Ep #64: Three Ways a Good CRM Can Make You More Money

A sponsored deep-dive into Be In Touch, a mortgage-specific CRM platform. Covers task management, communication tracking, partner portals, automated marketing campaigns, LOS integration, texting/voice-drop features, and lead capture via landing pages. LOs evaluating or currently without a CRM will get the most from this episode.

Takeaways you can run this week

• Run a data-mine report in your CRM filtering all clients who closed 10–14 months ago, put them on a single campaign that auto-generates a call task for each record, and work through that call list this week.
• Add your top 5–10 referral partners as contacts in your CRM so they gain access to the partner portal (Be In Touch calls it 'Mortgage Circles' — available in the App Store and Google Play); this lets them submit leads directly into your pipeline without a phone call.
• Pull a partner productivity report quarterly showing each agent's leads submitted, pipeline stage, and your conversion rate; use the data to have a specific conversation: 'You did 10 buy sides last year — I captured 4. How do we improve that capture rate together?'
• Set up a rate-alert automation: feed your acceptable refi range into your CRM so it auto-monitors the national rate average and fires a personalized email to every past client who qualifies — without you touching it manually.
• Record one pre-approval congratulations voice message and attach it as an automated trigger so every borrower who hits pre-approval status receives it instantly — eliminating repetitive calls while maintaining a personal touch.
• If running Facebook ads, create a CRM-hosted landing page or web form tied to a specific lead source tag so you can measure exact Facebook-to-funded-loan conversion and cut or scale spend based on real data.

The playbook

1. 1. Import your database and tag contacts by type: past client, active lead, referral partner.
2. 2. Set preferences for refi rate alerts so the system auto-identifies eligible past clients.
3. 3. Add referral partners as records to activate their partner portal and mobile app access.
4. 4. Build automated campaigns for each pipeline stage: lead in → intro email + partner notification + welcome text; pre-approval → voice drop; post-close → survey, then route 4–5 star responses to Zillow/Google review link.
5. 5. Enable Be In Touch Voice ($49/mo add-on, 1,000 units included) for click-to-call logging, automated texting, and pre-recorded voice blasts.
6. 6. Connect your LOS for two-way sync so milestone updates notify borrowers and partners automatically.
7. 7. Run quarterly partner reports to identify top producers and have data-backed capture-rate conversations.

Worth quoting

“If you're not using a CRM today, you're simply losing money — you're missing out.”

“It's not just a marketing system. It's a database management tool so you can seek out your best opportunities.”

Best for

LOs who have a database but no system tracking past-client touchpoints, partner referral volume, or pipeline communications — and are losing refi and repeat business as a result.