Latest / Mortgage Marketing Radio / Ep #27: How Velma CRM Helps You Close More Loans

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Ep #27: How Velma CRM Helps You Close More Loans · Mortgage Marketing Radio

0:00
In today's highly competitive mortgage industry, building profitable relationships with
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Welcome to Mortgage Marketing Radio.
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Brought to you by the Mortgage Marketing Institute.
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Your number one source for truth in mortgage marketing.
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Hey, Mortgage Professionals, welcome to another episode of Mortgage Marketing Radio.
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This is your host, Jeff Zimper.
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Once again, thank you so much for tuning in.
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I hope you're getting value out of these podcasts and I tell you what I'm really trying to
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do is bring knowledge, inspiration, insights, access to tools, resources, people, ideas,
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and thoughts that are going to help you be more successful in your business.
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And today we are talking with Velma and we are talking about CRM and marketing automation
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and all the different things that go into a successful deployment and onboarding of a CRM
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tool within your organization.
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So whether you're an individual loan officer, you're in management or senior executive,
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you obviously probably already have some level of a CRM if you don't have a CRM.
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You need to get in touch with Velma right away.
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If you do have a CRM, oftentimes companies are in flux when it comes to CRMs and maybe
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in the market for changing or looking at alternatives.
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And Velma is one of the CRMs in the mortgage industry that should be on everybody's short
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list because they're designed and built for the mortgage industry specifically.
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So they understand and get our business and they've made a pretty big impact, right?
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They've been around for over 10 years.
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They understand the pains and struggles and issues that mortgage company faces when
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we're trying to be more efficient in our marketing activities.
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So Velma, there's lots of different things.
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It's a very robust platform.
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They're continually adding new features and functionality to it.
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So whether that's email marketing automation, you want to do print, yes, print, still alive
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and well, post-closing, gift marketing.
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The other great thing about Velma is it integrates into your LOS.
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It also integrates into mortgage coach.
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So there's some extremely powerful benefits and streamline processes when you can work
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back and forth between your LOS and your CRM to automate a lot of those marketing opportunities
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and touch points, whether it's pre-lone transaction during or post-lone closing.
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They actually even do things such as search engine marketing and web design.
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And they've been doing it like I said for a long while.
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I mean, if you look at their website, you can see that they've had with their various
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campaigns, they've generated over 63 million marketing impressions.
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That means over 63 million times a piece of content or a message that's been generated
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on behalf of a client through Velma has been viewed over 340,000 relationships under
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management and 320 pizzas ordered.
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No, just kidding.
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That's actually taken right from their website and that hopefully gives you a sense of the
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type of humor that Velma likes to take in working with their clients and they definitely
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are a great bunch of people over at Velma.
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So today, my special guest is Brent Emler.
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He's the director of sales and marketing at Velma, a long time veteran of the mortgage
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industry and senior management executive person at Velma.
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And I'll tell you what, Brent definitely has seen a lot of CRM's come and go.
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He's seen a lot of the challenges that take place when companies and individuals are trying
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to be successful with a new CRM.
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And so he brings a lot of those insights, best practices, what to look for, what to watch
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out for, what to really save time and be more efficient with the CRM and really with
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the number one key to being successful when you're launching and implementing a new CRM
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tool.
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So I hope you really get out of today's session what I did, which is a lot of insights
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and best practices in terms of how are we going to really make a CRM successful and have
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it fulfill on the promises that most CRMs make but many fail to deliver on.
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I think Velma, with their experience in the marketplace and with Brent's guidance
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as you'll soon hear, Velma definitely delivers on the promise of CRM.
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So with that said, let's transition into this week's show.
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Hey Brent, welcome to the show.
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Hey Jeff, yeah, thanks for having me.
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No, it's my pleasure.
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And so I've been wanting to get you on here for some time because one of the things that
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I'm trying to do with this podcast is bring tools and resources to the mortgage community
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that's going to help them be more effective at the various and multiple roles that are
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going on for them in the business and it's always changing and technology.
