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The Wholesale Mortgage Software Account Executives Need to Grow

Jul 02, 2023

Wholesale mortgage software is a hot topic these days.

After all, wholesale mortgage lenders’ loan program offerings are the superpowers behind brokers’ businesses, and brokers are gaining in revenue and profit. According to research group IBISWorld, in the past five years broker revenue has grown at a compound annual growth rate (CAGR) of 13.6%. And in 2023, the group projects 3.1% additional growth, with profit reaching 15.2%

So where does that leave wholesale lenders? In need of their own superpower – and that comes in the form of wholesale mortgage software. 

In today’s environment, the wholesale lender’s arsenal should extend beyond loan origination software to include wholesale marketing automation, which can be delivered by a mortgage CRM.

A mortgage CRM (like Surefire℠ CRM and Mortgage Marketing Engine by Black Knight) is a productivity engine that allows you to market to borrowers, deliver engaging content, meet compliance regulations and connect to all of the technology needed to recruit the top talent in the mortgage industry.

Mortgage CRM software, when applied to a wholesale lender’s model, can manage your existing broker relationships or make new connections by facilitating communications. Omnichannel distribution (utilizing multiple communication channels) allows wholesale account executives to nurture relationships through personalized touch points so you can meet brokers where they are – most often that means by email, text or phone.

Managing these multiple communication channels through mortgage CRM software rather than personal cell phones or disparate systems offers you several advantages, including (but not limited to):

  • Maintaining a corporate, rather than individual, approach that allows for business continuity in the case of staffing changes.
  • Creating an auditable record of all communications
  • Having a system for compliance-related approvals
  • Being able to deploy one-off messages, mass communications, or targeted workflows.
  • Creating the opportunity for corporate marketing team members to develop and manage marketing programs, while allowing account executives (AEs) to focus their efforts on selling.

Wholesale marketing automation software also can manage broker information, including their specialties, interests and use of various loan programs. The system can identify top brokers and those who may need more encouragement, then based on rules, notify the broker’s specific AE and/or deploy appropriate messaging or workflows.

Stand Out from the Crowd with Mortgage Marketing Content

Other wholesale lenders are out there managing and growing relationships, too, even if they’re not backed by the superpower of a mortgage CRM. What else can be done to win over brokers?

That’s easy … Help them win over their prospects!

Lenders who choose wholesale marketing software with a content focus are a step ahead in providing brokers the materials they need to market loan programs. A strong mortgage content library will be pre-populated with messages that can be tailored to broker audiences or made generic to appeal to consumers.

A content-focused CRM will also include the tools wholesale lenders need to create their own marketing materials related to their specific loan programs — from phone calls, video scripts, and digital messages to printable PDF flyers and mailed postcards.

Now you’re not only enjoying your own superpowers but extending those advantages to wholesales lenders you work with too!

The industry’s best-in-class CRM, Surefire, is the hero that wraps all of these management, marketing and content superpowers into one platform. To see Surefire in action, schedule your demo today.


Download the guide to text messaging for mortgage lenders.

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