greatness tracker or the lead tracker and greatness tracker.
21:51
We have actually automated and put inside our system.
21:55
And I would even say for companies that are not even on the core program, they should
22:02
look at it because it will actually enhance their lead conversion, their call conversion
22:08
to their status, you know, the loans that are in status, their prequals, their top 50
22:16
Realtors, their VIP customers, and they can actually build a different list.
22:21
So it is really based on what you were just saying before about picking up the phone, reaching
22:27
out to the individuals that make sense and they are going to drive your business, but
22:32
on top of that, automating that process, I do believe and you can't, don't quote me
22:38
on this again, but I've heard that it takes a core member anywhere from three to four
22:44
hours to complete their homework because again, guess what it's on, Excel, and now you
22:53
could automate this, it's going to actually tabulate your weekly reports within a couple
23:01
minutes or seconds actually, and you'll be able to pass that and have those coaching
23:07
calls with your coach and give you back, I guess, maybe anywhere from six to 12 hours
23:14
of your life.
23:15
Okay, so if you're a core member, core training, then you get access to that module.
23:22
If you're not a core member, it's not relevant to you, right?
23:25
No, no, so again, you get it either way.
23:30
So it is an upcharge insider system, so let's just say that, so it is based on per user.
23:35
But again, if I'm a loan officer and I want to actually take my game, again, what we were
23:39
just talking about to the next level, it is actually going to make you accountable for
23:44
the actions that you should be taking already.
23:47
Okay, so it's like an integrated kind of action plan for me to follow to be more productive
23:53
and efficient using some of the core training principles.
23:56
Correct.
23:57
So let's just take this, for example, I get a lead from a realtor.
24:00
I can put it in a LOS, I hit import, when that imports into the lead tracker, then it
24:06
will actually, I can actually set appointments, I can make phone calls, it will track the last
24:11
phone call you made, what was set on it, who's the realtor, the source.
24:17
If that file goes into underwriting or into the milestones, marketing, that will then
24:23
flow right over into the statuses.
24:26
And then right from there, you have the customer's name, you have the realtor's that you need
24:30
to be reaching out to, the title company you need to be reaching out to, all parties
24:35
that are involved in the transaction, all their phone numbers, all their contact information.
24:40
And if you have a great call, all you have to do is click a button and then that's registered
24:44
on your greatness tracker.
24:46
So it's again, it's something that you really need to see to get the full value of it.
24:52
But again, it can be for a core member or for a loan officer, again, that wants to take
24:58
their game from here, you know, up to the top, because again, it's going to make them
25:04
look at, are they making the phone calls, are they reaching out to their people, are
25:09
they calling the top 50 VIP people, are they calling their builders on a, on a weekly basis?
25:15
And I, and I don't know the core program and I apologize for not knowing it in and out,
25:20
but I think you have a quota of calls to each group.
25:25
So again, it's going to track if you're making those phone calls and if you're not, guess
25:29
what?
25:30
You know, and again, here, here's the funny thing.
25:33
How many top producers in companies are on the core program and how many of the loan
25:40
officers are not on it?
25:43
You know, so again, top producers are using it, top producers are, are closing more business.
25:49
They're following up with their customers, they're doing the things, they're open to
25:52
CRM.
25:53
Right.
25:54
So.
25:55
Well, yeah, you're talking about, you know, I mean, you know, you using what, what's,
26:00
you know, is proven to be effective and inefficient.
26:02
And so obviously a lot of people use the core, right?
26:06
And if that's, you know, up your alley, check them out, right, at the core training.
26:10
So that's cool.
26:11
You've got that add-on module.
26:12
Let's, let's spin back into Unified CRM.
26:15
And so we've talked a lot about the features.
26:19
What do you, so you've obviously worked around CRM and you've seen some of the roadblocks
26:22
to people when they're trying to start working with a CRM.
26:25
Any suggestions or best practices to, to really ensure I'm going to, you know, optimize
26:31
my investment?
26:33
Yeah.
