Prequalify online Pay Bill Login
News & Press

CRM Implementation Identifies Ways To Improve User Adoption & Increase Loan Officer Business

When Certainty Home Loans rolled out CMPS Institute’s Customer Relationship Management (CRM) & Technology Platform to the company’s 200+ loan originators and loan officer assistants in June 2017, we were well aware that we were launching in the mortgage industry’s “busy” period. Naturally, we wanted to make the rollout as easy as possible; getting staff quickly trained and using the CRM as part of their daily business.

Before launch, Christy Soukhamneut, SVP of National Sales Performance for Certainty Home Loans worked closely with Gibran Nicholas, CEO of CMPS Institute, to develop a multifaceted implementation strategy that incorporated both internal and external resources.

Not only was the implementation strategy deemed a success company-wide, but within three months of the roll-out, Certainty Home Loans was able to achieve 70%+ user adoption rates, as defined by users who are logging in to the system at least weekly. According to research from leading mortgage industry consulting firm, STRATMOR Group, these results are significantly higher than industry averages for this type of enterprise-wide software solution.

Here are a few of the strategic elements that drove adoption of the technology and achieved increased business for loan officers within the first three months:

  • Concierge-level onboarding with a CMPS staff member who joined Christy for in-person branch training where each user’s system was configured to optimize their workflow.
  • Branch training lead by Christy with hands-on workshops, user manual and videos, so that everyone had an opportunity to learn in a way that personally resonated with them.
  • Customized reporting for Regional Managers, Branch Managers and Loan Officers, including production reports, pipeline reports and action items.
  • Customized dashboard for each user to manage his/her lead management, transaction management and post-close workflows.
  • Task automation to remove daily tasks, such as notifying the borrower, realtor and/or builder of each milestone in the transaction process.
  • A post-close marketing campaign that achieved over $5 million in funded loans from past clients was activated for all loan officers.

For additional insights, get your free copy of the white paper Eight Ways to Improve User Adoption of CRM and Other Technologies.

 

 

 

 

Tools & Resources

What will my mortgage payment be every month?

Find out here with our mortgage calculators. Use our other great resources too like a mortgage glossary, mortgage checklists, and...

Not sure where to start? We can help.

Talk with one of our mortgage experts today. Simply fill in your contact information and we’ll quickly get back in touch to answer all your questions.

-OR-

Yes, I'd like to receive information from Certainty Home Loans.