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So we're going to talk about that.
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But do me a favor for a moment, just give us a quick bio, who you are, what you do.
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Yeah, yeah, my name is Brent Emler and I am the director of sales and marketing at
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zelma.com that's VELMA.com and you know, Velma was born in 2006, Jeff and actually launched
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an earnest in 2007, just in time for the collapse.
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So it was the timing was challenging and over the last decade, a lot of things have changed
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in the CRM space and I'm excited to kind of share some of those thoughts with you and
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your listeners.
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Yeah, so that's a great point and so congratulations to you for surviving through that and coming
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out the other side.
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And as we know, there's a lot of choices for CRM out there in the marketplace.
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So I bring up my first question and I'm curious, how are we looking back on that, right?
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So 2006, 2007, you know, that's about 10 years now and a lot of CRMs have popped up over
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that time.
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How are you guys able to survive and rise above and become a pretty eminent choice in the
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mortgage community today as compared to all the others?
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What do you think that you guys did through that process during the tough times and even
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leading up to today that helped you be successful?
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Yeah, you know, with any small business, it's important that you're able to pivot.
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Things change, the market changes, you know, what do they say, Jeff?
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They say the only constant is change and so you really have to be able to go with the
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flow and restructure what you're doing when things change.
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And so in 2008, we were designed for individual loan officers originally.
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In fact, believe it or not, we were designed for individual loan officers to deepen and
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develop the relationships through print only marketing, which is pretty amazing to think
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about.
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We very, very quickly added email, but the idea was, let's provide a very, very easy
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use system for individual loan officers to add their contacts and to effectively nurture
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relationships.
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And it worked out, it worked very, very well for the folks that we onboarded, but then
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of course the crisis happened and things changed.
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There was a consolidation in the marketplace generally.
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And so what we had to pivot to was more of an enterprise model.
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And so while we still support individual loan officers, our focus is always on making
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sure that the product is very easy for individual loan officers.
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We put a lot of our development emphasis on building enterprise level tools.
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And when we made that switch, things really took off for us and we were able to help
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a lot more originators and organizations by providing those enterprise level tools.
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Of course, all of those tools, the goal is to benefit the individual loan officers,
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but with less reliance on them to initiate things.
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That's interesting.
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He's a comment about print.
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I'm curious today if you have any sense of what percentage, because I know you guys have
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evolved and we'll dive into that a bit in terms of email and obviously marketing automation
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and so forth.
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But any sense of today, what percentage of your users are still kind of using that original
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focus, if you will, like you had said, on print-related marketing?
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Yeah, yeah.
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So it really depends on the organization.
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A lot of the print marketing that we're doing is the post-close campaigns, the automated
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post-close.
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Although we are doing, we do see quite a bit of the just listed, just sold, co-branded post
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cards, that type of printed activity where you're getting a list of people in a particular
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neighborhood, and if one of your realtor partners has been successful in selling a house
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or listing a home in a neighborhood, why not send a postcard, a co-branded postcard
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to all of the people in that neighborhood?
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Obviously, we can get some additional business that way.
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There are some niche things like that, and of course, the post-close.
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We do still see a lot of loan officers doing personalized birthday cards and thank you
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cards to realtors, but the predominant medium is email.
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No question about it.
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We're doing tens of millions of emails a year, and certainly not that level of print marketing.
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Interesting.
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So in terms of email, then what are the types of programs or campaigns that you'd say are
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most popular within your platform?
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Well, so the thing that we discovered when we went to a more enterprise model was that
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for us to deliver big value to these big organizations, we really had to focus a lot
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of energy on integration with the LLS, with their website solution, lead capture forums.
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Collecting data is one of the most challenging, not only collecting the data, but also collecting
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the data and aligning that data to the marketing objectives, the overall marketing objectives.
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And doing all of that in a way that is completely hands-free for the originator, when we asked
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originators to change, and this really goes for any software.
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If you ask a salesperson to change their behavior, you'd better be delivering huge value
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to them, because otherwise it just becomes a burden and a nuisance.