26:34
I mean, really it goes back to, you know, your workflow.
26:37
What do you got?
26:38
What, you know, what's your needs, you know, what's your agenda for the next couple
26:43
of years?
26:44
Where do you want to go, you know, for some of these companies, you know, right now it's
26:49
all about realtors, right?
26:50
And some companies are not purchasing leads.
26:53
But they may want to think about purchasing leads.
26:55
Well, does that system have that capabilities or are you going to have to go out and buy
26:59
another system or look at another system?
27:01
Well, with Unify, it's just, the lead management is just sitting in there for, I'll use another
27:08
example, sales presentations.
27:11
So, you know, providing your refi customers and your pre-applicants with a presentation
27:19
that gives them three options, shows them the closing costs.
27:24
You know, do you have that inside your system currently or is it an add-on or is it one
27:30
on, one loan officer using it or two in your, in the company?
27:34
Well, it's just part of Unify, again, not to be going on the features, but again, showing
27:40
you examples of what I see in, in working with the prospects and the companies that we currently
27:47
working for.
27:48
Right.
27:49
So, the other aspect is, can a loan officer actually, click on a, click on a borrower,
27:56
a realtor, anyone in their database and send one piece of direct mail out, or do they
28:02
have to call a company to actually do that, or can they even do it at all?
28:06
Well, Unify, you could do that.
28:08
You can actually send one piece of direct mail out, or you could send 50, or you could
28:11
send out a thousand.
28:13
It's up to you.
28:14
So I can choose from the library of the direct mail pieces you've got, and let's say I've
28:19
got, you know, 30 people that fit a particular criteria, I could just do that small of a
28:22
mailer.
28:23
Correct.
28:24
Well, that's pretty cool.
28:25
It's all done for me and automated.
28:27
Well, it's a couple, yeah, after you push the button and pay for it, it's automated.
28:32
Yeah, of course.
28:33
Sure.
28:34
Yeah, there's no free lunch, man.
28:36
But, but imagine this, you put a prospect into the LOS.
28:42
We have one of the, I think, one of the best syncs in the mortgage industry.
28:47
We're actually looking at last date modified, and then we're actually pulling that information
28:52
over.
28:53
So in my scenario that I just started, you put someone in the LOS, you hit save, we're
28:58
going to get that information immediately.
29:01
A borrower could call you right back up and say, hey, I found a house instead of 150,
29:05
it's 159.
29:06
Go to the LOS, put 159, hit save, we're going to get that immediately.
29:11
You don't have to update, go into the CRM to update it, it's going to happen for you.
29:17
If that loan, by the way, then you could actually set appointments to the system, use the calendar.
29:24
But if that loan turns into an application, you don't have to do anything else because
29:27
the milestone marketing is set up, are they in process communications?
29:31
We also pull over the underwriting conditions, the loan contacts.
29:36
We also show you when the communication is going out, who they're going out to, if it's
29:41
co-branded, but that file then goes to closing and it gets funded.
29:47
If you have a post-closing campaign set up with us, that post-closing campaign, email and
29:52
direct mail automatically goes out.
29:55
The only thing you've done is put a person inside your LOS and our system is done, everything
30:01
else for you.
30:04
That is, like I said earlier, too good to be true, but I know you guys have built like
30:09
this just unbelievable CRM.
30:14
Who are you typically targeting then for customers?
30:16
Are you bringing on companies?
30:17
It sounds like...
30:18
We have a minimum right now, 25.
30:22
We would like to move that up to 50 loan officers, only because organizations that are
30:30
bigger size, they get the workflow, they get what we're trying to create and how we can
30:35
create it for them, and really then it's hands-off.
30:41
We also do a lot of customization for organizations, so for example, one of the customers wanted
30:46
to create a task manager we created it for them, and it's their product and only their product
30:53
inside their system.
30:55
For one example, the core module we were lucky enough to work with the company and they
31:01
were allowing us to go out there and then resell it to other individuals.
