There is no one-size-fits-all mortgage marketing reporting tool or cadence. However, there is a solution that comes preloaded with the most universally used reports and even allows lenders to create their own reports, request custom-built reports and have marketing data flow automatically into the BI solution they use to analyze organizational performance.
SurefireSM, Black Knight’s industry-leading mortgage CRM platform and marketing engine, has the right-sized reporting structure for any lender regardless of company size, budget or the type of marketing campaigns they use. Surefire administrators can automate omnichannel mortgage marketing campaigns and configure them to their organization’s ideal specifications, then schedule daily, weekly, monthly and annual performance reports for automatic delivery to selected users.
With these four options, Surefire can help support right-sized reporting for any mortgage lender:
Surefire’s out-of-the-box reports, also known as quick reports, track the most commonly used mortgage marketing performance metrics such as email opens, loan anniversaries, client birthdays, contacts by source, text message opt-ins and opt-outs, compliance for co-branded materials and much more. Out-of-the-box reports are available immediately after implementing Surefire, so lenders do not have to perform any extra platform configuration to access them.
In just minutes, Surefire administrators can also create custom reports on the fly using the Surefire platform’s advanced user search configurations. DIY reports can be built for one-off use or can be saved and assigned an ongoing reporting schedule. Surefire’s advanced user search interface is intuitive, but if a lender ever needs additional support, a Surefire representative will walk them through the report configuration process at no extra charge.
Depending on an organization’s size or marketing needs, it may want even more nuanced reporting options that do not come pre-built in the Surefire platform. In these cases, lenders can simply request a custom report from Surefire. A Surefire developer will then work with the lender to determine necessary KPI inputs and outputs and schedule reports for automatic delivery to the appropriate recipients on a regular cadence.
The Surefire platform’s data piping capability is specifically designed for organizations that have invested in a data warehouse or BI tool and would like to crunch their CRM data alongside other operational performance metrics. By folding information from their contact database and marketing engine into enterprise-wide BI analytics, lenders gain insight into how their marketing efforts align with their overall performance. This extra layer of actionable intelligence can help lenders identify ways to market their products and services more effectively.