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And that's one of the big challenges that CRM has in terms of adoption is asking loan
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officers to fundamentally change their behavior on a day-to-day basis, and still asking
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them to do even more work. And while that work may be useful, I equate it to getting
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a gym membership. And a lot of us will go get a gym membership because we know it's
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good for us. And we have all these designs on who means great things at the gym and
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getting fit and all the rest. And a vast majority of people just end up not going.
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And that's really how CRM, the analogy is, yeah, we all know that if we do a lot of
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CRM features and we spend a lot of time in there, then we're probably going to get a return
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on investment. But man, I'm so busy every day. I just don't have time to do that. I don't
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have time to be thinking of about two weeks, three weeks, you know, six months from now.
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So our emphasis, our primary emphasis is on automating the things that loan officers
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use to have to do manually. Yeah, which, that was a long winded answer.
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No, it was a good one. I love the gym analogy. It's actually, it's actually true. I mean,
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what you're basically saying there is, and I can relate to this, you know, having been
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in the loan officer chair for, you know, over seven, eight years, it's got to be, where's
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the payoff, right? It's like the gym analogy. Why don't I go to the gym and put it on all
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that sweat, sweat equity and hard work, go to the payoff, right? I'm going to look better,
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feel better, have more energy. And so it's a similar argument with CRM. And I definitely
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can appreciate your point about the difficulty of getting that salesperson to pivot. So it
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leads me to be curious because on the one hand, it's like, you know, this, this, this, it's
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the character in the stick. You know, hey, there's this proposed payoff. But what have you seen
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recommendations? Let's just say there's an enterprise listening to this and they're
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considering a change in their CRM. So what would Velma do to help make that change more easily
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happen within an organization, right, to make that pivot? Is there anything you guys have learned
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in the past that you would, that you're a process that you have in an organization when you
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on board? Yeah. Yeah. No, that's a, that's a really good question. And I, and I think, you know,
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I was just thinking about this, this morning, and, and we talk about it quite a bit. It's
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that the number one most important thing, whether your listeners are going to buy Velma or any
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of our competitors. And, and this really extends beyond the mortgage industry. This is CRM
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in general. And, and I'll tell you a job, I've done a lot of research. And the mortgage
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industry is not unique in terms of CRM, CRM adoption challenges. I was just reading an article
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recently, a guy who worked with Salesforce as an add-on service. He'd been involved in over a
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thousand Salesforce implementations. And almost, almost to accompany, the adoption was less than
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20%. And this is Salesforce. This, we're talking about Salesforce, right? I mean, this is the,
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the billion dollar monster out there. And adoption is less than 20%. And that's frustrating,
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if you're writing these big checks every month. And, and so, you know, you're asking, what,
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what can executives do, what can companies do, what can loan officers do, marketing directors,
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and all the rest? What can they do to improve adoption? I would, I would say that the number one
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most important thing is for the executives to really buy it, to really buy into what it is
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that we're trying to accomplish together to identify what the objectives are. And, and to make
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sure that everybody is agreed on what the objectives are with the product. And, and to make sure that
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there's a change management process in place. And then all of the department heads understand that
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this is an important thing that we're doing together. You know, compliance, marketing, sales,
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IT, everyone has to be on the same page. It has to be, you know, a, a, a, a top-down approach.
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And I wouldn't be able to tell you exactly, you know, what sort of approach to take, you know,
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for, for the different individual organizations together. They're all, they're all different,
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Jeff. You know, we talk to some depository lenders and, and they really want to control everything
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from the very top. In fact, success for them has nothing to do with loan officers logging in.