31:10
One of the things I say is we have a unified CRM, but then it's really your CRM because
31:17
you can actually create and work with us to build out exactly what you want inside
31:24
our system.
31:27
The more I dig into your website, I just stumbled across this listing alerts.
31:31
Yes.
31:32
How the heck does that work?
31:36
So if you have anyone, not a closed loan, you can be a prospect, real estate agent, referral
31:43
partner, church member, anyone inside your database that lists their home on the MLS,
31:50
we actually get that information and populate it onto our dashboard for you within 24 hours.
31:56
And again, remember, when that happens, you could actually have a campaign automatically
32:01
going out to that individual.
32:03
Well, I'm just thinking about different ways to use that.
32:07
You mentioned anybody in your database who it's an MLS kind of trigger if they list their
32:11
home tied to that address, is how you're going to get that alert, right?
32:15
Correct.
32:16
Correct.
32:17
So you see people get creative with databases?
32:21
Well, I don't know, I have been here since February, so ask me that in a year.
32:29
Okay.
32:30
But again, one of the things that we just turned on, and this will be going to where we
32:34
enhance, we just were adding credit or rate, credit rate alerts.
32:40
So anyone in your database, again, that goes out and pulls credit from any other mortgage
32:47
company, you will get alerted for it.
32:49
Now there is some additional cost to that because it's a pass through cost because we're
32:54
getting charged for it.
32:56
But again, if you're prospect, you're working with a prospect and they go pull credit
33:03
at your competitor, you're going to know about it.
33:06
If you're borrow work, if you're real estate agent goes, that you're working with, goes
33:11
pulls credit, you're going to know about it.
33:13
So again, those are the types of things that we're trying to, you know, create inside
33:18
the system to make sure that we're giving you the best opportunities possible to close
33:24
more loans.
33:25
Yeah.
33:26
I built it up to you.
33:27
Right.
33:28
Right.
33:29
The question that I kind of opened all this up with is, how does the CRM help me make
33:34
more money and save time?
33:35
I think, right, we've just established a number of ways that your system can do that.
33:41
Right.
33:42
Another one other way is our open house fires.
33:44
Oh, yes.
33:45
Tell me more.
33:46
So you can create open house fire within two minutes inside our system.
33:51
And the reason is we have a relationship with a data aggregate and we actually pull information
33:58
right from the MLS.
34:00
So you can actually type in the MLS number, hit that number, and it's actually going to
34:04
populate the pictures and the data that the real estate agents put in.
34:08
Now if you already have your real estate agents approved inside our partners area, you could
34:15
cover in that piece and create that piece, download it in a couple of minutes.
34:19
So you can actually go ahead.
34:21
Those are, you have, you have open house templates in there then, right?
34:24
I don't have to design and just like upload the stuff.
34:26
Correct.
34:28
And that comes back to, you know, working with the marketing departments or working with
34:31
the company to create the different designs, you know, for one example, one company has
34:37
18 different designs, nine with loan scenarios, nine without another company has I think 27.
34:44
So and the system, if you don't like one, all you got to do is say, change template
34:48
and you can look at the new template.
34:51
And then one of the best things about it, anything that we communicate or a company
34:57
actually downloads creates, sends out from our system direct mail piece compliance departments
35:06
absolutely love our audit area because we actually keep everything and how's it for them
35:12
to actually look at download with all the metadata, the actual piece that actually went out.
35:19
And when they do the download, it's actually in color and it's in a zip file.
35:23
So they could look at one loan officer, a whole branch, a date range and all that information
35:29
is right inside our system as well.
35:31
Wow.
35:32
It just never ends, Scott, I mean, holy cow, this thing goes on and on and on, right?
35:39
You mentioned earlier, professional presentations allows you to create powerful presentations
35:42
specifically to the needs like a like borrower, you know, scenarios, loan option scenarios.
35:48
Correct.
35:50
And when they create those, the system actually locks it down so they can't go back in and
35:55
actually edit the one they created, they could copy it.
