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June Executive Chat: Elephants in the Room

Jun 24, 2021


With the first half of 2021 just two weeks away, now feels like the right time to address a few elephants in the room:

Changes in the market are becoming undeniable. Housing inventory is scarce, and the MBA has reported declines in mortgage application activity for three of the last five weeks. That’s not a cause for panic (especially considering how low interest rates remain), but it’s certainly a good reason to re-evaluate your marketing strategy.

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Some of our clients are responding to these market shifts by looking for ways to contain their lead acquisition expenditure. Now would be a great time to explore Surefire CRM’s integrations with products like Sales Boomerang and MonitorBase, which enable you to mine your contact database for loan opportunities rather than purchasing leads from aggregators. We also offer front-end lead generation forms for web and social with built-in tracking and targeting.

And whether you’re generating your own leads or purchasing them, Surefire’s rules-based workflows make it easy to distribute incoming leads and automate follow-up tasks for loan officers and brokers. You can also enable features like automated text message response for lightning-fast follow-ups that convert more leads to applications.

Finally, if you’re thinking of making changes to your operations — like opening up a consumer-direct channel or getting into the wholesale game — please don’t hesitate to reach out to us. These are pivots that can be made much more gracefully with the help of your experienced Top of Mind team.

Speaking of changes, you might have glimpsed Top of Mind in your news feed over the Memorial Day holiday. We are proud to have entered into an agreement to join the Black Knight family in Q3, pending regulatory review. We believe that integrating Surefire’s capabilities within the wider Black Knight mortgage technology ecosystem will create many new opportunities to add value for our clients, and we look forward to sharing more details with you as the transaction unfolds.

Kind regards,

Bill Hayes
CEO, Top of Mind Networks

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