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It has everything, everything to do with impressions. It has everything to do with measuring ROI,
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with retention loans and lead pull through. And, and that's not the same for, you know, typical
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independent mortgage banker. They want to see the loan officers logging in and engaging with
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the product. So, yeah, yes. Oh, that's not so I want to pause there, yes, because what you're
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talking about is the, you know, key metrics or KPIs, KP, keep performance indicators. And,
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and I agree getting buy-in from the top executives is key. And I'm going to come back to that. But
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what do you mean by impressions as being a unique indicator? Oh, yeah. Sorry. That's kind of a,
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that's a marketing term. The impression impressions are each time an email or a postcard
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lands in front of a set of eyeballs. Okay. Right. Okay. So, right, CPM, right,
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it's a customer, some, some we're kind of think. So, they're looking at basically what's the
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increased exposure they're getting by implementing the various functionality tools of the CRM? Yeah,
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you know, that's, that's the brand awareness piece. And that's, that's obviously really important.
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But also beyond that, measuring the effectiveness of those impressions. And so, measuring things,
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one of the things that we measure is clients coming back. So, if there's a loan already in the system
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and we send marketing material to that contact and they come back and get another loan six
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months, 12 months, two years later, that would be considered a retention loan. That is, that is a
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client that you've retained. And, and there is marketing that's happened to that contact. And
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therefore, there's a corresponding ROI. Yeah. That obviously makes sense. And then of course,
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there's reporting on all that within your system that people can pull those quarterly or whatever
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reports to, to see what type of retention they're getting, right? Yeah. Yeah. Absolutely. It,
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okay. So, so back to the question of getting executive via it. I totally agree with you 100% on
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that. And I know from past experience that that can be a challenge. And there can be multiple
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players in the implementation and conversation of a CRM. Now, an executive level person might
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sign off on it or, you know, approve the budget. But then sometimes they disappear after that,
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right? And there's other people within various levels. There's obviously IT. There's integration,
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right? There's the marketing people, like you said. So, any suggestions you have from your experience
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on, again, right? For anybody listening to this, when they're considering a CRM, Velma or anybody,
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you want to be successful with that. How do we keep the top level executives involved in general?
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I know it varies based on organization. But any comments you would have on that?
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Yeah. So, at Velma, the development team is obviously huge. We've got a really big,
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amazing development team. And they're cranking out new features and ideas and automation and
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integrations and all the rest each and every day. And it's just a wonder to watch them work. But,
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you know, I think probably even more important for us is the client services department. And what
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they do at Velma is, you know, we don't just do this implementation training and then off you go,
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I hope you're successful. We actually do what's called a quarterly business review, a QBR.
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And this is not to pop us up. I'm sure other CRMs do this as well. And if they don't,
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you should ask your CRM provider to do it. But do a quarterly business review.
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And in that review, you should be reviewing the objectives. So the first quarterly business
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review for us would have all of the objectives that we outlined in the sales process.
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So when we sit down with the executive, the marketing team, the sales team, what are our objectives?
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What data do we have and what are our objectives? And then when you sit down to do that quarterly
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business review, did you achieve your objectives? And so really dialing in on objectives, goals and
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making sure that you're hitting those and then providing comprehensive reports that can be delivered
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to the executive showing that the CRM implementation and ongoing training and adoption and automation,
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that all of that is working and delivering value to the business. When we do that,
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yeah, when we do that, the executives, they get excited about it. They can see that they're making
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money, that they're getting a huge ROI and then they're more invested in the relationship
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and more willing to allocate resources to strengthen it. Yeah, it makes sense. What should some of the
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objectives be? Do you think or what do you generally see? Is there a recurring theme in terms of
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when somebody's investing in a CRM? There's a certain theme of objectives that they're trying to
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accomplish, a better efficiency, you know, whatever. Yeah, you know, it really does depend on the
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organization. If you've got a strong reverse group and you really want to focus on getting more
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reverse business, then you identify, you know, the data that you have, the data sources that you
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have, you identify, you know, how are we going to go to market with that particular product? I'm
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just taking something randomly, but it really is dependent on the organization. Of course, you
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want to make sure that you're retaining all of your past clients by having a post-close campaign.
