If your company is in the business of creating new software for the mortgage and real estate industry, as we are, your business is innovation. No one can achieve a competitive advantage using software that isn’t changing and growing as quickly as they are. It takes innovative software to deliver a competitive advantage.
So, how do you know if you are innovative?
Our first measure comes directly from our clients. If they are staying with us, it means we’re doing a good job of keeping up with them. Our customer loyalty is unmatched in the industry.
But recently, we were pleasantly surprised with another measure, the opinions of longtime industry observers who know innovation when they see it. This happened to us when our Customer Relationship Engagement Platform (REP) platform won the 2025 Innovation Award from the PROGRESS in Lending Association.
Our company caught the PROGRESS team’s attention with our innovative Pipelines functionality. Here’s what PROGRESS in Lending Founder and Chairman Tony Garritano had to say about the award.
“This honor is the Gold Seal when it comes to recognizing true industry innovation. All applications were scored on a weighted scale. We looked for the innovation’s overall industry significance, the originality of the innovation, the positive change the innovation made possible, the intangible efficiencies gained as a result of the innovation, and the hard cost and time savings that the innovation enables industry participants to achieve.”
Staying Innovative For Our Customers
Our SmartCRM combines the most intuitive user interface, automated Done-For-You Experiences™, and robust data intelligence into a customizable marketing suite. It’s one of the leading marketing automation platforms available today and it just got a lot easier for Loan Officers to use.
When we found out that lenders were being charged extra by our competitors for functionality that we could provide, we built it. Then we gave it to our clients for free.
Our new Pipelines™ functionality allows lenders to create custom, best-practices-based marketing workflows that empower every LO in the company to perform like their top producers.
Pipelines are customized lead, prospect, customer, and Realtor experiences that can be combined into automated campaigns to target the right borrower at the right time. Lenders have a set of best practices sales workflows, but any loan officer can create as many custom pipelines as they wish with custom stages made up of tasks that they can either do or assign to other members of their team.
The workflow can accommodate call scripting, tasks, SMS reminders and automated email. Each morning, the tool will alert loan officers via email or mobile app about their scheduled tasks for the day. We provide detailed reporting on each loan officer’s usage for management purposes.
As our CEO Chris Harrington puts it: “The nation’s top loan officers consistently outperform their peers because they have a better sales process. Now, every loan officer can have a winning process and win more business. Loan officers shouldn’t have to pay extra for this functionality. The new tool is ready to use out of the box, but its extensibility will make it a secret weapon for lenders willing to create custom workflows and make our SmartCRM available to their loan officers.”
Find out more about our innovative new functionality and what it can mean for your loan officers by visiting us online today.
