CRM system to power non-QM wholesale lender's loan tracking and broker engagement
San Diego-based wholesale lender 5th Street Capital has chosen OptifiNow TPO as its new sales management and marketing technology provider.
This collaboration is part of 5th Street Capital’s strategy to leverage technology for efficient growth and scaling of its sales team.
“We were impressed with how well OptifiNow understood the needs of wholesale lenders,” said Dave Russell, national sales and production manager at 5th Street Capital. “There are features designed specifically to help our wholesale account executives improve their pipeline management and strengthen their relationships with brokers.”
A key aspect of OptifiNow TPO is its integration with 5th Street Capital’s loan origination system (LOS). This integration automates broker account and contact synchronization, providing real-time insights into loan activity and production volume for account executives.
“OptifiNow prevents confusion by ensuring that broker accounts are properly assigned to our account executives,” said Russell. “The LOS integration tracks when brokers submit loans, the types of loans they’re sending us and how much volume they’ve funded. Having this type of information empowers our sales team to have better conversations that lead to more loans.”
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Another highlighted feature is the Loan Scenario Ticket module, which allows account executives to enter loan scenario requests from loan officers and instantly email price quotes.
“The decision to use OptifiNow TPO was easy,” Russell said. “No other CRM vendor offered a system out-of-the-box that could help our team grow immediately. The non-QM space has become highly competitive and OptifiNow gives account executives the tools to market, engage and sell more effectively.”
OptifiNow has several clients in the wholesale market. The company’s tight integration approach with the LOS platform is one of its advantages, according to Linn Cook, vice president of sales at OptifiNow. Its system features an automated account classification process that utilizes LOS integration for data-based decision-making on critical factors, including loan submissions and user activity. The system synchronizes loan details and operational milestones to keep pipelines flowing and quickly identify and address bottlenecks and inefficiencies.
“One of the key things that we do that makes this all possible, so it’s nice and easy and really automated, is we do really tight integrations with LOS,” Cook said in an interview with MPA. “We use a lot of LOS data to build an automation into our CRS. That’s what we’ve done for all our wholesale lender clients.”
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