Sales Automation for Mortgage Professionals: Part 1 (Why You Need It)

Sales automation is one of the most important tasks for mortgage professionals. It's simple: if you don't close the leads you have, what is the point of generating more leads? If your website and marketing team are generating enough leads, a sales automation platform will help you convert those leads to closed loans with much less effort at a much higher rate! 

Mortgage sales and marketing automation can provide you with a steady flow of qualified leads by capturing contact information and sending it directly to your CRM, where you can begin building your relationship through automated nurturing campaigns. What does "sales automation" mean? We're here to help you learn what it is and how it can help your business grow!

Is Sales Automation Just a Bunch of Emails? 

In short, no! The right sales automation strategy includes multiple components and a strategy to nurture leads and help you close more of them.

Many companies will try to sell you on a sales automation platform by telling you all about how easy it is to send emails and that they automate the whole process. They'll make it seem like an automated mortgage lead generation system is just a series of email blasts with nothing much more than a static message sent out regularly—but why settle for that when there's so much more you can do? 

Email marketing alone won't do you much good, and just because they go out "automatically" doesn't mean you have a true "sales automation" system working hard for you. A good mortgage industry CRM should include features such as:

• Lead management 
• Nurturing campaigns 
• Personalized communication 
• Integrations with your existing tools 
• A powerful dashboard
• Behavioral triggers to predict your prospect's next move

Mortgage brokers should be aware that any system with anything less than these critical elements isn't serving you well (and could be costing you valuable leads and new business)!

How Will Sales Automation Help Me Grow My Mortgage Business? 

Automated communications sound great, and you're probably already thinking of ways to use the free time that a properly implemented system will give back to you—but how does it actually help you grow your business? Does it lack a personal touch where you've relied on personal communications to add new business thus far? 

An automated sales process doesn't replace the human component of customer relationship management from loan officers that's critical to building relationships and closing new business. At the end of a sale, new clients didn't buy anything from an automated system; they bought into you and what your mortgage company can do for them to buy a home! 

However, there are several ways that using a mortgage CRM software and sales and marketing automation to automate your sales process should allow you to manage your time better while also growing your business. Here are some of the top benefits: 

• Your mortgage lenders can focus on closing more loans instead of spending their time sending emails back and forth. 
• You can save tremendous amounts of time by automating complex tasks, like email sequences, and sending followups at optimal times—so it's not necessary for someone in your company to sit there doing this manually!
• You know exactly what type of content each person is getting because everyone can create their own lead followups based on where they are in the mortgage process. 
• Your loan officers can quickly re-engage leads who may have gone cold by sending them personalized email months (or even years) later, reminding them about your services and how you may be able to help them!

Using sales automation is the best way to keep potential leads engaged and learning about your business—no matter how long it takes to get them into your funnel through closing on a new loan. Yet, your sales team doesn't have to spend valuable amounts of time checking in on leads to grow your business!

How Do I Get Started With Sales and Marketing Automation Tools? 

We've covered some of the benefits that using sales and mortgage marketing automation can bring to your business, but now it's time to set up a system for yourself! The first thing you'll want to do is find the best CRM system that has all the features, integrations, and support you're looking for. Once you've found your perfect solution, start mapping out which content goes into each automated campaign. 

The goal is to create a system where you can quickly and easily send the right message at the right time to each person in your pipeline. A few other things you'll want to do include: 

• Find out what works best for you! Remember that there are no rules when it comes to outreach, so don't be afraid of trying new strategies or tactics as long as they fall under compliance standards.
• Keep fine-tuning your processes until they become second nature. The more efficient you get, the faster you can turn over leads and close new loans!
• When possible, automate repetitive tasks such as sending emails at optimal times or creating follow-up sequences after a certain amount of time has passed since someone filled out their information on your site.

Remember: automation enhances the personalized experience for leads while minimizing the work your loan officer and sales team puts into closing new loans, but it can't operate in a vacuum. Interact with your system until it delivers the results you want, then watch your lead conversion rates increase!

RentBridge Helps Mortgage Professionals Implement Sales and Marketing Automation!

After reading through this information, we hope you can see that sales automation is a very effective way to grow your mortgage company. With the right tools and strategies, you should be able to save significant amounts of time while also finding more success with lead conversion—both online and offline!

RentBridge is here to help you plan and implement the right automation strategy for your business. If you would like to learn more about getting started with sales automation for mortgage companies, click here to schedule a demo! We're excited to show you our full system in action. Reach out today so we can begin working together for your company's growth!