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I don't think there's a CRM in the mortgage space that doesn't have some sort of email print
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or combination there of post-close campaign. That's easy. The lead marketing, you know,
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it can be nuanced, right? So, how deep do you want to go with your lead marketing? Do you want to
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have very targeted campaigns, specifically for refives or specifically for renters or, you know,
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do you want to try to resurrect, you know, some of the, look Jeff, these companies, it's unbelievable
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to me how much data they have at their fingertips sitting in their LLS. There are thousands and
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thousands of opportunities sitting in the LLS just languishing away. And it's really, it's really
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disheartening until you get a hold of it and you say, wow, look, look at this data. Let's do this,
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this, and let's pick these three objectives and make sure that that we're going to identify
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everybody who could benefit from X or Y product and let's develop a campaign around it.
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Yeah, and you help them make sense of that data and make that data usable, right, rather than just
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sitting. Yeah. So, you mentioned that you gave that example earlier of, you know, depends on
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the organization in terms of objectives and you use the example of reverse and I know I'm kind
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of putting you on the hot seat here a bit, but so reverse is one, it could be refile, it could be
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jumbo, it could be USDA, FHA, right, but I guess put it in the context and I'm sure you've been
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asked this question before, but I really want to hear your opinion of this as how would or how
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does a CRM help me sell more of a particular, if that's my objective, right, if I want to drive
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reverse, if I want to drive USDA. How's it going to help me or my company, my organization, right,
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grow my share of X product? Does that make sense at all the question?
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It does, it does, and so yeah, absolutely, absolutely. So the key here is the automation is
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taking the data and getting it into the CRM so that each, each originator has their own
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individual database that is going to be marketed to automatically. The loan officers are not
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having to get into the system and select contacts and figure out what to send them and all the rest.
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That's all happening automatically, that's being driven by the marketing department and when
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when the, for instance, when those pieces go out, you can look at your marketing
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history, you can see who's opening the pieces, who's not opening the pieces, and as you're thinking
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about spending time in your day, here's a great example. Let's move off the reverse because that's
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typically more of a print play. Let's talk about free approvals. So we all get these free
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approvals, and then oftentimes they get in that free approval state, and then they sit there,
26:33
and they're stuck there in that free approval state, and then they don't move forward.
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Without some sort of marketing automation CRM tool, those people can just get stuck in the LOS,
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and then you move as an originator, you're going to move on, right? You're going to move on
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and work closest to the money. I mean, that's what we do as salespeople. We work closest to the money.
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And by that way, when you say work closest to the money, you mean the deals that are going to close
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quicker sooner? Yeah, exactly. Exactly. And so if somebody is stuck in this pre-approval state,
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we have a tendency to say, I'm going to move on to the people who are more likely to buy today
27:11
than two months from now. And so by sending out, by having campaigns designed around that status,
27:18
that milestone of pre-approval, as we're sending out that communication, we're keeping the
27:23
loan officer and the company brand connected to that borrower. And so when they do decide to buy,
27:30
they've got something in their inbox that says, oh, you know what? I'm going to call Jeff.
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That's what I'm going to call. I'm ready to move that. And when they open those marketing pieces,
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you can see that in the marketing history. And then you can pick up the phone and say, hey, Jeff,
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I just sent you something on the value of pre-approval. I noticed that you opened it. Have you
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started looking again? So it really gives you a sort of a warm list of people to call based on
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the consumption of the marketing material. Yeah, it's interesting. What's coming up for me in hearing
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that description is I did a podcast last week and I talked about the number one thing that every
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successful business has and that is a predictable sales system. So CRM helps you have a predictable
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sales system. It moves people along a path whereby if you relied on simple human effort,
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right, that heavy lifting odds are that's not going to happen. So that's one of the advantages of
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a CRM. Yeah, no question about it. Yeah, there's no question about it. And you know, if we
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rely on a spreadsheet or a file system, we're going to forget about this. Scratch pad.
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Yeah, scratch pad. We're just going to forget about people. So having that normal workflow,
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so when I get a pre-approval, I'm going to always do this. I'm going to make my systems always
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going to send out this letter, this email, and then this email, and then when they open it,
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then I pick up the phone and I call them. So this is the process that I always go through.
