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Logan Finance Credits OptifiNow TPO For Sales Team Growth

David Krechevsky
Nov 17, 2022
OptifiNow has launched its Insights onDemand business intelligence engine, a reporting and analytics tool built into their flagship OptifiNow CRM platform

Non-QM wholesale lender credits CRM’s flexibility and innovative features as key to managing rapid growth.

Non-QM lender Logan Finance Corp. said Wednesday it has implemented OptifiNow TPO, a customer relationship management (CRM) platform designed for wholesale lenders.

OptifiNow TPO provides lenders the ability to rapidly scale their wholesale team and quickly roll out mass-marketing campaigns to brokers, using innovative sales and marketing management tools, the company said. 

"We are already seeing a positive impact of OptifiNow TPO on our sales and marketing efforts," said Bobby Love, COO at Logan Finance.

Based in Greenwood Village, Colo., Logan Finance’s non-delegated correspondent and wholesale channels specialize in non-agency products, including bank statement, full-doc Non-QM, DSCR, foreign national, asset qualification, non-warrantable condo, and mixed-use loans.

OptifiNow TPO is a CRM platform designed for wholesale mortgage companies. The company partnered with wholesale lenders to build a deep understanding of their needs, which resulted in creating OptifiNow TPO. Logan Finance said it chose OptifiNow TPO because its CRM could help them grow their Non-QM wholesale and correspondent channels quickly. 

“We have more than tripled the size of our sales team over the past few months,” Love said. “We needed a way to support this growth and give us visibility into our sales and marketing performance. OptifiNow TPO provides us with well-designed tools that make the lives of our AEs easy.” 

Logan Finance siad OptifiNow’s robust LOS integrations provide critical data that powers its Automated Account Classification feature, while the RateSheet Distributor feature enabled Logan to quickly roll out a mass marketing campaign to the mortgage broker community.

"OptifiNow's Account Classification feature helps our account executives easily identify accounts that need their attention, allowing us to scale our sales process quickly," Love said. "Logan has been growing rapidly, and has developed a reputation for certainty and stability during uncertain times, especially when many competitors are shuttering their business. OptifiNow helps our AEs manage their client communications and maintain a consistent delivery of the Logan experience that has earned us the title of “The Agency of Non-Agency.”

Jackie Daniels, vice president of operations at Logan Finance, said OptifiNow TPO provided total flexibility over creating account classification rules. "Our classification rules prioritize newly approved accounts and accounts that haven’t submitted loans in a while,” she said. “Because the account classification process is fully automated, we’re able to focus on accounts that have different levels of activity and communicate to them accordingly to maximize the client experience.”

Logan Finance said it needed to announce itself to brokers and lenders quickly, in order to ramp up volume. The RateSheet Distributor feature automates Logan’s daily rate sheet email campaigns, reaching out daily to all of its customers and prospects. Messages are sent from the account executive's email address and automatically include personalized contact information. 

"Capital markets was able to hit the ground running using RateSheet Distributor," Daniels said. "We’re getting our name, products, and pricing in front of thousands of brokers on a daily basis. OptifiNow lets us control when to send rate sheet emails so that we can handle any pricing situation. This feature has had a significant impact on our ability to attract new business.”

OptifiNow President John McGee said OptifiNow TPO represents the culmination of years of working alongside its wholesale lending partners.

“We've seen firsthand how Salesforce customization projects come up short because of poor execution and a lack of wholesale lending expertise,” McGee said. “The knowledge we've gained from our customer community has been fundamental to launching OptifiNow TPO, and we can't wait to see what a long-term partnership with Logan Finance can add."

Based in Seal Beach, Calif., OptifiNow is a cloud-based provider of customized CRM sales management and marketing automation software.

Nov 17, 2022
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