35:59
But again, we're doing that to make sure that we're compliant.
36:01
And then the company can actually see what's being presented to the borrowers.
36:06
And then if you get audited, you know, you're supposed to have the options, what are you showing
36:11
your borrowers?
36:12
You can actually pull up every single sales presentation and give it to the auditors.
36:16
Oh my gosh.
36:19
Why wouldn't somebody incorporate a CRM like this into their business?
36:23
What are the, what are the, do you hear objections out there?
36:26
Because I'd be curious to know.
36:29
Right now, I would say we're the hidden gem in the mortgage industry.
36:36
You know, Scott, the owner made a conscious choice about 18 months ago to go dark.
36:43
He even left the NBA.
36:45
He did certain things because we were working with a certain client to really enhance the
36:51
system and actually put things in it that they would like.
36:56
And the, the best thing is that we're able to offer those systems to anyone now.
37:03
And so I would say perfect timing.
37:06
God's great.
37:08
I'm here, but, but again, going back to when I first saw what, what he was about to put out,
37:16
I was, I was blown away.
37:18
I was like, I'm done.
37:20
And then just from the last, you know, six, seven weeks, I mean, I can't go into what
37:25
we've been creating, but I can tell you that it, that again, I keep on saying that we're,
37:31
it's not game changer.
37:32
It's a game.
37:33
Because we're doing things that it's going to enhance the loan officer's life and also
37:39
bring them back loans from their databases.
37:43
Yeah.
37:44
Well, I think it's, you know, I mean, gosh, everybody knows that the amount of workload and
37:50
the minutia of paperwork and deed and all that kind of stuff since, right, this mortgage
37:55
meltdown that has happened, there's just been more stuff put into the sales process,
38:00
right, things with the checks and balance, like you said, compliance and all this other
38:03
stuff.
38:04
And so if you don't have some kind of a CRM platform, just to be able to manage that portion
38:10
of it, right?
38:11
I mean, your life's got to be pretty hectic, forget it, not even considering the benefits
38:16
of automating, streamlining and having more professional marketing, partner engagement,
38:25
you know, sales, presentation tools, where it seems like you guys have addressed, right,
38:30
the whole spectrum of that.
38:32
Yeah.
38:33
I mean, and just going by the certain rules that the CFPB has put in place and how you
38:38
have to house and keep track of and, you know, all the communications you're putting out
38:43
and everything else, I mean, that's why I mentioned that compliance departments absolutely
38:48
love us.
38:49
And I've actually been telling the prospects or the people that we're doing demos.
38:54
I want the compliance people on on and they're like, what, yeah, we don't want them yet,
38:59
right?
39:00
But I do, because when they see it and what we're doing, they're going to sell the system
39:06
to the company because they don't have anything else like that or they've been through an
39:11
audit.
39:12
And they actually've had a call companies and the companies had to go through their process
39:17
and it's a painstaking process when they could actually do a couple clicks and have all
39:21
the information for the audit.
39:23
Yeah.
39:24
We need compliance blessing anyways, right?
39:27
Absolutely.
39:28
Absolutely.
39:29
Yeah.
39:30
And we work with, we have even what's called a marketing service agreement.
39:35
So we actually work with a marketing department or we become an extension of their department.
39:42
So for example, every one of our clients is signed up with this program.
39:48
But say if they have a project that they're following behind on, they actually can call
39:51
us up and we will take on the project in completed form or they can actually say, hey, by the
39:56
way, we need this project done.
39:59
We actually will do it for them.
40:01
And then they also get fresh content on a monthly basis when they're inside that program.
40:06
So again, it's something unique that Unified does, but every one of our clients has taken
40:12
advantage of it and it's working very well for them.
40:15
Very cool.
40:16
So the last thing I guess to touch on then, which is an important part of adopting a new
40:21
CRM technology platform, is what's the onboarding process look like?
40:26
How do we ensure adoption?
40:28
Yeah.