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And you're right. Here on CRM does that. Yeah, it makes me think of the term customer journey,
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which I'm sure you're familiar with, and actually comes out of various events I've attended
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at Salesforce in the past. And knowing that in today's world, people are on a certain customer
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journey, right? And in the mortgage space, it depends on how they're engaging you, but whether
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it's online, referral, whatever, but there's a process, there's a journey. And if we don't have
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that defined for them, then it breaks down and they don't get the engagement and their responsiveness
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that they expect and deserve. So they're going to go elsewhere and want to have that
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positive customer journey, right? No question about it. And one of the really exciting things
29:38
that is coming to, it really kind of already here and just beginning to grow is this idea of
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behavioral marketing. And so as consumers consume marketing material, we're adjusting the
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campaign pieces, the cadence, the, you know, when we're delivering the pieces, what time of day,
30:02
we know what type of devices that they're opening pieces on, so we're optimizing for the devices.
30:08
And so when you talk about customer journey, you're really talking about creating a segment of one.
30:15
And that's really the, that the shingle off for marketers, right, is, you know, taking a thousand
30:22
customers and and segmenting it down to one contact and having really, really highly personalized
30:30
content, delivery schedule and all the rest. Yeah. And then in addition to that personalized
30:35
one-to-one experience, which is definitely where it's headed, is then of course getting the real-time
30:42
triggers that notify you, your sales and marketing team, you know, at various stages of engagement,
30:47
so you can appropriately follow up in a timely manner. Yeah, that's right. And, you know,
30:54
speed to contact, making sure you are the person who is there at the exact right time is really
31:02
hard to do without having a CRM in place to tell you a, Jeff, it's time for you to call Jim,
31:08
he just opened the email or it's time for you to call Jim. He hasn't, you haven't talked to him
31:13
in two months and you're scheduled to. So you're absolutely right, trying to remember that and,
31:18
and you know, let's face it, as salespeople, we're managing hundreds and hundreds and hundreds of
31:24
relationships, unlike, you know, yesterday or when you didn't have to manage as many contacts
31:30
as many relationships, it's, you know, relying on your memory or a file system,
31:37
Scratchpad, Excel, it's just, it's, it's so 2000.
31:45
Yeah, what do you see out there when you're engaging with a company before they bring on,
31:53
you know, Velma, for instance, are they on an existing CRM and they're switching?
31:58
Is that the usual case where they, you know, not on one currently and there are a lot,
32:02
in a lot of pain? What are you seeing?
32:07
Yeah, you know, when, when, not too long ago, Jeff, they, the number of organizations,
32:13
so when I was out prospecting, I would talk about 50% of the organizations didn't have a CRM,
32:20
they kind of knew, you know, I better, I should probably do that. And I don't know,
32:25
that was probably three, four, five years ago, I guess I'd have to really think about that.
32:30
It wasn't too long ago that it was about half. But today, I honestly can't think of the
32:36
last time I went into a perspective, a new prospect sales call where they did not have a CRM.
32:43
If you don't have a CRM today, you are unquestionably in the minority. And so,
32:50
yeah, organizations are moving from one CRM to the next. And honestly, I've seen a lot of movement.
32:58
It seems like organizations are jumping around quite a bit these days.
33:05
And I think that it's, in part, because CRM is not delivering what the organization's
33:14
sold and CRM and or the executives had the wrong expectations. So it's either sold wrong,
33:25
bad expectations, poor implementation, no follow-up, no training, and all the rest. And so
33:32
it's not necessarily the product that's the problem. It's the people around the product
33:38
that is creating as much movement as there is from CRM to CRM.
33:45
And that's a great point. And that speaks to your earlier discussion around
33:51
building out that kind of onboarding, both pre-during and post-onboarding. And that's,
33:57
your number one thing was to get executive buy-in and have clear objectives. And make sure you've
34:05
got the appropriate people involved so you can tie off on those and conduct your quarterly reporting
34:10
and so forth and demonstrate that success. And I would say that is for me. And I've actually
34:16
been part of the sales guy sitting at the desk at whatever company and a new CRM comes in.
