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Mortgage CRM

Functions Mortgage Professionals Need in Their CRM Dashboard

Jun 14, 2021

A mortgage CRM dashboard, just like any other real dashboard, should give its viewers the pertinent info they need with nothing more than a quick glance. Navigating a highway at 65 miles per hour, good weather or bad, surrounded by others that could ruin your day in an instant, is why a dashboard should be quick to discern. A CRM dashboard is no different and should quickly convey where you are and what’s left between you and your destination.

What components are most important in a mortgage CRM Dashboard?

There’s a lot that mortgage bankers and brokers need to know in order to do their jobs effectively and efficiently. Here, we’ll focus on the most critical and easy to interpret, as that should always be the nature of a dashboard.

Rates or Pricing

Quoting rates is of course one of the most expected tasks in a loan officer’s day. It’s imperative to know what you can quote to a prospect and ideally, whether it’s really specific to their scenario. A good dashboard will give you at least current market pricing for a common scenario for quick quotes, and more importantly, a link to open up a more comprehensive way of analyzing and pricing more complex instances.

The Market and Related News


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Part and parcel of quoting rates should always also be conveying your knowledge of what’s driving pricing. Anyone can quote rates; the best will share the what-and-why of what the market is doing on any given day, and that requires more than just a mortgage rate.

Sharing your knowledge of what truly drives the direction of mortgage rates will set you apart from your competitors and earn you more business.

Client and Prospect Database Access in a Mortgage CRM

Everyone likes to be known or remembered. Yet as loan officers, we speak with hundreds if not thousands of people. If you have a steel-trap memory, great. If you’re like most though, keeping good notes and having ready access to your past clients’ and current prospects’ info is key. Speaking to someone and having their details in front of you while you do means they don’t have to repeat themselves and, more importantly, means they’ll know you care enough to remember them. They won’t know or even care if you have your mortgage CRM to facilitate that or not; they’ll just know you’re professional.

Production and Goals

At the end of the day, we should all have a plan. That can and should be by the day, week, month and year. It’s hard to stick to a plan if you don’t know what it is and know where you are on that path. Having solid numbers in front of you is a daily visual reminder of being behind, on, or ahead of that plan. While some will not want the reminder if they’re behind, top producers take that as motivation to try harder. For the same reason, top producers won’t slack off even when they’re ahead. It will simply fuel their confidence and ambition to do evermore.

And It’s Not Just Total Production

Every plan for a total monthly or annual production figure will also equate to dollars earned. For some, that’s really the ultimate motivator, and again, that’s true whether they’re ahead or behind their target.
At some level, we all need a certain income level to pay our bills and save for the future. Running behind is not an option, and it should always mean throwing more wood on the fire, whatever it takes, be it more calls, more quotes, more marketing, or sales calls. We do what needs to be done, to get it done.


After or even when speaking with prospects, there’s almost always something of value that you should be able to share to address their particular needs. A great mortgage CRM dashboard is going to give you ready access to pop off an email or text with great content that speaks exactly to those needs or opportunities.

A Flexible Mortgage CRM

There’s a litany of other things that individuals will want and should have. These are the personal things that suit them and their personality or way of doing business. For some, it could be as cliché’ as the weather; for others, maybe it’s more cerebral like an impactful quote of the day. Anything that qualifies as a good conversation starter or reminder of what you are best talking about to really connect with your mortgage clients and prospects is what should be there too. And ideally, if you can arrange things visually to suit your tastes and needs, all the better!

If you want to see the combination of a CRM dashboard along with a content-rich library of educational marketing pieces that will help position you well to win the business, just click here for a Surefire demo today.

Brian Larrabee
Content Director

Brian Larrabee Brian’s entire professional career has centered on real estate. He’s designed, built, and brokered homes. In addition, he has provided over half a billion dollars in mortgage loan financing to everyone, from first-time buyers to the CEOs of Fortune 500 companies. He’s a published author with articles in periodicals, hedge fund websites, and trade publications. He has also created and developed hundreds of educational products from print to digital used throughout the U.S. and beyonmaking of buying and financing a home easier for all.

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