40:29
Well, one of the things because of the feature sets and because of how we do it, we have,
40:35
I do believe, around 82% adoption rate for all our clients.
40:40
Again, going back to, we're giving the loan officers reason to log in, utilize the
40:46
system.
40:48
We didn't touch base on the dashboard that we've created, but a loan officer can actually
40:53
open their phone up, look at their current pipeline, what's happening with it, where
40:57
their locks are expiring, what appraisals have been received, and actually do a snapshot
41:05
in a couple of seconds right from their phone.
41:07
Okay.
41:08
So your mobile friend lays what I'm hearing?
41:10
Yeah.
41:11
Absolutely.
41:12
We're web based.
41:13
So you can pull on your tablet.
41:14
You can pull it on your mobile phone.
41:15
You know, one of the features also that I showed you was inside a mortgage transaction,
41:23
we are looking for real estate agents that are not in the loan officers' database.
41:29
So imagine this, I'm doing a transaction.
41:32
I have the buying agent, but I might not have the listing agents inside my database.
41:38
Well, we're going to add them if you have marketing campaigns set up for listing agents
41:45
or realtors, they fall in that bucket, and then they'll be automatically going out.
41:52
Or if you have a relationship with one of them and they actually want to do co-branding,
41:56
we have a real simple button that you click on and it gets added to your marketing partners
42:01
area.
42:02
So I mean, again, giving the loan officers reasons to look at their database or their dashboard,
42:09
showing the loan officers who we were adding to their database, showing their pipeline in
42:17
a quick snapshot.
42:20
But again, I mean, you know, it takes, by the way, the question, what's your question was?
42:26
I'm warning.
42:27
I'm warning.
42:28
So I got away a little bit.
42:31
That's good stuff.
42:32
I'm glad you brought it up.
42:34
It usually takes 68 weeks.
42:36
The building out the site, the connecting to the LOS is the quickest.
42:41
What takes the longest is branding.
42:44
We just don't pull in a logo and have the same template that everybody else has down
42:51
the street.
42:52
We actually want to work with your marketing department or your company and actually create
42:57
the brand, the templates, the coloring, the wording, the message on every single template
43:04
if you want.
43:05
And we have over 800 templates, 30 different email campaigns.
43:10
If you have in-process communications going out or a milestone marketing and you want
43:15
six pieces to go out, you know, six different touches or if you want 12 different touches
43:20
to go out, it's really up to you and we want to make sure we brand your message to each
43:25
individual audience.
43:28
So for example, a lot of companies will send out appraisal received and that goes out
43:33
to everybody.
43:34
Well, we want to talk to each individual party, the borrower, the loan officer, the listing
43:39
agent, the agent, the attorney, I mean, whomever is inside the transaction, it's an individual
43:45
message because we take the time when we onboard to create those with you.
43:52
So that's the longest and what's takes the most time and that's why it's 68 weeks.
43:58
Right, but the net result of that is a truly customized CRM across the organization.
44:07
Exactly, exactly.
44:09
And the messages that are going out are your messages, not the companies or not the CRM's
44:15
companies messages.
44:16
Very cool.
44:17
So it's really personalized.
44:18
Yep.
44:19
Nice.
44:20
All right.
44:21
So obviously in terms of pricing and packaging, that varies based on company size and engagement
44:26
and a variety of different things as you, as you had mentioned, but how does somebody learn
44:32
more, you know, get connected to you if they're interested in learning more about Unify?
44:36
Yeah, thank you.
44:37
Next we go to the website and make a demo request or find my information, but it's Scott
44:43
Benson, 651-288-7510.
44:48
My email is Scott, oh no, it's not, it's S Benson at crossmedia-lc.com.
44:58
And then just reach out to me and I'll send you an email with a scheduler and you can actually
45:04
pick the time and date that works best for you and we can get together and have a conversation.
45:09
That's great.
45:10
The website, once again, Unify CRM-UN-UNIFY-CRM.com.
45:15
And there is a brief little video on there, about a two-minute kind of explainer video,
45:19
which is really cool.