34:24
And for me, the biggest challenge always had been, well, why are we doing this?
34:29
Well, what's the benefit? And why do we have to change? And then they get it installed,
34:35
and it's like going to the dentist, it's pulling teeth. And so for anybody listening who's
34:39
considering switching CRMs, I would agree with your point earlier, Brent, that that is the
34:46
biggest thing. Make it clear as to what the benefits are going to be. And then you get the people
34:51
championing behind you on it. Yeah. And there's probably some golden ratio there.
35:00
For every extra action that a CRM asks a loan officer to take, the CRM better do five things.
35:09
So there's probably some sort of ratio there. But yeah, that's really it. I mean,
35:16
loan officers have been starting their transactions in the LLS for years and years and years,
35:23
and then you're going to come in as a CRM provider and say, you need to stop doing what you've
35:29
always done and start doing it this way. And you're going to, you know, what the really great
35:35
news is, the executive team is going to be able to see, have more visibility into the sales funnel.
35:40
So like, well, I don't really care about that as a loan officer. What I care about is selling more
35:46
loans. So how is this going to help me sell more loans? Yes, exactly. Say, top of mind, make me the
35:51
obvious choice with my customers, automate some of the, you know, processes in terms of database
35:57
marketing and all that stuff that you that you talked about. Absolutely. 100% agree with you on that.
36:02
And, you know, I think it speaks to the success that you guys have had that you've obviously
36:07
figured something out when it comes to that, when it comes to getting executive buy-in,
36:11
getting the individual loan officers supporting you and then being successful because, you know,
36:16
as you said, you've been at this for a long time and you are, you know, definitely on the shortlist,
36:22
I think, for anybody considering CRMs in the mortgage space, you've got all the integrations
36:26
for LOS. I know you also integrate to mortgage coach, which a lot of top producers use out there.
36:31
And that, that just, you know, enhances the overall attractiveness of your product, I think.
36:36
So with that said, any place you want to direct people that are listening to find out more
36:42
about Velma, where they can maybe dive in and get connected to you? Yeah, real easy. Just go to
36:49
Velma, V-E-L-M-A.com. Velma.com. Down at the bottom there's a requested demo and we can,
36:57
you know, we don't have to necessarily even do a demo. We can just kind of talk about what
37:00
you're currently doing with CRM and I'd be happy to spend some time with your listeners,
37:05
even if you guys aren't in the market to make a change. You know, I'm really passionate. We are
37:11
really passionate about helping mortgage companies become more efficient and automate the things
37:16
that people used to do manually and really delivering value to not just individual loan officers
37:23
or mortgage companies, but the industry as a whole. It's a phenomenal industry. We're
37:29
still really blessed to be a part of it. And there are just some unbelievably great things going
37:35
on in the CRM space, Jeff. And you mentioned that integration with mortgage coach, integrations
37:41
are getting deeper and deeper and more exciting every day. So yeah, it's a great time to be in the
37:48
in the CRM space, I think. Yeah, absolutely. And a few people are looking for ease of use. I know
37:53
you're consistently ranked as the easiest mortgage marketing CRM on the market. And that's part
37:58
of your motto. Keep it simple. So it gets used. And that's the key hallmark of any successful CRM
38:04
is it's got to get used and making it simple as a key part of that. So hats off to you guys for
38:09
doing that. So once again, Brent, thanks for being here. And for those listeners that have tuned in,
38:14
thanks for listening to this episode of mortgage marketing radio. We always appreciate you.
38:18
Feel free to subscribe on iTunes, Stitcher, leave us a comment, a review. And as always, we will
38:24
see you on the next show by for now. Thanks for listening to mortgage marketing radio.
38:30
One more truth in mortgage marketing. Get more free training and resources at mortgagemarketinginstitute.com.
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