Scarlett’s Lead Management Integration continues to help brokers and agents quickly and efficiently grow their businesses. Scarlett continues to establish its status as the leading “one-stop shop” for brokers, brokerages and networks.

Scarlett’s priority has always been to allow every aspect of the mortgage transaction to be seamlessly managed in a single platform. Lead Management is another significant step in achieving that goal.

Joe Fakhri, Axiom’s president and chief executive officer, told Canadian Mortgage Professional that the move reflects the company’s tagline – “Don’t let your business run you, run your business” – adding even more automation into the mortgage process. “Scarlett is a one-stop shop,” he said.

“That’s the concept behind it: everything a mortgage broker requires to do their day-to-day business within one platform. That is what we’re aiming for.”

Integrating the lead management module into Scarlett’s Lead Management automation means that lead information can be managed and tracked before it becomes an actual live deal, allowing users to generate leads from different online sources and manage them from start to finish: from lead generation, to lead nurturing, all the way through to converting to an application. “It’s the funnel side of the transaction – getting a lead and nurturing it to full closure,” Fakhri explained. “This is what we set out to do, and this is exactly what we’ve built within the system.”

Integration between CRM and origination system

What’s different about Axiom’s approach to its  platform, according to its business development manager Andrew Schultz, is the ability it provides for agents to customize and define their unique business management and workflow  structures programmatically.

“We’ve taken that same approach with the lead management portion of the platform as we did with the mortgage origination side of the platform, Schultz said. ‘What are the real-life challenges of using a traditional CRM and integrating that with your origination system?

How do these two systems talk to each other? How do we cut out some of the double data entry, the inconvenience of managing multiple systems?”

He went on to say, “Effectively, what’s happened now is your lead management system lives within Scarlett Mortgage [formerly known as Deal Origination System]. And it will do things that are specific to a transaction that a mortgage broker needs to take on.”

Such functionality means that co-applicants or mortgage requests can now be tied into a lead’s profile, with the ability to track a whole series of information that will eventually become a part of the applicant’s profile. That’s a significant departure from the past, when agents had to take information from a lead and send them a mortgage application for completion only when they were finally ready to become applicants.

With Scarlett’s lead management automation, when a lead is converted into a deal, it travels from the lead management side of the system and creates the deal within the origination side that’s already prepopulated from the information previously captured. “The amount of time savings for an agent, and the added value that gets presented to the client, is incredible,” Schultz said. The client then only needs to review the information that has been automatically populated, adding any details that have changed about their current situation between becoming a lead and a mortgage applicant.

“It has taken the business purpose that a mortgage broker used as a CRM in conjunction with origination and houses it all under one roof,” Schultz said.

A winning solution

The module is “extremely customizable” for agents and brokers, and they can make it do what they want it to,” Fakhri said. “Lead Management provides tools that allow them to manage leads effectively – capturing leads through any lead generation tool out there, building pipelines, filtering data and drawing reports to mine leads and convert them into a deal.”

“Our lead management module is also bolted onto what the company calls an automation engine, allowing agents to automate specific tasks in their system, such as generating a thank-you email or a notification letting clients know they’ve been qualified.  “We have taken some of the best features of the origination side of our platform, like the ability to mine and filter broker and agent data, and build dynamic, highly customizable pipelines and workflows, so they automatically update as you work through the file,” said Schultz.

“Users also can automate their communication, whether it be to the client or a task to the agent themselves. All of the user experience functions that allow people to work more efficiently on the deal now support the lead side of the business as well. Ultimately, the integration of the lead management tool into Scarlett represents a winning solution for mortgage professionals”, Fakhri said, “allowing them to run and manage their business with as high a degree of automation and flexibility as possible.”

“You’ve got all of the data elements at the core,” he said, “and the data capture process that’s very customizable and flexible for an agent and a broker. Around that, you’ve got a series of tools that will allow the agent to run their lead management process very effectively and seamlessly, with a high degree of automation.”