45:20
And then there's a forum like you said to contact and schedule a demo and dive deeper on
45:24
this.
45:25
By the way, if you're an individual loan officer hearing this and you like what you hear,
45:28
you know, this has happened a number of times for listeners of this podcast as they hear
45:32
about a tool or a software such as this.
45:35
And in the case of Unify, right, typically it's, right, some type of a minimal engagement
45:39
with a company.
45:40
You can be that champion on behalf of, you know, your interests and introduce Unify and
45:45
Scott to the appropriate person at your organization.
45:47
So if you can help with that, you're going to benefit from it as well once they get a
45:52
look at what Unify can do.
45:54
Yes.
45:55
Yes, go ahead.
45:56
Can I mention something at least?
45:57
Let's do.
45:58
Yeah.
45:59
Hopefully by the fourth quarter, we will have a multi-tenant system come out.
46:04
So a individual loan officer will be able to log in, swipe their credit card, do their
46:10
setup fee, pay a monthly fee.
46:13
We will need to be connected to your LOS.
46:16
That is going to be one of the requirements because of what we do and how we do it.
46:21
But that when that multi-tenant system will come out, a single loan officer, a branch
46:27
or a couple loan officers will actually be able to sign up with Unify.
46:31
Oh, okay.
46:32
So you will be able to take on individual LOS and Q4.
46:35
Yeah.
46:36
Well, hopefully in Q4, you know, technology.
46:38
Sure.
46:39
Targeting it.
46:40
Always move that data out a little.
46:41
Exactly.
46:42
Exactly.
46:43
Well, that's exciting news too.
46:45
And thank you for sharing that.
46:46
And for anybody listening, you obviously work for a company in most of the cases.
46:49
So, you know, feel free to champion this internally because if you want to simplify, you're
46:54
all the moving parts you've got into running a business.
46:57
And as you know, Scott, and I keep beating this drum is you, it is a business.
47:01
You're not an employee.
47:03
You're not a sales person.
47:04
Really what you are is a business owner, right?
47:06
And so you're running a business and to run a business, you need certain tools to help
47:09
you.
47:10
And I think Unify CRM is a great one to help you out.
47:12
Absolutely.
47:13
Yeah.
47:14
So, thank you very much for being here, Scott.
47:15
I think the listeners learned a lot.
47:17
And hopefully they check out Unify CRM and any upcoming events or conferences that you're
47:22
going to that you're aware of, perhaps?
47:24
Absolutely.
47:25
So, I think we're going to come back to the MBA.
47:28
So we will be at the National MBA in Boston, I think I don't want to misquote, but I think
47:35
our brief number 706 send me an email and I will actually confirm that with you.
47:41
But we'll be announcing and bringing, you know, we're excited to be back with the MBA.
47:46
We're excited to actually get ourselves out there in a public.
47:50
I thought it would be a good venue to actually highlight and show off our product and
47:55
for everything that we do.
47:56
Definitely.
47:57
Right.
47:58
So the MBA, thank you.
47:59
So check that out and check them out if you're attending the MBA in Boston, which is my
48:02
hometown.
48:03
So it's a great city.
48:04
There you go.
48:05
Thank you, Jeff.
48:06
I appreciate it very much.
48:07
Yeah.
48:08
Thank you.
48:09
And listeners, once again, thanks for tuning in.
48:11
Hope that you enjoyed this week's session of Truth in Mortgage Marketing.
48:16
And if you like this episode or others, make sure you subscribe.
48:18
Leave us a review on iTunes so you don't miss any future episodes.
48:21
And I just appreciate you being here.
48:23
This is your host, Jeff.
48:24
It's him for Mortgage Marketing Radio.
48:27
Take care and we'll see you on the next one.
48:28
Bye.
48:29
Thanks for listening to Mortgage Marketing Radio.
48:32
One more Truth in Mortgage Marketing.
48:35
Get more free training and resources at MortgageMarketingInstitute.com.
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