keep customers

How CRM for Mortgage Broker Helps You Retain Clients

In an industry where you offer the same products and services as your competitors, anyone can enter the market and drive you out of business. So how do you make sure your business stays competitive? Never underestimate customer experience. 

In the world we live in, a customer can go to over a dozen different places to get a service of more or less the same quality. What makes a crucial difference is the customer experience. An easier-to-use website, a more personable interaction and a more efficient process can make all the difference. Of course, quality and expertise have to be there too. These elements compel the customers to choose YOU, again and again, because these are the things that other services are lacking horribly. 

One of the most important things you can do for your mortgage broking business is bringing in a system that forms a positive impression of your brand and tends to your customers at every step of the way while you get on with tackling lending problems and wielding top-notch results. 

So how does a CRM system work exactly?

When running a business, it’s important to work out what’s worth your time and what isn’t. Manual tasks such as chasing up or reworking a file often take up a lot of valuable hours of mortgage brokers. This can really limit the scope of your business. Thankfully, a customer relationship management (CRM) platform can automate huge chunks of day-to-day busywork for you. 

Simply put, a CRM platform gives your business a meticulous structure where everything works together in a way that minimises errors and redundancies resulting in higher efficiency and happier customers. 

Let’s dissect the technical ability of CRMs in greater detail…


When you have a good solid service to offer to people, it’s time to get as many eyeballs on your brand as possible. Get them just as excited as you are. That, in essence, is the key to good marketing. A CRM software lets you plan the best way to get your leads’ attention. Based on the data insights, you know exactly who you are marketing to and design customised online campaigns that speak to and nurture your leads. Then there’s only one real way to know if you’re doing it right – keeping a beady eye on your analytics. 


Perspective can make a huge difference in the success of your company. CRM software gives your team a perfect vantage point and greater control of the sales process. With the organised visual information, your team will know exactly where to focus their time and see how each deal is progressing at every stage of their customer journey. 

This clarity of information also shines the light on your team’s performance and gives them the autonomy to react quickly, change things when they aren’t working and jump on opportunities as they arise, seeing the business grow.


Investing in a good CRM software makes sure that you stay relevant and that you are serving your market. This piece of software is more intuitive than you might think. It allows you to offer help and support for your clients how and when they need it. It is as simple as sending a personal thank you email, making sure all customer requests receive immediate attention, asking for their feedback, keeping them in the loop on what’s going on. Having the live schedule feature integrated in your platform is invaluable too. Customers can simply book themselves in. It’s these connections that drive conversion. 


CRMs make it easier to analyse your team’s progress via a visual timeline (such as a kanban board), to generate reports and allocate resources effectively. Being able to view where they are in the process keeps everyone accountable and on track. As the team leader, you can constantly check in to ensure strong performance, actively participate and work with the team to improve your service. 

Overall, CRMs are designed to optimise your mortgage brokers’ productivity and agility. It’s a one stop shop with all essential functions to enable teams to communicate and collaborate with each other and with clients. The automated workflow helps you save a significant amount of time, eliminates the need for manual work, making the tasks a lot easier for everyone involved. 


Most problems of businesses stem from issues with processes and systems. Once you have a system in place which you and your team are super happy with and super proud of, you can all work seamlessly together. Remember that every dollar you spend on a smart system is earning you some type of return. 

To build on that, there’s a platform that is plowing through the field, clearing any obstacles facing mortgage brokers. It is the AI-powered lead management platform called Effi. There are many features on Effi that are not available through the current CRM systems such as the ability to generate leads and collect reviews; branded customer portal that is super easy to use; reporting function to manage your brokers’ performance; 2-way calendar sync; product search API that allows you to search and compare thousands of home loan product details from various lenders. 

At Effi, we have a dedicated team working around the clock to solve the problems that hinder the development and success of mortgage brokers. We always challenge ourselves and dream up possibilities and execute them all the time. Expanding and experimenting is part of our process and evolution here as a broker-focused platform. We are always thinking of what could work for our brokers. Interested to learn more about Effi? Get in touch with us via to register for a 14-day free trial.