Open Mortgage Adopts Reverse Focus Sales Engine CRM for Retail Lending Channel

National reverse mortgage lender Open Mortgage recently adopted Reverse Focus’ customer relationship management (CRM) system, Sales Engine, for the company’s retail lending division.

Open Mortgage’s decision to select Sales Engine (SE) as its platform for its reverse mortgage loan originators arrived after considering several CRM platforms, including well-known cloud-based CRMs such as Salesforce (NYSE: CRM).

“Salesforce was too complicated for me to spend the time reading how-to articles or sitting through YouTibe videos,” said Open Mortgage Senior Branch Manager Wendy Oshiro in a press release issued by Reverse Focus. “I love that SE will work with our Google Mail servers and calendars, which will save me so much time. I’m looking forward to being more efficient.”

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A web-based technology, Sales Engine offers a CRM solution specifically tailored to reverse mortgage professionals. This summer, Reverse Focus improved the web services features in the Sales Engine system, as well as updates to the system’s referral partner and wholesale modules.

In June, Reverse Focus announced the addition of sales workflow automations aimed at ensuring originators have consistent communication and follow-up with prospective borrowers, thus allowing them to better focus on marketing and nurturing their loan pipeline. The updated automated functions included automatic drip email marketing, notifications, lead reassignments, status changes and placement into a lead redistribution pool.

Open Mortgage is supporting its sales team with digital marketing pieces, which will be sent as part of their automated email drop campaigns within Sales Engine’s workflow automations.

“The workflow automations, email and calendar syntonization enable our producers to utilize the customization within the CRM to work for them while they are out in the field educating more consumers and professionals,” Oshiro said. “In addition, we are seeing a greater level of confidence and self-accountability in owning their business.”

For Suze Smitha, an Open Mortgage reverse mortgage specialist based in Anacortes, Wash., Sales Engine will provide an efficiency boost as she looks to increase her production.

“I was paying $599 a month for a system for the last six months,” Smitha said in a written statement. “I believe Sales Engine is exactly what I need for my business and will be much more effective than what I am doing now.”

A top-15 reverse mortgage lender by volume, Open Mortgage reported 373 Home Equity Conversion Mortgage endorsements year-to-date through July 2016, according to industry data tracked by Reverse Market Insight.

To date, over 140 reverse mortgage lenders and brokers nationwide use Sales Engine as their CRM platform, according to Reverse Focus.

Written by Jason Oliva

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