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OptifiNow, a provider of consumer relationship management and marketing automation solutions, enhanced its integration with MeridianLink's LendingQB, a browser-based SaaS mortgage loan origination platform. The integration will offer "unique solutions" for wholesale mortgage lenders, according to an OptifiNow press release.
Wholesalers will have the ability to use OptifiNow to monitor broker performance and receive automated alerts, in efforts to improve sales and customer service. Additionally, the wholesale version of OptifiNow tracks broker company accounts and individuals that are associated with those accounts, which differs from most retail mortgage CRM platforms that can only track individuals. OptifiNow’s integrated marketing also features the distribution of targeted communications to brokers via email and SMS.
"LendingQB was designed to readily implement and compliment various industry software solutions available on the market," said Doug Glagola, vice president of strategic development at MeridianLink.
"Wholesale lenders have fewer CRM options than retail lenders," said John McGee, founder and CEO of OptifiNow. "Many try to force a retail CRM into their wholesale environment or opt for a generalized CRM that isn’t designed for mortgage lending. Our years of experience working with both wholesale lenders and LendingQB’s client install base allowed us to develop solutions that are even more powerful."
"One new feature we created is Account Dormancy, which automatically alerts lenders when a broker account is going stale," added McGee. "LendingQB data allows us to track loans submitted by brokers and determine whether they have failed to submit a loan within the last 30, 60 or 90 days. We then alert our users using email, SMS or in-system notifications so that they can respond quickly."
The data described above is also used to create reports and dashboards that track broker and account executive performance over time.